Question 1

Canadian researchers went into people's homes and observed how they watched television and more specifically what they did when commercials came on.This was an example of _____ research.

Accepted Answer

This type of research involves observing and studying the behavior and culture of a specific group or community, which is exactly what the researchers did when they went into people's homes to observe their TV watching habits. Psychographic and demographic research are focused on analyzing characteristics of a population, while perceptual research deals with analyzing how individuals perceive and interpret information. Interactive marketing is a strategy aimed at engaging consumers through various digital channels.

Question 2

One of the most popular and long-running advertising campaigns was created by the Leo Burnett agency for Maytag appliances.The ____ or central message of the advertising campaign was "Maytag Dependability."

Accepted Answer

The campaign theme is the central message of the advertising campaign, which in this case is "Maytag Dependability." The other answer options (animatic, repositioning strategy, copy platform, and product specific preplanning input) are not applicable to the description of the Maytag advertising campaign.

Question 3

Focus groups can be used during the advertising creative process to:

Accepted Answer

Focus groups can be used for all of the options listed, including finding unmet needs, understanding consumer behavior, evaluating creative concepts, and getting specific insights into consumer needs. Therefore, the best choice is all of the above (E).

Question 4

Douglas was asked to fill out a survey on dill pickles.He was asked questions about what he liked and disliked about dill pickles,when and where he usually ate dill pickles,and to list and rate all brands of dill pickles he could recall.He was also asked about packaging as well as degree of sourness in the different brands of pickles.Since the survey was conducted by an ad agency prior to developing a creative strategy for its client,a pickle manufacturer,and there were several people surveyed besides Douglas,you can assume he was participating in a _____ study.

Accepted Answer

The answer of Douglas was asked to fill out a...

Question 5

Lisle Ju,the creative director for JTT ad agency,is observing a focus group for four-wheel drive SUVs.She is gathering _____ before she begins to develop creative strategy for an SUV manufacturer.

Accepted Answer

Lisle Ju is specifically gathering information about four-wheel drive SUVs, which is product specific preplanning input.

Question 6

______ is a research technique whereby consumers are asked to generate an exhaustive list of things that bother them or difficulties they encounter when using a product or service.

Accepted Answer

The research technique described in the question is problem detection, where consumers are asked to identify issues or difficulties they encounter when using a product or service. This information can be valuable in improving the product or service to better meet consumer needs and preferences. The other answer choices are not relevant to this particular technique.

Question 7

To make a creative layout of a commercial more realistic, a(an) _____ may be produced by making a videotape of the _____ along with an audio soundtrack.

Accepted Answer

An animatic is a rough version of a commercial that combines elements of a storyboard (visuals) with an audio soundtrack. It allows for a more realistic representation of how the final commercial will look and sound. Therefore, an animatic can be produced by making a videotape of the storyboard along with an audio soundtrack.

Question 8

At what stage of the creative process are various ideas evaluated and refined before actually being used?

Accepted Answer

Ideas are evaluated and refined in the verification/revision stage of the creative process. This is where the feasibility and potential success of the ideas are assessed, and any necessary improvements or adjustments are made before moving forward with implementation.

Question 9

Jonathan is the creative director for the Peet,Williams & Greene advertising agency.He spends an hour every morning reading publications such as Advertising Age,The Wall Street Journal and Brand Week to gain a better understanding of what is happening in the world of marketing and advertising.This activity can be characterized as:

Accepted Answer

Jonathan's activity of reading publications every morning to gain a better understanding of the marketing and advertising world is an example of general preplanning input. This input helps in overall planning and strategizing, rather than being specific to a particular product or problem.

Question 10

The Rogers Agency wants to test a creative idea it has for a new commercial before moving ahead with the production of the spot.To make the test more realistic it wants to test both the visual layout of the commercial as well as the audio portion of the message.The commercial should be tested in which of the following forms?

Accepted Answer

An animatic is a rough version of the commercial that includes both visual and audio elements, making it the best choice for testing the creative idea in a more realistic way before moving on to the production of the final spot. Storyboards, rough layouts, and print copies are visual-only options, while a reaction profile is a research method that measures consumer reactions, but it does not show how the commercial will look and sound.

Question 11

_____ research involves anthropologists or other types of trained researchers observing consumers in their natural environments.

Accepted Answer

Ethnographic research involves anthropologists or other trained researchers observing consumers in their natural environments. This type of research allows for a deeper understanding of cultural and social norms that may influence consumer behavior. Psychographic research focuses on personality, values, and attitudes of consumers. Internalization refers to the process of taking in and adopting cultural ideas and behaviors. Demographic research examines characteristics such as age, gender, and income. Sociocultural research looks at the cultural and social factors that influence behavior.

Question 12

Psychographic studies are used by advertising agencies to:

Accepted Answer

Psychographic studies are used to understand the attitudes, values, lifestyles, and personalities of the target audience. This information is valuable to advertising agencies as it provides insights into the target audience's interests and preferences, which allows creative personnel to develop more effective advertising messages that resonate with the audience. While information about demographics such as age, education, and ethnicity may be included in psychographic studies, it is not the primary focus. Allocating the advertising budget and identifying consumption problems are not typically addressed by psychographic studies.

Question 13

Young & Rubicon developed,BrandAsset Valuator,a proprietary tool for building and managing a brand.Their tool measures four factors including ________________ to identify issues and evaluate brand performance.

Accepted Answer

The BrandAsset Valuator measures four factors: brand differentiation, relevance, esteem, and knowledge, to identify issues and evaluate brand performance. Option A, B, D, and E are not correct as they do not include these four factors of the BrandAsset Valuator.

Question 14

The ideas of Malcom Gladwell in Blink: The Power of Thinking Without Thinking,suggest that many unique insights that drive innovation and great advertising campaigns are NOT gained through:

Accepted Answer

According to Gladwell, many insights that drive innovation and great advertising campaigns are not gained through traditional market research techniques such as focus groups, surveys, sampling, and other methods mentioned in option E. Therefore, all of the choices listed in option E are the best answer.

Question 15

Ramon participated in a study done by an advertising agency.During his interview,he was asked to gauge the services provided by a regional airline on the basis of his experiences and what others had told him.The interviewer asked Ramon specific questions about the food,the seating arrangements,the ease with which he entered and exited the plane,and the service provided by the flight attendants.Since the ad agency doing the research is the one that will develop the creative strategy for the airline's new ad campaign,you know Ramon most likely provided the agency with:

Accepted Answer

Ramon was asked specific questions about the airline's services and his personal experiences, which would provide the ad agency with product/service specific preplanning inputs for their ad campaign.

Question 16

Researchers Daniel Miller and Don Slater monitored Web sites,lurked in chat rooms,and hung out in cyber cafés and observed how Internet users act.The users they observed consider the Internet to be a tool to augment traditional forms of communication.Miller and Slater conducted _____ research.

Accepted Answer

Miller and Slater conducted ethnocentric research as they observed and analyzed the behaviors and cultural practices of Internet users in their natural settings, similar to ethnographic studies.

Question 17

In-depth interviews with consumers,focus groups,and observational studies of how consumers conduct their daily lives as consumers are all examples of:

Accepted Answer

In-depth interviews, focus groups, and observational studies are all examples of qualitative research techniques because they are focused on understanding the behaviors, attitudes, and opinions of consumers in a more subjective and exploratory way, rather than using numerical data and statistics. Quantitative research techniques, on the other hand, involve gathering and analyzing numerical data to make conclusions about a population. Problem detection studies and econometric research are specific types of quantitative research techniques. Secondary internal research involves analyzing data that has already been collected by the company itself.

Question 18

At what stage of the creative process would consumers in the target audience be asked to evaluate storyboards and animatics?

Accepted Answer

Consumers in the target audience would be asked to evaluate storyboards and animatics during the verification/revision stage of the creative process, where the concept is fleshed out and refined based on feedback from the target audience.

Question 19

____ is a series of drawings used to present the visual plan or layout of a commercial along with a description of the audio for each scene.

Accepted Answer

A storyboard is a visual representation of the layout and audio plan for a commercial or other visual media piece, presented in a series of drawings.

Question 20

Product usage,attitude studies,and perceptual mapping would be examples of:

Accepted Answer

Product usage, attitude studies, and perceptual mapping are all preplanning inputs that are specific to a particular product or service. These types of inputs help companies understand their target audience and the market in which they operate, which can inform their overall marketing strategy. General preplanning inputs, verification studies, revision studies, and demographic studies are all different types of market research that may be useful for companies, but they are not specifically related to the planning and development of a particular product or service.

Quiz 8: Creative Strategy: Planning and Development