Question 1

_____ provides the advertiser with useful guidelines for future advertising by evaluating the effectiveness of an individual ad or an entire ad campaign after it runs.

Accepted Answer

Posttesting evaluates the effectiveness of an individual ad or an entire ad campaign after it runs, providing useful guidelines for future advertising. Pretesting, trailer testing, clutter testing, and galvanometry all involve evaluating ads or campaigns before they run, rather than after.

Question 2

The _____ is perceived as a consumer advocate during the advertising planning process.

Accepted Answer

The account planner is perceived as a consumer advocate as their role is to gather and analyze consumer insights, attitudes, and behaviors to inform the advertising strategy and ensure that the campaign resonates with the target audience. The agency refers to the advertising agency as a whole and includes various departments such as creative, media, and account management. The art director and ad producer are responsible for the creative execution of the campaign, while the ad source refers to the origin of the advertising message, such as a brand or organization.

Question 3

The first step in the research process is to

Accepted Answer

Defining the problem is the crucial first step in the research process as it sets the direction for the entire study. It helps to clarify what needs to be researched, why it needs to be researched and what are the expected outcomes. It forms the basis for developing research objectives, hypotheses and research questions. Only after the problem is defined can a suitable research design, mode, budget and method be chosen. Therefore, option D is the correct answer.

Question 4

Which of the following would most likely involve testing ad slogans prior to production?

Accepted Answer

The answer of Which of the following would most likely...

Question 5

Which term refers to the systematic gathering,recording,and analysis of new information to help managers make marketing decisions?

Accepted Answer

Marketing research is the systematic gathering, recording, and analysis of new information to help managers make marketing decisions. It involves collecting both primary data (data gathered specifically for the purpose of the research study) and secondary data (existing data from sources such as government reports, trade publications, or internal company records). The data is analyzed to identify patterns, uncover insights, and develop actionable recommendations for the marketing team.

Question 6

To increase the likelihood of preparing the most effective advertising messages,companies use

Accepted Answer

Pretesting and posttesting are both methods used by companies to ensure that their advertising messages are effective. Pretesting involves testing the message before it is launched to determine its potential effectiveness, while posttesting involves testing the message after it has been launched to determine its actual effectiveness. Both methods allow companies to make adjustments to their advertising message and increase the likelihood of its success.

Question 7

Before beginning an advertising campaign for its new Snickers Charged candy bar,the Mars Company had to determine if the product's 60 milligrams of caffeine would lead to initial purchases and brand loyalty.Before developing the creative strategy and the media strategy for the new candy bar,Mars most likely had to conduct research on

Accepted Answer

Before developing the advertising strategy, Mars would likely want to conduct research on the product concept, including the impact of the caffeine content on consumer behavior. This will help determine if the product is likely to be successful and inform the creative and media strategies. Research on media selection, promotion methods, messaging formats, and message elements may come later in the process.

Question 8

It's important for global advertisers to perform research.

Accepted Answer

Research is important for global advertisers because it helps them to understand different cultures, consumer behavior, and market trends in different countries. This information is necessary to create effective advertising campaigns and reach a global audience. Without research, there is a higher risk of making mistakes that can negatively impact the brand's reputation or result in a failed campaign. Therefore, it is essential for global advertisers to perform thorough research before launching any advertising efforts.

Question 9

A question that asks "What type of paste do you use?" would be an ineffective survey question because it is not focused.

Accepted Answer

The question is too broad and does not specify what type of paste is being referred to. It could refer to toothpaste, glue, cooking paste, etc. Therefore, the answer will not lead to useful or relevant data.

Question 10

Celia has developed a website for seniors to get together and watch live videos of birds while the seniors talk in chat rooms.Before she runs an advertising campaign,Celia should conduct

Accepted Answer

Conducting a situation analysis will help Celia understand the current landscape of seniors' internet usage, interest in live bird videos, and chat room engagement, which is crucial for identifying potential problems and opportunities before launching an advertising campaign.

Question 11

Which of the following techniques is used to uncover the information needed for developing and/or evaluating advertising strategies,individual ads,and whole advertising campaigns?

Accepted Answer

Advertising research is the specific research technique used to gather information for the development and evaluation of advertising strategies, individual ads, and whole advertising campaigns. Consumer behavior, ethnographics, marketing research, and strategic marketing are all related to advertising but are not specific to the development and evaluation of advertising campaigns.

Question 12

A disadvantage of collecting primary data is that it is

Accepted Answer

Collecting primary data typically requires a lot of resources, including time, money, and manpower. Because of this, it is usually more expensive than obtaining secondary data.

Question 13

Jad is an advertising manager for a new line of vitamins.He needs to research other competitors' current expenditures on advertising,so he looks into information from www.statista.com,which most likely contains

Accepted Answer

www.statista.com is a secondary data source, meaning that it provides information that has already been collected and analyzed by someone else, rather than primary data that Jad would collect himself. This means that the information he is accessing has already been gathered, such as competitors' current expenditures on advertising.

Question 14

An MIS (Marketing Information System)is a

Accepted Answer

An MIS (Marketing Information System) is a sophisticated set of procedures designed to generate a continuous, orderly flow of information for use in making marketing decisions. It involves collecting, analyzing, and disseminating information about customers, competitors, and market trends to aid in decision-making for marketing strategies.

Question 15

If an Internet advertiser were to subscribe to Nielsen-Net Ratings,it would receive information about the web surfing habits of various demographic groups.This would be an example of

Accepted Answer

Nielsen-Net Ratings provides information to advertisers about the audience demographics and their web surfing habits, thus facilitating media research. Therefore, the best choice is E - media research. The other options are not relevant to this scenario.

Question 16

Domestic research tends to be more expensive than international research.

Accepted Answer

Domestic research is generally less expensive than international research due to lower travel, communication, and logistical costs.

Question 17

Conducting original international research can be fraught with problems including understanding the nuances of another culture,translating accurately,and gaining the trust of consumers who may view strangers suspiciously.

Accepted Answer

Conducting original international research can indeed be fraught with difficulties such as cultural nuances, accurate translation, and gaining trust, so the statement is true.

Question 18

Effective survey questions must have focus,they must be clear,and they must be brief.

Accepted Answer

Effective survey questions should have a clear focus to ensure that they gather accurate, meaningful data. Clear and concise questions are also necessary to avoid confusion or misunderstandings among survey respondents. Finally, brevity is important for keeping respondents engaged and preventing them from becoming bored or frustrated with the survey.

Question 19

Casper Mattresses made a website to ask consumers questions about how they feel about their current mattress,their daily sleep patterns,and how much they would be willing to pay for a new mattress.Casper was collecting

Accepted Answer

Casper is collecting data directly from the consumers themselves, making it primary data.

Question 20

_____ uses research to focus the creative process in order to nurture a relationship between consumer and brand.

Accepted Answer

Account planning utilizes research to gather insights about the target audience and inform the creative process, ultimately fostering a stronger relationship between consumer and brand. Empowerment, customer transformation, relationship marketing, and relationship research are all related concepts but do not specifically address the use of research in the creative process.

Quiz 6: Account Planning and Research