Deck 7: Advertising Research

Question 1

Developmental advertising and promotion research is used to generate opportunities and messages.

Answer 1

True

Question 2

Long interviews are not a very popular research method since they last for more than an hour.

Answer 2

False

Question 3

Google Groups and Facebook are good sources of secondary research data today.

Answer 3

True

Question 4

A concept test seeks feedback designed to screen the quality of a new idea, using consumers as the judge and jury.

Question 5

Developmental advertising is conducted late in the advertising process, after the ads, branded entertainment, or other IBPs are created.

Question 6

A communication test simply explores whether the people "get" the ad-whether they understand the main point,
get the joke, or see the connection.

Question 7

AIO research uses survey data from consumers who have answered questions about themselves.

Question 8

A researcher is said to conduct field work when he or she joins in and actually takes part in the study, usually in a taste test or other form of product testing.

Question 9

Internal company data such as customer service reports and customer complaints are considered sources of primary data.

Question 10

An agency staffer conducts a test to see how the message for her client's product, dishwasher detergent, compares to the way other ads in her product area have tested.In this way, she will gather qualitative test scores.

Question 11

The main advantages of using online sampling are the generalizability and representativeness of data collected.

Question 12

Focus groups are for generating statistics and making scientific generalizations, not for gaining any real understanding or insight.

Question 13

The text stresses that for research methods to be truly useful to the client, they need to be trustworthy and meaningful.

Question 14

Copy testing is rarely a good idea, particularly because the account executives, the creative team, and the client usually dislike it.

Question 15

A focus group involves blind taste tests of products.

Question 16

Psychologists now believe that memory is more fluid than was once thought, and is more strongly influenced by motivation to remember, or not to remember.

Question 17

In a testing situation, people are shown drawings depicting pairs of shoppers walking through grocery stores with empty dialogue balloons above them, and they are asked to fill in what the shoppers may be saying.This is an example of a concept test.

Question 18

Professional publications or periodicals in which marketing and advertising professionals report significant information related to industry trends are sources of secondary data.

Question 19

The advantages of using online sampling are the ensured generalizability and representativeness of the data collected.

Question 20

ZMET is designed to draw out people's buried thoughts and feelings about products and brands, based on their use
of metaphors.

Question 21

Recognition tests are the industry standard for television ad testing.

Question 22

is a type of projective technique that offers consumers the chance to fill in the conversation of cartoonlike stories.

A)Story construction
B)ZMET
C)Consumer report
D)Dialogue balloon

Question 23

Which new philosophy of advertising focuses on building a thought process that dismisses preconceived notions and instead attempts to create from scratch what a good or service should look like?

A)Starch Readership Services
B)Activities, interests, and opinions
C)Design thinking
D)Zaltman Metaphor Elicitation Technique

Question 24

Dialogue balloons, story construction, and sentence and picture completion are all types of techniques.

A)quantitative
B)predictive
C)survey
D)projective

Question 25

Eye-tracking technology systems basically measure how long a person gazes at a particular print ad or a particular part of the ad.

Question 26

Developmental research looks at consumers' identities, perceptions, wants, and habits early in the production process so these elements can influence the final ad before a lot of money is spent.This type of ad research is also called:

A)account planning.
B)design thinking.
C)consumer insight.
D)scientific advertising.

Question 27

is a type of thought process that emphasizes getting rid of any preconceived notions of what a good or service is currently and replaces it with a process in which
Designers partner with users/potential users to actually create from scratch what the good or service should actually look like.

A)Design thinking
B)Red-hat thinking
C)Systems thinking
D)Convergent thinking

Question 28

The type of advertising research undertaken before ads are made is known as .

A)copy research
B)developmental research
C)results-oriented research
D)single-source research

Question 29

Overall, recall is easier, because people are shown a stimulus and answer yes or no about having seen it, whereas recognition is harder, because people have to deliberately search their memories for concept without any prompting or stimulus.

Question 30

involves observation in real-life situations, to obtain information about the consumption practices of real consumers in real settings.

A)Online netnography
B)Embedded field work
C)Geographic clustering
D)Consumer panel

Question 31

The Starch readership test measures readers of print materials who either noted the ad, associated the ad, or read most of the ad, then calculates these results into scores.

Question 32

Projective techniques test ads for consumer response with:

A)in-depth, one-on-one, open-ended discussions.
B)physiological techniques and brain scans.
C)fragments of pictures or words that need to be completed.
D)demographic profiles of market members.

Question 33

In a research study using the Zaltman Metaphor Elicitation Technique, participants:

A)suggest alternative design options for a particular product.
B)fill out surveys about their consumption habits.
C)use the product in a controlled environment, while researchers observe them.
D)visually represent their experiences with a product or service.

Question 34

For print ads, recall testing is most commonly used.

Question 35

Many forms of pre-post attitude studies are becoming more popular than they once were due to a recent push to
gather more rounded "before and after" data from potential consumers.

Question 36

A consumer is shown a picture of a man looking into the oven while a woman sits at desk nearby with her back to him.The consumer is then asked to suggest what is going on in the picture, and to fill in blanks such as "The man is
).." and "The woman is ..." This method gathers consumer data through:

A)metaphors.
B)sentence and picture completion.
C)dialogue balloons.
D)field work.

Question 37

Identifying the activities, interests, and opinions of target audiences to help creatives produce better advertising is called:

A)lifestyle research.
B)embedded description.
C)story construction.
D)normative research.

Question 38

The old physiological approaches to measuring physical responses during ad viewing have been replaced by PT or
MRI scans of brain activity, and these are commonly used in copy research today.

Question 39

When consumers act as the final judge and jury through their feedback on the quality of a new idea, they are taking part in a(n):

A)observation analysis.
B)concept test.
C)direct response
D)tracking study.

Question 40

It has been found that, overall, advertising has the greatest impact on sales early in the product life cycle, or soon after a new model or version of the product is released.

Question 41

An advertising agency develops a humorous advertisement campaign for a client.However, some people at the agency are worried that the audience will not understand the jokes.What type of research can the agency conduct to check if the audience understands the ad?

A)A communication test
B)Developmental research
C)Secondary research
D)Projective techniques

Question 42

What is the basic premise behind a recall test?

A)For an ad to work, it has to be remembered.
B)To be effective, an ad has to be based on motivation.
C)To activate the memory, ads need five repeat exposures.
D)If people like the ad, they will buy the product.

Question 43

PRIZM, which operates on the assumption that consumers in a particular ZIP code are more alike than different regarding their consumer practices, is a type of research technique.

A)story construction
B)embedded fieldwork
C)geographic clustering
D)copy research

Question 44

Which of the following is a tactic that might be used in an implicit memory measure?

A)Completing a brand name after being given only half of its letters
B)Filling in the blanks to finish a sentence about the ad just seen
C)Visualizing the last time a particular commercial was seen on TV
D)Describing what you think may be happening in a picture

Question 45

Recall measurements make the most sense when the goal of the commercial is to make consumers:

A)visualize a picture or image of the brand.
B)feel an emotion connected to the brand.
C)remember the brand name.
D)think of a time when the brand can be used.

Question 46

Researchers are trying to determine which advertisements are the most effective for a cereal company that is running a number of commercial spots.After participating, viewers are asked if they saw a cereal commercial during a show; some require further prompting so are asked if they saw a Raisin Bran ad.What are the researchers attempting to determine?

A)Aided and unaided recall of the commercial
B)Implicit memory of the commercial
C)The resonance of the commercial
D)Recognition of the commercial

Question 47

A key advantage of using recognition scores to test an ad is that it:

A)demonstrates whether or not a consumer will buy the brand being advertised.
B)allows for comparison with the performance of other ads from past years.
C)tells whether consumers will remember the brand when they are in the store.
D)reassures the client that the ad agency knows what it is doing.

Question 48

is a major type of research which usually occurs right before or after the advertisement is finalized to evaluate advertisements and promotions.

A)Results-oriented research
B)Copy research
C)Developmental advertising research
D)Promotional research

Question 49

The widely used recognition tests for print ads, with the Starch firm as the main supplier, have another name.What is it?

A)Copy tests
B)Cognitive residue measurements
C)Readership tests
D)Cognitive response analysis

Question 50

Explicit memory measures are those in which consumers are required to:

A)demonstrate their knowledge of a product.
B)search their memories about a product by using word fragments or pictures.
C)project their feelings about a brand onto an ambiguous image.
D)recall their actual exposure to the test ad for a product.

Question 51

Which type of research tries to identify specific cognitive responses that occur during an individual's exposure to a specific ad by having the person jot his or her thoughts down on the spot?

A)Day-after recall
B)Attitude-change study
C)Communication test
D)Thought listing

Question 52

Which of the following is an example of cognitive residue, as advertisers would define it?

A)Being unable to recall anything about an ad when a brand name is mentioned to you
B)Having a certain brand name in mind, above all others, and making a point to buy only that brand
C)Vaguely remembering a slogan and a jingle for a product
D)Knowing that you want to buy a product but not being sure why

Question 53

What test takes place over several days, usually with viewers watching a show at a particular time, then being called later and questioned about its commercials?

A)DAR
B)MRI
C)AIO
D)ZMET

Question 54

In a recognition test, participants are likely to be:

A)given a brand name and asked to provide words that they associate with it.
B)shown a print ad and asked if they've seen it before.
C)asked to recall the details of a print or television ad.
D)given a picture and asked to make up a story about it.

Question 55

When considering what is truly wanted from advertising research, the answer depends on whom you ask.If so, which of the following can be generally accepted as true?

A)The ad agency wants numbers.
B)The account team wants to know if the ad works.
C)The client wants awards for creativity.
D)The creatives want account planning.

Question 56

An advantage offered by secondary data from government sources is that the information is:

A)less biased than that from other sources.
B)always up-to-date.
C)available even to small businesses with no research budget.
D)gathered directly from consumers.

Question 57

A major problem associated with attitude tracking to evaluate advertising effectiveness is that although sometimes people's attitudes toward a brand do change, they:

A)cannot be accurately measured with a test.
B)rely heavily on an artificial viewing experience.
C)only occur with repetitive exposures.
D)don't always translate to sales increases.

Question 58

Which of the following is a particular kind of research done early on simply to prevent a major disaster-to avoid erroneous communications, unexpected interpretations, or unintended meanings in an ad, particularly in diverse or global markets?

A)A communication test
B)A recall test
C)A normative test
D)A subliminal test

Question 59

Which of the following is true of recall tests?

A)They are more commonly used for print ads than for TV ads.
B)Recall tests are ineffective for ads on online media.
C)In a recall test, participants need to remember an ad and describe it from memory.
D)A recall test involves less actual memory than a recognition test.

Question 60

Which of the following is used when identifying and calculating the percentage of people who accurately remembered specific elements of an ad when tested?

A)Developmental testing
B)Related-recall testing
C)Copy testing
D)Recognition testing

Question 61

Both advertising and promotion are used to build brands.For which of the two is it easier to measure effects that estimate contribution to sales, and why?

A)Advertising, because memory of ad imagery is simple to measure
B)Promotion, because statistical models can isolate the effect of the promotion
C)Advertising, because consumer recall of taglines is unusually high
D)Promotion, because responses can be specifically identified and tracked

Question 62

Which of the following is accurate in the context of account planning?

A)Agencies that implement it tend to do more quantitative and statistical research than their more traditional counterparts.
B)Its cost is less than that of relying on secondary sources.
C)Account planners are being appointed in place of account executive to work on each client's business.
D)By implementing it, agencies put research in a more prominent role in the advertising process.

Question 63

Scenario 7-2
You have been appointed director of research for the Rhode Island Runners, a new minor league baseball team that will make its debut in about six months.There have been minor league franchises in the area in the past, but due to a lack of fan support they all have folded.The Runners' upper management is convinced that past failures
were the result of improper marketing of the teams.Therefore, management has committed a substantial amount of money to developing smart, effective advertising.Management has put you in charge of an intensive one-year program to guide and track the advertising.
(Scenario 7-2) In designing the new marketing campaign, developmental advertising research would be helpful in a number of areas.When considering its marketing goals, the Rhode Island Runners staff want to execute it because the most important service developmental research provides is:

A)ad acceptance data.
B)product description.
C)audience profiling.
D)scientific evaluation.

Question 64

Scenario 7-2
You have been appointed director of research for the Rhode Island Runners, a new minor league baseball team that will make its debut in about six months.There have been minor league franchises in the area in the past, but due to a lack of fan support they all have folded.The Runners' upper management is convinced that past failures
were the result of improper marketing of the teams.Therefore, management has committed a substantial amount of money to developing smart, effective advertising.Management has put you in charge of an intensive one-year program to guide and track the advertising.
(Scenario 7­2) All the Rhode Island Runners' advertisements feature a phone number to get more information and to order tickets.This allows you to use to assess advertising effectiveness.

A)brand-talk
B)split-cable and split-run testing
C)inquiry/direct response
D)single-source tracking

Question 65

Which of the following are properties of emotions that make them potentially more important than thoughts in assessing ad reactions?

A)They are good predictors of thoughts.
B)They are hard to understand but indicative of eventual purchase behavior.
C)They are easy to define and describe.
D)They are clear indicators of subliminal reactions.

Question 66

Scenario 7-4
You are the director of advertising research at a large Minneapolis ad agency.Due to employee turnover and budget cuts, you're currently staffed with too many entry-level research assistants and too few management-level research group leaders.To make matters worse, one of the group heads is on vacation and another is out sick.Of course, your clients still expect their research to be done in a timely, professional manner.Therefore, you have gathered your department together and announced that your door is always open if anyone has any questions about any phase of any project.As a result, your entire day has been filled with questions.
(Scenario 7-4) An assistant comes in and says she needs some advice.One of the smaller clients of the agency needs some market information done very quickly-and very inexpensively.You tell her:

A)to set up focus group interviews with consumers.
B)to call a commercial service.
C)to use direct mail surveys.
D)to look through social media data.

Question 67

Scenario 7-2
You have been appointed director of research for the Rhode Island Runners, a new minor league baseball team that will make its debut in about six months.There have been minor league franchises in the area in the past, but due to a lack of fan support they all have folded.The Runners' upper management is convinced that past failures
were the result of improper marketing of the teams.Therefore, management has committed a substantial amount of money to developing smart, effective advertising.Management has put you in charge of an intensive one-year program to guide and track the advertising.
(Scenario 7-2) You have determined that the major competitors in the family leisure market are movies, theme parks, and outdoor festivals.You use a theater test to measure attitude change resulting from a TV commercial being tested for the Runners.The spot does not do very well in the test.Still, your gut instincts say that the commercial is a good one.When reporting the results to the team owners, you should point out that:

A)the commercial shouldn't run as is, despite your own opinion of it.
B)this kind of research is all too rarely useful to measure actual behavior.
C)the identification of competitors may have been inaccurate.
D)theater audiences are not considered scientifically reliable.

Question 68

Scenario 7-3
After filing for bankruptcy in 2009 and requiring nearly $58 billion in governmental funding simply to stay afloat, General Motors realized it had to undergo major changes in order to compete with more successful automakers.The company began designing questionnaires and focus groups in order to gain a better understanding of what its cars had been lacking, and perhaps probe for specific improvements consumers may have been looking for.The company recorded its research findings and began to apply them to its product line.A little over a year later, Consumer Reports stated that 83 percent of Chevrolets, GM's top brand, had an average or better score in terms
of predicted reliability, an increase from 50 percent the year before.Apparently, the company's efforts have helped
turn the company in the right direction.
("Consumer Reports: GM Reliability Makes Great Strides." MSNBC.com, October 26, 2010.)
(Scenario 7-3) In its research, GM hoped to find why consumers liked certain features in their cars and disliked others.GM inquired about consumer wants and needs, and then looked to apply its findings to product development.This process is called:

A)developmental advertising.
B)design thinking.
C)concept testing.
D)audience profiling.

Question 69

Scenario 7-3
After filing for bankruptcy in 2009 and requiring nearly $58 billion in governmental funding simply to stay afloat, General Motors realized it had to undergo major changes in order to compete with more successful automakers.The company began designing questionnaires and focus groups in order to gain a better understanding of what its cars had been lacking, and perhaps probe for specific improvements consumers may have been looking for.The company recorded its research findings and began to apply them to its product line.A little over a year later, Consumer Reports stated that 83 percent of Chevrolets, GM's top brand, had an average or better score in terms
of predicted reliability, an increase from 50 percent the year before.Apparently, the company's efforts have helped
turn the company in the right direction.
("Consumer Reports: GM Reliability Makes Great Strides." MSNBC.com, October 26, 2010.)
(Scenario 7-3) Allowing consumers to look at advertisements in a group can be a powerful indicator of their true feelings toward a particular ad.Peer influence can be observed, and hopefully, some level of post-test screening can be done to create increased validity.These elements are characteristic of what kind of studies?

A)Attitude studies
B)Cognitive response studies
C)Behavioral studies
D)Quantitative studies

Question 70

Scenario 7-1
Scheduled to be released in the first quarter of 2011, Nintendo's portable 3DS gaming system will likely revolutionize the video game industry.The 3DS is the newest in a long line of portable gaming systems made by Nintendo, but will now boast a number of new features-including 3­dimensional technology that does not require the use of any special viewing goggles or glasses.The new system will also allow consumers to play classic games from older generations of Nintendo products, watch 3­D movies, and create fictional "Mii" characters that were made famous by Nintendo's Wii.Nintendo hopes its new gaming system will once again put Nintendo at the top of the video game industry, having lost some of its market share to Sony and Microsoft in recent years.
(Scenario 7-1) Before the 3DS was released, Nintendo created a series of television commercials and print ads to promote the product.The ads are shown to a group of study participants, and then the participants are asked to express how they felt about the advertisement.This is an example of a:

A)survey.
B)recall test.
C)communication test.
D)recognition test.

Question 71

Scenario 7-1
Scheduled to be released in the first quarter of 2011, Nintendo's portable 3DS gaming system will likely revolutionize the video game industry.The 3DS is the newest in a long line of portable gaming systems made by Nintendo, but will now boast a number of new features-including 3­dimensional technology that does not require the use of any special viewing goggles or glasses.The new system will also allow consumers to play classic games from older generations of Nintendo products, watch 3­D movies, and create fictional "Mii" characters that were made famous by Nintendo's Wii.Nintendo hopes its new gaming system will once again put Nintendo at the top of the video game industry, having lost some of its market share to Sony and Microsoft in recent years.
(Scenario 7­1) In order to gather secondary research to support the company's own primary research, Nintendo visited a number of social media sites hoping to find online communities with knowledge of the video game industry.This intense Internet searching is referred to as:

A)web mining.
B)tracking software.
C)commercial browsing.
D)normative test scoring.

Question 72

Which method hopes to zero in on the emotional components of ads by having respondents turn dials to show their like or dislike while viewing commercials?

A)Single-source tracking
B)Eye-tracking system
C)Pre- and post-exposure attitude measurement
D)Frame-by-frame testing

Question 73

Firms that track single-source data collect data from:

A)individual cities.
B)international research bodies.
C)government research bodies.
D)individuals or households.

Question 74

The value of an inquiry/direct response measure is that it is:

A)a straightforward measurement of ads designed to generate inquiries.
B)cheaper than other forms of ad testing.
C)versatile enough to be used for many different kinds of ads.
D)available to consumers as they respond to the ad being tested.

Question 75

Scenario 7-4
You are the director of advertising research at a large Minneapolis ad agency.Due to employee turnover and budget cuts, you're currently staffed with too many entry-level research assistants and too few management-level research group leaders.To make matters worse, one of the group heads is on vacation and another is out sick.Of course, your clients still expect their research to be done in a timely, professional manner.Therefore, you have gathered your department together and announced that your door is always open if anyone has any questions about any phase of any project.As a result, your entire day has been filled with questions.
(Scenario 7-4) An assistant comes in and says that she can find relevant secondary information about the U.S.quickly because she is familiar with government web sites, but she is not sure about finding information from all over the world.You give her the Web address for:

A)Eurobarometer.
B)the Census.
C)International Social Survey Programme.
D)Current Population Survey.

Question 76

Scenario 7-3
After filing for bankruptcy in 2009 and requiring nearly $58 billion in governmental funding simply to stay afloat, General Motors realized it had to undergo major changes in order to compete with more successful automakers.The company began designing questionnaires and focus groups in order to gain a better understanding of what its cars had been lacking, and perhaps probe for specific improvements consumers may have been looking for.The company recorded its research findings and began to apply them to its product line.A little over a year later, Consumer Reports stated that 83 percent of Chevrolets, GM's top brand, had an average or better score in terms
of predicted reliability, an increase from 50 percent the year before.Apparently, the company's efforts have helped
turn the company in the right direction.
("Consumer Reports: GM Reliability Makes Great Strides." MSNBC.com, October 26, 2010.)
(Scenario 7-3) GM relied heavily on focus groups to learn about some of its product shortfalls.Although focus groups may serve as a good source of qualitative information, many quickly downplay their overall effectiveness.One common criticism of focus groups is:

A)they provide a great deal of insight.
B)they are never valid.
C)they are very low in reliability.
D)focus group members feel compelled and pressurized.

Question 77

What recent trend in advertising indicates that a new set of tests to measure ad acceptance is needed?

A)The increasingly younger consumer population in the United States
B)The move to a more visual advertising style from largely verbal approaches
C)The expansion of research departments within established agencies
D)The popularity of scientific evaluation and statistical proof of consumer behavior

Question 78

Scenario 7-2
You have been appointed director of research for the Rhode Island Runners, a new minor league baseball team that will make its debut in about six months.There have been minor league franchises in the area in the past, but due to a lack of fan support they all have folded.The Runners' upper management is convinced that past failures
were the result of improper marketing of the teams.Therefore, management has committed a substantial amount of money to developing smart, effective advertising.Management has put you in charge of an intensive one-year program to guide and track the advertising.
(Scenario 7­2) Your team has determined the main appeal that must be communicated in the advertising-that going to the ballpark is an affordable way to bring families closer together.Several print ads are in near-finished format.You want to directly measure the immediate and spontaneous responses of consumers, as ideas and reactions pop into their heads while viewing the ads and shortly afterwards.In this case, a good technique to use is:

A)physiological measurement.
B)thought listing.
C)copy testing.
D)attitude study.

Question 79

Scenario 7-2
You have been appointed director of research for the Rhode Island Runners, a new minor league baseball team that will make its debut in about six months.There have been minor league franchises in the area in the past, but due to a lack of fan support they all have folded.The Runners' upper management is convinced that past failures
were the result of improper marketing of the teams.Therefore, management has committed a substantial amount of money to developing smart, effective advertising.Management has put you in charge of an intensive one-year program to guide and track the advertising.
(Scenario 7-2) Tracking studies will be good tools for this campaign, since they follow the apparent effect of the advertising over time, and this type of follow­up is required throughout the first year of this baseball team's campaign.Tracking studies are usually done in which format?

A)Focus group
B)Survey
C)Projective test
D)Readership test

Question 80

Scenario 7-3
After filing for bankruptcy in 2009 and requiring nearly $58 billion in governmental funding simply to stay afloat, General Motors realized it had to undergo major changes in order to compete with more successful automakers.The company began designing questionnaires and focus groups in order to gain a better understanding of what its cars had been lacking, and perhaps probe for specific improvements consumers may have been looking for.The company recorded its research findings and began to apply them to its product line.A little over a year later, Consumer Reports stated that 83 percent of Chevrolets, GM's top brand, had an average or better score in terms
of predicted reliability, an increase from 50 percent the year before.Apparently, the company's efforts have helped
turn the company in the right direction.
("Consumer Reports: GM Reliability Makes Great Strides." MSNBC.com, October 26, 2010.)
(Scenario 7-3) One technique used in the focus group involves the researcher presenting a scenario, and then the members of the group completing a phrase or sentence regarding the scenario.This technique is used in order to:

A)create confusion within the group.
B)let the researcher establish a dominant presence.
C)create opportunities for idea development.
D)understand consumers and observe the data being collected.