Deck 7: Advertising Research

Question 1

Copy research is also known as evaluative research,and it is a term created back when ads were mostly words.

Answer 1

True

Question 2

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

Answer 2

True

Question 3

Consumer insights are pieces of critical information provided by developmental research.

Answer 3

True

Question 4

One way to obtain information about marketing and advertising is to purchase data from commercial services or to hire a consultant to conduct marketing or advertising research.

Question 5

Developmental advertising is conducted early in the advertising process,before the ads,branded entertainment,or other forms of IBP are created.

Question 6

Netnography and big data are important concepts,often relating to the internet.

Question 7

Research is not helpful in generating opportunities and messages.

Question 8

A downside of big data is that researchers don't always know why certain behaviors have occurred.

Question 9

A focus group is quantitative,or numbers-oriented research.

Question 10

In-depth interviews with consumers can be used to supplement the findings from AIO research and vice versa.

Question 11

While Big Data refers to large data sets to analyze,netnography is a method to understand online communities or online cultures.

Question 12

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

Question 13

Big data is data in a very large dataset that researchers use computer algorithms to find patterns in,and it is often analyzed by artificial intelligence to detect patterns or trends.

Question 14

Design thinking often relies on preconceived notions of a good or service.

Question 15

Netnography is a method to understand online communities or online cultures.

Question 16

Focus groups are not appropriate for generating statistics and making scientific generalizations.

Question 17

Big data can be analyzed by artificial intelligence,as algorithms can detect patterns or trends.

Question 18

Big data is data in a very large dataset that researchers use computer algorithms to find patterns in.

Question 19

AIO research can also be known as lifestyle research.

Question 20

A concept test seeks feedback designed to screen the quality of a new idea.

Question 21

______ 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 22

In a resonance test,the goal is to determine to what extent the message resonates or rings true with target audience members.

Question 23

Which 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

Direct response research can be seen with consumer inquiries,calls,clicks on a website,and other responses to an opportunity that the advertiser presents.

Question 25

When consumers act as the 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) eye tracking study.

Question 26

Advertising has the greatest impact on sales early in the product life cycle.

Question 27

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

A) copy research 
B) developmental research 
C) post-hoc research 
D) single-source research

Question 28

Unaided recall is when the respondent demonstrates that he or she saw the commercial and remembered the brand name without the brand name mentioned.

Question 29

Implicit memory measures do not refer to the ad or exposure but try to get at memory by using tasks like filling in the missing part of a brand name along with other recollections.

Question 30

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

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

Question 31

Recognition tests are the same as recall tests.

Question 32

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

Question 33

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 34

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

Question 35

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 36

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

Question 37

For print ads and promotions,recall testing is the standard memory test.

Question 38

Thought listings and cognitive response analysis are tests of knowledge,cognitive impact,and to a lesser degree feelings and emotions.

Question 39

Projective techniques can test consumer response to ads 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 40

______ 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 41

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 42

_______ is research on the actual ads or promotional texts themselves,finished or unfinished.

A) Results-oriented research 
B) Copy research 
C) Industry nonprofit research 
D) Promotional research

Question 43

When does a recall measurement make sense? 

A) During developmental testing, only if it is a market leader. 
B) When simple memory goals are the aim of the commercial. 
C) During the copy testing stage, only if the ad seems questionable. 
D) During recognition testing, only if it is a new brand.

Question 44

In this era of _______,internal databases are particularly rich sources of details about individual buyers and buying trends that occur in the context of the advertiser's IBP activities.

A) traditional media 
B) copy heavy advertising 
C) big data 
D) nonprofit

Question 45

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 46

______ involves collecting data or research outside of the agency or lab and instead in a site of consumption or home.

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

Question 47

Some of the most valuable data are: 

A) the competitors' data strategies. 
B) out-of-date. 
C) internal company sources. 
D) gathered directly from managers.

Question 48

Researchers are trying to determine which Apple advertisements are the most effective for a laptop company that is running a number of commercial spots.After participating,viewers are asked if they saw a laptop commercial during a show; some require further prompting,so are asked if they saw an Apple 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 49

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) They are designed to determine how much, if anything, an audience member remembers of an ad. 
D) A recall test involves less actual memory than a recognition test.

Question 50

A method called _____ involves both gathering online data from online communities as well as seeking unique information in online formats similar to that found in traditional face-to-face interviews.

A) netnography 
B) projecting 
C) thought listing 
D) frame-by-frame testing

Question 51

The netnography is a blend of networks and ethnography; so,the researcher collects data from: 

A) Field surveys 
B) Lab experiments 
C) Online communities 
D) Panel data

Question 52

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) asked if they recognize an ad or something in an ad. 
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 53

A key advantage of using hashtags for advertising or campaigns is that it: 

A) demonstrates whether or not a consumer will buy the brand being advertised. 
B) allows for integration for integrated brand promotions. 
C) reaches consumers who only are reached with traditional media. 
D) reassures the client that the agency will use television.

Question 54

The way to see what part of an ad attracts attention,and for how long,is with __________.

A) Copy tests 
B) Cognitive residue measurements  
C) Eye-tracking studies 
D) Cognitive response analysis

Question 55

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) Day-after-recall 
B) Secondary research. 
C) Focus group 
D) Eye-tracking

Question 56

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 with a collection of photographs or pictures.

Question 57

What type of research can the agency conduct to check if the audience understands the humor in an ad? 

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

Question 58

Which type of research is about consumers' thoughts during and following exposure of an ad or IBP message? 

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

Question 59

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) Pieces of the ads mixed in with the consumers own thoughts and reactions 
D) Knowing that you want to buy a product but not being sure why

Question 60

Which of the following can be generally accepted as true? 

A) The ad agency wants government sources only. 
B) The account team wants to know if the ad works, which may be supported with numbers. 
C) The client wants awards for copy research. 
D) The creatives want industry and nonprofit sources.

Question 61

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 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. 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 follow-up 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 62

Attitude studies,which can be used in both account planning and advertising research, 

A) look at variables that cannot be accurately measured with a test. 
B) rely heavily on an artificial viewing experience.  
C) look at variables that only occur with repetitive exposures. 
D) measure consumer attitudes after exposure to a brand.

Question 63

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.

Question 64

What is a recent trend in advertising? 

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 engineering within established agencies 
D) The popularity of newspapers

Question 65

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 to 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 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 66

Scenario 7-1
Scheduled to be released in the first quarter of next year, Nintendo's new portable gaming system will likely revolutionize the video game industry. It is the newest in a long line of portable gaming systems made by Nintendo, but will now boast a number of new features-including 3-dimensional 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 HD movies, and create fictional 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 new system is released,Nintendo creates 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 feel about the advertisement.This is an example of a: 

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

Question 67

The recent question "Where is advertising research going?" has largely hinged on: 

A) cities. 
B) schools. 
C) government research bodies. 
D) the rapid acceptance of digital media.

Question 68

The value of account planning is: 

A) in the knowledge about consumer research and consumer behavior on the agency team working to create advertising and choose media on behalf of clients. 
B) that it is cheaper than other forms of ad testing. 
C) that it is versatile enough to be used for many different kinds of ads. 
D) its availability to consumers as they respond to the ad being tested.

Question 69

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 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. 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 wants 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 70

Scenario 7-1
Scheduled to be released in the first quarter of next year, Nintendo's new portable gaming system will likely revolutionize the video game industry. It is the newest in a long line of portable gaming systems made by Nintendo, but will now boast a number of new features-including 3-dimensional 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 HD movies, and create fictional 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)To determine which features to include in the new system,Nintendo does a lot of research probing consumer opinions towards video games.To do so,Nintendo uses a(n)____ that allows consumers to be the "judge and jury" in evaluating the quality of their new idea.

A) concept test 
B) attitude study 
C) frame-by-frame test 
D) physiological assessment

Question 71

Which is most descriptive of "tracking studies"? 

A) Memory of ad imagery is simple to measure. 
B) Statistical models can isolate the effect of the promotion. 
C) Consumer recall of taglines is unusually high. 
D) The apparent effect of advertising and branded entertainment is tracked before, during, or after the launch of a campaign.

Question 72

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 a survey about attitudes 
C) Focus group studies 
D) Netnography

Question 73

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 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. 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 rarely useful in measuring actual behavior.  
C) the identification of competitors may have been inaccurate. 
D) theater audiences are not considered scientifically reliable.

Question 74

Scenario 7-1
Scheduled to be released in the first quarter of next year, Nintendo's new portable gaming system will likely revolutionize the video game industry. It is the newest in a long line of portable gaming systems made by Nintendo, but will now boast a number of new features-including 3-dimensional 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 HD movies, and create fictional 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)In order to gather secondary research to support the company's own primary research,Nintendo visits 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 75

Which method aims 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 76

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 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. 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)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 77

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 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. 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)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) physiologicalmeasurement. 
B) thought listing. 
C) copy testing. 
D) attitude study.

Question 78

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

A) project a new 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 79

Why are emotions important to understand,as well as a big part of the consumer behavior knowledge in account planning? 

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

Question 80

Which of the following is accurate in the context of sales and advertising? 

A) Agencies that implement focus groups tend to do more quantitative and statistical research than their more traditional counterparts. 
B) Creative cost is less than that of relying on secondary sources. 
C) Account planners are being appointed with finance managers to work on each client's business.  
D) To some advertisers, the gold standard is determining whether the ad actually gets people to do something, such as buy the product.