Question 1

Because of the slowing economy, marketers have ceased using physiological measures, including the use of research on brain waves.

Accepted Answer

There is no evidence to suggest that marketers have stopped using physiological measures or researching brain waves due to the slowing economy. In fact, such methods are still commonly utilized in marketing research.

Question 2

It is essential that objectives of pretesting research reflect the agreed-upon advertising strategy.

Accepted Answer

Pretesting research is conducted to test the effectiveness of an advertising strategy before it is implemented. It is important that the objectives of pretesting research align with the agreed-upon advertising strategy to ensure that the research provides relevant and useful insights that can inform and improve the strategy.

Question 3

The major application of psychology for advertising deals with attempts to understand underlying motives that initiate consumer behavior.

Accepted Answer

Psychology plays a major role in advertising as it helps to understand consumer behavior, their needs and desires, and what motivates them to make purchasing decisions. This understanding is used by marketers to create effective advertising campaigns that resonate with their target audience and influence their buying behavior.

Question 4

A(n)________ is a relatively new position advertising agencies have established in their restructured or downsized research departments; this position is typically responsible for all research.

Accepted Answer

The answer of A(n)________ is a relatively new position advertising...

Question 5

Liveamatics involves bringing actors in to a theater to perform live commercials for the client.

Accepted Answer

Liveamatics is a form of advertising where live actors perform commercials in a theater setting. Therefore, the statement is true.

Question 6

VALS segments major consumer groups with shared life attitudes and motivations, while MindBase segments prospects according to their primary motivations and psychological and material resources.

Accepted Answer

The answer of VALS segments major consumer groups with shared...

Question 7

Focus groups are useful to determine consumer reactions to language in TV spots or in the development process for creative.

Accepted Answer

Focus groups allow companies to gather feedback from a diverse group of consumers and can be useful in determining their reactions to the language and messaging in TV commercials or other creative materials.

Question 8

Usually involving testing and pretesting of ads and campaign evaluation, ________ research provides the data we need to develop and refine a strategy and message.

Accepted Answer

The answer of Usually involving testing and pretesting of ads...

Question 9

Traditionally, advertisers have considered the family life cycle as a reliable basis for segmenting. But the nature of the traditional family life cycle has changed over the past 30 years, leading advertisers to reevaluate how they look at the family life cycle.

Accepted Answer

The statement accurately reflects the current situation regarding the traditional family life cycle and how advertisers view it.

Question 10

Many marketers and advertising agency executives recognize that most of the commonly used copy testing techniques do not adequately assess consumers' emotional responses to advertising.

Accepted Answer

Many marketers and advertising agency executives do acknowledge that most of the commonly used copy testing techniques fail to adequately assess consumers' emotional responses to advertising.

Question 11

In VALS, terms like ideals, achievement, and self-expression appear as the lifestyle categories.

Accepted Answer

The VALS system categorizes lifestyles into three primary segments - ideals, achievement, and self-expression.

Question 12

VALS is a popular psychographic segmentation system that uses psychology and demographics to predict American consumer behavior.

Accepted Answer

VALS is indeed a psychographic segmentation system that uses psychology and demographics to predict American consumer behavior.

Question 13

A generation of individuals with the same birth year and core values is referred to as a(n)________.

Accepted Answer

The answer of A generation of individuals with the same...

Question 14

________ informs us about the product, market, consumer, and competition.

Accepted Answer

The answer of ________ informs us about the product, market,...

Question 15

If research reveals that awareness of a brand is high and trial of the brand is low, the research is indicating what people know about the brand is not sufficiently motivating or relevant, and the brand may need repositioning.

Accepted Answer

High awareness means that people know about the brand, but low trial suggests that they are not motivated or interested enough to try it. This could indicate a need for repositioning to make the brand more relevant and appealing to consumers.

Question 16

Some studies indicate that survey-participation refusal rates are often higher among African-American and Hispanic consumers.

Accepted Answer

Several studies have shown that African-American and Hispanic consumers have higher rates of survey-participation refusal compared to white consumers. This may be due to a variety of factors, including concerns about privacy, distrust of researchers, and cultural differences in attitudes towards research.

Question 17

The primary purpose for advertising research is to assist in the process of creative development.

Accepted Answer

The primary purpose of advertising research is to gain insights into the target audience, their preferences, behavior, and attitude towards the product or service being advertised. This information is then used to inform the creative development process.

Question 18

If a product has a number of positive appeals that could be successfully promoted, the key to developing an effective advertising campaign is finding the primary appeal-the one most relevant to the majority of your target audience.

Accepted Answer

If you try to promote too many appeals, your message may become confused and less effective. It's important to identify the primary appeal that your target audience wants or needs the most, and make that the focus of your advertising campaign.

Question 19

Individualists, realists, and new traditionalists are among the major MindBase segments of consumers.

Accepted Answer

The answer of Individualists, realists, and new traditionalists are among...

Question 20

The secret to effective translation of information into effective strategy is a process of deciding which data are important and which are not, of reducing the complex to the simple.

Accepted Answer

It is important to filter and prioritize information in order to develop a clear and concise strategy.

Quiz 15: Research in Advertising