Question 1

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

Accepted Answer

The technique described in the question is known as a dialogue balloon, which involves presenting consumers with cartoonlike stories and inviting them to fill in the conversation. Choice A refers to the story construction technique, which involves asking participants to come up with stories based on a given stimulus. ZMET (choice B) is a research technique that involves creating a visual collage to help participants articulate their thoughts and emotions about a given topic. Consumer report (choice C) refers to a publication that provides information and advice to consumers about products and services.

Question 2

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

Accepted Answer

This statement accurately describes the purpose of a resonance test.

Question 3

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?

Accepted Answer

Design thinking is a philosophy of advertising that focuses on building a thought process from scratch and creating new ideas rather than relying on preconceived notions. It involves understanding the human needs and creating solutions to meet those needs. Starch Readership Services, Activities, interests, and opinions, and Zaltman Metaphor Elicitation Technique are research-based approaches to advertising and do not focus on building ideas from scratch.

Question 4

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

Accepted Answer

Direct response research is a type of research that involves measuring consumer responses to a call-to-action presented by a marketer or advertiser. This can include inquiries, calls, clicks on a website, and other direct responses to a specific offer or opportunity presented by the advertiser. So, the statement is true.

Question 5

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):

Accepted Answer

A concept test is a research method in which consumers are asked to evaluate a new idea or product concept to provide feedback on its potential success in the market. This feedback helps marketers refine the idea before it is launched in the market. Therefore, when consumers act as judges and juries by providing their feedback on the quality of a new idea, it is known as a concept test.

Question 6

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

Accepted Answer

Advertising is most effective during the introduction and growth stages of a product's life cycle, when consumers are unaware of the product or have limited knowledge about it. As the product becomes more established and well-known, other factors like price and reputation may become more important in influencing sales.

Question 7

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

Accepted Answer

Developmental research is conducted before ads are made to help in the creation and refinement of advertising. It involves understanding the market, the audience, and the message to be communicated, ensuring the effectiveness of the advertising campaign from the start.

Question 8

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

Accepted Answer

Unaided recall is a form of brand awareness measurement where the respondent is asked to recall the brand name without any prompting or cues, demonstrating that they remember the brand from their memory. This is done to see how well the brand has made an impression on the consumer and to gauge its level of brand recognition.

Question 9

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.

Accepted Answer

Implicit memory measures are designed to identify memory without reference to the ad or exposure. These measures use tasks such as word fragment completion or recognition tasks to assess memory for previously presented stimuli.

Question 10

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

Accepted Answer

Dialogue balloons, story construction, and ZMET are all examples of projective techniques, which allow individuals to project their thoughts, attitudes, and beliefs onto a neutral or ambiguous stimulus. These techniques help researchers to gain insight into underlying motivations and emotions that may not be easily expressed through traditional surveys or questionnaires.

Question 11

Recognition tests are the same as recall tests.

Accepted Answer

Recognition tests require the individual to identify a previously encountered item from among a set of options, while recall tests require the individual to retrieve information without any cues or prompts.

Question 12

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

Accepted Answer

A communication test helps to determine if people understand the main message or joke in an ad, making the statement true.

Question 13

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

Accepted Answer

Lifestyle research involves gathering information about the lifestyle, interests, opinions, and activities of a target audience to better understand how to create advertising that resonates with them. This helps creatives develop more effective campaigns that connect with their audience on a deeper level. Embedded description, story construction, and normative research are not related to this specific activity.

Question 14

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.

Accepted Answer

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

Question 15

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:

Accepted Answer

The answer of Developmental research looks at consumers' identities,perceptions,wants,and habits...

Question 16

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.

Accepted Answer

The question statement is correct. Recognition is easier because it involves a prompt or stimulus that aids memory retrieval, while recall requires the person to generate information without any external cues.

Question 17

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

Accepted Answer

The answer of For print ads and promotions,recall testing is...

Question 18

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

Accepted Answer

Thought listings and cognitive response analysis are both used to assess knowledge and cognitive impact, as well as to some extent feelings and emotions.

Question 19

Projective techniques can test consumer response to ads with:

Accepted Answer

Projective techniques that use fragments of pictures or words that need to be completed are commonly used to test consumer response to ads. This method can provide insights into consumers' subconscious attitudes and perceptions towards the ad.

Question 20

______ 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.

Accepted Answer

Design thinking is a process that emphasizes creating from scratch, in collaboration with users or potential users, rather than relying on preconceived notions. Red-hat thinking refers to a specific type of thinking process in which participants consider emotional and intuitive aspects, rather than purely logical or analytical ones. Systems thinking is a holistic approach that considers the interconnected parts of a larger system. Convergent thinking involves narrowing down a set of ideas or options to a single best solution. Only design thinking emphasizes creation through user collaboration.

Quiz 7: Advertising Research