Question 1

The first step in advertising research is:

Accepted Answer

Advertising strategy development is the first step in advertising research, as it sets the foundation for what the research will aim to achieve, guiding the direction and objectives of the subsequent research activities.

Question 2

Which of the following would NOT be a technique employed by database marketers to learn a great deal about how consumers live?

Accepted Answer

VALS description is a tool used to segment consumers based on their values, attitudes, and lifestyles. While it provides insights into consumer behavior, it does not directly reveal details about how they live. Therefore, it is not a technique employed by database marketers to learn a great deal about how consumers live. The other options (A, B, D, E) all involve actions that can provide valuable information about consumer behavior and preferences, which can be analyzed and used for marketing purposes.

Question 3

Which would NOT be a variable that could be evaluated in pretesting?

Accepted Answer

The ability to predict the success or failure of an ad cannot be evaluated in pretesting, as it requires actual exposure of the ad to the target audience and observing its impact on sales or other desired outcomes. The other variables listed (attention, comprehension, playback, irritation) can all be measured through pretesting techniques such as surveys, focus groups, and eye-tracking studies.

Question 4

According to Jack Dempsey, respected researcher from McCann-Erickson, information acquires value when:

Accepted Answer

According to Jack Dempsey, information acquires value when a strategist examines it from a point of view that is relevant to the marketing and advertising issues.

Question 5

Advertisers gather and analyze basic information about the market, product, competition, and consumers to determine all of the following EXCEPT:

Accepted Answer

Advertisers gather and analyze basic information about the market, product, competition, and consumers to determine all of the above - projected sales, marketing strategy, sources of business, pricing and distribution. Therefore, option E is the correct answer.

Question 6

Which of the following is fast becoming associated with the Internet and research?

Accepted Answer

Mining relationships and conversations between people is fast becoming associated with the internet and research due to the abundance of data available through social media platforms and online forums. This type of analysis allows for better understanding of consumer behavior and opinion.

Question 7

Segments such as expressive, rock steady, and devoted are part of the system of segmenting consumers known as:

Accepted Answer

MindBase is a system that segments consumers into different groups such as expressive, rock steady, and devoted based on their psychographic and behavioral characteristics.

Question 8

Ed McCabe makes the following distinction: "Without great ________, you can't make great advertising. However, ________ is the idiocy that keeps greatness from happening. [It] is a crutch the one-eyed use to beat up the blind."

Accepted Answer

Ed McCabe distinguishes between research and testing by valuing research for its role in creating great advertising, while criticizing testing for hindering greatness, describing it as a crutch used negatively.

Question 9

If you are the account planner needing to conduct exploratory research so your creative people will more clearly know and understand the language used by the targeted prospects, what stage in the advertising process are you in?

Accepted Answer

The answer of If you are the account planner needing...

Question 10

Neuromarketing research uses expensive testing equipment and techniques such as:

Accepted Answer

fMRI (functional magnetic resonance imaging) is a commonly used technique in neuromarketing research as it allows researchers to directly observe brain activity and responses to marketing stimuli. It is considered to be one of the more expensive testing equipment and techniques available.

Question 11

Using VALS typology, advertisers can do all of the following EXCEPT:

Accepted Answer

VALS typology is more useful in understanding consumer behavior in the long-term and developing marketing strategies accordingly. It may not be as helpful for making short-term decisions or refining product concepts.

Question 12

Types such as innovators, believers, and experiencers belong to the system of segmenting consumers known as:

Accepted Answer

The system of segmenting consumers referred to in the question is known as VALS (Values and Lifestyles), where consumers are grouped based on their values, attitudes, and lifestyles. Innovators, believers, and experiencers are three of the eight VALS segments identified by the VALS system. Spectra and SRI are not commonly recognized consumer segmentation systems, while MindBase is a proprietary tool created by a research firm. FLC (Family Life Cycle) is another consumer segmentation system, but it does not include the specific segments mentioned in the question.

Question 13

VALS classifies consumers along which of the following dimensions?

Accepted Answer

VALS (Values, Attitudes, and Lifestyles) classify consumers based on their resources (such as income, education, and occupation) and primary motivation (such as achieving success, seeking social status, etc.). VALS identifies eight distinct consumer segments based on these two dimensions: innovators, thinkers, achievers, experiencers, believers, strivers, makers, and survivors.

Question 14

Companies and agencies that need to make crucial integrated-marketing communication decisions can accumulate data faster today through the use of all of the following technology EXCEPT:

Accepted Answer

Mall focus groups are not a technology and do not involve the use of data. All of the other options listed involve the use of technology to collect and analyze data for integrated-marketing communication decisions.

Question 15

Which of the following marketers has used EEG to measure brain activity and assess reactions in evaluating the effectiveness of overlay ads?

Accepted Answer

Google has used EEG to measure brain activity and assess reactions in evaluating the effectiveness of overlay ads.

Question 16

When retail tracking scanner data are integrated with household panel data on purchase patterns and advertisement exposure, researchers are conducting:

Accepted Answer

Integration of retail tracking scanner data and household panel data is an example of single-source data analysis, where information from multiple sources is merged to obtain a comprehensive understanding of consumer behavior. Cohort analysis involves analyzing a group of individuals with shared characteristics over a specific period, while database analysis refers to using large datasets to explore patterns and relationships. Holistic analysis involves considering various factors that impact consumer behavior, such as social, cultural, and psychological factors, while USP analysis focuses on identifying a company's unique selling proposition.

Question 17

Which of the following is NOT characteristic of focus group research?

Accepted Answer

Focus group research is a qualitative research tool, not quantitative.

Question 18

If you are measuring performance of a campaign, then you are in which phase of advertising research?

Accepted Answer

Measuring performance of a campaign falls under the campaign evaluation phase of advertising research, as it assesses the effectiveness of the advertising efforts in achieving their objectives.

Question 19

In which of the following stages is copy testing done?

Accepted Answer

The answer of In which of the following stages is...

Question 20

The secret of effective strategy formation lies in:

Accepted Answer

A thorough analysis of how your prospective customers behave is the secret of effective strategy formation.

Quiz 15: Research in Advertising