61)
Research that helps in evaluating the relative power of creative ideas is ________.
61)
A)
media research
B)
content analysis
C)
concept testing
D)
semiotic analysis
E)
copy testing
62)
When an agency gets a new client, the first thing the agency team has to do is learn about the
________.
62)
A)
advertising messages used in the past
B)
competition
C)
prior agency compensation plan used.
D)
advertising media used in the past
E)
brand
E
Explanation:
63)
Which qualitative method attempts to gain insight into how people perceive brands by examining
the link between concepts?
63)
A)
photo sorts
B)
story elicitation
C)
fill–in–the–blanks
D)
metaphors
E)
purpose–driven games
D
Explanation:
C
Explanation:
64)
________ includes an assessment of the brand’s role and performance in the marketplace and
investigates how people perceive brand personalities and images.
64)
A)
Media research
B)
Consumer insight research
C)
Market information
D)
Evaluation research
E)
Brand information
65)
Which qualitative method is used by researchers to see how people solve problems and search for
information using games to make the research experience more fun and involving for participants?
65)
A)
meaning creation
B)
photo sorts
C)
fill–in–the–blanks
D)
story elicitation
E)
purpose–driven games
66)
Which of the following statements is false regarding secondary research?
66)
A)
Secondary research suppliers gather and organize information around specific topic areas for
other interested parties.
B)
Secondary research found on the Internet is not valid research.
C)
Many industries support trade associations that gather and distribute information of interest
to association members.
D)
It is called secondary because it is information that has been collected and published by
someone else.
E)
Many government statistics come from census records on the population‘s size, geographic
distribution, age, income, occupation, education, and ethnicity.
67)
Which method is more useful for gathering data, such as how many do this or believe that?
67)
A)
primary
B)
secondary
C)
quantitative
D)
global
E)
qualitative
68)
Mini–Case Question. The advertising agency used research to help develop the message strategy.
They conducted in–depth interviews with several women who were representative of the client’s
target market and asked them to evaluate the relative power of various creative ideas. This type of
research is known as ________.
68)
A)
content analysis
B)
market research
C)
copy testing
D)
semiotic analysis
E)
concept testing
69)
Mini–Case Question. Before the advertising agency created any advertising for this new brand of
cereal, people working on the account started reading everything they could find on the product,
company, industry, and competition. This is known as ________ research.
69)
A)
quantitative
B)
qualitative
C)
tertiary
D)
secondary
E)
primary
70)
________ uncovers critical information that becomes the basis for strategic planning decisions, and
in advertising it covers all the factors and steps that lead to the creation of message strategies and
media plans.
70)
A)
Copy research
B)
Strategic research
C)
Market research
D)
Consumer research
E)
Advertising research
71)
________ methods are more useful for gathering data (e.g., how many do this or believe that?) and
________ methods are better at uncovering reasons and motives (e.g., why do they do or believe?).
71)
A)
Reliable; valid
B)
Quantitative; qualitative
C)
Secondary; primary
D)
Qualitative; quantitative
E)
Primary; secondary
72)
What are the two primary characteristics of quantitative research?
72)
A)
large sample sizes and random sampling
B)
large sample sizes and quota sampling
C)
small sample sizes and rich data
D)
efficient and effective
E)
primary and secondary data
73)
In which type of consumer research is the objective to get participants talking in a conversational
format so researchers can observe the dialogue and interactions among the participants?
73)
A)
in–depth interview
B)
observation research
C)
ethnographic research
D)
focus groups
E)
survey research
74)
Which of the following is a way to increase the reliability of the research?
74)
A)
Test hypotheses.
B)
Use sample sizes larger than 200.
C)
Select a sample that truly represents its population.
D)
Use focus groups and in–depth interviews heavily.
E)
Only conduct qualitative research.
75)
________, both inbound and outbound can also be used as research centers to gain real–time
feedback about the brand and its marketing and advertising strategies.
75)
A)
Virtual research
B)
Quantitative methods
C)
Call centers
D)
Qualitative methods
E)
Insightful analysis
76)
Information that has been collected and published by someone else is known as ________.
76)
A)
government research
B)
consumer research
C)
secondary research
D)
market research
E)
primary research
77)
Background research that uses available published information about a topic is called ________.
77)
A)
primary research
B)
government research
C)
consumer research
D)
secondary research
E)
market research
D
78)
In which key challenge facing advertising researchers is an in–depth understanding of the
economic and cultural conditions, government regulations, and communications media of each
country more important than ever before?
78)
A)
Internet and virtual research
B)
insightful analysis
C)
new media technology
D)
globalization
E)
embedded research
D
C
79)
The advertising that launched General Motors’ OnStar GPS system used a Batman theme. By
looking at the commercial in terms of signs and symbols it is possible to discover if the obvious and
hidden meanings of the message are on strategy. For instance, the “bat beacon” becomes the OnStar
for the average person who wants to have the wonderful technology toys Batman had. This is an
example of ________ research?
79)
A)
market
B)
quantitative
C)
semiotic
D)
problem solving
E)
experimental
80)
People on the creative team involve themselves in various types of ________ as they begin the
development of an advertisement.
80)
A)
semiotic analysis
B)
media research
C)
message development research
D)
content analysis
E)
concept testing
C
81)
Which qualitative method is a form of attitude research in which people fill in the blanks in a story
or balloons in a cartoon?
81)
A)
meaning creation
B)
purpose–driven games
C)
fill–in–the–blanks
D)
story elicitation
E)
photo sorts
C
C
82)
What are particularly valuable in media research because they tell media planners exactly what
programs and ads the consumers watched?
82)
A)
purpose–driven games
B)
focus groups
C)
fill–in–the–blanks
D)
diaries
E)
surveys
83)
Maria was participating in a research study in which she was asked to take pictures with her
camera phone while she was shopping. After recording her trip with pictures, she was asked to
explain what she was thinking or doing at the time a given photo was taken. Which qualitative
research method is this?
83)
A)
story elicitation
B)
photo sorts
C)
photo elicitation
D)
metaphors
E)
artifact creation
84)
Kraft wanted to understand how consumers decide which brand of cheese to purchase while they
are shopping at a grocery store, so they hired a research firm that observed consumers as they
made their selection in the store. Which type of research does this represent?
84)
A)
in–depth research
B)
ethnographic
C)
secondary
D)
quantitative
E)
qualitative
85)
Which qualitative method asks consumers to explain the artifacts in their liveswhat you see in
photos of their homes, as well as the things in their lives that they treasure?
85)
A)
purpose–driven games
B)
photo sorts
C)
meaning creation
D)
fill–in–the–blanks
E)
story elicitation
86)
Harriet works for a large manufacturer of consumer packaged goods. Her job is to identify people
who are in the market for her company’s products in terms of their characteristics, attitudes,
interests, and motivations. What type of research does Harriet perform to gather this information?
86)
A)
consumer research
B)
IMC research
C)
advertising research
D)
strategic research
E)
market research
87)
Which of the following is NOT a key challenge facing advertising researchers?
87)
A)
globalization
B)
Internet and virtual research
C)
new media technology
D)
quantitative research
E)
embedded research
88)
Which type of focus group research is designed to break down barriers and save time in getting to
more in–depth responses?
88)
A)
unstructured
B)
snowball
C)
sample
D)
friendship
E)
ethnographic
89)
Which qualitative method uses visuals to elicit consumer thoughts and opinions either by asking
them to look at a set of visuals or instructing them to visually record something with a camera, such
as a shopping trip, and asking them to explain what they were thinking when looking at the photos
taken?
89)
A)
purpose–driven games
B)
photo elicitation
C)
story elicitation
D)
photo sorts
E)
fill–in–the–blanks
90)
When conducting a(n) ________, the advertising planner will either formally or informally begin an
assignment by collecting every possible piece of advertising and other form of marketing
communication by the brand, as well as its competitors’, and other relevant categories that may
have lessons for the brand.
90)
A)
brand experience
B)
content analysis
C)
competitive analysis
D)
semiotic analysis
E)
advertising audit
SHORT ANSWER. Write the word or phrase that best completes each statement or answers the question.
91)
Jill is part of the creative team in the advertising agency developing the message for a
client’s account. Her job is to conduct tests to evaluate the relative power of various
creative ideas. What is this type of test called?
91)
92)
Jones and Smith Advertising Agency is in the early process of developing an advertising
plan for one of its new clients, a regional soft–drink manufacturer. What type of research
would you recommend Jones and Smith conduct at this stage of the process?
92)
93)
You are conducting research and want to make sure that it adheres to the “scientific
method.” Discuss the two basic research criteria you need to be concerned about.
93)
94)
Mark owns his own advertising agency and just won a new client’s account. Discuss two
sources of secondary research that might be of use to him as he conducts strategic research.
94)
95)
Jeff is employed as an account planner for a major advertising agency. Briefly describe
what he does.
95)
96)
Josh was told to conduct in–depth interviews with consumers to gain a better
understanding of their perceptions and feelings toward his company’s brand of facial
tissue. He’s only had experience conducting survey research and is not sure what an
in–depth interview actually is. Explain what it is, how it’s different from survey research,
and how it’s done.
96)
97)
Mini–Case Question. Name and describe some of the primary and secondary research
suppliers that Kraft and its agencies might have purchased information from.
97)
98)
What is a persona, and how are businesses using them?
98)
99)
You work in an advertising agency and have been tasked with recommending some
imaginative ways to better understand consumers’ relationships to the brands they buy.
Briefly describe one of the more imaginative qualitative methods discussed in the chapter.
99)
100)
How is new media technology challenging advertising researchers?
100)
101)
Agencies have found value in developing personas for clients. Explain what a personal is
the reasons for the popularity of personas.
101)
102)
Cover Girl is a brand of cosmetics that can be purchased in major discount stores, drug
stores, and grocery stores. One of their largest target markets is college–aged women, and
they wanted to get a first–hand understanding of how this market purchases and uses
cosmetics on a daily basis. What type of research would be best at getting at this level of
understanding?
102)
103)
Mini–Case Question. One research project had the objective of understanding competitors’
advertisements. Name and describe the purpose of this type of background research.
103)
104)
Describe the kind of information an advertiser can gain from Mediamark Research, Inc.
(MRI).
104)
105)
Mini–Case Question. If Kraft wants to understand the deeper meanings consumers derive
from their competitors’ advertising, what type of research do you suggest and why?
105)
106)
Briefly describe the global challenge facing Toyota’s sports utility vehicle, the RAV 4, the
kind of research they conducted and the results of the research.
106)
107)
Name and describe two web sites for advertising research.
107)
108)
Mini–Case Question. One research study used the Zaltman Metaphor Elicitation
Technique (ZMET) for the Kraft boxed macaroni and cheese product. Kraft learned that
their brand of boxed macaroni and cheese generated feelings of fun and love, not just
feelings of nutrition and fulfillment. Explain how Kraft, using this technique, uncovered
this information.
108)
109)
Evaluate the effectiveness of the Holiday Inn Express Showerhead campaign.
109)