question

How do companies ensure the effectiveness of their advertising messages?

answer

They pretest advertisements to diagnose possible communication problems.

question

Identify the sources of internal secondary data used for marketing research?

answer

website tracking details product shipment figures warranty-card records

question

Identify the sources of external secondary data used for marketing research?

answer

government publications

question

A type of primary research that encourages consumers to openly discuss their thoughts and feelings in response to questions from researchers is called

answer

qualitative research

question

Match the external sources of secondary data in the left column to their appropriate examples in the right column

answer

computer database services: proquest and dow jones newswires consumer/business publications: prevention and fortune internet search engines: dogpile and ask

question

Arrange the following steps involved in building a brand, as proposed by the Young & Rubicam ad agency's theory, in the correct sequence

answer

1) Marketers should offer something unique to consumers. 2) Marketers should align their offerings with consumers' wants and needs 3) Marketers should use knowledge and esteem to build a brand's reputation in the market.

question

What should one do after finishing the exploratory research phase in the marketing research process?

answer

One should identify research objectives

question

Match the following elements of sampling methods used in a research process in the left column to their corresponding definitions in the right column.

answer

Universe: an entire target population Sample: A portion of a population selected by market researchers

question

How does marketing research help managers?

answer

1. it enables managers to identify consumers' needs and market segments 2. it helps managers to assess the efficacy of promotional activities 3. it gives information that is required for the development of new products

question

a type of primary research that provides researches with accurate and verifiable numerical values representing specific marketing situations

answer

quantitative research

question

Arrange the following steps involved in the analysis of collected data in the correct sequence

answer

validating, editing, coding, tabulating

question

T/F: advertising research is helpful in determining creative concepts that can be used in advertisements.

answer

True

question

Which quantitative research technique allows one to measure cause-and-effect relationships?

answer

the experimental method

question

Why do marketers use clutter tests for pretesting radio and TV ads?

answer

To evaluate respondents' understanding. To ascertain their effectiveness To determine shortcomings of the ads

question

Advertisers use ___ ____ to obtain and analyze information on the popularity of media vehicles

answer

media research

question

Identify the risks associated with the use of secondary data in the research process

answer

collected data may be irrelevant to the research. collected data may be outdated

question

an accurate statement about protective techniques used in qualitative research is that these _____.

answer

allow researchers to involve consumers in a situation by asking indirect questions

question

the information needed to make decisions regarding product promotion is gathered through

answer

advertising research

question

Identify the methods that can be used to conduct survey

answer

the internet, mail, telephone (not radio)

question

companies uses advertising strategy research to evaluate

answer

media alternatives

question

a set of procedures that generates an organized flow of information for the purpose of making marketing decisions

answer

marketing information system

question

identify an accurate statement about the focus group as an intensive research technique

answer

it is guided through a discussion by a trained moderator

question

identify an accurate statement about conducting a research in international markets

answer

collecting data in international markets is more expensive than in domestic markets

question

id important characteristics of survey questions

answer

focused brief clear

question

an intensive research technique that evaluates the ways in which individuals live their lives is known as

answer

ethnographic research

question

identify the elements of an advertisement that researches can measure using inquiry tests for posttesting ad

answer

understandability, readbility, attention-getting value

question

name a post test that is used to evaluate the effectiveness of an advertisement in establishing a positive image for brands and products of a company

answer

attitude tests

question

identify a characteristics of inquiry tests as a method of posttesting advertisments

answer

these tests allow researchers to have a good control of variables that induce reader action

question

a characteristics of recall tests as a method to posttest advertisement is that they ___

answer

do not evaluate if responders actually want to purchase a product

question

what should marketers understand about consumers in order to select the target audiences for their brands

answer

purchase behavior, psychographics, demographic, (and geographics)

question

a method of pretesting print ads that is designed to draw out responses from people to the advertising

answer

direct questioning

question

conducting research is difficult in international markets because

answer

many cultures do not prefer to reveal their personal lives to strangers

question

a research is said to be reliable if it is

answer

repeatable

question

a characteristics of nonprobability samples used by market researchers in their studies

answer

(nonprobability samples because they're easier, less expensive, and less time-consuming than probability samples) - less difficult, lesser time, more cost effective

question

an intensive qualitative research technique that allows one to examine deeper feelings of answers by asking properly planned questions

answer

in-depth interview

question

research studies with unbiased findings are said to be

answer

valid

question

account planners and account managers in large advertisement agencies pursue a shared objective but

answer

with different orientations

question

creative people do not believe in ad pretesting because they believe it

answer

suppresses creativity

question

in a research process, convenience samples is another name for

answer

nonprobability samples

question

in order to make a report understandable and useful to managers, a researcher should avoid

answer

using technical jargon

question

a brand is required to create a template for the creative on the basis of needs, wants and motivations of its customers because

answer

different brands within a class have different advertising needs

question

a problem faced by researchers when conducting a research in a foreign country

answer

it is difficult for them to translate questionnaires into local languages

question

for a primary research to be valid

answer

the findings of the research must reflect the market status accurately

question

at the beginning of a marketing research project, a company should

answer

develop a statement containing the problem and objectives of the research

question

true or false: a researcher can obtain most accurate results from non-probability samples in a research study

answer

true

question

random samples in a research process are also known as

answer

probability samples

question

a creative incubates a concept by

answer

withdrawing from it for a while

question

list the five steps in the creative pyramid in the order of their occurrence in the creative process

answer

attention, interest, credibility, desire, action

question

select the key components suggested by bruce bendinger to maximize the selling power of a presentation

answer

strategic precision, savvy psychology, polished presentation, structural persuasion, solve the problem

question

the advertising strategy and the big idea are converted into the actual physical ad with the help of the

answer

creative pyramid model

question

brand character

answer

the description of the features of a product that are lasting

question

tone

answer

the description of the emotional suggestions made by a product

question

according to researches, a vivid ad

answer

attracts and maintains audience interest by using metaphors

question

when searching for the big idea, the process of creating a mental picture of the campaign before writing a copy is called

answer

visualization

question

support statement

answer

assuring customers of the trueness of a brand's key benefit

question

brand personality

answer

reflection of a brand's reputation, behavior and attitudes

question

when creative fatigue becomes chronic, the only way to solve the situation is by

answer

appointing a completely new creative team, resigning the current ad account

question

a presentation, both visual and verbal, is referred to as

answer

art

question

creative director

answer

responsible for the creative product - the form the final ad takes

question

coramallen inc. owns a number of businesses. its bluebird division advertises its IT security products by promising consumers safety from malicious hackers. in this scenario, bluebird employs the __ consumer motivation method

answer

informational

question

for brainstorming to be successful, the team members must ensure that

answer

all ideas should be noted for review at a later stage. all ideas are initially equally unique and acceptable

question

an ad campaign's overall creative approach is given in a simple description and explanation known as the

answer

message strategy

question

the copywriter and the art director work under the supervision of the

answer

creative director

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