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Advertising Research Theory and Practice

Business

Quiz 1 :

The Nature and Process of Advertising Research

Quiz 1 :

The Nature and Process of Advertising Research

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The question: "How much are our competitors spending on their social media campaigns?" is most related to what type of research?
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Multiple Choice
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Answer:

D

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The question: "How do perceptions of our brand differ among users and nonusers?" is most related to what type of research?
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Multiple Choice
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B

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Successful advertising planning always builds upon a research-driven analysis of the marketplace.
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Answer:

True

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Which of the following is most likely to provide research data on a subscription basis?
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Imagine that the AAA agency needs to survey 500 individuals.Which of the following could the agency turn to for data collection?
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The synthesis of research findings leads to a determination of ________.
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John works in the NewWave Advertising Agency research department.John has been asked to prepare a presentation for senior management that focuses on how individuals respond to rich media advertising.John is most likely to turn to a ________ for assistance.
Multiple Choice
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The text refers to segmentation research conducted by Forrester Research.This segmentation divided the population in terms of ________.
Multiple Choice
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The question: "What are key trends in the competitive environment?" is most related to what type of research?
Multiple Choice
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The question: "Which ad has the greatest potential to turn nonusers into users?" is most related to what type of research?
Multiple Choice
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When creating the complete problem statement,which step takes place at the same time as "Define problem?"
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Milward Brown's "Dynamic Tracking Study" helps advertisers understand the strengths and weaknesses of an advertising campaign ________ .
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At an advertising agency,only individuals in the research department are concerned with research findings.
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A ________ statement presents the agency's and client's views of the marketplace niche they believe the product can most successfully fill.
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Mary is just becoming engaged with social media.She has a Facebook page and she regularly visits social networking sites.Forrester Research would classify Mary as a ________.
Multiple Choice
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The Interactive Advertising Bureau is an example of a ________.
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John works in the NewWave Advertising Agency research department.John has been asked to design a very sophisticated research study using a design and questioning technique with which he is unfamiliar.John is most likely to turn to a ________ for assistance.
Multiple Choice
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What type of activity clearly presents key research information in a way that allows advertisers to understand not only the "what" but also the "why" of interrelated research findings and insights?
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The first stage in the process of advertising research is ________.
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The question: "What are changes in teen attitudes over the past five years?" is most related to what type of research?
Multiple Choice
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