Question 1

Recognition tests are the industry standard for television ad testing.

Accepted Answer

Recognition tests are not the industry standard for television ad testing; recall tests are more commonly used to measure the effectiveness of TV ads by assessing how well viewers remember the ad content.

Question 2

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 dialogue balloons, where consumers fill in the conversation of cartoonlike stories. The other answer choices are unrelated projective techniques.

Question 3

Which new 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 new philosophy of advertising that 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. It involves a creative and iterative process that involves empathizing with the user, defining the problem, ideating solutions, prototyping, and testing. The goal is to create user-centered solutions that are innovative and effective. Starch Readership Services and Activities, interests, and opinions are not related to this philosophy of advertising, and the Zaltman Metaphor Elicitation Technique is a research method that helps uncover hidden and deep-seated beliefs and values through metaphors.

Question 4

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

Accepted Answer

Dialogue balloons, story construction, and sentence and picture completion are all projective techniques commonly used in psychology and market research to elicit participants' unconscious thoughts and emotions. These techniques are used to project a participant's internal views or feelings onto an external source, such as a picture or story.

Question 5

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

Accepted Answer

Eye-tracking technology measures not only how long a person gazes at a particular print ad or a particular part of the ad but also the path of their gaze and what they focus on.

Question 6

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,...

Question 7

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 emphasizes a process of ideation and prototyping, with a strong focus on user feedback and collaboration. This often involves working directly with users to create a product or service that meets their needs and preferences.

Question 8

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

Accepted Answer

The type of advertising research undertaken before ads are made is known as developmental research, which involves researching target audiences, determining advertising objectives, developing campaigns, and testing the effectiveness of ads before they are launched. Copy research focuses on testing the effectiveness of ads that have already been created and is conducted after the ads have been launched. Results-oriented research is conducted after the ad campaign has ended to determine its effectiveness. Single-source research combines media exposure and consumer behavior data to evaluate the impact of an advertisement on consumer behavior.

Question 9

Overall, recall is easier, because people are shown a stimulus and answer yes or no about having seen it, whereas recognition is harder, because people have to deliberately search their memories for concept without any prompting or stimulus.

Accepted Answer

Recall requires individuals to retrieve information from memory without any external cues, which can be more difficult than recognizing information that has been previously encountered. In recognition, individuals are provided with a prompt or stimulus that can facilitate retrieval of information from memory. Therefore, recognition can be easier than recall.

Question 10

involves observation in real-life situations, to obtain information about the consumption practices of real consumers in real settings.

Accepted Answer

Embedded field work involves observation in real-life situations to gather information about consumers' purchasing practices in real settings. Online netnography involves studying online communities, geographic clustering involves grouping consumers based on geographic location, and consumer panels involve a group of individuals who provide feedback on a particular product or service over time.

Question 11

The Starch readership test measures readers of print materials who either noted the ad, associated the ad, or read most of the ad, then calculates these results into scores.

Accepted Answer

The statement accurately describes how the Starch readership test works.

Question 12

Projective techniques test ads for consumer response with:

Accepted Answer

Projective techniques use stimuli that provoke a response from the participant, such as fragments of pictures or words that need to be completed. This allows for the participant's subconscious thoughts and feelings to surface, giving insights into their response to the ad. In-depth, one-on-one discussions (option A) can also be used in projective techniques, but it is not the defining characteristic of the technique. Physiological techniques and brain scans (option B) are not typically used in projective techniques. Demographic profiles of market members (option D) are not relevant to projective techniques as they do not involve the participants' subconscious responses.

Question 13

In a research study using the Zaltman Metaphor Elicitation Technique, participants:

Accepted Answer

The Zaltman Metaphor Elicitation Technique is a qualitative research method used to understand consumers' subconscious thoughts and feelings towards a product or service. Participants are asked to visually represent their experiences using a particular product or service, which can provide valuable insights into their emotional connections and associations with the brand.

Question 14

For print ads, recall testing is most commonly used.

Accepted Answer

The answer of For print ads, recall testing is most...

Question 15

Many forms of pre-post attitude studies are becoming more popular than they once were due to a recent push to
gather more rounded "before and after" data from potential consumers.

Accepted Answer

The answer of Many forms of pre-post attitude studies are...

Question 16

A consumer is shown a picture of a man looking into the oven while a woman sits at desk nearby with her back to him.The consumer is then asked to suggest what is going on in the picture, and to fill in blanks such as "The man is
).." and "The woman is ..." This method gathers consumer data through:

Accepted Answer

The method described is sentence and picture completion, where the consumer is given a picture and asked to fill in the missing parts of a sentence. This method allows for the collection of qualitative data about consumer attitudes, beliefs, and perceptions.

Question 17

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

Accepted Answer

Lifestyle research involves gathering information on the target audience's activities, interests, and opinions, which can help creatives tailor their advertising to be more effective. Embedded description and story construction are not related to advertising research, and normative research refers to research that attempts to determine what is normal or typical within a certain population, rather than identifying specific characteristics of a target audience.

Question 18

The old physiological approaches to measuring physical responses during ad viewing have been replaced by PT or
MRI scans of brain activity, and these are commonly used in copy research today.

Accepted Answer

This statement is true. PT or MRI scans of brain activity are commonly used in copy research today to measure physical responses during ad viewing.

Question 19

When consumers act as the final 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 involves gathering feedback from potential consumers to determine their opinions and preferences about a new product or idea. This process helps businesses to make informed decisions about the development and marketing of a new product.

Question 20

It has been found that, overall, advertising has the greatest impact on sales early in the product life cycle, or soon after a new model or version of the product is released.

Accepted Answer

Advertising is most effective at the introduction and growth stages of the product life cycle, when consumers are first becoming aware of the product and establishing their preferences. As the product becomes more established in the market, the impact of advertising tends to decline.

Quiz 7: Advertising Research