Test Bank For Advertising and Integrated Brand Promotion 8th Edition Thomas Oguinn Chris Allen Angeline Close Scheinbaum Richard J Semenik

Test Bank for Advertising and Integrated Brand Promotion, 8th Edition, Thomas O’Guinn,
Test Bank for Advertising and Integrated Brand

Promotion, 8th Edition, Thomas O’Guinn, Chris
Allen, Angeline Close Scheinbaum Richard J.
Semenik
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1. Developmental advertising and promotion research is used to generate opportunities and messages.
a. True
b. False
ANSWER: True DIFFICULTY:

Moderate
LEARNING OBJECTIVES: AIBP.OGUI.15.7-1
NATIONAL STANDARDS: United States - BUSPROG: Analytic
STATE STANDARDS: United States - Ohio - DISC: Research
KEYWORDS: Bloom's: Comprehension
2. Developmental advertising is conducted late in the advertising process, after the ads, branded entertainment, or
other IBPs are created.
a. True
b. False
ANSWER: False
DIFFICULTY: Moderate
STATE STANDARDS: United States - Ohio - DISC: Customer
3. A concept test seeks feedback designed to screen the quality of a new idea, using consumers as the judge and jury.
a. True
b. False
ANSWER: True
DIFFICULTY: Easy
KEYWORDS: Bloom's: Knowledge
4. AIO research uses survey data from consumers who have answered questions about themselves.
a. True
b. False

Moderate
5. Long interviews are not a very popular research method since they last for more than an hour.
a. True
b. False
ANSWER: False
STATE STANDARDS: United States - Ohio - DISC: Promotion
6. The text stresses that for research methods to be truly useful to the client, they need to be trustworthy and
meaningful.
a. True
b. False
ANSWER: True
DIFFICULTY: Easy
7. A focus group involves blind taste tests of products.

a. True
b. False
ANSWER: False
DIFFICULTY: Easy
8. Focus groups are for generating statistics and making scientific generalizations, not for gaining any real
understanding or insight.
a. True
b. False
ANSWER: False
9. In a testing situation, people are shown drawings depicting pairs of shoppers walking through grocery stores with
empty dialogue balloons above them, and they are asked to fill in what the shoppers may be saying. This is an
example of a concept test.
a. True
b. False
ANSWER: False
KEYWORDS: Bloom's: Application
10. ZMET is designed to draw out people’s buried thoughts and feelings about products and brands, based on their use
of metaphors.
a. True
b. False

Moderate
11. A researcher is said to conduct field work when he or she joins in and actually takes part in the study, usually in a
taste test or other form of product testing.
a. True
b. False
ANSWER: False
DIFFICULTY: Easy
12. Google Groups and Facebook are good sources of secondary research data today.
a. True
b. False

Moderate
13. The main advantages of using online sampling are the generalizability and representativeness of data collected.
a. True
b. False
ANSWER: False
DIFFICULTY: Easy
14. The advantages of using online sampling are the ensured generalizability and representativeness of the data
collected.
a. True
b. False

Moderate
15. Internal company data such as customer service reports and customer complaints are considered sources of
primary data.
a. True
b. False
ANSWER: False
DIFFICULTY: Easy
16. One way to obtain information about marketing and advertising is to purchase data from commercial services such
as Current Population Survey.
a. True
b. False
ANSWER: False
17. An agency staffer conducts a test to see how the message for her client's product, dishwasher detergent, compares
to the way other ads in her product area have tested. In this way, she will gather qualitative test scores.
a. True
b. False
ANSWER: False
DIFFICULTY: Challenging
18. Professional publications or periodicals in which marketing and advertising professionals report significant
information related to industry trends are sources of secondary data.
a. True
b. False

Moderate
19. Copy testing is rarely a good idea, particularly because the account executives, the creative team, and the client
usually dislike it.
a. True
b. False
ANSWER: False
DIFFICULTY: Easy
20. Direct response research, also called attitude research, is the kind that evaluates ads just as they are about finished.
a. True
b. False
ANSWER: False
21. A communication test simply explores whether the people “get” the ad—whether they understand the main point,
get the joke, or see the connection.
a. True
b. False
ANSWER: True
DIFFICULTY: Easy
22. Psychologists now believe that memory is more fluid than was once thought, and is more strongly influenced by
motivation to remember, or not to remember.
a. True
b. False

Moderate
23. Recognition tests are the industry standard for television ad testing.
a. True
b. False
ANSWER: False
DIFFICULTY: Easy
24. For print ads, recall testing is most commonly used.

a. True
b. False
ANSWER: False
DIFFICULTY: Easy
25. 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.
a. True
b. False
ANSWER: True
DIFFICULTY: Easy
26. 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.
a. True
b. False
ANSWER: False
27. 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.
a. True
b. False
ANSWER: False
28. 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.
a. True
b. False

Moderate
29. Eye-tracking technology systems basically measure how long a person gazes at a particular print ad or a particular
part of the ad.
a. True
b. False
ANSWER: True
DIFFICULTY: Easy
30. 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.
a. True
b. False

Moderate
STATE STANDARDS: United States - Ohio - DISC: DISC: PromotionMarketing P - DISC: Promotion
31. 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.
a. Design thinking
b. Red-hat thinking
c. Systems thinking
d. Convergent thinking
ANSWER: a
DIFFICULTY: Easy
32. is a type of projective technique that offers consumers the chance to fill in the conversation of cartoonlike
stories.
a. Story construction
b. ZMET
c. Consumer report
d. Dialogue balloon
ANSWER: d
DIFFICULTY: Easy
33. The type of advertising research undertaken before ads are made is known as .
a. copy research
b. developmental research
c. results-oriented research
d. single-source research
ANSWER: b DIFFICULTY:
Moderate
34. 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:
a. account planning.
b. design thinking.
c. consumer insight.
d. scientific advertising.
ANSWER: c
DIFFICULTY: Easy
35. 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?
a. Starch Readership Services
b. Activities, interests, and opinions
c. Design thinking
d. Zaltman Metaphor Elicitation Technique
ANSWER: c
DIFFICULTY: Easy
36. 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):
a. observation analysis.
b. concept test.
c. direct response
d. tracking study.
ANSWER: b
DIFFICULTY: Easy
37. Identifying the activities, interests, and opinions of target audiences to help creatives produce better advertising is
called:
a. lifestyle research.
b. embedded description.
c. story construction.
d. normative research.
ANSWER: a
DIFFICULTY: Easy
38. Projective techniques test ads for consumer response with:
a. in-depth, one-on-one, open-ended discussions.
b. physiological techniques and brain scans.
c. fragments of pictures or words that need to be completed.
d. demographic profiles of market members.
ANSWER: c
DIFFICULTY: Easy
39. Dialogue balloons, story construction, and sentence and picture completion are all types of techniques.
a. quantitative
b. predictive
c. survey
d. projective
ANSWER: d
DIFFICULTY: Easy
40. 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:
a. metaphors.
b. sentence and picture completion.
c. dialogue balloons.
d. field work.
ANSWER: b
DIFFICULTY: Easy
41. In a research study using the Zaltman Metaphor Elicitation Technique, participants:
a. suggest alternative design options for a particular product.
b. fill out surveys about their consumption habits.
c. use the product in a controlled environment, while researchers observe them.
d. visually represent their experiences with a product or service.
ANSWER: d DIFFICULTY:
Moderate
42. involves observation in real-life situations, to obtain information about the consumption practices of real
consumers in real settings.
a. Online netnography
b. Embedded field work
c. Geographic clustering
d. Consumer panel
Moderate
43. A detailed version of Internet research called involves both gathering Web data as well as seeking unique
information in online formats similar to that found in traditional face-to-face interviews.
a. netnography
b. projecting
c. thought listing
d. frame-by-frame testing
ANSWER: a
DIFFICULTY: Easy
44. The is an ongoing survey that provides estimates of demographic, housing, social, and economic
characteristics every year for states, cities, counties, metropolitan areas, and population groups of 65,000 people or
more.
a. American Demographics Survey
b. Census of Population and Housing
c. American Community Survey
d. Current Population Survey
ANSWER: c DIFFICULTY:
Moderate
45. An advantage offered by secondary data from government sources is that the information is:
a. less biased than that from other sources.
b. always up-to-date.
c. available even to small businesses with no research budget.
d. gathered directly from consumers.
Moderate
46. PRIZM, which operates on the assumption that consumers in a particular ZIP code are more alike than different
regarding their consumer practices, is a type of research technique.
a. story construction
b. embedded fieldwork
c. geographic clustering
d. copy research
Moderate
47. When considering what is truly wanted from advertising research, the answer depends on whom you ask. If so,
which of the following can be generally accepted as true?
a. The ad agency wants numbers.
b. The account team wants to know if the ad works.
c. The client wants awards for creativity.
d. The creatives want account planning.
Moderate
48. An advertising agency develops a humorous advertisement campaign for a client. However, some people at the
agency are worried that the audience will not understand the jokes. What type of research can the agency conduct
to check if the audience understands the ad?
a. A communication test
b. Developmental research
c. Secondary research
d. Projective techniques
ANSWER: a DIFFICULTY:
Moderate
49. is a major type of research which usually occurs right before or after the advertisement is finalized to
evaluate advertisements and promotions.
a. Results-oriented research
b. Copy research
c. Developmental advertising research
d. Promotional research
ANSWER: b
DIFFICULTY: Easy
50. Which of the following is a particular kind of research done early on simply to prevent a major disaster—to avoid
erroneous communications, unexpected interpretations, or unintended meanings in an ad, particularly in diverse or
global markets?
a. A communication test
b. A recall test
c. A normative test
d. A subliminal test
Moderate
51. Which of the following is an example of cognitive residue, as advertisers would define it?
a. Being unable to recall anything about an ad when a brand name is mentioned to you
b. Having a certain brand name in mind, above all others, and making a point to buy only that brand
c. Vaguely remembering a slogan and a jingle for a product
d. Knowing that you want to buy a product but not being sure why
Moderate
52. Which type of research tries to identify specific cognitive responses that occur during an individual's exposure to a
specific ad by having the person jot his or her thoughts down on the spot?
a. Day-after recall
b. Attitude-change study
c. Communication test
d. Thought listing
ANSWER: d
DIFFICULTY: Easy
53. Which of the following is true of recall tests?
a. They are more commonly used for print ads than for TV ads.
b. Recall tests are ineffective for ads on online media.
c. In a recall test, participants need to remember an ad and describe it from memory.
d. A recall test involves less actual memory than a recognition test.
Moderate
54. What test takes place over several days, usually with viewers watching a show at a particular time, then being
called later and questioned about its commercials?
a. DAR
b. MRI
c. AIO
d. ZMET
ANSWER: a
DIFFICULTY: Easy
55. What is the basic premise behind a recall test?

a. For an ad to work, it has to be remembered.
b. To be effective, an ad has to be based on motivation.
c. To activate the memory, ads need five repeat exposures.
d. If people like the ad, they will buy the product.
Moderate
56. In a recognition test, participants are likely to be:
a. given a brand name and asked to provide words that they associate with it.
b. shown a print ad and asked if they've seen it before.
c. asked to recall the details of a print or television ad.
d. given a picture and asked to make up a story about it.
Moderate
57. Researchers are trying to determine which advertisements are the most effective for a cereal company that is
running a number of commercial spots. After participating, viewers are asked if they saw a cereal commercial
during a show; some require further prompting so are asked if they saw a Raisin Bran ad. What are the
researchers attempting to determine?
a. Aided and unaided recall of the commercial
b. Implicit memory of the commercial
c. The resonance of the commercial
d. Recognition of the commercial
Challenging
58. Which of the following is used when identifying and calculating the percentage of people who accurately
remembered specific elements of an ad when tested?
a. Developmental testing
b. Related-recall testing
c. Copy testing
d. Recognition testing
Challenging
59. The widely used recognition tests for print ads, with the Starch firm as the main supplier, have another name. What
is it?
a. Copy tests
b. Cognitive residue measurements
c. Readership tests
d. Cognitive response analysis
ANSWER: c
DIFFICULTY: Easy
60. A key advantage of using recognition scores to test an ad is that it:

a. demonstrates whether or not a consumer will buy the brand being advertised.
b. allows for comparison with the performance of other ads from past years.
c. tells whether consumers will remember the brand when they are in the store.
d. reassures the client that the ad agency knows what it is doing.
Moderate
61. Recall measurements make the most sense when the goal of the commercial is to make consumers:
a. visualize a picture or image of the brand.
b. feel an emotion connected to the brand.
c. remember the brand name.
d. think of a time when the brand can be used.
Moderate
62. Explicit memory measures are those in which consumers are required to:
a. demonstrate their knowledge of a product.
b. search their memories about a product by using word fragments or pictures.
c. project their feelings about a brand onto an ambiguous image.
d. recall their actual exposure to the test ad for a product.
Moderate
63. Which of the following is a tactic that might be used in an implicit memory measure?
a. Completing a brand name after being given only half of its letters
b. Filling in the blanks to finish a sentence about the ad just seen
c. Visualizing the last time a particular commercial was seen on TV
d. Describing what you think may be happening in a picture
Moderate
64. A major problem associated with attitude tracking to evaluate advertising effectiveness is that although sometimes
people’s attitudes toward a brand do change, they:
a. cannot be accurately measured with a test.
b. rely heavily on an artificial viewing experience.
c. only occur with repetitive exposures.
d. don’t always translate to sales increases.
Moderate
65. Which of the following are properties of emotions that make them potentially more important than thoughts in
assessing ad reactions?
a. They are good predictors of thoughts.
b. They are hard to understand but indicative of eventual purchase behavior.
c. They are easy to define and describe.
d. They are clear indicators of subliminal reactions.
Moderate
66. Which method hopes to zero in on the emotional components of ads by having respondents turn dials to show their
like or dislike while viewing commercials?
a. Single-source tracking
b. Eye-tracking system
c. Pre- and post-exposure attitude measurement
d. Frame-by-frame testing
ANSWER: d
DIFFICULTY: Easy
67. The value of an inquiry/direct response measure is that it is:

a. a straightforward measurement of ads designed to generate inquiries.
b. cheaper than other forms of ad testing.
c. versatile enough to be used for many different kinds of ads.
d. available to consumers as they respond to the ad being tested.
Moderate
68. Both advertising and promotion are used to build brands. For which of the two is it easier to measure effects that
estimate contribution to sales, and why?
a. Advertising, because memory of ad imagery is simple to measure
b. Promotion, because statistical models can isolate the effect of the promotion
c. Advertising, because consumer recall of taglines is unusually high
d. Promotion, because responses can be specifically identified and tracked
Challenging
69. Which of the following is accurate in the context of account planning?

a. Agencies that implement it tend to do more quantitative and statistical research than their more traditional
counterparts.
b. Its cost is less than that of relying on secondary sources.
c. Account planners are being appointed in place of account executive to work on each client's business.
d. By implementing it, agencies put research in a more prominent role in the advertising process.
Moderate
70. Firms that track single-source data collect data from:

a. individual cities.
b. international research bodies.
c. government research bodies.
d. individuals or households.
Moderate
71. What recent trend in advertising indicates that a new set of tests to measure ad acceptance is needed?
a. The increasingly younger consumer population in the United States
b. The move to a more visual advertising style from largely verbal approaches
c. The expansion of research departments within established agencies
d. The popularity of scientific evaluation and statistical proof of consumer behavior
Moderate
Scenario 7-1
Scheduled to be released in the first quarter of 2011, Nintendo’s portable 3DS gaming system will likely
revolutionize the video game industry. The 3DS is the newest in a long line of portable gaming systems made by
Nintendo, but will now boast a number of new features—including 3-dimensional technology that does not require
the use of any special viewing goggles or glasses. The new system will also allow consumers to play classic games
from older generations of Nintendo products, watch 3-D movies, and create fictional “Mii” characters that were
made famous by Nintendo’s Wii. Nintendo hopes its new gaming system will once again put Nintendo at the top of
the video game industry, having lost some of its market share to Sony and Microsoft in recent years.
72. (Scenario 7-1) To determine which features to include in the 3DS, Nintendo did a large amount of research probing
consumer opinions towards video games. To do so, Nintendo used a(n) that allowed consumers to be the
“judge and jury” in evaluating the quality of their new idea.
a. concept test
b. attitude study
c. frame-by-frame test
d. physiological assessment
Moderate
73. (Scenario 7-1) In order to gather secondary research to support the company’s own primary research, Nintendo
visited a number of social media sites hoping to find online communities with knowledge of the video game industry.
This intense Internet searching is referred to as:
a. web mining.
b. tracking software.
c. commercial browsing.
d. normative test scoring.
Moderate
STATE STANDARDS: United States - Ohio - DISC: Online/Computer
74. (Scenario 7-1) Before the 3DS was released, Nintendo created a series of television commercials and print ads to
promote the product. The ads are shown to a group of study participants, and then the participants are asked to
express how they felt about the advertisement. This is an example of a:
a. survey.
b. recall test.
c. communication test.
d. recognition test.
Moderate
Scenario 7-2
You have been appointed director of research for the Rhode Island Runners, a new minor league baseball team
that will make its debut in about six months. There have been minor league franchises in the area in the past, but
due to a lack of fan support they all have folded. The Runners’ upper management is convinced that past failures
were the result of improper marketing of the teams. Therefore, management has committed a substantial amount of
money to developing smart, effective advertising. Management has put you in charge of an intensive one-year
program to guide and track the advertising.
75. (Scenario 7-2) In designing the new marketing campaign, developmental advertising research would be helpful in a
number of areas. When considering its marketing goals, the Rhode Island Runners staff want to execute it because
the most important service developmental research provides is:
a. ad acceptance data.
b. product description.
c. audience profiling.
d. scientific evaluation.
ANSWER: c
DIFFICULTY: Easy
76. (Scenario 7-2) Your team has determined the main appeal that must be communicated in the advertising—that
going to the ballpark is an affordable way to bring families closer together. Several print ads are in near-finished
format. You want to directly measure the immediate and spontaneous responses of consumers, as ideas and
reactions pop into their heads while viewing the ads and shortly afterwards. In this case, a good technique to use is:
a. physiological measurement.
b. thought listing.
c. copy testing.
d. attitude study.
Moderate
77. (Scenario 7-2) You have determined that the major competitors in the family leisure market are movies, theme
parks, and outdoor festivals. You use a theater test to measure attitude change resulting from a TV commercial
being tested for the Runners. The spot does not do very well in the test. Still, your gut instincts say that the
commercial is a good one. When reporting the results to the team owners, you should point out that:
a. the commercial shouldn’t run as is, despite your own opinion of it.
b. this kind of research is all too rarely useful to measure actual behavior.
c. the identification of competitors may have been inaccurate.
d. theater audiences are not considered scientifically reliable.
Challenging
78. (Scenario 7-2) Tracking studies will be good tools for this campaign, since they follow the apparent effect of the
advertising over time, and this type of follow-up is required throughout the first year of this baseball team’s
campaign. Tracking studies are usually done in which format?
a. Focus group
b. Survey
c. Projective test
d. Readership test
ANSWER: b
DIFFICULTY: Easy
79. (Scenario 7-2) All the Rhode Island Runners’ advertisements feature a phone number to get more information and
to order tickets. This allows you to use to assess advertising effectiveness.
a. brand-talk
b. split-cable and split-run testing
c. inquiry/direct response
d. single-source tracking
Moderate
Scenario 7-3
After filing for bankruptcy in 2009 and requiring nearly $58 billion in governmental funding simply to stay afloat,
General Motors realized it had to undergo major changes in order to compete with more successful automakers.
The company began designing questionnaires and focus groups in order to gain a better understanding of what its
cars had been lacking, and perhaps probe for specific improvements consumers may have been looking for. The
company recorded its research findings and began to apply them to its product line. A little over a year later,
Consumer Reports stated that 83 percent of Chevrolets, GM’s top brand, had an average or better score in terms
of predicted reliability, an increase from 50 percent the year before. Apparently, the company’s efforts have helped
turn the company in the right direction.
(“Consumer Reports: GM Reliability Makes Great Strides.” MSNBC.com, October 26, 2010.)
80. (Scenario 7-3) In its research, GM hoped to find why consumers liked certain features in their cars and disliked
others. GM inquired about consumer wants and needs, and then looked to apply its findings to product development.
This process is called:
a. developmental advertising.
b. design thinking.
c. concept testing.
d. audience profiling.
Moderate
81. (Scenario 7-3) GM relied heavily on focus groups to learn about some of its product shortfalls. Although focus
groups may serve as a good source of qualitative information, many quickly downplay their overall effectiveness.
One common criticism of focus groups is:
a. they provide a great deal of insight.
b. they are never valid.
c. they are very low in reliability.
d. focus group members feel compelled and pressurized.
Moderate
82. (Scenario 7-3) One technique used in the focus group involves the researcher presenting a scenario, and then the
members of the group completing a phrase or sentence regarding the scenario. This technique is used in order to:
a. create confusion within the group.
b. let the researcher establish a dominant presence.
c. create opportunities for idea development.
d. understand consumers and observe the data being collected.
Moderate
83. (Scenario 7-3) Allowing consumers to look at advertisements in a group can be a powerful indicator of their true
feelings toward a particular ad. Peer influence can be observed, and hopefully, some level of post-test screening
can be done to create increased validity. These elements are characteristic of what kind of studies?
a. Attitude studies
b. Cognitive response studies
c. Behavioral studies
d. Quantitative studies
Moderate
Scenario 7-4
You are the director of advertising research at a large Minneapolis ad agency. Due to employee turnover and
budget cuts, you're currently staffed with too many entry-level research assistants and too few management-level
research group leaders. To make matters worse, one of the group heads is on vacation and another is out sick. Of
course, your clients still expect their research to be done in a timely, professional manner. Therefore, you have
gathered your department together and announced that your door is always open if anyone has any questions about
any phase of any project. As a result, your entire day has been filled with questions.
84. (Scenario 7-4) An assistant comes in and says she needs some advice. One of the smaller clients of the agency
needs some market information done very quickly—and very inexpensively. You tell her:
a. to set up focus group interviews with consumers.
b. to call a commercial service.
c. to use direct mail surveys.
d. to look through social media data.
Moderate
85. (Scenario 7-4) An assistant comes in and says that she can find relevant secondary information about the U.S.
quickly because she is familiar with government web sites, but she is not sure about finding information from all
over the world. You give her the Web address for:
a. Eurobarometer.
b. the Census.
c. International Social Survey Programme.
d. Current Population Survey.
Moderate
STATE STANDARDS: United States - Ohio - DISC: Marketing Plan
86. (Scenario 7-4) One assistant comes in to show you the results of some recognition tests that have been run on a
magazine advertisement. She is really excited by the high levels of recognition. You caution her not to get too
excited, because high levels of recognition:
a. rarely be judged by normative data.
b. don’t always correlate to higher product sales.
c. can be inaccurate since respondents don't get to see the ad beforehand.
d. calculate feelings about an ad rather than thoughts about an ad.
Moderate
87. (Scenario 7-4) One research assistant is drafting a proposal for a research project. The client's primary objective is
to find out whether the new ad rings true with consumers, or whether they feel the way the ad wants them to feel.
The employee wants to know what test would specifically explore this aspect of the ad. You reply that
would be best.
a. thought listing
b. resonance testing
c. recall testing
d. recognition testing
Moderate
88. (Scenario 7-4) An assistant is working with a company that heard about using UPC data from packages to
generate information on how households turn information from advertising into actual purchases. She’s never heard
of it. What type of research is this?
a. Inquiry/direct response measures
b. Frame-by-frame testing
c. Single-source tracking
d. Split-transmission testing
ANSWER: c
DIFFICULTY: Difficult
Scenario 7-5
The Solutions Group is a combination of companies that help clients better understand their target markets through
creative research approaches. It has learned that many people have become quite adept at filtering out advertising
messages and therefore do not respond to traditional research instruments such as surveys. The Solutions Group
says that there must be a "research revolution" based on true dialogues with consumers, not one-way monologues
often seen in traditional surveys.
89. (Scenario 7-5) The Solutions Group likes to ask its clients’ potential customers a wide variety of questions so they
can share their thoughts about themselves, their lives, and all the daily elements that are important to them. What
type of research does this represent?
a. Dialogue balloon
b. Frame-by-frame
c. Projective
d. Lifestyle
ANSWER: d
DIFFICULTY: Easy
90. (Scenario 7-5) Solutions Group executives may consider trying , the popular technique in which people’s
buried thoughts about brands are drawn out by having them define their feelings creatively with other visual
representations.
a. ZMET
b. ISSP
c. AIO
d. ACS
Moderate
91. (Scenario 7-5) The Solutions Group may want to center on field work as its primary research method because it is
designed to measure “embedded” consumer practices, that is:
a. those conducted on the spot in stores, malls, and on Internet retail sites.
b. those tightly intertwined in the social lives of consumers.
c. those previously subconscious thoughts or hidden feelings that are revealed.
d. those habitual and almost automatic purchasing decisions.
Challenging
92. (Scenario 7-5) Solutions Group managers suggest that clients consider doing a resonance test when designing
advertising, because this will help understand target consumers regarding their:
a. recognition of the brand.
b. potential purchase of the brand.
c. emotional connection to the brand.
d. attitude changes about the brand.
Moderate
93. (Scenario 7-5) A number of "revolutionary" techniques can be found by the Solutions Group in an attempt to
unearth consumers' true feelings and honest opinions about brands and ads. But they should remember that
problems with validity most likely arise in studies when respondents are asked to:
a. taste products in blind taste tests.
b. recall their memories about ads for a particular brand.
c. share their thoughts and opinions about certain brands they don't like.
d. do things they don't normally do in real life when viewing ads.
Moderate
Scenario 7-6
Wood Carver Cabinet Makers recently developed a line of kitchen cabinets designed for new custom homes and
kitchen remodeling jobs. The line of cabinets is to be called "Signature Hardwoods" and a new magazine advertising
campaign is being tested. Each of the ads that is being tested has a photograph of a woodworker handcrafting some
part of the cabinet. In addition, his or her signature is shown at the bottom of the page as an indicator that the
cabinets are carefully hand made.
94. (Scenario 7-6) A marketing manager at Wood Carver said in a manager's meeting, "We have to get quick feedback
on the overall quality and usefulness of these new ideas. We'll just have to let the focus group make the final
judgment on these ads." Which research method is he considering?
a. Survey
b. Concept test
c. Direct response measure
d. Tracking study
ANSWER: b
DIFFICULTY: Easy
95. (Scenario 7-6) Wood Carver might consider testing the magazine ad by recruiting a group of potential consumers to
take part in story construction. What would a story construction technique ask these respondents to do?
a. Provide a narrative about people depicted in a scene or picture
b. Write a story about how they would use the product
c. Fill in blanks in sentences that describe the ad
d. Think visually about how they would represent their experiences with a brand
ANSWER: a
DIFFICULTY: Easy
96. (Scenario 7-6) To target new markets, Wood Carver is looking for up-to-date information—the latest available—on
employment, occupation, and income throughout the country without having to pay a fee for commercial data.
National data on consumers is gathered by the U.S. Census through a number of avenues, but one of its survey
instruments publishes monthly statistics on just these topics. Which is it?
a. Pew Center Survey
b. Current Population Survey
c. American Demographics Survey
d. International Social Survey
ANSWER: b
DIFFICULTY: Easy
97. (Scenario 7-6) Wood Carver wants to know if readers remember having seen its magazine ads, and possibly its
name. Unlike testing television ads, Wood Carver should use a as the standard to test these ads.
a. print recall test
b. tracking study
c. brand-talk search
d. recognition test
Moderate
98. (Scenario 7-6) Wood Carver recruited a group of consumers who were thinking about remodeling their kitchens
and asked them a series of questions about selecting brands for their new cabinets. Later, Wood Carver showed
the consumers several of its magazine ads, after which they were asked several questions to measure their opinions
towards the Wood Carver Cabinet products. What type of study did Wood Carver conduct?
a. Attitude change
b. Split-transmission
c. Thought listing
d. Physiological
Moderate
99. Briefly trace the reasons for the rise of research—specifically, advertising and brand promotion research—after
World War II. Why did agencies create large research departments? How did universities get involved? How did
consumers feel about research? When was research at its height of popularity, and when did things change?
Provide just a brief sketch of these issues.
ANSWER: After World War II, American business had great faith in what science could do,
while at the same time American consumers felt an underlying concern about its
manipulation for evil ends rather than for the public good.
As for the industry, the 1950s was the heyday of marketing research. Some
companies had already had research specialists for a hundred years, but now even the
average firm felt the need to create an expansive research department for three basic
reasons—the popularity of anything related to “science;” the birth of research
departments at other agencies; and the real need to understand how ads worked. An
economic boom, a focus on consumption, and a need to understand persuasion
allowed agencies the luxury of demanding more psychological research, more
motivational theories, more hidden meanings. Research became legitimatized and
respected in the industry.
As for universities, they embraced science and experimentation as the only way to
understand persuasion, forming advertising departments and teaching courses during
this time. And they began to turn out persuasion “experts” trained to advise the
creatives on Madison Avenue.
For consumers, things were different. On the surface there was a public adoration for
all things scientific and technological—even reflected in books, plays, and movies—
but also a focus on repressed subconscious and Freudian analysis. World War II
propaganda had proven that the “science of persuasion” existed and could be
exploited. There was real concern about mind-control techniques, subliminal methods,
and hidden forms of mass persuasion that could now be used by Madison Avenue.
Consumers were scared by the Cold War, the advancement of communism, the very
real possibility of nuclear attack. Advertisers took advantage of these fears, a lesson
that still applies and still influences many forms of promotion today. If consumers feel
an underlying anxiety or fear, advertisers will use that anxiety or fear to sell products.
By the 1980s, agencies began to voice their mistrust in these long-held research
methods.Too often, research had asked the wrong questions, used inappropriate
methods, or misinterpreted findings.
In the past decade, many agencies have considered research to be a luxury or an

unnecessary element. Many have closed their departments, replacing them with
account planning departments or contracting out research services only when needed.
And now they are looking for qualitative information based on real-life use of the
product, not quantitative data based on columns of numbers. Overall, quantitative
research is seen as irrelevant or only rarely needed. And with the explosion of
nontraditional sources of promotion and new forms of media, it is becoming even
more rare.
100. What are the three broad forms of advertising research? Briefly describe each form, as well as when and how it is
used. List the methods and techniques related to each.
ANSWER: The three broad forms of advertising research are developmental advertising and
promotion research (used before ads are made), copy research (used as ads are being
finished), and results-oriented research (used after ads are launched and running).
Developmental advertising research (also called consumer insight) attempts to
generate ideas and create effective messages that will reach the target audience. It
helps creatives and account teams to understand this audience—their identity, their
history, their perceptions of needs and wants, and their expectations regarding product
use. It provides this information while they are actually visualizing and drafting ads,
improving on early versions, and imagining final creations. Since this research takes
place early in the process, it influences the way the ads, promotions, forms of branded
entertainment, or entire IBP campaigns are shaped before a lot of mistakes are made
and a lot of money is spent. This is why it is often considered the most valuable kind
of advertising research. The types of developmental research include design thinking,
concept testing, audience profiling, focus groups, and projective techniques (dialogue
balloons, story construction, picture and sentence completion, ZMET), and field work.
Copy research acts as a report card that evaluates the actual text or design of the
ads, finished or unfinished. Its name comes from the original focus on the copy,
though today it also involves visuals. It can provide valid data, but asking the wrong
questions can lead to faulty ratings, especially when pressured to supply the client
with numbers—usually normative test scores, which rate the ad based on those of
competitors. Though many ads defy measurement, having a good score at least says
that they “test well.” Creatives tend to hate arbitrary scores that compare their unique
productions against “average” ads, while account execs tend to demand them
because the client wants them. So copy research is often the main source of tension
in an agency. The types of copy research include communication tests, thought listings
or cognitive response analyses, recall tests, recognition tests, implicit memory
measures, surveys, attitude studies, resonance tests, frame-by-frame tests, and eye-
tracking systems.
Results-oriented research is conducted to see whether the ads out there are working.
This can generate useful information, but the timing is the problem—the ad is already
running, so the data is provided after the fact, after much time and money has been
spent on producing and finalizing the ad and paying for media space. The types
include tracking studies, inquiry/direct response measurements, sales estimates, or
single-source data.
AIBP.OGUI.15.7-3
AIBP.OGUI.15.7-4
101. When should a marketer use secondary data? What are the advantages of using such data and what cautions
should be taken? Name and briefly describe the four broad areas that offer secondary data used by today’s
marketers.
ANSWER: Secondary data should be obtained before an advertiser begins primary research.
Secondary data offer a low-cost and speedy method for gaining information about
consumers’ lives and can lead to useful consumer insights. However, the data must
be scrutinized for currency, the appropriateness of the measurement units for the
marketer’s particular situation, the qualifications of the data collection organization,
any special interests associated with the data generation effort, and, most importantly,
relevance and meaning regarding products and brands.
Data can be found through several broad channels:
Internal company sources (annual reports, marketing plans, sales summaries, warranty
cards, consumer letters, etc.) are usually the first places to look. Government sources
(massive amounts of data on population, housing, transportation, recreation, and
spending) Start with the U.S. Census Bureau, including its Census of Population and
Housing (published every 10 years) and Current Population Survey (published
annually) for the Bureau of Labor Statistics. Additionally, the National Archives and
Records Administration offers a wide range of data on American culture. Global
information can be found through Eurobarometer and the International Social Survey
Program.
Commercial sources specialize in geographic data-gathering, often at the household,
neighborhood, or zip code level, as offered by such firms as PRIZM and the Pew
Center.
Internet sources have revolutionized developmental research, particularly for smaller
firms and agencies. Common search engines allow access to enormous amounts of
data, and human search costs have been slashed. Web-based interest groups, online
communities, and social networking sites can be utilized. Advertisers can gain
incredibly relevant data at virtually no cost if they are careful in their searches, though
specialized engines can also be purchased. Additionally, the Web can be mined
(through the relatively new practice of netnography) for answers to specific questions,
to analyze chatter about products or competitors (brand-talk) by searching key words,
or to conduct online surveys.
102. What is a recall test? How is it conducted, and how are its respondents measured and labeled? What is a
recognition test? How is it conducted, and why does it usually produce a higher percentage of positive answers?
ANSWER: Recall tests ask respondents what ads they remember having seen in a given vehicle,
then ask for data about specific message content they remember. These tests are the
most commonly employed, but the most controversial, since they are based on the
idea that the ads that are most remembered are the ones that work best. Since they
do not provide an ad as an example, recall tests require a great deal of actual
memory. They are used the most in evaluating television commercials. The day-after-
recall procedure involves phoning respondents after viewing the ad, prompting them
based on their responses, and recording and transcribing their answers. Each
individual may demonstrate one of two levels of recall: unaided (needing no prompting
to remember the commercial and brand name) or aided (after prompting with the
mention of the brand name). Aided recall can be further subdivided into two
categories—claim recall (percent of respondents who claim they saw the ad), and
related recall (percent who accurately relate elements of the ad).
Recognition tests do provide a particular advertisement to evaluate. They show
respondents an ad and ask if it looks familiar, or if they have seen it before.These
tests require less actual memory, and have a higher percentage of positive answers
than recall tests because the ad is in front of respondents and they are merely asked if
they remember having seen it in a given vehicle at a previous time. They are used
more often to evaluate print advertising. The big advantage is that firms can compare
recognition scores to those of ads in the past. They are limited in that they often
measure little more than exposure, often overestimating true effectiveness because
respondents only need to answer that yes, they have seen the ad, even if they
haven’t.
A drawback of both types of test is that there is little evidence to prove that higher
recall or recognition scores actually relate to higher sales.
Test Bank for Advertising and Integrated Brand Promotion, 8th Edition, Thomas O’Guinn,
103. One of your advertising agency’s clients has asked for a description of how an attitude study is performed on a
television commercial in a theater test setting. Describe this process in general terms. (It is not necessary to
describe the measurement scale.) In your answer, include a summary of the reasons why you would do such a test
and the advantages and disadvantages of this method of pretesting ads.
ANSWER: The typical attitude study uses a before-and-after-ad-exposure design. People from
the target market are recruited, and their pre-exposure attitudes toward the advertised
brand as well as competitors' brands are taken. Then they are exposed to the test ad,
along with some dummy ads. Following this exposure, their attitudes are measured
again. The goal, of course, is to gauge the potential of specific versions of the ad to
change brand attitudes before selecting the one most likely to do so for actual airing.
The reliability of these procedures is fairly high. However, the meaning of the scores in
terms of predicting changed brand perceptions is an issue, because the test is based on
one or two advertising exposures in an unnatural viewing environment. Many
advertisers believe that commercials don't even register their impact until after three
or four exposures.
104. What is account planning? In what three ways does it differ from traditional advertising research?
ANSWER: Account planning differs from traditional forms of marketing research in several
ways.
First, agencies using this system assign an account planner to work closely with an
account executive and gather needed data for a particular client’s business—an ad,
campaign, or entire IBP effort. Unlike a research department with its occasional input
on any given project, the account planner stays with the project from beginning to end.
Second, this system puts research into a different but more prominent role. As
researchers, account planners are more actively involved throughout the entire
process, though they often make a big push up front, tending to do more
developmental research and less evaluative research.
Third, these researchers do more qualitative and natural research than traditional
research departments.
In some ways, appointing an account planner has also been used as a sly method for
downsizing or totally eliminating a costly full-time research department.
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Test Bank For Advertising and Integrated Brand Promotion 8th Edition Thomas Oguinn Chris Allen Angeline Close Scheinbaum Richard J Semenik

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Test Bank For Advertising and Integrated Brand Promotion 8th Edition Thomas Oguinn Chris Allen Angeline Close Scheinbaum Richard J Semenik

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Test Bank for Advertising and Integrated Brand Promotion, 8th Edition, Thomas O’Guinn,