ADV 3008 Exam 2 Learnsmarts (CH 7-CH 9)
What are factors over which the media planner has little or no control?
- purchase patterns -mood of message -budget considerations
What must a company establish before trying to sell its product(s)?
-Marketing Plan -Advertising Plan
In order to get a feel for potential customers' views on their products, their competitors, and their advertising methods, companies use what type of research before developing a campaign? (Ch 7)
IMC Research
To seek information about the product concept, the target audience, the communication media, and the creative message, companies use which type of research? (Ch 7)
IMC Strategy
What is used to assist in the selection of target markets, messages, or media? (Ch 7)
IMC Strategy Research
One of the functions of marketing research is to help managers do what? (Ch 7)
Identify consumer needs
Why have ad agencies moved the task of media planning to an earlier phase in the overall process?
It is important to plan when, where, and under what conditions to make contact.
What is it called when companies develop systematic procedures for gathering, recording, and analyzing new information that help managers make marketing decisions? (Ch 7)
Marketing Research
What is the name of the testing activity that takes place after a campaign has begun? (Ch 7)
Posttesting
When doing research for print ads, direct questioning is often used at what stage? (Ch 7)
Pretest
What is it called when message testing occurs before a campaign launches? (Ch 7)
Pretesting
A company could find, once it completes the exploratory research phase, that it needs more information that can only be acquired from what type of research? (Ch 7)
Primary Research
What is the key to successful advertising?
Proper Planning
Consumers are urged to have open discussions with interviewers in ______. (Ch 7)
Qualitative Research
What must researchers do to get hard numbers about specific marketing situations? (Ch 7)
Quantitative Research
The percentage of homes exposed to an advertising medium is referred to as ______.
Rating
What type of tests show the potency of message components, such as size or color? (Ch 7)
Recall
What drives marketing decision making? (Ch 7)
Research
What is the first step in the marketing research process? (Ch 7)
Situation analysis and problem definition
After completing the exploratory phase, a company needs to establish________ ___________ ____________ in order to get the additional information that it needs through primary research. (Ch 7)
Specific Research Objectives
In the world of advertising, people in the creative and account service departments are often thought of as ______.
Stars
What are the first steps in the marketing research process? (Ch 7)
+Analyzing the situation +Defining the problem
IMC Research Usages (Ch 7)
+IMC Strategy Research--> defining products concepts +Concept Research--> assessing audience's acceptance of creative ideas +Message Pretesting--> diagnosing communication problems before a campaign begins +Posttesting--> evaluating a campaign after it runs
What requirements are needed when conducting quantitative research? (Ch 7)
+formal design +rigorous standards for collecting data
Primary research raises one legitimate concern. What is it? (Ch 7)
+the accuracy of the findings +if the research is valid and reliable
The results of primary research can cause legitimate concerns when which of the following factors exist? (Ch 7)
+when conducting research in international markets +when conducting formal quantitative research
In the past, people who planned and bought media were _____.
anonymous in comparison to the employees in the creative department
What does MIS stand for ? (Ch 7)
marketing information system
The distribution objectives are directly related to _____.
message weight, reach, frequency, and continuity
A BDI under 100 and a CDI over 100 indicate that the _____.
product category has high potential, but the brand is not selling well
A feature of rating is that it _____.
represents the number of people watching a program
Media planning needs _____.
solid scientific research and thorough mathematical analysis
What is a disadvantage of recall tests? (Ch 7)
they do not measure if respondents will actually buy a product
Positive attitude changes about a brand are likely to predispose consumers to take what action? (Ch 7)
buy the company's product
Media planners calculate the total gross impressions for a schedule by adding the _____.
gross impressions for each medium used
Rank the components of a media strategy statement in the correct order of appearance, with the first component at the top and the last component at the bottom.
-a brief selection of target audiences -an explanation of the nature of the message -an outline of the specific reach, frequency, and continuity goals -a budget for each medium included the cost of production -a statement about the intended size of message units (Krshy helped me hehe :)
What are media decisions influenced by?
-media vehicles -purchase patterns -budget considerations
Arrange the steps in the marketing research process in the order that they occur. (Ch 7)
1. Situation Analysis and Problem Definition 2. Informal Research 3. Construction of Research Objectives 4. Primary Research 5. Interpretation and reporting of findings
What are used to determine how effectively a campaign creates a favorable image for a company? (Ch 7)
Attitude Tests
The specific types of people the advertiser wants to reach are defined by ___________ ___________
Audience Objectives
What are the two types of media objectives?
Audience Objectives & Media Objectives
The sales potential of a particular brand in a specific market area is indicated by the __________ _______ ____________.
Brand Development Index
Companies build a message strategy by combining components of the _____ mix, which includes product concept, target audience, communication media, and the creative message. (Ch 7)
Creative
After building an IMC strategy, what do companies begin doing? (Ch 7)
Developing Creative Concepts
What type of research method is used to coax a variety of answers from people in order to determine how well advertising messages convey main ideas? (Ch 7)
Direct Questioning (Used during pretest phase)
Name one of the advantages of pretesting. (Ch 7)
Distinguishing strong messages from the weak ones
In a media plan where, when, and how often advertising should appear is defined by _____________ __________________.
Distribution Objectives
When interpreting and reporting findings, tables and graphs should be ______. (Ch 7)
Explained using everyday language (Avoid Using Technical Jargon)
True or false: It is cheaper to conduct primary research in foreign markets than to do so in domestic markets. (Ch 7)
False
True or false: Cost per thousand (CPM) is very low in national consumer magazine advertising. (Ch 12)
False. Average black-and-white cost per thousand (CPM) in national consumer magazines is high; some trade publications with highly selective audiences have a CPM over $50 for a black-and-white page.
What is one of the largest costs in a company's marketing budget? (Ch 7)
IMC
_____ are frequently used by media planners to define their target audiences.
Geo demographic Classifications
What can planners determine by multiplying a medium's total audience size by the number of times that an advertising message is used during the period?
Gross Impressions
During pretesting, respondents often rate the messages that make the best first impression as the highest in all the categories. What is this effect called? (Ch 7)
Halo Effect
Before developing any messaging campaign or making any IMC decisions companies must use ________________research to get a feel for how people perceive its products, how they view the competition, and which messages offer the greatest appeal.(Ch 7)
IMC
What is used to gain information about the market, the competition, and the business environment and to gain a greater understanding of the problem? (Ch 7)
Informal Research
Planners develop media strategies by blending elements of the ______.
Media Mix
What translates a company's advertising strategy into goals that can be accomplished?
Media Objectives
Prior to developing creative concepts for advertising, what type of strategic work must be done?
Media Planning
To conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time is the purpose of__________ __________ (Ch 9)
Media Planning
How does an advertiser achieve its stated media objectives?
Media Strategy
The overall strategy of selecting and scheduling media vehicles to achieve the desired reach, message weight, frequency, and continuity objectives is referred to as _____.
Methodology
What is one challenge related to research conducted in international markets? (Ch 7)
More expensive than domestic research
What is another name for qualitative research? (Ch 7)
Motivation Research
Unlike quantitative research, qualitative research is used by marketers to perform what function? (Ch 7)
Obtain a general impression of the market
What does the David Ogilvy Research Award honor? (Ch 7)
The most effective campaign guided by research
Recall tests reveal the effectiveness of message components, such as size, color, or themes. What do they measure? (Ch 7)
What respondents notice
What types of information are important to advertisers? (Ch 7)
What their customers like, where their customers spend money, and who their customers are.
True or false: In order for the frequency of a radio advertisement to be increased, its continuity and/or reach must be decreased.
True
True or false: Research is helpful in determining which creative concepts to use in the IMC strategy. (Ch 7)
True
Category development index (CDI) = _____
percent of brand's total sales in U.S. in the area / percent of total U.S. population in the area x 100