ADV3008 Exam 2 Material

To seek information about the product concept, the target audience, the communication media, and the creative message, companies use which type of research?

IMC strategy

What is used to assist in the selection of target markets, messages, or media?

IMC strategy research

Which type of car is not a primary competitor for the Hyundai Sonata?

Jeep Cherokee

Cognitive involvement and affective involvement are the dimensions of the ______ grid.

Kim-Lord

What types of information are important to advertisers?

Where their customer spends money Who their customers are What their customers like

The foundation (bottom level) of the communication pyramid is

awareness

What was the brand category of Holiday Inn Express?

limited service hotel

What is it called when companies develop systematic procedures for gathering, recording, and analyzing new information that help managers make marketing decisions?

marketing research

In the budgeting approach known as share of market/share of voice, voice is best thought of as

money spent on IMC

Clear, quantifiable, realistic marketing goals to be accomplished in a specified time frame is the definition of

objectives

What is not a sales-target objective?

raise awareness by 10%

The percentage of a group that was exposed to an ad at least one time is the definition of

reach

What drives marketing decision making?

research

A weakness of sales target objectives, according to the lecture, is they

say nothing about the strategy

Sonata's sales history from 2014 to today suggests

steep decline

The most appropriate term, from a media planning standpoint, to use for an episode of "The Daily Show" is

vehicle

A rating is calculated by:

viewers/population

In digital advertising, CTR refers to

click-through-rate

Which was not discovered during a focus group for Unipath's Clearplan device?

women did not like the device

Evaluative Research is best thought of as

determining whether the campaign worked or not

Early research activities in an agency (prior to the launch of the campaign) are known as:

developmental

Qualitative data are gathered using which method?

focus group

The number of occasions on which people in a group had a chance to see a message is the idea behind the concept of

frequency

One of the functions of marketing research is to help managers do what?

identify consumer needs

Industry trends for the Hyundai Sonata suggested

increasing sales would be difficult

Which is a controversy in Hyundai's past?

inflated fuel economy numbers

To compare three different magazines in terms of their cost per reader, a media planner uses

CPM

To compare three different television programs in terms of their cost per viewer, a media planner would use

CPRP

Which of these is not one of the challenges HEX faced in succeeding?

Hampton Inn challenged them in every location they tried to build

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 competition, and which messages offer the greatest appeal

IMC

Tracking which shows generate the most tweets is a way that media planners can track

involvement

Students in the class completed a consumer quiz. The results suggested that

it is nearly impossible to consistently predict what ordinary people think

Which of these is not true of research as described in the lecture?

it is too expensive for most firms