ADV 2
18. According to the advertising pyramid, the first task of advertising is to communicate enough information about the product to develop consumer conviction (true/false)
false
19. Personal reference groups are people outside the family we wish to emulate (true/false)
false
2. As a group, the people who work in the creative department are generally referred to as the ad agency (true/false)
false
2. The first step in traditional top-down planning is to determine specific marketing objectives (true/false)
false
25. When the agency presents the ad concept, the client assumes the role of the Warrior (true/false)
false
3. Some of the methods used in posttesting are direct questioning, focus groups, trailer tests, and voice pitch analysis (true/false)
false
3. The two commonalities of great ads are the ability to break through consumer perceptual barriers and the ability to create "top-of-mind" awareness (true/false)
false
4. Advertising strategy research occurs after the creative work has started, and it typically involves free-association tests and sales tests (true/false)
false
4. The two types of marketing objectives are positioning and segmentation (true/false)
false
6. Primary research is the first step in the research process (true/false)
false
7. One of the benefits of bottom-up marketing is that it allows advertisers to use multiple action programs (true/false)
false
8. One of the problems with primary data is the high probability of information obsolescence (true/false)
false
9. The creative strategy identifies how the ad will be executed (true/false)
false
9. The following question would most likely be part of a qualitative research study: "Do you feel the decorations in the downtown shopping area reflect the TRUE meaning of the holiday season?" (true/false)
false
56. Which of the following promotions is intended to help the advertiser meet the goal of habit reinforcement? A. For every ten cups of coffee you purchase at a local convenience store, you get one free. B. A salesclerk gives out free samples of Bush's brand home style chili at Sam's Club. C. Sam sees a comparative ad showing the superiority of Coors beer over Anheuser-Busch beer. D. A vacuum cleaner salesperson offers to clean the living room carpet of the Truman household. E. A new laundry shop offers a one-time free trial for all customers.
A. For every ten cups of coffee you purchase at a local convenience store, you get one free.
72. Which of the following statements about the relationship of advertising to sales and profits is most likely true? A. Market share increases are more directly related to marketing budget increases than to price reductions. B. In most cases, sales will remain constant even if there are additional advertising investments. C. There will be no sales for an organization without online advertising. D. The durability of advertising is long-term rather than short-term. E. There is no saturation level for advertising.
A. Market share increases are more directly related to marketing budget increases than to price reductions.
34. _____ governs the way we discern raw data (stimuli) and translate them into feelings, thoughts, beliefs, and actions. A. Personal processes B. Interpersonal influences C. Nonpersonal influences D. Evaluative criteria E. Evoked sets
A. Personal processes
49. Considering the Elaboration Likelihood Model, which of the following purchases would most likely involve the central route to persuasion? A. a Mother's Day card B. a box of paper clips C. a bag of Lays potato chips D. a carton of eggs E. a McDonald's Happy Meal
A. a Mother's Day card
68. Mood-lites are colored lightbulbs that were developed according to research on how colors affect moods. According to the advertising pyramid, the first task of the initial advertising for Mood-lites was to create A. awareness. B. action. C. conviction. D. brand loyalty. E. intent to buy.
A. awareness.
69. According to the advertising pyramid, the second task of advertising is to A. communicate enough product information to persuade some people to believe in its value. B. express the quantitative objectives in the marketing plan in specific, measurable goals. C. acquaint a portion of the market with a product's existence. D. persuade customers to buy larger sizes or multiple units of the product. E. accelerate sales by implementing a variety of sales promotions.
A. communicate enough product information to persuade some people to believe in its value.
34. Pyramid Breweries Co. has stated that partnering with committed wholesalers capable of delivering first class customer service is an important _____ objective for the company if the microbrewery is to maintain its reputation for customer satisfaction. A. corporate B. entrepreneurial C. advertising D. logistical E. stakeholder
A. corporate
34. The _____ is the document that serves as the creative team's guide for writing and producing the ad. A. creative strategy B. visual storyboard C. graphic ideation D. message strategy E. speculative presentation
A. creative strategy
3. Smaller companies typically use a bottom-up marketing format plan because A. handling daily problems leaves little time for formal planning. B. they don't need to create a competitive advantage in the market. C. long-term strategies are needed to keep a business focused on the future. D. failure to have a mission is one of the major reasons for small-business failure. E. bottom-up planning allows more time for development of a customer relationship strategy.
A. handling daily problems leaves little time for formal planning.
39. Harry & David is a catalog retailer that specializes in fruit gifts, but it does not see itself as just a merchant of fruit. By setting _____ objectives, the retailer views itself as a gift provider and acts accordingly. A. need-satisfying B. sales-driven C. sales-target D. production-oriented E. environmental
A. need-satisfying
29. The term "creatives" refers to the A. people who work in the creative department. B. most important elements of the marketing mix. C. roles played by all of the people within an advertising agency. D. stages of integration between the visual and nonvisual elements of an ad. E. final presentation of an advertising and marketing campaign to the client.
A. people who work in the creative department.
33. To increase the likelihood of preparing the most effective advertising messages, companies use A. pretesting. B. inquiry tests. C. attitude tests. D. posttesting. E. unaided recall.
A. pretesting.
48. To help food advertisers produce more effective advertising, the Food Marketing Institute did a study that asked respondents which of four reasons best explained why they wanted to eat more nutritiously: to lose weight, to prevent health problems later in life, to follow their doctor's advice, or to manage an existing medical condition. The answer to this question is an example of _____ research. A. qualitative B. informal C. experimental D. quantitative E. observational
A. qualitative
66. If advertising is the dominant element in a company's marketing mix, then a(n) _____ test is the best type of posttest to use. A. sales B. clutter C. differential D. attitude E. inquiry
A. sales
80. Which of the following is recommended by Bruce Bendinger to improve a Warrior's selling power during a client presentation? A. strategic precision B. savvy solving C. polishing the problem D. rehearsing strategy E. structural psychology
A. strategic precision
27. _____ uses research to focus the creative process in order to nurture a relationship between consumer and brand. A. Empowerment B. Account planning C. Customer transformation D. Relationship marketing E. Relationship research
B. Account planning
50. _____ determine the specific short-term actions to be taken, internally and externally, by whom and when. A. Corporate objectives B. Tactics C. Organizational structures D. Environmental objectives E. Strategic postures
B. Tactics
77. What is the greatest shortcoming of the percentage-of-sales method of setting the advertising budget? A. The percentage-of-sales method is too expensive to be used by small business owners. B. The percentage-of-sales method violates the principle that marketing activities should stimulate sales rather than occur as a result of sales. C. The percentage-of-sales method assumes that a certain level of spending is needed to sell a certain number of units of a product. D. The percentage-of-sales method encourages top management to think of growth in terms of percentages. E. The percentage-of-sales method assumes the marketplace will be dynamic.
B. The percentage-of-sales method violates the principle that marketing activities should stimulate sales rather than occur as a result of sales.
75. In 2016, after years of development, a small Montana guest ranch decided to launch a unique social website for seniors to watch live cameras documenting the activities of the ranch for a small monthly fee. With no advertising budget, the ranch owner took horses and donkeys around to senior centers, gave away coupons for free membership to visitors, went to parades, and posted heavily on social media. In addition, the ranch spent any revenue from visitors to promote the website. The ranch used the _____ method to raise awareness of their website. A. percentage-of-sales B. all available funds C. objective/task D. share-of-market E. budget buildup
B. all available funds
67. According to the creative pyramid, the first step in copywriting and art design is to A. create interest. B. attract the prospect's attention. C. make the prospect aware of the product D. make the prospect aware of the brand name. E. create a two-way communications medium.
B. attract the prospect's attention.
37. What is the last step in developing an advertising strategy? A. determining the key components of the advertising mix B. delivering the creative strategy to the creative department C. developing a message strategy that meets the client's needs D. evaluating how well the strategy supports the marketing plan E. conducting a budget allocation based on local and industry standards
B. delivering the creative strategy to the creative department
45. Hops Grillhouse & Brewery, formerly known as Hops Restaurant/Bar/Brewery, unveiled a multimillion dollar brand strategy featuring a new menu intended to "capture consumer preferences for high quality, freshness, and grilled tastes as well as an array of aromas, textures, and price points." Its product mix of handcrafted beer and superior food is unlike that offered by other similar restaurant chains. This description relates to the restaurant's _____ strategy. A. segmentation design B. positioning C. market segmentation D. marketing mix E. diversification
B. positioning
62. During _____, an advertising researcher would be most likely to use aided recall, sales tests, and inquiry tests. A. strategy determination B. posttesting C. pretesting D. marketing integration E. concept development
B. posttesting
41. Most nursing home lawsuits are settled out of court and never go to trial, so little public information is available about the total money expended by nursing homes and their insurance companies on litigation-related costs. One national study questioned lawyers and found that 88% of all nursing home cases were resolved through settlements and that the average recovery of claims was $406,000. The information gathered by this study would be an example of A. qualitative information. B. primary data. C. projective data. D. advertising information. E. secondary data.
B. primary data.
61. When an ad for a master's program encourages potential students to "Realize your full potential," which level of Maslow's hierarchy of needs is being appealed to? A. safety B. self-actualization C. love D. physiological E. social
B. self-actualization
27. An ad for a tennis camp shows a background photo of tennis balls on which the camp's dates and locations are printed. Which of the following was most likely responsible for the tennis ball photo? A. the copywriter B. the art director C. the publicity expert D. the layout artist E. the PR representative
B. the art director
28. Who is ultimately responsible for the final form an ad takes? A. the graphic designer B. the creative director C. the media planner D. the art director E. the PR representative
B. the creative director
73. The percentage-of-sales method is A. expensive and complicated to implement. B. the simplest to use of all budgeting methods. C. based on the average of the previous five years' sales. D. generally linked to future tax audits and investigations. E. a bold attempt to link advertising dollars with sales objective
B. the simplest to use of all budgeting methods.
40. Assume a bakery that wholesales gourmet pies and cakes to upscale restaurant chains has developed marketing objectives. Which of the following is the sales-target objective for the bakery to use? A. to increase cheesecake sales to the point where demand exceeds supply every week B. to increase sales of pecan pies by 3 percent during the next six months C. to raise net profit by 50 percent during the next three weeks D. to have most of the staff attend a marketing seminar E. to build a website that attracts new customers
B. to increase sales of pecan pies by 3 percent during the next six months
38. Why would a company set need-satisfying objectives? A. to modify the hierarchical structure from transformational to transactional B. to shift the organization's focus from production to the target market C. to take advantage of a consumer-oriented economic trend D. to provide equity to every stakeholder of the firm E. to stir demand in a static environment
B. to shift the organization's focus from production to the target market
A. to modify the hierarchical structure from transformational to transactional B. to shift the organization's focus from production to the target market C. to take advantage of a consumer-oriented economic trend D. to provide equity to every stakeholder of the firm E. to stir demand in a static environment
B. to shift the organization's focus from production to the target market
80. Which of the following is a potential problem with the objective/task method of setting a budget? A. It does not permit the quick and ready measurement of the success of an ad campaign. B. It assumes that marketing activities result from demand. C. It requires determining in advance the amount of money needed to reach a specific goal. D. It assumes a static external environment and renders marketing strategies inflexible. E. It is rarely used by major advertisers and is therefore unfamiliar and alienating to consumers.
C. It requires determining in advance the amount of money needed to reach a specific goal.
35. _____ is the personalized way we sense, interpret, and comprehend various stimuli. A. Habit B. Learning C. Perception D. Motivation E. Attitude
C. Perception
46. _____ refers to the place a brand occupies competitively in the minds of consumers. A. Product segmentation B. Product placement C. Positioning D. The perceptual pyramid E. The strategic map
C. Positioning
50. Taking into account the Elaboration Likelihood Model, which of the following purchases would most likely involve the peripheral route to persuasion? A. a wedding dress B. a Mediterranean cruise C. a can of soda D. an infant car seat E. a set of golf clubs
C. a can of soda
26. The _____ is perceived as a consumer advocate during the advertising planning process. A. agency B. art director C. account planner D. ad producer E. ad source
C. account planner
70. In creating an advertising plan for its new electric car, the Lightning Bug, Volkswagen sets an objective to motivate two-thirds of consumers who are convinced the Lightning Bug is a practical alternative to hybrids to take a test drive. Taking a test drive demonstrates the _____ level of the advertising pyramid. A. conviction B. comprehension C. action D. brand loyalty E. awareness
C. action
54. The _____ marketing strategy reverses the traditional model and is used by smaller companies to keep their product focused on a single concept. A. relationship B. transformational C. bottom-up D. transactional E. top-down
C. bottom-up
28. What is the first step in the traditional top-down marketing plan? A. developing marketing tactics B. forming a marketing strategy C. conducting a situation analysis D. evaluating potential marketing objectives E. establishing beneficial advertising objectives
C. conducting a situation analysis
71. The two sub-strategies of the advertising strategy are the A. stakeholder strategy and the creative strategy. B. message strategy and the media strategy. C. creative strategy and media strategy. D. planning strategy and the implementation strategy. E. customer-satisfaction strategy and the profit strategy.
C. creative strategy and media strategy.
44. Once a research project on the viability of a cable channel designed to meet the needs of the Hispanic market has concluded its secondary research, it should next A. engage in qualitative research. B. determine the target market size. C. establish research objectives. D. conduct a competitive analysis. E. hire a product manager.
C. establish research objectives.
49. RadTech, a trade association for the advancement of ultraviolet (UV) technology, brought in a group of consumers to discuss the issues associated with the safe adoption of UV technology in a range of industries, including automotive, fresh produce, and household products. A trained moderator led the group's unstructured discussions and guided the participants to reveal their true feelings about the use of ultraviolet technology. This was an example of the use of the _____ technique associated with qualitative research. A. projective B. instructive C. intensive D. manipulative E. informative
C. intensive
28. Which term refers to the systematic gathering, recording, and analysis of new information to help managers make marketing decisions? A. primary market data mining B. integrated marketing communications C. marketing research D. environmental analysis E. research behavior
C. marketing research
47. Clos du Bois wine pursues an advertising campaign targeting the gay and lesbian community that has been remarkably successful. Its ad in gay publications features a wine cork emblazoned with the Gay Pride rainbow—an instantly recognizable symbol in the gay community. What approach to positioning is the winery using? A. use/application B. product class C. product user D. product competitor E. price/quality
C. product user
68. For a quantitative test to be valid, the test must A. use a random sample of the population. B. be cost-efficient. C. reflect the true status of the market. D. be open-ended. E. be repetitive.
C. reflect the true status of the market.
52. In 2009, Mountain Dew introduced radical new _____, including the "Dewmocracy" campaign that asked consumers to choose new flavors. A. marketing objectives B. creative mechanisms C. tactics D. strategic postures E. organizational positions
C. tactics
26. Who is most likely responsible for writing the words for a billboard ad for a new line of Asics running shoes for women? A. the layout artist B. the creative director C. the copywriter D. the graphic designer E. the art director
C. the copywriter
48. Starbucks expanded from bottled Frappuccino to two canned products—Doubleshot and Starbucks Iced Coffee. While all are coffee-based products, each has a slightly different consumer base. Doubleshot is advertised as a morning beverage, Frappuccino as an afternoon treat, and Starbucks Iced Coffee as an all-day product. What approach to positioning is Starbucks most likely using? A. cultural symbol B. product class C. use/application D. product competitor E. price/quality
C. use/application
54. _____ is the acquired behavior pattern that becomes nearly or completely involuntary. A. Attitude B. Incentive C. Impetus D. Habit E. Motive
D. Habit
46. Which question would be used to gather qualitative research? A. Would you pay $69.98 annually for movie-on-demand capabilities? B. Do you watch cable television more than ten hours per week? C. Have you ever felt like you watch too much cable television? D. How would you describe your ideal cable television channel? E. Do you currently have access to satellite television?
D. How would you describe your ideal cable television channel?
80. The _____ depicts the degrees and kinds of involvement a consumer brings to the purchase decision for different products. A. basic consumer decision model B. FCB grid C. traditional model of consumer involvement D. Kim-Lord grid E. continuum of purchase expectations
D. Kim-Lord grid
37. _____ objectives can be categorized as either general need-satisfying objectives or specific sales-target objectives. A. Environmental B. Functional C. Corporate D. Marketing E. Entrepreneurial
D. Marketing
34. _____ provides the advertiser with useful guidelines for future advertising by evaluating the effectiveness of an individual ad or an entire ad campaign after it runs. A. Pretesting B. A trailer test C. A clutter test D. Posttesting E. A galvanometer
D. Posttesting
29. Which of the following techniques is used to uncover the information needed for developing and/or evaluating advertising strategies, individual ads, and whole advertising campaigns? A. consumer behavior B. ethnographics C. marketing research D. advertising research E. strategic marketing
D. advertising research
68. Which of the following is the fundamental building block for the creative pyramid? A. credibility B. comprehension C. interest D. attention E. desire
D. attention
36. Which of the following would be likely to be included in a creative strategy? A. definition of the target audience B. objective of the advertising C. the brand's personality D. budget procedures E. key benefits
D. budget procedures
42. Consumer concern about food contamination from pathogenic bacteria is generally nonexistent because most people view food safety as a government issue. The element of perception responsible for this interpretation is called A. attitude. B. learning. C. motivation. D. cognition. E. screening.
D. cognition.
35. The first step in the research process is to A. quantify the desired findings. B. conduct exploratory research. C. determine research mode. D. define the problem. E. set a budget.
D. define the problem.
48. The two general categories of theories of thinking are A. divergent and convergent. B. functional and hierarchical. C. creative and technical. D. fact-based and value-based. E. transformational and transactional.
D. fact-based and value-based.
33. Which of the following states how a firm is going to accomplish its marketing objectives? A. SWOT analysis B. situation analysis C. stakeholder analysis D. marketing strategy E. marketing mix
D. marketing strategy
76. The FoldzFlat Pen, which folds in half to the size of a business card, makes a perfect "billboard" on which to print advertising and company logos. The pen can be shaped into a bookmark, a business card, a race car, or a skateboard. Its manufacturer wants to advertise this new product to people in the specialty products industry. Which method of setting an advertising budget should the firm typically use for this new product? A. percentage-of-sales B. self-defense C. objective/task D. share-of-market/share-of-voice E. budget buildup
D. share-of-market/share-of-voice
37. A(n) _____ is physical information we receive through our senses. A. motivator B. selective perception C. attitude D. stimulus E. habit
D. stimulus
41. When Joe Coulombe designed his chain of grocery stores, Trader Joe's, he decided he wanted to attract well-educated, adventurous, particular shoppers, which became his company's A. marketing mix. B. advertising mix. C. product concept. D. target market.
D. target market.
40. The _____ component of the message strategy would include budgets, scheduling limitations, and mandatories. A. creative definition B. informational C. transactional D. technical E. transformational
D. technical
29. The traditional _____ method of developing a marketing plan has four main elements: situation analysis, marketing objectives, marketing strategy, and marketing tactics (or action programs). A. hierarchical B. IMC C. bottom-up D. top-down E. functional
D. top-down
77. In which of these scenarios is the consumer most likely to experience cognitive dissonance? A. A mother purchased snacks for her teenage son. B. A secretary rented a car for her boss's business trip. C. A jogger purchased a bottle of water for himself. D. A student purchased a pizza for supper. E. An engaged couple bought a new house.
E. An engaged couple bought a new house.
49. _____ thinkers tend to be linear thinkers and make decisions based on hard data. A. Value-based B. Transformational-based C. Transactional-based D. Objectivity-based E. Fact-based
E. Fact-based
65. _____ are groups of people we try to emulate or whose approval concerns us. A. Approval centers B. Emulation groups C. Norm standard bearers D. Cultural norms E. Reference groups
E. Reference groups
49. What is the first step in target marketing? A. The target marketing process first determines the content, look, and feel of a company's advertising in relation to the specific segments generated in the market segmentation process. B. The first step in the target marketing process is to develop primary demand in a target market by creating a unique selling proposition. C. To perform the target marketing process correctly, an advertiser must first select a comprehensive staff of suppliers, media, managers, and clients. D. From the view of a marketer, the target marketing process begins with setting the advertising budget. E. The first step in target marketing is to assess which of the newly created segments offer the greatest profit potential and which can be most successfully penetrated.
E. The first step in target marketing is to assess which of the newly created segments offer the greatest profit potential and which can
42. In comparison to primary data, secondary data A. are more costly to gather. B. are always valid even if they are not always reliable. C. are more time-consuming to gather. D. availability guarantees the researcher will do a better job. E. can be gathered from internal sources as well as external sources.
E. can be gathered from internal sources as well as external sources.
73. An Electrolux commercial features talk-show host Kelly Ripa juggling a busy schedule that includes cooking a meal, washing clothes, and cleaning dishes using Electrolux appliances. Which aspect of the creative pyramid is the advertiser most likely seeking to establish by using Kelly Ripa in the ad? A. action B. awareness C. conviction D. comprehension E. credibility
E. credibility
30. In order to create a new marketing plan for Mountain Dew, the company has completed a detailed SWOT analysis to assess the current strengths, weaknesses, opportunities, and threats to the brand. The next step in creating a marketing plan will be to A. decide which advertising media will best reach its target markets. B. evaluate potential marketing objectives. C. establish advertising strategy. D. design marketing tactics. E. determine specific marketing objectives.
E. determine specific marketing objectives.
50. An ad for Shiny Toothpaste states, "Nine out of ten dentists recommend Shiny Toothpaste to their patients. Why don't you give it a try?" This ad would be more likely to appeal to _____ than to _____ thinkers. A. functional; hierarchical B. value-based; fact-based C. transformational; transactional D. transactional; transformational E. fact-based; value-based
E. fact-based; value-based
31. If an Internet advertiser were to subscribe to Nielsen-Net Ratings, it would receive information about the web surfing habits of various demographic groups. This would be an example of A. proliferation research. B. recall testing. C. inquiry testing. D. advertising concept testing. E. media research.
E. media research.
38. Which term refers to a simple explanation of the overall creative approach to be used by the ad campaign? A. marketing platform B. action plan C. tactics D. logistics E. message strategy
E. message strategy
70. For a quantitative test to be reliable, the test must A. use a random sample of the population. B. be cost-efficient. C. reflect the true status of the market. D. be open-ended. E. produce the same results each time it is administered.
E. produce the same results each time it is administered.
45. A question such as "Why do you allow your child to have a pet?" would most likely be a part of a(n) _____ research project. A. experimental B. quantitative C. observational D. secondary E. qualitative
E. qualitative
66. Tina is a new student at a private academy. She values the opinions of her new classmates and tries to dress just like them. She watches the same television shows they watch and tries to copy their hairstyles and the way they stand. For Tina, her new classmates are a(n) A. approval center. B. focus group. C. standard bearer. D. cultural norm. E. reference group.
E. reference group.
67. What should be the advertising manager's first step when asked to develop an advertising plan? A. selecting the target audience B. developing marketing objectives C. determining the most cost-effective media D. establishing an advertising budget E. reviewing the company's marketing plan
E. reviewing the company's marketing plan
40. Jad is an advertising manager for a new line of vitamins. He needs to research other competitors' current expenditures on advertising, so he looks into information from www.statista.com, which most likely contains A. qualitative information. B. primary data. C. projective data. D. advertising information. E. secondary data.
E. secondary data.
43. Square Space ran a research study to see how consumers use existing website building platforms. In the study, they cited findings from Google that tracked consumers' behavior as they built websites through several different services. The information Square Space pulled from Google's survey is A. qualitative information. B. primary data. C. projective data. D. advertising information. E. secondary data.
E. secondary data.
39. A disadvantage of collecting primary data is that it is A. not available freely. B. difficult to interpret. C. usually outdated. D. overly quantitative. E. typically expensive.
E. typically expensive
38. Casper Mattresses made a website to ask consumers questions about how they feel about their current mattress, their daily sleep patterns, and how much they would be willing to pay for a new mattress. Casper was collecting A. qualitative information. B. primary data. C. projective data. D. advertising information. E. secondary data.
b. primary data
blank
blank
16. In advertising, it is important for the creative who plays the role of the Hunter to look in new and uncommon places for information (true/false)
false
17. The final step in the research process is ad posttesting (true/false)
false
1. By definition, marketing plans should be short and specific (true/false)
false
1. In most ad agencies, the people who first conceptualize the target markets, strategy, and budget process are the members of the creative team (true/false)
false
10. The cognitive theory of learning is also called the stimulus-response theory (true/false)
false
10. With integrated marketing communications, advertisers are able to cultivate identical relationships with all stakeholders (true/false)
false
13. Qualitative research is most useful for testing hypotheses and providing data for mathematical modeling and projections (true/false)
false
14. The principal benefit of integrated marketing communications (IMC) is cost-efficiency (true/false)
false
8. The creative strategy addresses the most important issues to be considered in the development of an ad or campaign (true/false)
true
1. Advertising research uncovers the information needed to make advertising decisions (true/false)
true
10. The projective technique of qualitative research would typically involve researchers asking questions such as, "What kind of people watch the Saw movies?" (true/false)
true
12. When conducting quantitative research, the interviewer should rely heavily on the script provided and should avoid improvising when asking questions (true/false)
true
13. Habit is the natural extension of learning (true/false)
true
14. Researchers run clutter tests by showing test commercials along with noncompeting control commercials in order to determine the effectiveness of the test commercials (true/false)
true
15. The creative who takes on the role of Explorer will most likely study the market, the product, and the competition (true/false)
true
15. There is no one best method for pretesting advertising variables (true/false)
true
16. Aided recall tests, unaided recall tests, attitude tests, inquiry tests, and sales tests are methods used for posttesting ads (true/false)
true
19. A bold, creative initiative that builds on the strategy, joins the product benefit with consumer desire in a fresh, involving way, brings the subject to life, and makes the audience stop, look, and listen is called the big idea (true/false)
true
19. The advertising pyramid reflects the traditional mass-marketing approach (true/false)
true
2. Pretesting and posttesting are categories of advertising research (true/false)
true
20. A creative strategy is a written statement that serves as the creative team's guide for producing an ad (true/false)
true
21. The creative pyramid serves as a model to help creative teams convert the advertising strategy and the big idea into the actual physical ad or commercial (true/false)
true
23. It's important for global advertisers to perform research (true/false)
true
23. Small firms with limited capital typically budget using an all-available-funds method (true/false)
true
24. The objective/task method of setting budgets is also known as the budget-buildup method (true/false)
true
5. A product's position in the market is based on consumer perceptions (true/false)
true
5. Advertising is one of the largest costs in a company's marketing budget (true/false)
true
6. Dove soap sells itself as the soap for women with dry skin. The positioning strategy for Dove is most likely based on the use/application approach (true/false)
true
6. When Diego sees the red price tag on a snowboard at REI, he is responding to a stimulus (true/false)
true
7. A creative brief is a synonym for a creative strategy or a copy platform (true/false)
true
7. The U.S. Census would be an effective source of secondary data for a health care provider seeking information about locations with high concentrations of senior citizens (true/false)
true
