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
