IMC 304 SETS ANSWERS AND QUESTIONS SET A+
✔✔When researching, a planner always searches for ________________ data first. -
✔✔secondary
✔✔Data published and recorded by someone else is called ________________ -
✔✔secondary data
✔✔New data (that hasn't been published before) and is collected by the planner or
researcher to answer specific questions is called _____________________________ -
✔✔primary data
✔✔A questioning technique used in research to gain insight into a person's motivations
without asking a direct question or asking a question independent of product use is
called __________________________ - ✔✔projective
✔✔The questioning technique that to explore emotional connections and human
characteristics people associate with brands is ______________. - ✔✔brand
personality
✔✔A questioning technique that involves a directed interview using a series of directed
probes to uncover attributes, consequences, and values associated with a brand (hint: it
is from means-end theory). - ✔✔laddering
✔✔A profile of aspects of a character presented to or perceived by others is a
____________________. - ✔✔persona
✔✔The Wilson tennis ball example shown in class was an example of
_______________ segmentation. - ✔✔psychographic
✔✔A "good" creative brief should be _______ pages in length. - ✔✔no more than one
, ✔✔A tool that planners use to understand how people might respond to a message (i.e.
test an insight or concept to see if it is right) is _______________. - ✔✔hypothesis
testing
✔✔The single minded proposition (SMP) in the creative brief contains
_________________ - ✔✔The one, differentiating thing you want the communication to
convey
✔✔What two sections should be in all creative briefs written by a planner? - ✔✔A
creative target audience and single minded proposition
✔✔The insight organizing tool that planners use to help determine which insights to
include in the communication strategy (i.e. what to say) is _______________. -
✔✔Perceptual mapping
✔✔What is the name of the generational segmentation group that Oprah Winfrey would
be in? (Hint: They started rock-n-roll and Motown) - ✔✔baby boomers
✔✔The example of _______________ segmentation of BIC for Her pens demonstrated
the potential pitfalls of positioning a brand based upon this type of segmentation. -
✔✔demographic
✔✔The one page written deliverable for an account planner is the
____________________ - ✔✔creative brief
✔✔The audience for the creative brief and the creative briefing presentation is the
______________ - ✔✔creative team
✔✔An insight organizing tool that helps a planner visually position one brand relative to
competitors is ________________. - ✔✔perceptual mapping
✔✔The insight organizing tool that planners use to identify and describe the influencing
target audience (i.e. who to talk to) is _______________. - ✔✔segmentation
✔✔In a perceptual map, planners position one brand relative to _______________
based upon dimensions as consumers may perceive them. - ✔✔competitors
✔✔The insight organizing tool that divides groups of people together based upon
shared criteria is _______________. - ✔✔segmentation
✔✔The audience for the media plan is - ✔✔the media buyer
✔✔When researching, a planner always searches for ________________ data first. -
✔✔secondary
✔✔Data published and recorded by someone else is called ________________ -
✔✔secondary data
✔✔New data (that hasn't been published before) and is collected by the planner or
researcher to answer specific questions is called _____________________________ -
✔✔primary data
✔✔A questioning technique used in research to gain insight into a person's motivations
without asking a direct question or asking a question independent of product use is
called __________________________ - ✔✔projective
✔✔The questioning technique that to explore emotional connections and human
characteristics people associate with brands is ______________. - ✔✔brand
personality
✔✔A questioning technique that involves a directed interview using a series of directed
probes to uncover attributes, consequences, and values associated with a brand (hint: it
is from means-end theory). - ✔✔laddering
✔✔A profile of aspects of a character presented to or perceived by others is a
____________________. - ✔✔persona
✔✔The Wilson tennis ball example shown in class was an example of
_______________ segmentation. - ✔✔psychographic
✔✔A "good" creative brief should be _______ pages in length. - ✔✔no more than one
, ✔✔A tool that planners use to understand how people might respond to a message (i.e.
test an insight or concept to see if it is right) is _______________. - ✔✔hypothesis
testing
✔✔The single minded proposition (SMP) in the creative brief contains
_________________ - ✔✔The one, differentiating thing you want the communication to
convey
✔✔What two sections should be in all creative briefs written by a planner? - ✔✔A
creative target audience and single minded proposition
✔✔The insight organizing tool that planners use to help determine which insights to
include in the communication strategy (i.e. what to say) is _______________. -
✔✔Perceptual mapping
✔✔What is the name of the generational segmentation group that Oprah Winfrey would
be in? (Hint: They started rock-n-roll and Motown) - ✔✔baby boomers
✔✔The example of _______________ segmentation of BIC for Her pens demonstrated
the potential pitfalls of positioning a brand based upon this type of segmentation. -
✔✔demographic
✔✔The one page written deliverable for an account planner is the
____________________ - ✔✔creative brief
✔✔The audience for the creative brief and the creative briefing presentation is the
______________ - ✔✔creative team
✔✔An insight organizing tool that helps a planner visually position one brand relative to
competitors is ________________. - ✔✔perceptual mapping
✔✔The insight organizing tool that planners use to identify and describe the influencing
target audience (i.e. who to talk to) is _______________. - ✔✔segmentation
✔✔In a perceptual map, planners position one brand relative to _______________
based upon dimensions as consumers may perceive them. - ✔✔competitors
✔✔The insight organizing tool that divides groups of people together based upon
shared criteria is _______________. - ✔✔segmentation
✔✔The audience for the media plan is - ✔✔the media buyer
