Test Bank For Advertising and Integrated Brand Promotion, International Edition 5th Edition Thomas O'Guinn

Chapter 3 - The Evolution of Promoting and Advertising Brands TRUE/FALSE 1. A capitalistic system, ensures the emergence of advertising. ANS: F DIF: Easy REF: p. 77 OBJ: 3-1 TYP: Knowledge 2. Advertising is essential to the competition for resources in a capitalistic system because it is a critically important tool that informs and persuades consumers about their choices. ANS: T DIF: Moderate REF: p. 77 OBJ: 3-1 TYP: Comprehension 3. The Industrial Revolution led to mass production of advertising materials. ANS: F DIF: Easy REF: p. 77 OBJ: 3-1 TYP: Knowledge 4. The growth of the railroad system was an irrelevant factor in the development of advertising. ANS: F DIF: Easy REF: p. 78 OBJ: 3-1 TYP: Knowledge 5. Demand stimulation can cause consumers to insist on a product at the retail level. ANS: T DIF: Easy REF: p. 78 OBJ: 3-2 TYP: Knowledge 6. If Coca Cola can stimulate sizeable demand for its products and develop power in its distribution channels it can, in effect, force consumers to buy that brand. ANS: F DIF: Moderate REF: p. 78 OBJ: 3-2 TYP: Application 7. Products could be branded even before the practice of advertising was firmly established as a marketing communications tool. ANS: T DIF: Difficult REF: p. 78 OBJ: 3-2 TYP: Application 8. Widespread branding of products in the way we think of it today started in the 1870s with companies like Levi's, Maxwell House, Budweiser, Ivory and Coca-Cola among the first to show on store shelves. ANS: T DIF: Moderate REF: p. 78 OBJ: 3-2 TYP: Application 9. Advertisers readily accepted mass-circulation magazines because the idea of selling products on a national basis was recognized to be likely to promote growth of their businesses. ANS: T DIF: Difficult REF: p. 79 OBJ: 3-2 TYP: Comprehension 10. National television programs, movies, sporting events and other entertainment options tend to be much more supported by advertising than by subscription and event ticket sales. ANS: T DIF: Moderate REF: p. 79 OBJ: 3-2 TYP: Application 11. The Boston News Letter was an important new advertising medium in the early 1700s because it was the first to print an advertisement - a reward for the return of stolen goods. ANS: T DIF: Difficult REF: p. 79 OBJ: 3-3 TYP: Application 12. Because of the dramatic increase of goods on the market between , advertising took on less importance, as advertisers created new products for consumers. ANS: F DIF: Difficult REF: p. 80 OBJ: 3-3 TYP: Comprehension 13. The Pure Food and Drug Act of 1906 was the first regulatory act by the federal authorities which exerted some early but minimal regulation on advertising. ANS: T DIF: Easy REF: p. 81 OBJ: 3-3 TYP: Knowledge 14. In 1906, the Federal Trade Commission passed the Pure Food and Drug Act, which required manufacturers to label the active ingredients in their products. ANS: T DIF: Moderate REF: p. 81 OBJ: 3-3 TYP: Knowledge 15. The 1920s was a boom time for society and advertising. The economy was strong, and consumption became not only accepted but expected. ANS: T DIF: Moderate REF: p. 82 OBJ: 3-3 TYP: Comprehension 16. Beginning with the stock market crash in October 1929, advertisers used a fantasy-escapist style for the new decade. ANS: F DIF: Moderate REF: p. 86 OBJ: 3-3 TYP: Comprehension 17. The Great Depression resulted in advertising being seen as part of big business, big greed, and big lust which was the "cause" of the depression in the first place. ANS: T DIF: Easy REF: p. 87 OBJ: 3-3 TYP: Comprehension 18. During the 1950s, a renewed consumer culture resumed but attitudes toward advertising, remained different and more skeptical than its heyday in the 1920s. ANS: T DIF: Easy REF: p. 88 OBJ: 3-3 TYP: Knowledge 19. During the 1960s advertising underwent a creative revolution in which it could even poke fun at itself - some ads appeared to say “you know it’s an ad and so do we.” ANS: T DIF: Moderate REF: p. 92 OBJ: 3-3 TYP: Application 20. The "Creative Revolution" of the 1960s was a period of time in which advertising caused cultural change. ANS: F DIF: Moderate REF: p. 92 OBJ: 3-3 TYP: Comprehension 21. During the 1970s, advertising directed at children became a booming business and groups such as Action for Children's Television criticized advertisers for creating commercials for this age-group which fueled a dramatic increase in toy, cereal and game revenues. ANS: T DIF: Moderate REF: p. 95 OBJ: 3-3 TYP: Application 22. During the Republican era of advertising, the rapid-cut editing style of MTV began to show up in television commercials. ANS: T DIF: Difficult REF: p. 98 OBJ: 3-3 TYP: Knowledge 23. As it enters its 2nd Century Advertising is more self-conscious than ever. ANS: T DIF: Moderate REF: p. 99 OBJ: 3-1 TYP: Application 24. In the 1990’s New York as the center of the global advertising universe was challenged by the ascendancy of creative shops in western and midwestern cities like San Francisco and Minneapolis. ANS: T DIF: Moderate REF: p. 100 OBJ: 3-1 TYP: Comprehension 25. Proctor & Gamble's web-sites W and are attempts by the personal products giant to decrease dependency on national broadcast TV and magazines to save money on advertising budgets. ANS: F DIF: Difficult REF: p. 103 OBJ: 3-1 TYP: Application MULTIPLE CHOICE 1. Which of the following is NOT one of the major factors that is credited for contributing to the rise of advertising? a. the rise of capitalism b. the industrial revolution c. the rise of modern mass media d. all of these are major factors 2. 3. 4. ANS: D DIF: Moderate REF: p. 78 OBJ: 3-1 TYP: Comprehension Advertising is a natural feature of any capitalistic economic system because a. it reduces competition for scarce resources. b. it lays the groundwork for an industrial revolution. c. it can stimulate demand, which, in turn, attracts revenue. d. it is actively encouraged by capitalistic governments. ANS: C DIF: Difficult REF: p. 79 OBJ: 3-1 TYP: Application The rise of capitalism is linked to the origins of advertising in that a. one of the tools used to stimulate demand is advertising b. capitalism is exploitive and so is advertising. c. advertising causes the competition that drives capitalism d. capitalism creates needs and advertising is necessary to create needs. ANS: A DIF: Moderate REF: p. 77 OBJ: 3-1 TYP: Comprehension Large amounts of investment capital were needed to finance the Industrial Revolution in the United States. During the 1840s, ____ emerged as way for individuals to reduce the risk of the loss of personal wealth when investing in business ventures. 5. During the Industrial Revolution, a series of economic and social changes occurred that helped develop the role of advertising as a business communication. Which one of the following was not one of these changes? 6. 7. By helping communicate about brands, advertising in the era of industrialization made previously unmarked commodities into differentiated product offerings, and ____. a. used electronic commerce to do so b. created social symbols and identity c. diminished the growth of wholesalers a. business insurance b. government underwriting c. privatization d. the principle of limited liability ANS: D DIF: Difficult TYP: Application REF: p. 78 OBJ: 3-1 a. The development of the railroad b. The rise of a middle class with increasing consumption power c. A decrease in the number and size of cities d. Reduced risk for people forming corporations ANS: C DIF: Moderate REF: p. 80 TYP: Application OBJ: 3-1 d. inhibited the growth of retail chains markers ANS: B DIF: Easy REF: p. 80-81 TYP: Comprehension OBJ: 3-2 The reason Coca-Cola, Ivory, Levi's, Maxwell House and other national firms put their name on products ad invested thousands of dollars in promotion was because: 8. 9. ANS: B DIF: Moderate REF: p. 81 TYP: Application Manufacturers developed brand names so that consumers could a. transfer the power to the retailer. b. focus their attention on a clearly identified item. c. decrease distribution channels. d. find the similarities between products. ANS: B DIF: Moderate REF: p. 80 TYP: Knowledge OBJ: 3-2 OBJ: 3-2 10. 11. 12. When the Campbell Soup Company introduced its line of low-fat soups with a national advertising campaign, it was an attempt to gain power in the distribution channel. Which one of the following was Campbell's not trying to accomplish with this effort? a. Increasing distribution at the wholesale level b. Forcing retailers into stocking the brand c. Reducing demand for other more traditional Campbell’s brands, like the Red & White label d. Encouraging consumers to prefer the brand when shopping ANS: C DIF: Moderate REF: p. 78 OBJ: 3-2 TYP: Application When a manufacturer establishes a degree of power in the distribution channel due to consumer demand for its brand, which one of the following is likely to occur? a. Customers will have lower-priced, quality products to from which to choose. b. Manufacturers will fight back with private label brands. c. Manufacturers can increase profit margins by cutting back on couponing. d. Retailers will pay less for products, and customers will pay more. a. they are protected by the principle of limited liability. b. consumers are willing to pay more for brands than commodities c. they are limited on what they can say by copyrights. d. the rise in home ownership means people have more money to spend ANS: C DIF: Difficult REF: p. 78 TYP: Application Which of the following is not supported by advertising? a. Television networks. b. Urbanization. c. Radio stations. OBJ: 3-2 OBJ: 3-2 d. Newspapers. ANS: B DIF: Easy TYP: Knowledge REF: p. 79 Early newspaper advertising a. began in 1704 in the United States with two small ads in the Boston News Letter. b. dominated the medium, with many fearing the demise of news because of it. c. was dominated by simple announcements from taverns and boarding houses. d. was not allowed in the new United States because of English laws still in effect. ANS: A DIF: Moderate REF: p. 79 OBJ: 3-2 TYP: Knowledge 13. 14. 15. 16. 17. 18. During which of the following periods were advertising messages primarily informational? a. The Pre-industrialization Era (pre-1800) b. The Era of Industrialization (1800 to 1875) c. The P.T. Barnum Era (1875 to 1918) d. The 1920s (1918 to 1929) ANS: A DIF: Moderate REF: p. 79 TYP: Comprehension OBJ: 3-3 Ads for products during the P.T. Barnum era (1875 to 1918) were characterized by: a. simple ads with truthful claims. b. an abundance of color. c. bold, garish and often full of fairly incredible claims d. densely pack copy and visuals with fantastic promises. ANS: C DIF: Moderate REF: p. 81 TYP: Application OBJ: 3-3 During the ____ era of advertising, big business was seen as villainous and advertisers responded by adopting tough, no-nonsense advertising. a. P.T. Barnum (1875 to 1918) b. 1920s (1918 to 1929) c. Depression (1929 to 1941) d. World War II and The Fifties (1941 to 1960) ANS: C DIF: Moderate REF: p. 86 TYP: Comprehension OBJ: 3-3 During the Depression the U.S, Congress passed real advertising reform, including law against “deceptive acts of commerce.” The result was a. greater use of the "clean language" and family values espoused. b. injunctions against some well known brands including Lifebuoy and Lux soaps c. revised packaging to show all ingredients d. banning of cigarette ads ANS: B DIF: Easy REF: p. 87 OBJ: 3-3 TYP: Knowledge Americans began to fear that they were being seduced by subliminal advertising during the 1950's, and a celebrated example of the hysteria created was the story of: a. Vicary’s false story of embedded messages for Coca-Cola and popcorn at movie theatres b. "Morning Again in America", a novel by Hal Riney. c. Phil Dusenberry’s true story of “drink me” messages in Pepsi ads d. Bruce Barton’s book about Christ as an ad man ANS: A DIF: Moderate REF: p. 89 OBJ: 3-3 TYP: Knowledge The first advertising agent, Volney Palmer, opened shop in 1843. Which one of the following statements about Palmer and his work is accurate? a. Palmer's efforts were dismissed by merchants. b. Palmer worked for mass circulation magazines. c. Palmer created the democracy of goods. d. Palmer as a broker, solicited orders and accepted payment from newspaper advertisers. 19. 20. 21. 22. 23. ANS: D DIF: Moderate REF: p. 80 OBJ: 3-3 TYP: Knowledge The growth of newspapers as a national advertising medium was fostered by: a. the railroads. b. increased interest among readers for television program listings. c. the rural nature of the post industrial age. d. unbranded, but highly differentiated, products. e. traveling circuses and carnivals. ANS: A DIF: Easy REF: p. 80 OBJ: 3-3 TYP: Knowledge Ads in the ____ era were particularly concerned with traditional social class and values and were also considered to be bold and provocative. a. Peace, Love, and Creative Revolution (1960 to 1972) b. 1970s (1973 to 1980) c. The Designer Era (1980 to 1992) d. World War II and The Fifties (1941 to 1960) ANS: C DIF: Easy REF: p. 97 TYP: Knowledge OBJ: 3-3 Ads in the 1920s were visual and showed slices of life in a sophisticated way that depicted a. people and products in the social settings and circumstances into which products fit. b. consumer culture. c. conspicuous consumption. d. large companies vying for the earnings of corporate America. ANS: A DIF: Easy REF: p. 82-83 OBJ: 3-3 TYP: Comprehension Following the post war boom of World War II, the 1950s ushered in great concern for the rise of consumption and mind control. Americans feared they were being seduced by: a. P.T. Barnum-style advertising. b. subliminal advertising. c. large networks who controlled the content of television programming. d. the rise of organized crime in the inner cities. ANS: B DIF: Easy REF: p. 89 OBJ: 3-3 TYP: Knowledge For advertisers, one main difference between the period immediately following World War I and the period immediately following World War II was that a. after World War I, the country entered prosperous economic times; after World War II, it entered a recession. b. after World War I, the country entered a recession; after World War II, it entered prosperous times. c. after World War I, there was an emphasis on modernity; after World War II, there was an emphasis on tradition. d. after World War I, advertising was highly respected; after World War II, it was distrusted. ANS: D DIF: Moderate REF: p. 88 OBJ: 3-3 TYP: Comprehension 24. Consumers first began to surround themselves with many devices related to communication during 25. 26. During the 1990's, New York was challenged as the "center of the advertising universe" by: a. London's creative agencies in a new world-wide advertising venue b. the federal government who broke up agency monopolies into various subsidiaries. c. highly creative agencies in California, Oregon and Washington. d. fear of the new media. ANS: C DIF: Difficult REF: p. 100 OBJ: 3-3 TYP: Knowledge Which one of the following statements pertaining to advertising and the advertising industry during the period from 1929 to 1941 is not accurate? a. Advertising reform was put on hold as the nation struggled with its economic situation. b. Radio emerged as a new and powerful medium. c. Advertising agencies provided more and more free services in the struggle to keep accounts. d. Print advertisements became cluttered with both pictures and copy. ANS: A DIF: Difficult REF: p. 87 OBJ: 3-3 TYP: Application America was experiencing tremendous economic growth, its people feared subliminal advertising, and advertising agencies began to use motivational research. This time period was 27. 28. 29. a. the b. the c. the d. the 1910s and 1920s. 1930s and 1940s. 1940s and 1950s. 1960s and 1970s. which of the following eras of advertising? a. The Depression (1929 to 1941) b. World War II and The Fifties (1941 to 1960) c. Peace, Love, and Creative Revolution (1960 to 1972) d. The 1970s (1973 to 1980) ANS: D DIF: Easy REF: p. 96 TYP: Knowledge OBJ: 3-3 ANS: C DIF: Difficult REF: p. 89 TYP: Application OBJ: 3-3 In the advertising era referred to as War, Paranoia, and Economic Growth (), advertising creativity a. applied the principle of cognitive dissonance. b. primarily used the social tableau approach. c. is rarely remembered as advertising’s golden age d. was mainly affective advertising. ANS: C DIF: Moderate REF: p. 90 TYP: Knowledge OBJ: 3-3 Two of the agencies most noted for their early role in the creative revolution were a. Young & Rubicam and BBDO b. J. Walter Thompson and N. W. Ayer. c. Ogilvy & Mather and Doyle, Dane, Bernbach. d. Tatham, Laird & Kudner and Ted Bates. 30. 31. 32. 33. 34. 35. ANS: C DIF: Difficult REF: p. 92 OBJ: 3-3 TYP: Application Which one of the following descriptions is not associated with the period of advertising known as the creative revolution? a. Creatives began to have a bigger say in how agencies were run. b. There was a trend toward simplicity. c. There was increased representation of women and minorities. d. Advertising became a symbol of consumption. ANS: C DIF: Difficult REF: p. 91 OBJ: 3-3 TYP: Application Which of the following types of ad depictions were not part of 1950's advertising? a. Mythic nuclear families. b. Well behaved children. c. Minorities and women in prominent roles. d. Our "buddy", the atom. ANS: C DIF: Moderate REF: p. 91 TYP: Comprehension OBJ: 3-3 At the same time that television advertising was beginning to be influenced by the bold, fast-paced editing style of MTV, many mainstream ads could be described as a. hard sell. b. understated and conservative. c. lacking class consciousness. d. challenging traditional family values. ANS: B DIF: Moderate TYP: Comprehension REF: p. 98 OBJ: 3-3 A long advertisement that looks like a talk show or a half-hour product demonstration is a. an infomercial. b. an advertorial. c. subliminal advertising. d. docu-advertising. ANS: A DIF: Easy REF: p. 98 TYP: Knowledge OBJ: 3-3 In 1995, William T. Esrey, chairman and CEO of Sprint, announced that clients were "going to hold ad agencies more closely accountable" than ever before. He said this because a. the technology to measure advertising impact had improved. b. the fundamental reasons to advertise had changed. c. there was now proof that advertising leads directly to sales. d. billing scandals had undermined the confidence of advertisers in their agencies. ANS: A DIF: Moderate REF: p. 99 OBJ: 3-3 TYP: Comprehension Despite the "dot com" meltdown of 2000 and the demise of many websites, Phase II of the e-ad revolution is: a. eliminating advertising entirely b. much more successful 36. 37. c. likely to decrease in the next decade. d. in limbo awaiting better ad measurement tools ANS: B DIF: Moderate REF: p.100-101 OBJ: 3-3 TYP: Comprehension In the age of interactive media: a. established companies like Proctor & Gable will only use traditional media. b. the consumer is much more empowered and can actually talk back to marketers c. more and more time will be spent by viewers on watching broadcast television. d. newspaper circulations will increase. ANS: B DIF: Difficult REF: p. 101 OBJ: 3-3 TYP: Knowledge The Broadband Revolution of advertising is characterized by great turmoil. At the crux of this turmoil is a. low inflation, which is keeping ad prices low. b. high employment, which is making it hard for agencies to fill vacant positions. c. new technology referred to as interactive media, which offers consumers a wide range of new choices for information and product acquisition. d. mergers and acquisitions in the ad industry, which are creating overly powerful mega- agencies. ANS: C DIF: Moderate REF: p. 102 OBJ: 3-4 TYP: Comprehension In the Interactive/Wireless/Broadband Revolution: a. advertising is no longer one of the primary marketing mix tools used to stimulate demand. b. advertising is still a paid, mass-mediated attempt to persuade. c. no change will occur in the advertising prepared and delivered to the target audience. d. advertising is no longer a tool that contributes to nurturing brand loyalty. ANS: B DIF: Difficult REF: p. 102 OBJ: 3-4 TYP: Application Branded Entertainment is the blending of advertising and integrated brand promotion with a. research b. film and other programming c. radio advertising 38. 39. 40. d. television specials ANS: B DIF: Moderate REF: p. 103 TYP: Comprehension OBJ: 3-4 The ability of consumers to go to websites for product information and brand options means a. advertising as we know it is over b. split 30 advertising will become more efficient. c. the consumer comes willingly to the advertiser and will be more positively disposed d. information overload ANS: C DIF: Difficult REF: p. 103 OBJ: 3-4 TYP: Knowledge Scenario 3-1 41. 42. 43. 44. 45. In the early and mid-1800s, soaps were made from animal fats. The perishable quality of the soap, however, allowed manufacturers to sell a product with only regional appeal. This changed when soap makers began to use vegetable fats and perfume in the soap-making process. According to Procter & Gamble legend, one batch of this vegetable-based soap was left to mix too long. The result was a product that floated in water due to an excess amount of air. The company turned this into a selling point and, in 1882, launched one of the first soaps with the potential for national sales--Ivory soap--with the slogans "It floats" and "99-44/100 percent pure." (Stephen Fox, The Mirror Makers, [New York: Random House, 1984], 24.) (Scenario 3-1) The innovation of Ivory soap created which advantage for the advertiser: a. avoid regulation of the soap from the Federal Trade Commission. b. instill fear in the consumer. c. differentiate the product from other soaps. d. sell the soap regionally. ANS: C DIF: Difficult REF: p. 81 OBJ: 3-3 TYP: Application (Scenario 3-1) The period in which Ivory soap was branded was a period a. later than the one in which the branding of products became the norm. b. in which the branding of products became the norm. c. not associated with the appearance of a "consumer culture." d. before the first advertising agencies were founded. ANS: B DIF: Moderate REF: p. 81 OBJ: 3-3 TYP: Comprehension (Scenario 3-1) One effect of the passage of the Pure Food and Drug Act of 1906 was that a. the manufacturers of Ivory soap had to list its ingredients on the label. b. advertising claims for Ivory soap became strictly regulated. c. Ivory soap had to become 100 percent pure. d. branded products had to trademark their brand names. ANS: A DIF: Moderate REF: p. 81 OBJ: 3-3 TYP: Application (Scenario 3-1) If an advertisement for Ivory soap was reflective of the style of ads of the period known as the "P.T. Barnum Era" it would a. use a black-and-white photograph to get attention. b. emphasize users of the product, instead of the product itself. c. reflect the social space of the product. d. be loaded with copy and exaggerations. ANS: D DIF: Moderate REF: p. 82 TYP: Comprehension OBJ: 3-3 (Scenario 3-1) Which one of the following is not a characteristic of the period in which Ivory soap was introduced? a. The first wave of feminism b. Growing concern about the abuses of capitalism c. The emergence of radio as an advertising medium d. Massive immigration ANS: C DIF: Difficult REF: p. 81 OBJ: 3-3 46. 47. Scenario 3-2 When referring to the period of advertising known as the creative revolution, advertising pundit and practitioner Jerry Della Femina wrote, "Volkswagen was being handled in the United States by Fuller & Smith & Ross. Doyle, Dane took over the account around 1959. One of the first ads that came out for Volkswagen was the first ad that anyone can remember when the new agency style came through with an entirely different look. The ad simply said, 'Lemon.' The copy for 'Lemon' said that once in a while we turn out a car that's a lemon, in which case we get rid of it. We don't sell them. And we are careful as hell with our cars, we test them before we sell them, so the chances are you'll never get one of our lemons. "For the first time in history an advertiser said that he was capable, on rare occasions, of turning out an inferior product . . . By today's standards, of course, this is pretty tame stuff." (Jerry Della Femina, From Those Wonderful Folks Who Gave You Pearl Harbor, [New York: Simon and Schuster, 1970], 26-27.) (Scenario 3-2) Which one of the following is an accurate description of the era in which Bill Bernbach created the Volkswagen campaign? a. The creative side of advertising rose to new prominence. b. Radio emerged as a significant advertising medium. c. The focus was on new technology and interactivity with customers. d. The ads were filled with wild and unsubstantiated claims. ANS: A DIF: Moderate REF: p. 92 OBJ: 3-3 TYP: Application (Scenario 3-2) One notable characteristic of the creative revolution was that a. art directors and copywriters began to have more say over how agencies were being run. b. the advertising industry actively fought against the stereotypes of women and minorities that had marked earlier eras. c. it symbolized advertising's quick support of the massive social revolution going on in society in general. d. it finally turned advertising from being viewed as an art to being viewed as a science. ANS: A DIF: Moderate REF: p. 92 OBJ: 3-3 TYP: Comprehension (Scenario 3-2) In the preceding excerpt, Della Femina referred to a company as Doyle, Dane. This is an abbreviated version of the name of an agency that is commonly recognized as being a leader in the creative revolution. The person whose last name Della Femina omitted is 48. 49. (Scenario 3-2) The "Lemon" ad just described is characteristic of the style of advertising for which the creative revolution is known. Therefore, it can be described as having a. a well-researched, hard-sell approach. b. a clean look and simple copy. c. a complex, yet intelligent, execution. d. simple and often including self-effacing humor TYP: Application a. Leo Burnett. b. Bill Bernbach. c. David Ogilvy. d. Rosser Reeves. ANS: B TYP: Knowledge DIF: Moderate REF: p. 93 OBJ: 3-3 ANS: D DIF: Moderate REF: p. 92 OBJ: 3-3 TYP: Application 50. (Scenario 3-2) While the creative revolution did not last long, advertising would: a. become aware of its own role in consumer culture - to create cultural icons b. revert back to focusing on the product. c. recreate the effort to feature women in a domestic role. d. allow advertisers to create television commercials without advertising agencies. ANS: A DIF: Moderate REF: p. 92-93 OBJ: 3-3 TYP: Comprehension Scenario 3-3 In late 2004 a high-school teacher created the first strictly consumer produced advertisement, paying homage to Apple’s iPod mini. It turned out to be a phenomenal hit. Since then advertisers have gotten on board and encouraged consumers to submit ads to them. In 2007 four consumer-created ads aired on the Superbowl. They included an ad for Firefox, an open-source web-browser that received 280 entries. The wining entry featured a girl who talks about surfing and then declares “My other browser is a surfboard.” When General Motors requested ads for the new Chevy Tahoe was deluged with sharp anti-SUV ads from environmentally sensitive consumers. play the ad game often means that a small investment brings big buzz. 51. (Scenario 3-3) In early 2004 consumers a. had yet to make an ad for a major advertiser b. were engaging in guerilla marketing c. had no idea how to choose an iPod d. hated SUVs ANS: A DIF: Moderate REF: p. 103 TYP: Application Nevertheless, letting consumers 52. (Scenario 3-3) GM plans on airing a television commercial in the SuperBowl. It asks consumers to submit their ads, with the idea of using one of them for this purpose. What is the most likely downside risk? a. The winning consumer may sue to be paid a lot of money for their creativity b. Fox Sports will deem the ad amateurish and refuse to air it c. Anti SUV ads inundate the submissions, and GM will have to endure their criticism d. They will receive no entries ANS: C DIF: Moderate REF: p. 103 OBJ: 3-4 TYP: Application 53. (Scenario 3-3) In recent years, the shift of "creative power" has moved from "the center of the advertising universe" to another area of the country. The agencies in this region tend to be more creatively oriented, and the high school teacher who created the first consumer produced ad is an example of the creativity of the new center. Which of the shifts below describe that shift? a. Chicago to Los Angeles. b. New York City to Toronto and Mexico City. c. Boston to Denver. d. New York to California, Oregon and Washington. ANS: D DIF: Moderate REF: p. 100 TYP: Application OBJ: 3-3 OBJ: 3-3 54. (Scenario 3-3) The burst of creativity of consumers prompted by the opportunity to create ads that advertisers will use parallels the burst in creativity of the Creative Revolution era in the 1960s’s in which one of the following ways: 55. (Scenario 3-3) The new agency for GM’s Tahoe may begin to use the new media to attract an ever- growing target market of young people, but is aware that this generation may question the environmental impact of the Tahoe. They plan to elicit these consumers’ comments on how the next model of the Tahoe could be more environmentally friendly in order to begin building positive brand awareness. How could they reach them best? a. Launch a relationship building site with ties to generation appropriate other sites b. The metro section of suburban newspapers. c. Billboards listing only the Tahoe website address with a picture of the vehicle. d. Cable networks like USA and TNT. ANS: A DIF: Difficult REF: p. 102 OBJ: 3-4 TYP: Application Scenario 3-4 Interactive TV will let the TV viewer interact with the show they are watching. Imagine that you are watching a show on gardening and would like more information about the planting techniques being discussed. You could hit a button on the remote and up pops a page of more information. But interactive TV isn't limited to just reading pages of text. In fact, that might be a very limited aspect of it. After all who wants to read a lot while the show is on? An important possibility emphasizes the direct interaction of the viewer. For example, take a political show where they are discussing an upcoming election. They could run a viewer poll in real-time. The TV viewer can select their favorite candidate, and the results of all the viewers are shown in real-time as they participate. With the Internet being as popular as it is, it's a good bet that interactive TV will use the Internet in some way; however, it's important to note that interactive TV is not just another Web site. We see it as a source of information that is tightly linked with the show it relates to. In fact, treating it as just another Web site would likely dissolve the interactive nature of the programming. If a viewer starts surfing the Web, they've stopped watching the show. The interactive content should add to the show, and not get in the way. (Wisconsin Public Television INteractive TV Project (Scenario 3-4) This is not the first time that advertising has had to adapt to technological advances. For example, the VCR and cable television both became factors to be considered by advertisers in the a. 1950s. b. 1960s. c. 1970s. 56. a. Product orientation. b. Use of nostalgia music c. Self aware that they are ads - and likable anyway d. Realistic portrayals of social class differences ANS: C DIF: Difficult REF: p. 92 TYP: Application OBJ: 3-3 d. 1980s. ANS: C TYP: Application DIF: Moderate REF: p. 94-95 OBJ: 3-3 57. (Scenario 3-4) According to William T. C, Esery, former Sprint chairman and CEO, the world of interactive media will allow direct measurement of ad exposure and impact, quickly revealing those that perform well and those that do not. Secondly, 58. 59. 60. (Scenario 3-4) What recent development beyond interactive media has turned the advertising industry 61. (Scenario 3-4) In the future, advertisers will have to adapt to the fact that a. issues of power in the distribution channel will be meaningless. b. advertising will no longer match the definition of advertising offered by the book. c. more money is being allocated to advertising than branding. d. consumers will continue to gain power to co-create brands ANS: D DIF: Moderate REF: p. 101 OBJ: 3-4 TYP: Comprehension (Scenario 3-4) The future of advertainment is expanding. One set of advantages that advertainment offers advertisers is: a. the technology for interactive advertising still puts the advertiser in control b. spending for media time on network television recently reached a record high. c. movies are defined as artistic speech with greater protection than commercial speech d. interactive media cannot affect the power structure of the distribution channel. ANS: C DIF: Moderate REF: p. 104 OBJ: 3-4 TYP: Knowledge Scenario 3-5 John Piper is a student of marketing and advertising at a small college in the Midwest. He has been given the task of researching the history of modern advertising as a part of a group presentation. He is sitting in the school's library, carefully looking at a wide variety of magazine ads of different time periods of the 20th century to try to understand how advertising has evolved. Here are some descriptions of the ads that he found: (Scenario 3-5) An ad that openly talked about Generation X likely came from: a. Peace, Love, and Creative Revolution (1960 to 1972) b. The 1970s (1973 to 1980) c. The Designer Era (1980 to 1992) a. makes it harder to engage viewers. b. the agency will be held accountable for results. c. cannot be used to narrowly target audiences. d. cannot be used as a business tool. ANS: B DIF: Moderate REF: p. 99 TYP: Application OBJ: 3-3 upside down? a. IMC programs shift to becoming Integrated Brand Promotion. b. Advertainment c. Consumer generated content d. Horizontally integrated advertising. ANS: C DIF: Moderate REF: p. 101 TYP: Application OBJ: 3-3 d. World War II and The Fifties (1941 to 1960) ANS: C DIF: Moderate REF: p. 97 TYP: Application OBJ: 3-3 62. 63. 64. 65. (Scenario 3-5) An ad with the sponsor's Internet site address attached likely came from: a. Peace, Love, and Creative Revolution (1960 to 1972) b. The 1970s (1973 to 1980) c. The Republican Era (1980 to 1992) ESSAY d. E-Revolution Begins (1993 to 2000) ANS: D DIF: Moderate REF: p. 99 TYP: Application OBJ: 3-3 (Scenario 3-5) Ads that usually focused on the product itself, rather than on creative techniques likely came from: a. Peace, Love, and Creative Revolution (1960 to 1972) b. The 1970s (1973 to 1980) c. The Designer Era (1980 to 1992) d. World War II and The Fifties (1941 to 1960) ANS: B DIF: Difficult REF: p. 96 TYP: Application OBJ: 3-3 (Scenario 3-5) Shows that blended product advertising and program content, like Strawberry Shortcake, drove regulators nuts in which period? a. Peace, Love, and Creative Revolution (1960 to 1972) b. The 1970s (1973 to 1980) c. The Designer Era (1980 to 1992) d. World War II and The Fifties (1941 to 1960) ANS: B DIF: Moderate REF: p. 96 TYP: Application OBJ: 3-3 (Scenario 3-5) Ads that first showed the "male" domain as the office and the "feminine" space as the home likely came from: a. P.T. Barnum (1875 to 1918) b. The 1920s (1918 to 1929) c. The Depression (1929 to 1941) d. World War II and The Fifties (1941 to 1960) ANS: B DIF: Easy REF: p. 83 TYP: Application OBJ: 3-3 1. The Industrial Revolution was accompanied by several important social and economic changes. List two of theses changes and explain how they encouraged the rise of advertising. ANS: American households moved away from self-sufficiency to a dependency on the marketplace for goods. Improved transportation, especially the growth of the railroad, allowed for the distribution of mass quantities of goods. Rapid population growth in urban areas created a reachable audience. The rise of mass communication created viable advertising vehicles. DIF: Moderate REF: p. 77 OBJ: 3-1 TYP: Knowledge 2. Over the years, advertisements have often used the theme of modernity. List two eras characterized by the use of this theme. Briefly describe societal trends that made the use of this theme effective during each era. ANS: The P.T. Barnum era (1875 to 1918) was noted for rapid urbanization, massive immigration, labor unrest, and concerns over the abuses of capitalism. It included the first wave of the feminist movement, the progressive movement, motion pictures, and mass culture. Advertising offered solutions to the stresses of this rapidly changing modern life. The 1920s (1918 to 1929) were prosperous times. Victorian sexual repression and modesty gave way to a more open sexuality and a love affair with modernity. Advertising instructed consumers how to be thoroughly modern and how to avoid the pitfalls of this new age. There was a product with a cure for every social anxiety and personal failing. The ads of the times also exhorted consumers to have a good time and enjoy life. Many ads from this era featured themes of modernity, the division between public work space (the male domain of the office) and the private, "feminine," space of the home. In addition, scientific and technological themes were prevalent. The era of war, paranoia, and economic growth (1941 to 1960) saw enormous growth in the U.S. economy and in household incomes. The suburbs emerged, and along with them there was an explosion of consumption. Technological change fascinated the nation. The television, the telephone, and the automatic washer and dryer became common to the American lifestyle. Scenes of modern life, social promises, and a reliance on science and technology characterized advertisements of this era. DIF: Difficult REF: p. 82-84 OBJ: 3-3 TYP: Comprehension 3. The advertising industry underwent major changes in consumer perception from the 1920s to the 1930s. Describe the change in consumer perception and explain the reason or reasons for this occurrence. Describe how the style of advertising changed between these eras. ANS: The 1920s were a prosperous time, and advertisements exhorted the public to consume and enjoy life. Advertising found a previously unknown level of respectability, fame, and glamour. Advertisements were highly aesthetic--much more visual and far less wordy than those of the previous decade. However, in the 1930s, as a result of the depression, advertising became a villain. It was held to blame for seducing people into the excesses of the 1920s. The style of advertising was no-nonsense. Ads were crammed with visuals and copy. DIF: Moderate REF: p. 82-86 OBJ: 3-3 TYP: Comprehension 4. The creative revolution in advertising occurred at the same time that a larger societal revolution was underway in the United States. Describe what was occurring in America at that time. Describe how the advertisements of the era related to the larger societal changes. ANS: Advertising in the United States during the 1960s was slow to respond to the massive social revolution going on all around it. While the nation was struggling with civil rights, the Vietnam War, and the sexual revolution, advertising was often still portraying women and minorities in subservient roles. The only thing really revolutionary about 1960’s advertising was the creative revolution. DIF: Moderate REF: p. 91-94 OBJ: 3-3 TYP: Comprehension 5. The advertising industry will have to change to handle the demands of a changing communications environment in the years to come. Describe the nature of two of the changes advertising must confront. Describe two characteristics of advertising that will remain constant. ANS: The most dramatic change will be in the way advertising is prepared and delivered to the target audience. Many of the new, evolving media will not be driven by traditional advertising. With integrated programming, advertisers will have control of the content of at least some of the programming. Interactive media will allow clients to more closely assess the impact of their advertising, thus holding agencies more closely accountable for results. Most dramatically consumer generated content will allow them to co-create brand meanings. On the other hand, advertising will still be a paid, mass-mediated attempt to persuade. It will remain a primary marketing mix tool that contributes to revenues and profits by stimulating demand and nurturing brand loyalty. Consumers will still be highly involved in some product decisions and not so involved in others. DIF: Moderate REF: p.100-101 OBJ: 3-4 TYP: Comprehension Chapter 7 - Advertising and Promotion Research TRUE/FALSE 1. One difference between marketing research and advertising research is that advertising research focuses on the planning of advertising while marketing research focuses on the development of the product. ANS: T DIF: Moderate REF: p. 226 OBJ: 7-1 TYP: Comprehension 2. Research methods that generate consistent findings over time are thought to be trustworthy. ANS: F DIF: Moderate REF: p. 229 OBJ: 7-1 TYP: Knowledge 3. Developmental advertising research is an effective tool in the pricing a product. ANS: F DIF: Difficult REF: p. 229-230 OBJ: 7-1 TYP: Knowledge 4. U.S. marketers pay close attention to what Japanese teenage girls think will be the next “cute thing” in developing new ideas for global markets. ANS: T DIF: Moderate REF: p. 231 OBJ: 7-1 TYP: Knowledge 5. When consumers are shown a series of company logos with empty dialogue balloons and asked to fill them in with what they imagine the illustrated characters are saying, this is an example of a projective technique. ANS: T DIF: Easy REF: p. 232 OBJ: 7-1 TYP: Knowledge 6. A researcher is said to conduct "field work" when research is conducted outside the agency, usually in the home or the site of consumption. ANS: T DIF: Easy REF: p. 233 OBJ: 7-1 TYP: Knowledge 7. A focus group is a discussion session with target customers to come up with new insights about a brand. ANS: T DIF: Easy REF: p. 231 OBJ: 7-1 TYP: Knowledge 8. ZMET claims to draw out people’s buried thoughts and feelings about products and brands; the Z stands for Zogby and the M for metaphor. ANS: F DIF: Difficult REF: p. 232 OBJ: 7-1 TYP: Knowledge 9. The United States government conducts much research in the course of a year; much of it is publicly available for use by advertising researchers; it often contains information that would be useful in understanding consumers' response to advertising. ANS: T DIF: Easy REF: p. 236 OBJ: 7-2 TYP: Application 10. One source for obtaining information about marketing and advertising is to purchase data from commercial sources like Prizm. ANS: T DIF: Easy REF: p. 237 OBJ: 7-2 TYP: Knowledge 11. The key to coolhunting is to look for cool people first and cool things later. ANS: T DIF: Easy REF: p. 235 OBJ: 7-1 TYP: Knowledge 12. Copy research is also called evaluative research. ANS: T DIF: Easy REF: p. 240 OBJ: 7-3 TYP: Knowledge 13. Copy testing, properly conceived, correctly conducted and appropriately applied is probably a good idea even if the creative team hates it. ANS: T DIF: Easy REF: p. 241 OBJ: 7-3 TYP: Knowledge 14. Zack Johnson conducts a test in which he wants to see if the message for his client's product, garage floor cleaner, resonates or rings true with the target-audience. In particular he wants to know how their reactions to this round of ideas compares to how well previous ads in his product area have tested. Zack wants normative test scores. ANS: T DIF: Difficult REF: p. 240 OBJ: 7-3 TYP: Application 15. Few attitude change studies are conducted on print media because most people view magazines as a medium for building awareness, not for attitude change. ANS: F DIF: Moderate REF: p. 245|p. 248 OBJ: 7-3 TYP: Comprehension 16. In television ad testing recall tests are the industry standard, typically done by big companies like IPSOS-ASO and Burke. In print ad testing recognition testing is the standard. ANS: T DIF: Easy REF: p. 244 OBJ: 7-3 TYP: Knowledge 17. Eye tracking technology monitors eye movements across print ads and helps researchers understand what readers interpret about the images in selected ads. ANS: F DIF: Easy REF: p. 253 OBJ: 7-3 TYP: Knowledge 18. Today the old psychogalvanometer approach to measuring physical responses during ad viewing has been replaced by physiological assessment via PT or MRI scans of brain activity. ANS: T DIF: Moderate REF: p. 252 OBJ: 7-3 TYP: Knowledge 19. A continuing controversy over whether or not kids watch too many ads and are growing overweight because they watch too much television packed with ads for pre-packaged food that leads to obesity has been resolved by data showing that kids are watching less TV because they play more video games. ANS: F DIF: Difficult REF: p. 254 OBJ: 7-4 TYP: Application 20. By finding data through internal company sources, including the annual report and an old research report, Molly used a secondary data collection method. ANS: T DIF: Moderate REF: p. 236 OBJ: 7-2 TYP: Application 21. Jana and Jayna were looking for information about consumption of cheese in the United States. They looked at the USDA web site but also used data from The Cheese Reporter. This use of information from this professional publication relating to the cheese industry is considered primary data collection. ANS: F DIF: Difficult REF: p. 236-237 OBJ: 7-2 TYP: Application 22. When assessing Starch posttest data, it is important to remember that an associated score measures only the number of readers who associate an advertisement with a given advertising vehicle. It does not indicate if the readers associate the advertisement with the brand or advertiser. ANS: F DIF: Moderate REF: p. 246 OBJ: 7-3 TYP: Knowledge 23. Secondary data includes census data collected by the U.S. Government and made available to the public at the web site . ANS: T DIF: Easy REF: p. 236 OBJ: 7-2 TYP: Application 24. Secondary data refer to only those research sources that exist outside the company sponsoring the research effort. ANS: F DIF: Moderate REF: p. 236 OBJ: 7-2 TYP: Comprehension 25. A communication test simply seeks to discover whether the ad concept is communicating what the advertiser desired. ANS: T DIF: Moderate REF: p. 242 OBJ: 7-3 TYP: Comprehension MULTIPLE CHOICE 1. 2. 3. 4. 5. 6. What lessons can be drawn from Coca Cola’s fiasco when they replaced “old Coke” with “New Coke?” a. They confused objective taste tests with cultural reality b. A brand should never be confused with a product c. It is meaning that makes brands out of products d. All of these lessons apply to the case of “New Coke” ANS: D DIF: Moderate REF: p. 226 OBJ: 7-1 TYP: Comprehension Advertising and promotion research is done a. at the beginning of the planning process. b. throughout the development, execution and evaluation of the IBP process c. only during the production of television commercials. d. only by universities and accredited institutions. ANS: B DIF: Difficult REF: p. 227 OBJ: 7-1 TYP: Application Validity means a. marketing research is much more specific than advertising research. b. the method generally generates consistent findings over time. c. only accredited institutions can conduct the research. d. the information generated is relevant to the research question being investigated. ANS: D DIF: Easy REF: p. 229 OBJ: 7-1 TYP: Knowledge What happened to advertising research in the 1950s? a. Its influence on the advertising development process diminished b. It established and legitimized itself in the industry as the “science of persuasion” c. Agencies changed research into “account planning” d. It became more and more farmed out to suppliers ANS: B DIF: Difficult REF: p. 227 OBJ: 7-1 TYP: Comprehension The term ____ is usually applied to qualitative data, and it refers to knowing how the data were gathered, and can it be trusted. a. trustworthiness b. validity c. reliability d. meaningfulness ANS: A TYP: Knowledge DIF: Easy REF: p. 229 OBJ: 7-1 ____ means that the advertising research method generates generally consistent findings over time a. Validity b. Significance c. Reliability d. Trustworthiness 7. 8. 9. 10. 11. 12. d. all of these are purposes of developmental advertising research. ANS: D DIF: Moderate REF: p. 229 OBJ: 7-1 TYP: Comprehension When the consumer is the final judge and jury through feedback designed to screen the quality of a ANS: C DIF: Easy REF: p. 229 TYP: Knowledge The purpose of developmental advertising research is a. to generate opportunities and messages. b. to gain consumer insight c. provide critical information used by creatives OBJ: 7-1 new idea...this is referred to as: a. a competitive analysis. b. a technological analysis. c. an economic analysis. d. concept test ANS: D DIF: Moderate REF: p. 229 TYP: Knowledge OBJ: 7-1 Identifying the activities, interests, and opinions of target audiences to help creatives make better advertising is called: a. audience profiling b. consumer descriptions c. racial profiling d. human research ANS: A DIF: Moderate REF: p. 230 TYP: Comprehension OBJ: 7-1 Creatives need to know as much as they can about the people to whom their ads will speak. Which of the following research methods attempts to accomplish this task? a. in-depth interviews b. focus groups c. coolhunting d. all of these are methods with which to know the consumer ANS: D DIF: Difficult REF: p. 230-232 TYP: Application OBJ: 7-1 Dialogue balloons, story construction, sentence and picture completion are all ____ research techniques. a. quantitative b. projective c. predictive d. survey ANS: B TYP: Comprehension DIF: Difficult REF: p. 232 OBJ: 7-1 Projective techniques used in developmental advertising research a. consist of offering consumers fragments of pictures or words and asking them to complete the fragment. 13. 14. 15. 16. b. are typically invalid and almost never used. c. provide an opportunity for in-depth, one-on-one, open-ended discussion with consumers. d. attempt to profile the characteristics of audience members. ANS: A DIF: Moderate REF: p. 232 OBJ: 7-1 TYP: Comprehension Story construction technique asks consumers a. to think visually about how they would represent their experiences with a brand b. what the functional utility of a product is c. to develop a web interactive program d. to tell a story about people depicted in a scene or picture ANS: D DIF: Moderate REF: p. 232 OBJ: 7-1 TYP: Knowledge A popular method of drawing out people's buried thoughts and feelings about products and brands by encouraging participants to think in terms of metaphors is called: a. metamorphic translation b. transmetapmorphic illusioning. c. Zaltman Metaphor Elicitation Technique d. required domains ANS: C DIF: Moderate REF: p. 232 OBJ: 7-1 TYP: Knowledge Which of the following is a coolhunt? a. developing consumer insights for Alaskans b. brainstorming new ideas for frozen food brands c. stalking sites where culturally cool phenomena occur d. having consumers make video of their daily lives for marketing purposes ANS: C DIF: Moderate REF: p. 233 OBJ: 7-1 TYP: Comprehension A consumer is shown a picture of a man making two cups of Folger's instant coffee while his wife waits at the kitchen table. The consumer is then asked what is going on in the picture. This is an example of a projective technique that uses ____ to gather data. 17. Which of the following allows advertisers to screen the quality of a new idea, using consumers as the judge? a. concept tests b. projective techniques c. association tests d. dialogue balloons ANS: A DIF: Moderate REF: p.229-130 OBJ: 7-1 TYP: Knowledge a. association tests b. sentence and picture completion c. dialogue balloons d. story constructions ANS: D DIF: Moderate REF: p. 232 TYP: Application OBJ: 7-1 18. 19. 20. 21. 22. 23. Fieldwork is a. conducted outside the agency to investigate embedded consumer consumption practices b. based on the fact that consumers are tightly connected to their social context c. a research method that uses participant observation and in-depth study techniques d. all of these statements are true of fieldwork ANS: A DIF: Difficult REF: p. 233 OBJ: 7-1 TYP: Comprehension Some of the most valuable sources of data regarding consumers are a. available within the firm b. customer service records,warranty cards, and letters from customers c. information about success or failure of the company’s previous advertising efforts d. All of these examples are valuable sources of consumer data ANS: D DIF: Easy REF: p. 236 OBJ: 7-1 TYP: Knowledge U.S. Government data regarding consumers includes the U.S. Census and ____. a. the American Community Survey b. PRIZM c. Claritas lifestyle survey d. Progressive Grocer ANS: A DIF: Moderate REF: p. 236 TYP: Knowledge OBJ: 7-2 OBJ: 7-2 Commercial sources of consumer data include a. Dun & Bradstreet b. Nielsen Retail Index c. Market Facts’ consumer mail panel d. All of these firms provide consumer data ANS: D DIF: Moderate REF: TYP: Comprehension p. 239 Which of these is an ad development research technique that the Internet greatly facilitates? a. a theater test. b. a coolhunt c. a communications test. d. an attitude change study. ANS: B DIF: Difficult REF: p. 239 TYP: Application OBJ: 7-2 Budweiser ran over four dozen commercials in a recent Super Bowl telecast. Researchers tried to determine which of the advertisements were the most effective for the company. Viewers were reminded of the different spots run for Budweiser products and asked to rate the effectiveness of each commercial. This technique is known as: a. a falsified carrier. b. aided recall. c. a confederate broadcast. d. a targeted advertising vehicle. ANS: B DIF: Difficult TYP: Application REF: p. 244 OBJ: 7-3 24. When fictitious magazines are prepared with ads "tipped in", researchers are trying to measure what is 25. 26. 27. Unlike television ad testing, the standard test for print ads is a. day after recall test or DAR b. recognition test c. print recall test d. print breakthrough test ANS: B DIF: Moderate REF: p. 245|p. 247 OBJ: 7-3 TYP: Knowledge 28. 29. Physiological measures suffer from a variety of drawbacks. Which of the following statements correctly describes physiological assessment techniques? a. They help understand the actual brain activity known to be involved in information processing b. today MRI and PT scans are used to measure reaction instead of eye tracking c. they have raised hopes that we will eventually understand how brains process ads, but of yet they have not proven to be of practical value d. all of these statements are accurate descriptors of physiological assessment of advertising ANS: D DIF: Moderate REF: p. 252 OBJ: 7-3 TYP: Comprehension A key advantage of print recognition ad assessment is a. it demonstrates whether or not a consumer will buy the brand being advertised b. scores have been collected for a long time, which allows advertisers to compare the new ad’s performance with others from last year or even 50 years ago c. it tells advertisers that consumers will remember their brand when they are in the store d. it can reassure them that the ad agency they hired knows what it is doing ANS: B DIF: Difficult REF: p. 247 OBJ: 7-3 TYP: Application The drawbacks of attitude studies of advertising include a. for budget reasons today only post-exposure measures are typically taken b. they have not been very predictive of eventual sales of the brand being advertised known as a. advertising breakthrough b. print recognition c. content reception d. print recall ANS: D DIF: Moderate TYP: Knowledge REF: p. 245 OBJ: 7-3 Which of the following types of pretest message research tries to identify specific thoughts that occur during an individual's exposure to a specific ad? a. thought listing b. attitude-change studies c. communications studies d. theatre testing ANS: A DIF: Moderate REF: p. 243 TYP: Knowledge OBJ: 7-3 30. c. only ARS conducts true pre-post attitude testing d. all of these statements are drawbacks of advertising attitude studies ANS: D DIF: Easy REF: p. 249 OBJ: 7-3 TYP: Knowledge Which of the following is (are) properties of emotions that make them potentially more important than thoughts in assessing ad reactions? a. they are good predictors of thoughts b. they are harder to understand but more indicative of eventual purchase behavior c. they are easy to define and describe d. consumers are unaware of what they feel so emotions are good indicators of subliminal reaction ANS: A DIF: Difficult REF: p. 250 OBJ: 7-3 TYP: Knowledge Explicit memory measures are a. too vague to be useful in modern ad testing b. measures that require the consumer to recall their actual exposure to the test ad c. types of ad testing that must include recall, recognition and/or retained knowledge d. most commonly used by academicians today ANS: B DIF: Moderate REF: p. 248 OBJ: 7-3 TYP: Comprehension The basic premise behind a recall test is that a. if a person likes an advertisement, he or she is more likely to buy the product. b. the more a person can remember about an advertisement, the more effective the advertisement. c. most advertisements will be remembered after three exposures. d. for an advertisement to work, it first has to be remembered. ANS: D DIF: Moderate REF: p. 244 OBJ: 7-3 TYP: Comprehension A major problem associated with using awareness and attitude tracking to evaluate advertising effectiveness is that a. they provide no pretest measure on which to base a comparison. b. they rely heavily on an artificial viewing experience. c. respondents are shown the advertisement immediately before awareness and attitude measurements are taken. d. although sometimes brand attitudes shift, they don’t always translate to sales increases ANS: D DIF: Moderate REF: p. 254 OBJ: 7-4 TYP: Comprehension The value of an inquiry/direct response posttest measure is a. that it straightforwardly measures ads designed to generate a high number of inquiries b. cheaper than other forms of ad testing c. versatile enough to be used for many different kinds of ads d. ensures that consumers will indeed respond to the ad being tested ANS: A DIF: Moderate REF: p.254-255 OBJ: 7-4 TYP: Comprehension 31. 32. 33. 34. 35. With the advent of UPCs and cable television, research firms are now able to engage in research to document behavior of individuals in a respondent pool by tracking their behavior from the television set to the checkout counter at the grocery store. This is a type of research known as: 36. 37. 38. 39. 40. The main advantage offered by secondary data is that the data are less costly to collect and therefore a. are less biased than other sources. b. are always up-to-date. c. are easily available even to small businesses that don’t have money for research d. address the precise issue for which you need data 95% of the time ANS: C DIF: Difficult REF: p. 236 OBJ: 7-2 TYP: Application Both advertising and promotions are used to build brands. For which of the two is it easier to measure effects that estimate contribution to sales and why? a. advertising because its memory of ad imagery is easier to measure b. promotions because responses to them can be specifically and more easily tracked c. advertising because consumer recall of taglines is easy to measure d. promotions because sales are the gold standard of business performance ANS: B DIF: Difficult REF: p. 255 OBJ: 7-4 TYP: Application Which of the following is accurate in discussing account planning? a. It is taking the place of brand management b. It is replacing the research department in many highly regarded creative ad agencies c. It eliminates the need for secondary research d. The cost of such data is less than that of relying on secondary sources. a. single source research b. double dose research c. brand purchase recall research d. integrated brand research. ANS: A DIF: Moderate TYP: Knowledge REF: p. 256 OBJ: 7-4 ANS: B DIF: Difficult REF: p. 256 OBJ: TYP: Knowledge The text indicates that no existing advertising research method is perfect. 7-4 What kinds of research 7-4 approaches does it recommend for the future? a. More quantitative approaches b. A single effectiveness measure good for all types of ads c. More naturalistic methods d. Fewer qualitative approaches ANS: C DIF: Moderate REF: p. 257 TYP: Knowledge OBJ: What recent trend in advertising indicates new thinking about how to conduct ad research is needed? a. the demand for a direct link between ad budgets and sales b. the increasingly younger consumer population in the United States c. the move to more visual advertising style from previously more verbal approaches d. increasing population diversity in the United States ANS: C DIF: Difficult REF: p. 257 OBJ: 7-4 TYP: Application Scenario 7-1 TiVo will roll out later this year new services, code-named "Tahiti," which would let TiVo users take advantage of broadband connections to do everything from watching movie trailers and other digital content to purchasing tickets and DVDs with the touch of a remote. For TiVo customers, the new service would offer great gee-whiz features. For the TiVo brand this could potentially lead to greater subscriber growth. TiVo also announced that by next year it will launch its own high-definition digital cable-ready recorder. This will take advantage of so-called CableCARD technology which TiVo and other players are rushing to adopt because it would allow them to break the stranglehold cable operators have kept on their equipment. (Cliff Edwards, "TiVos Show Isn’t Ending Yet," Business Week Online, January 8, 2005.) 41. (Scenario 7-1) In researching new technology and customer response, TiVo must be concerned with validity. Validity means that a. the data collected can be trusted. b. both positive and negative findings are presented. c. the research method used will produce similar findings over time. d. the data gathered are relevant to the research issues being studied. ANS: D DIF: Difficult REF: p. 229 OBJ: 7-1 TYP: Application 42. (Scenario 7-1) To ascertain whether the new features TiVo is planning will actually be embraced by consumers is to conduct focus groups in different cities around the nation to understand their motivations, habits and practices in using technology. One way TiVo can study human motivations in such qualitative research is to use projective techniques. Projective techniques a. involve projecting an image of a product in use on a screen and having consumers respond to it. b. are based on the works of psychologist B. F. Skinner. c. are often used to discover unconscious or repressed thoughts. d. are best administered within a survey methodology. ANS: C DIF: Difficult REF: p. 231-232 TYP: Application OBJ: 7-1 43. (Scenario 7-1) In 1939, the Advertising Research Foundation published a breakthrough paper that analyzed five different methods for testing print ads. Among them was a method based on the premise that for an ad to be effective, it has to be remembered. This common method of copy testing is still being used today and is called a. remembrance testing. b. recall testing. c. recognition testing. d. memorability testing. ANS: B DIF: Difficult REF: p. 242-244 TYP: Application OBJ: 7-3 44. (Scenario 7-1) Since personalized TiVo recorders are "new" based on recent technology, one way for investors to research customer reaction would be to conduct face-to-face interviews with typical young people on the street to see if they are early adopters of the DVRs. This type of street research is known as a. computerized shopping carts b. cool-hunting c. group retrieval d. processive techniques ANS: B DIF: Moderate REF: p.234-235 OBJ: 7-1 TYP: Application 45. (Scenario 7-1) PVRs (personalized digital recorders) are a recent technology. To find data on the households that already have other recent technology, in the expectation that they will likely adopt this one too, a researcher might turn to secondary data such as: a. a personal interview with one of the AAAA executives. b. a real-time, online discussion with a youngster in