ADV 281 UIUC EXAM QUESTIONS WITH
CORRECT ANSWERS
What |is |research |- |CORRECT |ANSWER✔✔-It |solves |problems
- |solutions |begin |with |research
What |role |does |research |play |in |advertising |- |CORRECT |ANSWER✔✔-Answers |questions |that |
leads |to |insights |that |drive |strategy |and |tactics
How |to |reach |people |- |CORRECT |ANSWER✔✔-Interviews, |Focus |Groups, |Store |Intercepts, |
Secondary |Research, |Social |Media |Analysis, |Segmentation |Analysis
Secondary |research |- |CORRECT |ANSWER✔✔-Broader |than |primary |and |addresses |concepts |
rather |than |variables. |
-summary |of |existing |data
Secondary |data |sources |- |CORRECT |ANSWER✔✔--Brand |asset |valuator
-Archetypes
-Brand |tracker
_quantitative |cultural |analysis
-Cultural |Codes
PQRIST |(ABC |adv. |process) |- |CORRECT |ANSWER✔✔-P- |identify |the |PROBLEM
Q- |What |QUESTIONS |do |we |need |to |answer |to |begin |solving |this |problem
R- |How |do |we |answer |these |questions |using |RESEARCH |tools
IS- |How |can |we |develop |INSIGHTS |for |our |research |and |build |STRATEGY |from |these |insights
T- |What |TACTICS |will |best |help |us |implement |our |strategy
, What |makes |a |good |question? |- |CORRECT |ANSWER✔✔--Answerable- |you |can |answer |the |
question
-Precise- |marked |by |accuracy |of |detail
-Empirical- |can |be |confirmed |by |evidence |and |data
-Assumption-free- |Want |to |avoid |people |making |assumptions
Why |we |want |to |have |good |questions |- |CORRECT |ANSWER✔✔-Questions |drive |methods
Brand |Asset |Valuator |- |CORRECT |ANSWER✔✔--Young |and |Rubicam
-One |of |worlds |largest |brand |perception |databases
-Strength |vs. |Stature
-Pillar |graphs |subjects
Strength |- |CORRECT |ANSWER✔✔--Differentiation: |uniqueness
-Relevance: |Perceived |importance
Stature |- |CORRECT |ANSWER✔✔-Knowledge- |Brand |awareness |
Esteem-Perceived |quality
Brand |Archetypes |- |CORRECT |ANSWER✔✔--symbol |embedded |in |the |subconscious |of |
humanity
-12 |types
Type |of |brand |archetypes |- |CORRECT |ANSWER✔✔-Ruler, |Creator, |Innocent, |Sage, |Explorer, |
Revolutionary/regular |guy, |Magician, |Hero, |Lover, |Jester, |Entrepreneur, |Caregiver
*Look |at |chart |in |notes
CORRECT ANSWERS
What |is |research |- |CORRECT |ANSWER✔✔-It |solves |problems
- |solutions |begin |with |research
What |role |does |research |play |in |advertising |- |CORRECT |ANSWER✔✔-Answers |questions |that |
leads |to |insights |that |drive |strategy |and |tactics
How |to |reach |people |- |CORRECT |ANSWER✔✔-Interviews, |Focus |Groups, |Store |Intercepts, |
Secondary |Research, |Social |Media |Analysis, |Segmentation |Analysis
Secondary |research |- |CORRECT |ANSWER✔✔-Broader |than |primary |and |addresses |concepts |
rather |than |variables. |
-summary |of |existing |data
Secondary |data |sources |- |CORRECT |ANSWER✔✔--Brand |asset |valuator
-Archetypes
-Brand |tracker
_quantitative |cultural |analysis
-Cultural |Codes
PQRIST |(ABC |adv. |process) |- |CORRECT |ANSWER✔✔-P- |identify |the |PROBLEM
Q- |What |QUESTIONS |do |we |need |to |answer |to |begin |solving |this |problem
R- |How |do |we |answer |these |questions |using |RESEARCH |tools
IS- |How |can |we |develop |INSIGHTS |for |our |research |and |build |STRATEGY |from |these |insights
T- |What |TACTICS |will |best |help |us |implement |our |strategy
, What |makes |a |good |question? |- |CORRECT |ANSWER✔✔--Answerable- |you |can |answer |the |
question
-Precise- |marked |by |accuracy |of |detail
-Empirical- |can |be |confirmed |by |evidence |and |data
-Assumption-free- |Want |to |avoid |people |making |assumptions
Why |we |want |to |have |good |questions |- |CORRECT |ANSWER✔✔-Questions |drive |methods
Brand |Asset |Valuator |- |CORRECT |ANSWER✔✔--Young |and |Rubicam
-One |of |worlds |largest |brand |perception |databases
-Strength |vs. |Stature
-Pillar |graphs |subjects
Strength |- |CORRECT |ANSWER✔✔--Differentiation: |uniqueness
-Relevance: |Perceived |importance
Stature |- |CORRECT |ANSWER✔✔-Knowledge- |Brand |awareness |
Esteem-Perceived |quality
Brand |Archetypes |- |CORRECT |ANSWER✔✔--symbol |embedded |in |the |subconscious |of |
humanity
-12 |types
Type |of |brand |archetypes |- |CORRECT |ANSWER✔✔-Ruler, |Creator, |Innocent, |Sage, |Explorer, |
Revolutionary/regular |guy, |Magician, |Hero, |Lover, |Jester, |Entrepreneur, |Caregiver
*Look |at |chart |in |notes
