FREE AND STUDY GAMES ABOUT ADVERTISING TEST 3

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FREE AND STUDY GAMES ABOUT ADVERTISING TEST 3

EXAM QUESTIONS

Actual Qs and Ans Expert-Verified Explanation

This Exam contains:

-Guarantee passing score -22 Questions and Answers -format set of multiple-choice -Expert-Verified Explanation

Question 1: Pretesting and posttesting are categories of advertising research.

Answer:

True

Question 2: The first step in the research process is exploratory research.

Answer:

False Question 3: Researchers often use probability samples because they are easy, less expensive and less time-consuming than other sampling methods.

Answer:

False Question 4: Which of the following techniques is used to uncover the info needed for developing &/or evaluating advertising strategies, individual ads and whole advertising campaigns?

• Consumer behavior
• Ethnographics
• Marketing research

• Advertising researc

Answer:

Advertising Research Question 5: Advertising is one of the largest costs in a company's marketing budget.

Answer:

True Question 6: In the observation method, researchers monitor people's actions. True False

Answer:

True Question 7: Effective survey questions must have focus, they must be clear and they must be brief.

Answer:

True Question 8: Advertising research uncovers the information needed to make advertising decisions.

Answer:

True Question 9: One of the most important strategic benefits offered by advertising is the fact it can be used to replace a positioning strategy.

Answer:

False Question 10: Five methods for posttesting ads are aided recall tests, unaided recall tests, attitude tests, inquiry tests and sales tests.

Answer:

True Question 11: _____ 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.

Answer:

post-testing

Question 12: To increase the likelihood of preparing the most effective advertising messages,

companies use:

• pretesting.
• inquiry tests.
• attitude tests.
• post-testing.
• unaided recall.

Answer:

pretesting Question 13: A Gallup Poll in late 2007 asked Gallup Poll panelists which of seven specific 2008 presidential hopefuls they would most like to have dinner with if given the opportunity. For the presidential candidates and their campaign organizations, this would be an

Answer:

Marketing research Question 14: The process of _____ requires that the establishment of long-term customer relationships take precedence over the creation of ads.

• empowerment
• account planning
• customer transformation
• relationship marketing
• relationship research

Answer:

Account planning

Question 15: There is no one best method for pretesting advertising variables

Answer:

True

Question 16: The _____ is perceived as a consumer advocate during the advertising planning process.

• agency
• art director
• account planner
• ad producer
• ad source

Answer:

Account planner Question 17: For a test to be valid, its results must be free of bias and reflect the true status of the market.

Answer:

True Question 18: A question that asks "What type of paste do you use?" would be an ineffective survey question because it is not focused.

Answer:

True Question 19: A qualitative research study might ask, "Do you feel the decorations in the downtown shopping area reflect the true meaning of the holiday season?"

Answer:

False - because it is not an open ended question Question 20: _____ is the systematic gathering, recording and analysis of new information to help managers make marketing decisions.

• Market analysis
• A data assessment
• Marketing research
• Environmental analysis