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Q:
A fast food company wants to launch a new advertising campaign to boost its sales. In order to target the right customer base, the company refers to their pages on social media sites. Through these sites, it collects details of people who could become prospective customers of the company. Which of the following is the company using to find prospective customers?a. Gross impressions b. Geo-targetingc. Big Datad. Message weight
Q:
Think about concept and communication tests. Initial questions probing reactions to the message focus on the extent to which respondents feel that the message is important and ________.
A) creative
B) interesting
C) relevant
D) motivating
E) inspiring
Q:
You are working on a new media plan. You remind yourself that the true power of a media plan rests on the _____, that is, knowing what you are trying to do with your media, and matching those objectives with your media choices.a. share of volume b. media classc. media continuity d. media strategy
Q:
Think about concept and communication tests. In quantitative approaches, reactions to the message are collected via ________.
A) only closed-ended questions
B) only open-ended questions
C) a combination of both open- and closed-ended questions
Q:
The blend of different media that will be used to effectively reach the target audience is called the:a. media mix.b. media objective. c. big data.d. media vehicle.
Q:
Think about concept and communication tests. ________ precedes the collection of affective reactions.
A) Reactions to the graphic design
B) Reactions to the message
C) Reactions to the interviewer
D) The answering of any respondent questions
Q:
A media planner is working with a yogurt manufacturer for the placement of print ads highlighting new flavors and healthy benefits of the product. Within the media ____ of magazines, she decides on the media _____ of Rolling Stone, Yoga Journal, and In Touch.a. plan; frequencies b. class; vehiclesc. mix; plansd. vehicle; outlines
Q:
Think about concept and communication tests. An investigation of message recall is carried out through the use of a(n) ________.
A) open-ended question
B) rating scale
C) dichotomous question
D) semantic differential
E) constant sum question
Q:
Before he can make final decisions on where to place ads and how to display promotions for a new brand of bottled water, a media planner has to decide which broad categories to usetelevision, radio, magazines, newspapers, Internet sites, etc. When he zeroes in on using both television and the Internet, he has chosen his:a. unmeasured media. b. media classes.c. big data.d. media vehicles.
Q:
Think about concept and communication tests. ________ approaches to data collection begin the interview with open-ended questions.
A) Only qualitative
B) Only quantitative
C) Both qualitative and quantitative
Q:
A retailer decides to use newspaper ads to promote its line of men's and women's swimwear. In the media planning process, the retailer has chosen a(n):a. interactive media. b. media class.c. media vehicle. d. media mix.
Q:
In a concept or communication test, after the stimulus is presented and read, it is then removed prior to the start of the interview or group discussion.
Q:
A ____ specifies which media will be utilized for advertising messages so that the desired target audience can be reached.a. media class b. media planc. media vehicle d. media mix
Q:
When a concept or communication test involves four or more stimuli, these stimuli are ________ .
A) presented one at a time, and each is fully discussed before proceeding to the next
B) presented in pairs, with discussion of both stimuli in the pair taking place at the same time
C) presented all at the same time, and each is discussed in turn
D) presented all at the same time, and all are discussed at the same time
Q:
A Los Angeles based ad agency is an expert in placing advertisement messages in different media, like television, radio, magazines, and newspapers. It effectively mixes and matches all of these media to make sure that an advertiser's message makes a positive impact on the target audience. It is also an expert in creating the schedule in which these messages will appear. This ad agency is working effectively as a:a. media bidder. b. media planner. c. media vehicle. d. media class.
Q:
A concept or communication test gives respondents ________ to initially read the stimulus.
A) five minutes or less
B) up to ten minutes
C) up to fifteen minutes
D) an unlimited amount of time
Q:
Which of the following is an example of unmeasured media?a. Paid Internet search b. Network TVc. Spot radiod. Local newspapers
Q:
A concept or communication test begins with ________.
A) an explanation of the task and stimulus materials
B) payment of the incentive
C) identification of the research sponsor
D) the collection of information regarding respondents' media habits
E) the collection of information regarding respondents' attitudes toward advertising
Q:
Which of the following is most likely to be used for above-the-line promotion?a. Coupons b. Blogsc. Magazinesd. Social networking sites
Q:
Concept and communication tests ________
A) can only be be conducted by specialized research companies
B) can only be conducted by the advertising agency
C) can be conducted either by the advertising agency or by a specialized research company
Q:
Below-the-line promotion is also referred to as____ . a. big datab. calculated mediac. unmeasured mediad. above-the-line promotion
Q:
Think about data collection for either a concept or communication test. It is appropriate to ________.
A) only use a qualitative approach to data collection
B) only use a quantitative approach to data collection
C) use either qualitative or quantitative approach to data collection
Q:
In advertising, which of the following acts as a primary barrier for small companies?a. They do not have access to digital and social media to create buzz marketing. b. They use below-the-line promotions instead of above-the-line promotions.c. They do not have enough money for advertising at national or international levels. d. The goods and services they offer do not require marketing.
Q:
The body copy in a communication test should be identical to that proposed for the finished advertisement.
Q:
Media buyers evaluate the audience reach, CPM, and timing of each buy. a. Trueb. False
Q:
A (n) ________ is the recommended choice for a television ad communication test whenever a drawing is an inadequate representation, such as showing appetizing food.
A) storyboard
B) animatic
C) photomatic
Q:
Media buying involves securing electronic media time as well as print media space, as depicted in a schedule. a. Trueb. False
Q:
A (n) ________ is a storyboard on film or tape accompanied by a rough soundtrack.
A) storyboard
B) animatic
C) photomatic
Q:
Creating a visual representation of the media schedule gives an advertiser tangible documentation of the overall media plan.
a. True
b. False
Q:
Which of the following is NOT a recommended format for the communication testing of television ads?
A) storyboard
B) animatic
C) photomatic
Q:
Individual syndicated services typically analyze media categories that they do not measure. a. Trueb. False
Q:
The following statements refer to the format of print ads used in a communication test.
I. Print ads should be actual size.
II. Print ads can use drawings instead of photographs.
Which, if any, of these statements is (are) true?
A) I only
B) II only
C) I and II are both true
D) Neither I nor II are true
Q:
Electronic data services provide standardized data, reports, and analyses that are comparable across media categories.
a. True
b. False
Q:
Advertisements in communication research are tested in a rough stage of development.
Q:
Product placement is the most expensive and compelling approach for clients seeking branded entertainment opportunities.
a. True
b. False
Q:
Communication testing typically ________ concept testing.
A) is conducted at the same time as
B) comes before
C) follows
Q:
In social media, the brand"consumer relationship is characterized by two nodesmarketer to consumer.
a. True
b. False
Q:
Another name for communication testing is ________ research.
A) copy development
B) creative decision
C) advertising development
D) institutional
E) copy change
Q:
A 30-second television ad is an example of pull media. a. Trueb. False
Q:
Consider the two statements below which refer to concept test visuals.I. Visuals can be used when they are an essential part of the intended communication.II. Visuals can be used when they are needed for brand, service, or other identification purposes.Which, if any, of these guidelines should be followed when preparing a concept?A) I onlyB) II onlyC) I and II should both be followedD) Neither I nor II should be followed
Q:
In push media, the consumer goes looking for the advertiser or advertising. a. Trueb. False
Q:
The following may or may not describe acceptable practice in the writing of concept test tag lines.
- Be highly focused
- Use a brief phrase
- Be single-minded
- Be believable
How many, if any, of these recommendations are allowable when writing a concept test tag line?
A) 0
B) 1
C) 2
D) 3
E) 4
Q:
CPM (cost per million) is a measure of the dollar cost of reaching a million audience members with a particular medium.
a. True
b. False
Q:
The following may or may not describe acceptable practice in writing a concept test headline.
- Use catchy phrases
- Use sentence fragments
- Use simple declarative statements
- Use provocative questions
How many, if any, of these recommendations are allowable when writing a concept test headline?
A) 0
B) 1
C) 2
D) 3
E) 4
Q:
The forgetting function is based on latest psychological research and explains the random and unique nature of each individual's memory.a. Trueb. False
Q:
A concept test headline should closely resemble the headline that will be used in the final advertisement.
Q:
The financial advantages of flighting are that discounts might be gained by concentrating media buys in larger blocks. a. Trueb. False
Q:
A concept test ________ succinctly summarizes the main communication idea and provides an explicit lead-in to the body copy.
A) visual
B) tag line
C) lead paragraph
D) headline
Q:
A retailer selling books runs its print ads in a newspaper during the first week of October, the first week of November, and Thanksgiving week. The retailer is using a between-vehicle media strategy. a. Trueb. False
Q:
When preparing body copy for a concept it is important to ________.
A) keep the copy focused and single-minded
B) try and communicate as many product benefits as possible
C) keep each paragraph focused on a different benefit
D) use copy that closely resembles final advertising copy
Q:
The message weight objective provides a very specific, detailed perspective for a media planner. a. Trueb. False
Q:
Which of the following is NOT an important consideration in writing the body copy for a concept?
A) use short paragraphs
B) use active, declarative sentences
C) keep all word length to seven letters or less
D) avoid sentence fragments
E) keep overall length short
Q:
Message impressions refer to exposures to the ads themselves. a. Trueb. False
Q:
The use of visuals and headlines are important, required components of a concept.
Q:
In the context of audience exposure to a media vehicle, increasing the frequency of exposures results in an increased reach of the target audience.
a. True
b. False
Q:
Consider the two statements shown below.I. Concept tests can be used to identify and then compare the strengths and weaknesses of alternative benefits or positionings.II. Concept tests can be used to identify the strengths and weaknesses of alternative approaches to communicating a selected positioning.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) I and II are both trueD) Neither I nor II are true
Q:
Broadcast television, cable television, and national magazines have the largest and broadest reach of any of the media.
a. True
b. False
Q:
Which of the following is NOT recommended when writing a concept?
A) use puffery
B) avoid exaggeration
C) avoid salesmanship
D) present the core idea simply
E) present the core idea realistically
Q:
Media vehicles with broad reach are ideal for consumer convenience goods, such as toothpaste and cold remedies. a. Trueb. False
Q:
A(n) ________ is a simple, written expression of a positioning, benefit, reason for being or unique communication proposition.
A) ad sketch
B) communique
C) creative
D) concept
E) ad outline
Q:
The number of people or households that will be exposed to a media vehicle at least one time during a particular period is referred to as frequency.
a. True
b. False
Q:
The purpose of concept and communication tests is to ________.
A) select a "winner"
B) identify the "losers"
C) collect diagnostic information on strengths and weaknesses
Q:
Geo-targeting is defined as the expansion of media placement beyond certain regions or national borders and into diverse cultures and global markets.
a. True
b. False
Q:
A ________ focuses on how well messages are conveyed and reactions to the message, both within the context of alternative executions.
A) creativity
B) concept
C) communication
D) construction
E) centrality
Q:
In a real world scenario, the overall development of the advertising plan takes place right after the media planning process.
a. True
b. False
Q:
A ________ focuses on messages and message evaluation outside of the context of actual executions.
A) creativity
B) concept
C) communication
D) construction
E) centrality
Q:
Market and advertising research determines that certain media options hold the highest potential for shaping the consumer behavior of the target audience.
a. True
b. False
Q:
Concept and communication tests take place during the final stages of the advertising development process.
Q:
A media vehicle refers to a broader category of media than a media class. a. Trueb. False
Q:
Think about brand concept maps. What actions are likely for an advertiser in an instance where their desired positioning matches consumers' perceptions?
Q:
With the merger of movies, music, gaming, and other entertainment, media planning no longer involves numbers, schedules, and deadlines.
a. True
b. False
Q:
Consider the perceptual map shown below.What are three options open to Facebook should it want to improve its competitive position.
Q:
Events are an example of measured media. a. Trueb. False
Q:
Consider the perceptual map shown below.Yahoo!360 wants to move closer to the Ideal, but realizes that it is best to address only one dimension at a time. With regard to Yahoo!360's first actions, would you recommend that it try to improve perceptions of it's "cutting-edge" new web site, or instead focus on the new web site's "ease of use?"
Q:
Explain why producing a television commercial is an extremely expensive undertaking. Describe a television commercial that you have seen recently. Analyze it in terms of how it meets or fails to meet two of the five primary creative guidelines for television ad production as noted in the text.
Q:
You conduct a perceptual mapping study for automobiles and decide that it is a three-factor solution. The label assigned to each factor is shown in the Table below. The table also shows the average rating of each brand (plus the Ideal brand) on each factor using a scale of -5 to +5. How does the Ideal brand help you better understand consumers' desires in this product category?
Q:
What are the five principles of design? Choose two of the principles and discuss the considerations involved in each. Then give an example of each.
Q:
You conduct a perceptual mapping study for automobiles and decide that it is a three-factor solution. The label assigned to each factor is shown in the Table below. The table also shows the average rating of each brand (plus the Ideal brand) on each factor using a scale of -5 to +5. Which brand is in the strongest competitive position? Which brand is in the weakest competitive position? Why?
Q:
Define and explain the three main visual elements of print and often digital/interactive advertisements. What is the primary purpose of each?
Q:
Research using perceptual maps has shown that advertising has the power to change the dimensions consumers use to evaluate brands.