Q&A Hero

Q: ________ segmentation assumes that what people think, how they are motivated, and how they lead their lives are often strong determinants or predictors of their use of specific types of goods and services as well as their choice to participate (or not participate) in certain behaviors. A) Pseudographic B) Psychogeneral C) Psychographic D) Segraphic

Q: Consumer generated content (CGC) is produced when the creative team is given lists of suggestions and ideas for promoting the product that have been submitted by the public through emails, letters, or focus group transcripts. a. True b. False

Q: The term ________ describes an individual's general attitudes, motivations, values, and lifestyle. A) pseudographic B) psychogeneral C) psychographic D) segraphic

Q: Just like early TV commercials, early cyber ads merely imitated traditional formats and did not seem to understand the new medium, or the ways that the audience would approach this new technology. a. True b. False

Q: The text states that "Marketers who understand regional differences in product preferences can make certain that the characteristics of their products respond to the needs and desires of a particular region." Marketers who engage in this type of practice are most likely to use ________ segmentation. A) demographic B) geographic C) psychographic D) life stage E) exploratory

Q: An experienced artist is aware of the different functions of typefaces on a page. Therefore, she saves serif type for the headlines alone, and uses sans serif type for body copy as it is less tiring on the eyes. a. True b. False

Q: Consider the different types of variables shown below. How many would be considered demographic variables? - age - marital status - household composition - life stage A) 1 B) 2 C) 3 D) 4

Q: An agency is creating a new print ad for a whitening toothpaste. While thinking about the new layout, the art director begins by asking his staff for several comps just to see the placement of various elements, and to get an idea of the general presentation. a. True b. False

Q: The text discussed the Pew generational segmentation study. In this research, online and related behaviors/attitudes were used as ________ variables. A) evaluative B) explanatory C) descriptive D) classification E) examination

Q: Layout is the term used for the drawing or digital rendering of a proposed print ad that shows where all the elements will be positioned. It allows for various alternatives and options. a. True b. False

Q: The text discussed the Pew generational segmentation study. In this research, age was used as the sole ________ variable. A) evaluative B) explanatory C) descriptive D) classification E) examination

Q: Balance, proportion, order, unity, and emphasis are the basic principles of design. a. Trueb. False

Q: Age and gender are types of ________ variables. A) demographic B) psychographic C) geographic D) relevant attitude/behavior

Q: Formal balance creates a mood of seriousness or directness. Informal balance actually creates an imbalance; a sense of unease and discomfort, or the feeling that something has gone wrong. a. True b. False

Q: Variables used in segmentation research fall into one of four broad categories. These categories are: demographics, geography, psychographics, and relevant attitudes/behaviors.

Q: A Volkswagen print ad shows the headline "Think Small," and a grayscale photo of the round little car in one corner of the ad, surrounded by lots of white space. The overall look and placement of the photo depicting the brand demonstrates the concept of illustration format. a. True b. False

Q: The following two statements refer to the types of variables used in a segmentation study.I. When conducting a segmentation study, demographics must always be used as a classification variable.II. When conducting a segmentation study, psychographics must always be used as a descriptive variable.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: The overall visual impact through illustration relies on three broad factors: size, color, and medium.a. Trueb. False

Q: When conducting segmentation research, ________ variables are used to describe the internal characteristics of each segment after they are formed. A) evaluative B) explanatory C) descriptive D) classification E) articulation

Q: A print ad for a new wooden floor cleaner shows before-and-after shots of a long hallway that has been cleaned and polished. This is an example of communicating product features or benefits through illustration. a. True b. False

Q: When conducting segmentation research, ________ variables represent the basis for segment formation. A) evaluative B) separation C) descriptive D) classification E) articulation

Q: The three primary visual elements of a print advertisement are illustration, design, and layout. a. Trueb. False

Q: Consider the criteria shown below. How many of these criteria does the text recommend be used to evaluate a segment's characteristics for communication targeting? - size - use of social media - technological sophistication - potential message responsiveness A) 1 B) 2 C) 3 D) 4

Q: The copy approval process usually begins with the advertiser's senior executives. a. True b. False

Q: As discussed in the text, Jello is an example of an advertiser using segmentation to identify and take advantage of a small, but untapped, consumer segment.

Q: A slogan is a short identifying phrase written for multiple forms of media. It is repeated in print and broadcast ads, through salespeople and promotional events, and on company websites. a. True b. False

Q: Segmentation contributes to more effective communications planning because it is usually easier to create and take advantage of new versus pre-existing segments.

Q: The idea of audience is very different in digital and interactive media because people often seek out these ads rather than the other way around; and are more active, engaged, and direct in their response. a. True b. False

Q: The use of segmentation to increase message relevance is particularly true of messages communicated via e-mail.

Q: One reason why television is such an effective medium for ads is because there is an opportunity to present one message via video, and an entirely different message via audio. a. True b. False

Q: Segmentation permits advertisers to increase the relevance and potential impact of their messages.

Q: A man turns on a spigot, splashes hot water into a sink, squirts Joy liquid into a dishpan full of glassware, swirls a cloth around, and brings out sparkling glasses. He then begins talking with someone off-camera about how good the glasses will look for tonight's party and how great Joy works. The strong visual effect demonstrates that, on television, words do not stand alone. a. True b. False

Q: Advertisers conducting segmentation expect the same message to appeal to multiple segments.

Q: Dialogue copy on radio may end up sounding dull and dryjust the background drone of normal conversation. To alleviate this, many advertisers use humor as an attention-getting device. a. Trueb. False

Q: Because each segment is homogeneous with respect to the basis for the segmentation, advertisers expect individuals in a segment to respond in a similar way to the same communication plan and messages.

Q: A radio commercial depicts two men jogging together. They joke about their aches and pains, and then agree on their need for Advil. This radio spot uses a testimonial format for its copy. a. True b. False

Q: A successful segmentation study is ________ across groups. A) homogeneous B) heterogeneous C) homological D) heterological

Q: In radio spots, the copy must dominate any musical pieces or jingles, otherwise the music can easily overwhelm the persuasive elements of these ads. a. True b. False

Q: A successful segmentation study results in groups which are internally ________. A) homogeneous B) heterogeneous C) homological D) heterological

Q: The straight-line approach for preparing body copy uses dialogue as if the spokesperson is having a one-sided conversation with the reader through the body copy. a. True b. False

Q: A consumer ________ study seeks to break down a population of individuals into smaller subgroups where individuals in a specific subgroup are similar to each other in terms of important characteristics and possess characteristics different from individuals in other groups. A) response B) reduction C) segmentation D) insights E) selection

Q: A subhead is normally in print smaller than the headline but larger than the body copy. a. Trueb. False

Q: Explain the statement "let statistical tests guide, not replace, your judgment."

Q: In a print ad, the subhead serves basically the same purpose as the headline. a. Trueb. False

Q: What is a factorial design? What is the primary advantage of conducting an experiment using a factorial design versus simultaneous or sequential experiments with single factor manipulations in each experiment?

Q: In very large print, centered at the top of the magazine page, is just the word "COAST." A short block of copy and photo complete the ad for Coast bar soap. This one-word headline is designed simply to identify the brand and reinforce brand-name recognition. a. True b. False

Q: Explain the concept of "statistical significance."

Q: An ad for a microwave popcorn features the headline, "If you want a snack, have a wholesome snack." The purpose of this straightforward headline is to select the audience. a. True b. False

Q: The correlation matrix below provides the results of a recent commercial test. A * indicates a statistically significant correlation.AgeIncome Rating of ad believabilityRating of ad likingPurchase IntentAge1Income1.57*1Rating of ad believability-1.381.021Rating of ad liking1.09 -1.05 1.87* 1.0Purchase intent1-.15 1.041.83* 1.57* 1.0The researcher concludes: "This is good news. The more we increase the commercial's believability the more we can cause purchase intent to rise."Do you agree or disagree with this conclusion?

Q: The four main components of print copy are text, slogan, headline, and tagline. a. Trueb. False

Q: The correlation matrix below provides the results of a recent commercial test. A * indicates a statistically significant correlation.AgeIncome Rating of ad believabilityRating of ad liking Purchase intentAge1Income.57*1Rating of adbelievability-0.380.021Rating of adliking0.09-0.05.87*1Purchaseintent-0.150.04.83*.57*1What conclusions can you draw about (1) age and (2) ratings of ad believability?

Q: Though at one time the creative team consisted of an art director and a single copywriter, today it is composed of art directors, copywriters, media planners, and account planners. a. True b. False

Q: What is the best estimate of the correlation shown in the graph? A) -1 B) -.3 C) 0 D) +.2 E) +.9

Q: Research on the topic of using sex in the ad business generally confirms that sex-appeal ads can be effective when:a. more focus groups and communication tests are ordered. b. the ad produces enough "heat."c. they emphasize how one looks, feels, and smells. d. the context is appropriate.

Q: Statistical significance does not always imply practical or meaningful significance.

Q: There is one big difference between a successful and an unsuccessful humor adthe joke or payoff in the successful one:a. is funnier.b. can be run more often. c. is linked to the product.d. puts down the competition.

Q: A statistically significant correlation indicates causation.

Q: An expert testimonial ad for a brand of mouthwash would be most likely to use ____as the main spokesperson in the ad.a. a childb. a dentistc. a popular cartoon character d. a famous sportsperson

Q: It is not possible to determine the statistical significance of a correlation coefficient.

Q: A group of friends sitting in a bar talk and joke about various beer commercials. One of them describes an ad and they all laugh, and then someone says, "That is one great ad. Who was that for, anyway?" From this scenario, it is clear that the ad about which the friends were talking:a. is not a persuasive ad.b. has used a feel-good approach.c. generates affective brand-consumer association. d. is not really a funny ad.

Q: The correlation between "commercial relevance" and "message importance" is -.89. The negative sign indicates that this is a weak correlation that can be ignored.

Q: When an advocacy position is taken by a spokesperson in an advertisement, it is known as a(n)_____ ad. a. transformationalb. testimonial c. feel-good d. image

Q: The correlation between "message believability" and "commercial liking" is -.73. This means that ratings of message believability and commercial liking rise or fall together, as one increases (or decreases) so does the other.

Q: Which of the following is a characteristic of feel-good ads?a. They work through affective association or predecision distortion. b. They have the advantage of looking like an entertainment show.c. They create and then offer solutions for feelings of anxiety. d. They have significant legal/regulatory exposure.

Q: The correlation between "commercial relevance" and "message importance" is +.63. This means that ratings of commercial relevance and message importance rise or fall together, as one increases (or decreases) so does the other.

Q: In the relationship between thought and feelings, feelings are:a. less powerful than thoughts.b. expressed in a more primitive way than thoughts. c. generated from the same system as thoughts.d. slower than thoughts.

Q: The range of a correlation coefficient is ________. A) 0 to +1 B) - 1 to 0 C) .01 to 1 D) - 1 to +1

Q: An advertiser for bubble gum attempts to generate brand preference by getting consumers to simply like the product and associate it with fun and happiness. Which type of message is the advertiser sending?a. A feel-good message b. A testimonialc. A demonstrationd. A hard-sell message

Q: A correlation coefficient between "commercial believability" and "brand purchase intent" is +1. This means that high ratings of commercial believability cause increased purchase intent.

Q: ___ theory suggests that consumers rely on opinions or testimonials from people they consider similar to themselves, rather than on objective product information.a. Equityb. Reference group c. Maslow'sd. Brand loyalty

Q: A correlation is a measure of the covariance between two or more variables.

Q: A real-life nurse discussing the benefits of a home blood-pressure kit and a real-life librarian promoting the advantages of a children's reading program are both: a. acting as expert spokespeople. b. lending celebrity credibility. c. providing real-life demonstrations. d. delivering average-user testimonials.

Q: You conduct a factorial research study which has two variables with two aspects of each variable. The variables and their aspects are: gender of spokesperson (male or female) and humor (present or absent). The goal of all four ads is to improve attitudes toward the brand, using the measure "How much do you agree or disagree with the statement: This is a brand for me" as the key measure. A five point-scale was used where higher scores indicate more agreement. The findings and F-test results are shown below. Which of the following is the correct conclusion to draw from this data? A) neither factor is significant, no interaction between factors B) one factor is significant, no interaction between factors C) two factors are significant, wth a significant interaction between factors D) neither factor is significant, with a significant interaction between factors

Q: Which of the following telecom companies would be likely to benefit from a direct comparison ad?a. GBL Inc, a company known for its pioneering designs b. Unix Inc., the company with the largest market sharec. Myrna Technologies, an established leader in the market d. Newtel, a small company that has just entered the market

Q: You conduct a factorial research study which has two variables with two aspects of each variable. The variables and their aspects are: gender of spokesperson (male or female) and humor (present or absent). The goal of all four ads is to improve attitudes toward the brand, using the measure "How much do you agree or disagree with the statement: This is a brand for me" as the key measure. A five point-scale was used where higher scores indicate more agreement. The findings and F-test results are shown below. Which of the following is the correct conclusion to draw from this data? A) neither factor is significant, no interaction between factors B) one factor is significant, no interaction between factors C) two factors are significant, with a significant interaction between factors D) neither factor is significant, with a significant interaction between factors

Q: Comparison ads try to demonstrate a brand's ability to satisfy consumers by: a. showing the brand name more often to the consumers. b. weighing its features against those of competitive brands. c. linking the brand name to something memorable for the consumers. d. making the consumers associate positive feelings with the advertised brand.

Q: You conduct a factorial research study which has two variables with two aspects of each variable. The variables and their aspects are: gender of spokesperson (male or female) and humor (present or absent). The goal of all four ads is to improve attitudes toward the brand, using the measure "How much do you agree or disagree with the statement: This is a brand for me" as the key measure. A five point-scale was used where higher scores indicate more agreement. The findings and F-test results are shown below. Which of the following is the correct conclusion to draw from this data? A) A female spokesperson is always more effective versus a male; the presence or absence of humor does not make a difference. B) A male spokesperson is always more effective versus a female; the presence or absence of humor does not make a difference. C) A female spokesperson is always more effective versus a male; the presence of humor results in more effective commercials versus those where humor is absent. D) A male spokesperson is always more effective versus a female; the presence of humor results in more effective commercials versus those where humor is absent.

Q: Which of the following ads uses indirect comparison?a. EZTalk offers you four times the performance of other leading brands. b. Refresh toothpaste gives you all-day protection against germs.c. The Palazzo offers better mileage for half the price of a Gordano. d. Buying Verity results in immense savings over the long term.

Q: The main objective of hard-sell messages is to: a. create a sense of urgency so that consumers will act quickly. b. highlight a consumers inadequacy within the context of a social role. c. create in the consumer a pleasant and memorable association with the brand. d. highlight the risk of harm or negative consequences of not using the advertised brand.

Q: You conduct a factorial research study which has two variables with two aspects of each variable. The variables and their aspects are: gender of spokesperson (male or female) and humor (present or absent). The goal of all four ads is to improve attitudes toward the brand, using the measure "How much do you agree or disagree with the statement: This is a brand for me" as the key measure. A five point-scale was used where higher scores indicate more agreement. The findings and F-test results are shown below. Which of the following is the correct conclusion to draw from this data? A) A female spokesperson is always more effective versus a male; the presence or absence of humor does not make a difference. B) A male spokesperson is always more effective versus a female; the presence or absence of humor does not make a difference. C) A female spokesperson is always more effective versus a male; the presence of humor results in more effective commercials versus those where humor is absent. D) A male spokesperson is always more effective versus a female; the presence of humor results in more effective commercials versus those where humor is absent.