Q&A Hero

Q: A hard-sell ad is most likely to create a(n) ____in potential consumers. a. emotional connectionb. sense of urgencyc. feeling of social anxiety d. sense of superiority

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 data and F-test results are shown below. Which of the following is the correct conclusion to draw from this data? A) When humor is present the gender of the spokesperson does not affect reactions to the commercial, but when humor is absent, reactions are much more positive when the commercial uses a male versus female spokesperson. B) A male spokesperson is always more effective versus a female. There is no interaction between factors. C) When humor is absent, the gender of the spokesperson does not affect reactions to the commercial, but when humor is present, reactions are much more positive when the commercial uses a male versus female spokesperson. D) A male spokesperson is always more effective versus a female. There is an interaction between factors.

Q: For ____ advertising to work as planned, the consumer should be convinced through arguments that the advertised brand is the right choice. a. repetitiveb. point-of-purchase c. persuasived. feel-good

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 data and F-test results are shown below. Which of the following is the correct conclusion to draw from this data? A) When humor is present, the gender of the spokesperson does not affect reactions to the commercial, but when humor is absent, reactions are much more positive when the commercial uses a male versus female spokesperson. B) A female spokesperson is always more effective versus a male. There is an interaction between factors. C) When humor is absent, the gender of the spokesperson does not affect reactions to the commercial, but when humor is present, reactions are much more positive when the commercial uses a male versus female spokesperson. D) A male spokesperson is always more effective versus a female. There is an interaction between factors.

Q: Jingles and slogans are linked to a concept called ____, that is, they encourage repetition because they are catchy or prone to being repeated.a. rehearsal b. periodicity c. loopingd. isochronism

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 data and results of the F-test 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) a male spokesperson is more effective versus a female, humor does not make a difference C) a female spokesperson is more effective versus a male, humor does not make a differencce D) types of spokesperson and humor both affect commercial effectiveness

Q: A slogan is a(n) ____ linked to a brand in a memorable way. a. visual imageb. linguistic devicec. emotional meaning d. tactile sensation

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 data and results of an F-test 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) a male spokesperson is more effective versus a female, humor does not make a difference C) a female spokesperson is more effective versus a male, humor does not make a difference D) types of spokesperson and humor both affect commercial effectiveness

Q: An advertising strategy that centers on ____involves merely placing a familiar brand name in so many locations that an online user will see it many times. a. transformationb. imagec. demonstration d. repetition

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.A chart of the data 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 factorsB) one factor is significant, no interaction between factorsC) one factor is significant, wth an interaction between factorsD) two factors are significant, no interaction between factors

Q: Repetition is a tried-and-true way of:a. posing one or more logical arguments to an engaged consumer.b. gaining easier retrieval of brand names from consumer's memory.c. demonstrating a brand's ability to satisfy consumers by comparing its features to those of competitive brands.d. leveraging the propensity for humans to distort information in the favor of liked brands without knowing they are doing so.

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 data and results of the F-test are shown below.Which of the following is the correct conclusion to draw from this data?A) neither factor is significant, no interaction between factorsB) one factor is significant, no interaction between factorsC) one factor is significant, with an interaction between factorsD) two factors are significant, no interaction between factors

Q: The small list of brand names, typically five or fewer names, that comes to mind when a product or service category is mentioned is known as the ______.a. intersection setb. product line extension c. evoked setd. brand extension

Q: You are planning a factorial research study. There are three variables. One variable, tone, uses either a humorous or a serious approach. A second variable, length, uses either a 30 second or a 60 second message. A third variable, music, uses either a classical, pop, or rap soundtrack in the background. This study would be considered a ________ design. A) 2 x 2 B) 2 x 2 x 2 C) 3 x 2 D) 2 x 2 x 3

Q: The first brand name that consumers remember when a particular category of products is mentioned is said to have_____ awareness. a. evoked setb. point-of-purchase c. top of mindd. direct response

Q: When planning a factorial study, one factor always needs to have exactly two levels.

Q: The component of advertising that defines the goals of an advertiser and how those goals will be achieved is known as:a. unique selling proposition.b. transformational advertising. c. social branding.d. message strategy.

Q: A significant interaction indicates that variables work independently while a nonsignificant interaction indicates that the combined impact of one or more variables is greater (or less) than the influence of each variable individually.

Q: Product placements in movies, television shows and other forms of branded entertainment can bring about a transformation in the actual future consumption experiences. a. True b. False

Q: The two statements below refer to factorial designs.I. A factorial design allows you to make judgments about the simultaneous influence of two or more variables.II. Factorial designs allow you to determine if there is an interaction between the variables.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: Effective transformational ads connect the experience of the advertisement so closely with the brand experience that consumers cannot help but think of material from the ads when they think of the brand. a. True b. False

Q: When the data being examined is at the interval or ratio level of measurement a(n) ________ can be used to determine if the responses of different subgroups are statistically significant. A) F-test B) r-test C) Chi-square D) Z-test

Q: The theory behind transformational advertising is that it can actually improve the consumption experience. a. Trueb. False

Q: Imagine that you have developed two ads that are to be placed into rotation in Google Adwords. While both ads will be shown in response to the same search terms, the ads differ in the benefit they offer the consumer: the first ad stresses customer service while the second ad stresses low prices. Adwords lets you monitor the purchase amount resulting from the click-through for each of the ads. What statistical test is appropriate for determining whether one ad is statistically superior to the other? A) F-test B) t-test C) Chi-square D) Z-test

Q: Transformational ads focus on the risk of physical harm or negative social consequences if the consumer neglects to use a certain brand. a. True b. False

Q: You show a group of individuals a commercial after which you ask "Which of the following auto manufacturers do you think has the highest quality?" A ________ would be used to examine the pattern of response to this question. A) t-test B) chi-square test C) Z-test D) r-test

Q: A slice-of-life advertisement attempts to identify a cultural or social setting and have it rub off on a brand. a. Trueb. False

Q: Ford always asks consumers "Is Ford a quality vehicle?" after seeing a Ford commercial. The proportion saying "yes" is then compared to the proportion saying "yes" in the population of all Ford commercials. In order to determine statistical significance, a ________ would be used. A) g-test B) stat-test C) Z-test D) r-test

Q: A brand messaging professional should ensure that the brand is placed in the right social setting in order for it to have a social meaning tied to it. a. True b. False

Q: You want to compare a sample average to a population average. The sample population size is 130. The data table is shown below.How many of the question marks represent required pieces of data?A) 1B) 2C) 3D) 4

Q: Image ads tend to generate fewer consumer counterarguments when compared to other types of ads. a. Trueb. False

Q: You want to compare a sample average to a population average. There are 25 people in the sample. You would use a ________ to determine statistical significance. A) t-test B) r-test C) stat-test D) Z-test

Q: Image advertising prefers the use of text over visual elements. a. Trueb. False

Q: You want to compare a sample average to a population average. There are 140 people in the sample. You would use a ________ to determine statistical significance. A) t-test B) r-test C) stat-test D) Z-test

Q: A criticism of social anxiety ads is that historically they have ignored an entire populationnamely, women. a. True b. False

Q: You are comparing a sample average to a population average. A Z-score of at least ________ is needed in order to conclude that the observed difference between the two averages is real and meaningful and not due to chance. A) .05 B) 1.01 C) 1.96 D) 2.56

Q: Social rolesmothers, fathers, romantic partnersand the consumer's inadequacies and worries about fulfilling them, are used in selling products. a. Trueb. False

Q: You are comparing a sample average to a population average. A Z-score of 1.22 is obtained. This means that the observed difference between the two averages is real and meaningful and not due to chance.

Q: A drawback of anxiety ads is that their effects cannot be measured. a. Trueb. False

Q: The following two statements refer to comparing a sample average to a population average.I. You want to compare a sample average to a population average. The test you select depends upon the size of the sample population.II. You are comparing a sample average to a population average. A Z-score of 2.08 is obtained. This means that the observed difference between the two averages is real and meaningful and not due to chance.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: Social anxiety advertising utilizes the fact that people want to change their behavior after having worried about something. a. True b. False

Q: The data shown in the table below reports the attitudes of two groups of individuals toward Mustang. One group was exposed to Mustang advertising while the other was not. How many measures show a statistically significant impact of advertising exposure?A) 0B) 1C) 2D) 3E) 4

Q: Unlike anxiety ads, ads that focus on social anxiety do not elicit any ethical concerns. a. Trueb. False

Q: The two statements below refer to an alpha level. Which statement is TRUE?I. An alpha level of .05 must always be used as the cut-off for determining statistical significance.II. An alpha level of .05 is a well-accepted, yet arbitrary level for determining statistical significance.A) I is trueB) II is true

Q: Fear-appeal ads can be successfully used in almost all product categories. a. Trueb. False

Q: A .02 level of statistical significance indicates that we can be ________ certain that the observed difference or relationship is real and not due to chance. A) 1% B) 2% C) 98% D) 100%

Q: A big advantage of sex-appeal ads is that they get high levels of attention. a. Trueb. False

Q: A .02 level of statistical significance indicates a ________ probability that the observed difference or relationship is due to chance. A) 1% B) 2% C) 98% D) 100%

Q: Sex-appeal ads can be used to get attention, but not to create a brand image. a. Trueb. False

Q: The level of ________ reflects the estimate that the observed difference or relationship between two variables is due to chance. A) differential significance B) mathematical significance C) statistical significance D) statistical consequence E) differential consequence

Q: For humor ads to be successful, they must focus on getting the audience to laugh rather than emphasizing the product or brand. a. True b. False

Q: Statistical significance is reported using the Greek letter ________. A) alpha B) beta C) gamma D) psi E) delta

Q: Humorous versions of advertisements usually prove to be more persuasive than non-humorous versions of the same ad. a. True b. False

Q: Statistical significance is expressed as a number between ________. A) - 1 and 0 B) -1 and +1 C) 0 and +1 D) - 10 and 0 E) -10 and 10

Q: There is evidence that feeling-based ads can do better than thought-based ads in the more cluttered media environment. a. True b. False

Q: ________ statistics help a researcher determine whether the observed relationship between two or more measures is not due to chance. A) Nomadic B) Inferential C) Synergistic D) Descriptive E) Multimodal

Q: Feel-good ads sometimes focus on certain aspects of a product in order to get consumers notto think about some negative things related to it. a. True b. False

Q: ________ statistics help a researcher determine whether the observed difference between two or more measures is real and meaningful. A) Inferential B) Descriptive C) Nomadic D) Synergistic E) Multimodal

Q: Advertisers use feel-good advertising when all they want is for consumers to laugh. a. Trueb. False

Q: What type(s) of statistics provide the basis for objectively determining the amount of confidence you can have in drawing conclusions about differences and relationships observed in a set of data? A) Descriptive B) Inferential C) Both descriptive and inferential

Q: One group of individuals watches Commercial A. A different group of individuals watches Commercial B. After viewing the commercial, each group rates its intent to purchase the advertised product using a five-point scale where "5" is the best response. The average for Commercial A is 3.2 while the average for Commercial B is 4.4. Because there is more than a one-point difference between the two averages, no further statistical analyses are required to verify that the difference is not due to chance.

Q: An advertorial is an ad that is designed to look just like a newspaper article. a. Trueb. False

Q: An infomercial has the advantage of looking like an entertainment show, when it's really an ad. a. True b. False

Q: Consider the ranking data shown in the table below. What is the "net best ranking" for Sprint? A) -30% B) -2% C) 2% D) 30%

Q: The table below shows the responses to a ranking question. What percentage should replace the question mark? A) 6 B) 66 C) 76 D) cannot be determined from the data provided

Q: Commercials that show ordinary people being stopped on the street to comment on a product are employing a type of average-user testimonial. a. True b. False

Q: Which of the following descriptive statistics is (are) appropriate for ranking questions? A) percentages B) averages C) standard deviation D) all three are appropriate ways to examine responses to ranking questions

Q: Comparison ads are rarely seen outside the United States due to cultural customs or legal restrictions of other nations. a. True b. False

Q: Which of the following descriptive statistics is (are) appropriate for ordinal level measures? A) percentages B) averages C) standard deviation D) all three are appropriate ways to examine ordinal level measures

Q: One drawback of reason-why ads is that they have a potential for counter-arguments, which may ultimately convince the customer why notto buy the advertised brand. a. True b. False

Q: There are three patterns of response for a series of checklist items. A respondent can check: (1) all positive items, (2) all negative items, or (3) a mix of both positive and negative items.

Q: Compared to achieving a brand recall objective, achieving a persuasion objective typically requires less cognitive processing on the part of the consumer. a. True b. False

Q: When an advocacy position is taken by a spokesperson in an advertisement, it is known as a demonstration. a. Trueb. False

Q: Consider the data shown in the table below. The table shows responses to a checklist question.What percent of the respondents found the commercial valuable?A) 29%B) 49%C) 145%D) cannot be determined from the data provided

Q: Consider the data shown in the table below. The table shows responses to a classification question.What percent of the sample is currently enrolled in college at the undergraduate or advanced degree level?A) 45%B) 64%C) 320%D) cannot be calculated from the data shown

Q: Advertisements that use the USP concept link the brand name with the removal of fear or anxiety. a. Trueb. False

Q: A slogan used for advertising provides rehearsalit encourages repetition because it is catchy. a. True b. False

Q: Consider the data shown in the table below. The table shows responses to a classification question.What percent of the sample is not enrolled in any school?A) 9%B) 11%C) 55%D) cannot be calculated from the data shown

Q: At the end of your survey, you ask a classification question regarding respondent gender. The response options are "male (coded 1)" and "female (coded 2)." Which of the following descriptive statistics is (are) appropriate for this question? A) percentages B) averages C) standard deviation D) all three are appropriate ways to examine responses to this question

Q: In the case of low-involvement goods and services, the very first brand remembered is most likely to be the one purchased. a. True b. False