Q&A Hero

Q: Promoting brand recall is the simplest type of advertising. a. Trueb. False

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

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

Q: Advertisers promote brand recall through repetition and memory aids. a. Trueb. False

Q: The concept of message strategy refers to both objectives and methodswhat you want to do, and how you want to plan it. a. Trueb. False

Q: After examining each individual's responses to a survey, you find that one respondent has failed to answer most of the questions. What is your best course of action? A) Substitute the mean response on each question for the missing data B) Recontact the respondent and obtain the missing information C) Eliminate the respondent from the sample

Q: How and why does anxiety work to sell things? List at least five goods that are likely to be promoted using ads that attempt to change behavior by inducing anxiety, including both generalized anxiety as well as social anxiety. Also, list at least five services that might be promoted using anxiety tactics.

Q: You are examining the pattern of response on a survey prior to data analysis. The examination of the data on the question level should be followed by a review of each individual respondent's pattern of response.

Q: In the past, research has suggested that advertisers should exert caution when attempting to use certain methods of advertising. List at least two of these methods and, for each method, describe two of the lessons that advertisers can learn from the research.

Q: You are examining the patterns of response on a survey prior to data analysis. As a general rule of thumb, you should closely examine any question that has a relatively low overall completion rate.

Q: How does the hard-sell approach aim to create immediate sales? How does it work? What objective is this method trying to achieve?

Q: You are examining the patterns of response on a survey prior to data analysis. You find one question where 100% of the respondents indicated that they "strongly agreed" that the commercial just viewed was entertaining. Since this is a positive finding, no further examination of the responses to this question is necessary.

Q: Name and describe in detail the three primary methods of promoting brand recall. Give an example of each from familiar ads or commercials. Explain why brand recall is particularly relevant to the advertising of "low- involvement" goods and services.

Q: An initial review of data quality entails examining the percentage distribution for each question to see if there is anything "odd" in the pattern of response.

Q: There are ten major objectives of advertising message strategy. Name and briefly define them as well as the methods used to reach them. Give a real-life example demonstrating two of these objectives.

Q: The first step in preparing data for analysis is to compute the mean for each appropriate measure.

Q: What is message strategy? How is it used in advertising and promotion?

Q: A key component of the formula used to compute standard deviation is the subtraction of the overall mean from each individual score.

Q: Two commercials are tested. Commercial A uses a five-point scale to measure believability while Commercial B uses a seven-point scale to measure believability. The different number of scale options prevents a comparison of the two scales' standard deviations.

Q: Scenario 10-6Facing stiff competition from Walmart and K-mart, executives for Target stores have decided to focus on reaching more affluent shoppers and luring them away from traditional department stores. They have already expanded the products and brands they offer to include reasonably priced items by modern design masters. Target hopes to draw more affluent shoppers into its stores through a series of advertising campaigns that are presently in the planning stages. Most of the advertising budget will be directed to ads in regional luxury magazines, which, research shows, are frequently read by affluent individuals.Another magazine ad designed for Target's new campaign shows a well-dressed shopper pushing her loaded Target cart to her Jaguar, showing satisfaction in the parking lot as she spots another consumer loading Target shopping bags into her Jaguar. Which objective is this ad hoping to achieve?a. To instill brand preferenceb. To change the actual experience through ad visuals c. To situate the brand sociallyd. To change behavior by inducing anxiety

Q: Consider the survey question shown below.One hundred people answer the question after seeing Commercial A and a different 100 people answer this question after seeing Commercial B. The mean response on this measure for both commercials is 2.3. The standard deviation for Commercial A is 1.1 and the standard deviation for Commercial B is 1.9.This means that dispersal of scores for Commercial B is larger than the dispersal of scores for Commercial A.

Q: Scenario 10-6Facing stiff competition from Walmart and K-mart, executives for Target stores have decided to focus on reaching more affluent shoppers and luring them away from traditional department stores. They have already expanded the products and brands they offer to include reasonably priced items by modern design masters. Target hopes to draw more affluent shoppers into its stores through a series of advertising campaigns that are presently in the planning stages. Most of the advertising budget will be directed to ads in regional luxury magazines, which, research shows, are frequently read by affluent individuals.Target managers decide to run magazine ads with very few words, focusing on visuals of the Target logo (the recognizable red ball) and high-end goods sold in their stores. Target is attempting to use an efficient communication that sends a message at a glance, in the form of:a. image ads.b. demonstration ads.c. point-of-purchase ads. d. comparison ads.

Q: Three groups of individuals each see an ad (labeled Ad1, Ad2, and Ad3 below). Consider the responses (shown below) to a question that asks whether a respondent was positive or negative toward the ad viewed.. Which commercial, if any, will have the largest standard deviation? A) 1 B) 2 C) 3 D) The standard deviation for all three commercials will be the same.

Q: Scenario 10-6Facing stiff competition from Walmart and K-mart, executives for Target stores have decided to focus on reaching more affluent shoppers and luring them away from traditional department stores. They have already expanded the products and brands they offer to include reasonably priced items by modern design masters. Target hopes to draw more affluent shoppers into its stores through a series of advertising campaigns that are presently in the planning stages. Most of the advertising budget will be directed to ads in regional luxury magazines, which, research shows, are frequently read by affluent individuals.Target managers feel that their potential customers, who are now shopping in department stores, must be persuaded to visit Target stores by recognizing the unique image, positive significance, and social meaning for their brand. Several methods might be used, but which of the following would be least effective in accomplishing this objective?a. Slice-of-life b. Hard-sellc. Fear-appeal d. Image ads

Q: Three groups of individuals each see an ad (labeled Ad1, Ad2, and Ad3 below). Consider the responses (shown below) to a question that asks whether a respondent was positive or negative toward the ad viewed. The mean on this measure for all three commercials is the same. This means that the standard deviation for all three commercials is also the same.

Q: Scenario 10-6Facing stiff competition from Walmart and K-mart, executives for Target stores have decided to focus on reaching more affluent shoppers and luring them away from traditional department stores. They have already expanded the products and brands they offer to include reasonably priced items by modern design masters. Target hopes to draw more affluent shoppers into its stores through a series of advertising campaigns that are presently in the planning stages. Most of the advertising budget will be directed to ads in regional luxury magazines, which, research shows, are frequently read by affluent individuals.Which of the following methods would help Target's customers to recall the store's name first when they decide to go shopping?a. Testimonial ads b. Slice-of-life ads c. Humor adsd. Slogans and jingles

Q: Scenario 10-6Facing stiff competition from Walmart and K-mart, executives for Target stores have decided to focus on reaching more affluent shoppers and luring them away from traditional department stores. They have already expanded the products and brands they offer to include reasonably priced items by modern design masters. Target hopes to draw more affluent shoppers into its stores through a series of advertising campaigns that are presently in the planning stages. Most of the advertising budget will be directed to ads in regional luxury magazines, which, research shows, are frequently read by affluent individuals.Which of the following should Target do in order to place its brand name more permanently in the affluent customers' memories?a. Target should make sure that the magazine ads have a positive feeling about them. b. Target should place an urgent call-to-action on each of its ads in the magazine.c. Target should place its ads in a number of pages of each issue of the magazine.d. Target should make sure that the ads are funny and a great entertainment to the customers.

Q: Consider the survey question shown below.One hundred people answer the question after seeing Commercial A and a different 100 people answer this question after seeing Commercial B. The average relevance for Commercial A was 3.0 and the average relevance for Commercial B was 3.0.This means that the percentage of individuals selecting "Extremely relevant" was identical for the two commercials.

Q: The ________ is a measure of a set of scores' dispersion. A) mean B) median C) mode D) standard deviation

Q: Scenario 10-5In 2007, the Michigan-based Ford Motor Company fell from second to third in the U.S. annual vehicle sales for the first time in 56 years. Facing stiff competition from foreign auto-makers and brand indifference amongst U.S. consumers, Ford appeared to be headed towards turbulent times. However, when marketing and advertising guru Jim Farley joined Ford in November 2007, he brought with him a number of fresh ideas that helped turn the company toward the right direction. Farley quickly found that Americans had become indifferent to the Ford brand, which in his opinion, was worse than disliking the brand. So, Farley, along with the rest of the marketing team at Ford, created a campaign that used catchy songs and cheerful images to accompany its line of automobiles. The marketing team at Ford is now heavily utilizing the Internet to promote the new Ford Fiesta, which is the focus of a campaign that has greatly increased the awareness of the Ford brand. The company has also been stressing the value of buying environment-friendly cars, a move it hopes will improve the brand's image throughout the world. So far, these moves appear to be workingin late 2010, Ford was once again named the second leading automotive company in the United States, as well as the fourth largest in the world.("Ford Can Fiesta Again." TheEconomist, October 28, 2010)Assuming that Ford's intent behind promoting the use of environment-friendly vehicles is to appeal to broad disagreements and disruptions in the society, which of the following methods should the company consider?a. Feel-good adsb. Slice-of-life adsc. Social/cultural movement ads d. Society-friendly ads

Q: Tom is trying to summarize the housing values in his neighborhood. There are ten houses in total which fall into the following value ranges:Which summary measure is most appropriate to summarize this data?A) meanB) median or mode

Q: Scenario 10-5In 2007, the Michigan-based Ford Motor Company fell from second to third in the U.S. annual vehicle sales for the first time in 56 years. Facing stiff competition from foreign auto-makers and brand indifference amongst U.S. consumers, Ford appeared to be headed towards turbulent times. However, when marketing and advertising guru Jim Farley joined Ford in November 2007, he brought with him a number of fresh ideas that helped turn the company toward the right direction. Farley quickly found that Americans had become indifferent to the Ford brand, which in his opinion, was worse than disliking the brand. So, Farley, along with the rest of the marketing team at Ford, created a campaign that used catchy songs and cheerful images to accompany its line of automobiles. The marketing team at Ford is now heavily utilizing the Internet to promote the new Ford Fiesta, which is the focus of a campaign that has greatly increased the awareness of the Ford brand. The company has also been stressing the value of buying environment-friendly cars, a move it hopes will improve the brand's image throughout the world. So far, these moves appear to be workingin late 2010, Ford was once again named the second leading automotive company in the United States, as well as the fourth largest in the world.("Ford Can Fiesta Again." TheEconomist, October 28, 2010)If the objective of Ford is to demonstrate that its newest line of cars is superior to that of a strong competitor, which of the following methods should Ford use?a. Demonstration ads b. Comparison adsc. Reason-why adsd. Point-of-purchase ads

Q: A ________ distribution results in a median and mean higher than the mode. A) symmetrical B) left-skewed C) right-skewed

Q: Scenario 10-5In 2007, the Michigan-based Ford Motor Company fell from second to third in the U.S. annual vehicle sales for the first time in 56 years. Facing stiff competition from foreign auto-makers and brand indifference amongst U.S. consumers, Ford appeared to be headed towards turbulent times. However, when marketing and advertising guru Jim Farley joined Ford in November 2007, he brought with him a number of fresh ideas that helped turn the company toward the right direction. Farley quickly found that Americans had become indifferent to the Ford brand, which in his opinion, was worse than disliking the brand. So, Farley, along with the rest of the marketing team at Ford, created a campaign that used catchy songs and cheerful images to accompany its line of automobiles. The marketing team at Ford is now heavily utilizing the Internet to promote the new Ford Fiesta, which is the focus of a campaign that has greatly increased the awareness of the Ford brand. The company has also been stressing the value of buying environment-friendly cars, a move it hopes will improve the brand's image throughout the world. So far, these moves appear to be workingin late 2010, Ford was once again named the second leading automotive company in the United States, as well as the fourth largest in the world.("Ford Can Fiesta Again." TheEconomist, October 28, 2010)If the objective of Ford is to persuade consumers to buy its cars during a special limited-time offer, which of the following advertising methods should Ford use?a. Hard-sell adsb. Fear-appeal adsc. Social anxiety ads d. Repetition ads

Q: Scenario 10-5In 2007, the Michigan-based Ford Motor Company fell from second to third in the U.S. annual vehicle sales for the first time in 56 years. Facing stiff competition from foreign auto-makers and brand indifference amongst U.S. consumers, Ford appeared to be headed towards turbulent times. However, when marketing and advertising guru Jim Farley joined Ford in November 2007, he brought with him a number of fresh ideas that helped turn the company toward the right direction. Farley quickly found that Americans had become indifferent to the Ford brand, which in his opinion, was worse than disliking the brand. So, Farley, along with the rest of the marketing team at Ford, created a campaign that used catchy songs and cheerful images to accompany its line of automobiles. The marketing team at Ford is now heavily utilizing the Internet to promote the new Ford Fiesta, which is the focus of a campaign that has greatly increased the awareness of the Ford brand. The company has also been stressing the value of buying environment-friendly cars, a move it hopes will improve the brand's image throughout the world. So far, these moves appear to be workingin late 2010, Ford was once again named the second leading automotive company in the United States, as well as the fourth largest in the world.("Ford Can Fiesta Again." TheEconomist, October 28, 2010)In addition to promoting environment-friendly cars, Ford is now trying to market its cars as universal ones that can be used in markets throughout the world. The company is utilizing the phrase, "One Ford" in conjunction with the campaign and is hoping that consumers will begin to recognize Ford as the number one global auto-maker. Assuming this is an attempt at a unique selling proposition, which of the following is an implication of this method?a. It is a short-term commitment.b. It is very efficient once a clear link has been established. c. It is not resistant to competitive challenge.d. It allows you to switch strategies, and the strategies will continue to be effective.

Q: A ________ distribution results in the same value for the mean, median and mode. A) symmetrical B) left-skewed C) right-skewed

Q: Scenario 10-5In 2007, the Michigan-based Ford Motor Company fell from second to third in the U.S. annual vehicle sales for the first time in 56 years. Facing stiff competition from foreign auto-makers and brand indifference amongst U.S. consumers, Ford appeared to be headed towards turbulent times. However, when marketing and advertising guru Jim Farley joined Ford in November 2007, he brought with him a number of fresh ideas that helped turn the company toward the right direction. Farley quickly found that Americans had become indifferent to the Ford brand, which in his opinion, was worse than disliking the brand. So, Farley, along with the rest of the marketing team at Ford, created a campaign that used catchy songs and cheerful images to accompany its line of automobiles. The marketing team at Ford is now heavily utilizing the Internet to promote the new Ford Fiesta, which is the focus of a campaign that has greatly increased the awareness of the Ford brand. The company has also been stressing the value of buying environment-friendly cars, a move it hopes will improve the brand's image throughout the world. So far, these moves appear to be workingin late 2010, Ford was once again named the second leading automotive company in the United States, as well as the fourth largest in the world.("Ford Can Fiesta Again." TheEconomist, October 28, 2010)Ford is using a number of catchy songs in its advertisements. One advantage of using jingles in advertising is:a. it gives consumers something fun to listen to. b. it promotes brand recall.c. it makes consumers think before purchasing a particular product. d. consumers respond better to sounds than they do to images.

Q: The mean and mode, versus an average, are better descriptors of a distribution when ________. A) the sample is not randomly selected. B) the survey question has fewer than five options. C) there are over 2,000 respondents in the sample. D) the distribution is highly skewed.

Q: Which of the measures shown below is most sensitive to extreme values? A) Mean B) Median C) Mode

Q: Scenario 10-4In the "Chicago Shopping" section of the ChicagoTribunewebsite, the following ads were listed:1) An ad for the last day to save 10 percent on all purchases at Target.com. Readers are urged to act quickly because the deadline for the deal, which is boldly listed in red ink, is today. The ad also features a picture of a 40" LCD television showing the company's name and "bullseye" logo on the screen.2) An ad for a pair of basketball shoes accompanied by a positive endorsement from a satisfied customer. The customer stated, "I have never had a shoe like this one. I jump higher and run faster, and I am able to play longer than I ever have in the past." The ad offers a $15 coupon for use at participating FootLocker stores.3) An ad encouraging consumers to shop at Adidas because of its low sale prices. The ad reads, "Adidas brand apparel will increase your athletic performance. Give yourself the competitive advantage you've always wanted and shop our selection of running, soccer, basketball and golf apparel."4) An ad listing a limited time offer for a pair of expensive jeans. The ad shows a fictional character being laughed at by an attractive female because of his old, raggedy jeans. The man being laughed at appears incredibly embarrassed. Marketers want consumers to feel more accepted in society when they wear this particular pair of jeans.(ChicagoTribune.com, October 26, 2010)In ad #4, which type of ads are the marketers using to appeal to consumers?a. Social anxiety ads b. Humor adsc. Fear-appeal ads d. Sex-appeal ads

Q: Scenario 10-4In the "Chicago Shopping" section of the ChicagoTribunewebsite, the following ads were listed:1) An ad for the last day to save 10 percent on all purchases at Target.com. Readers are urged to act quickly because the deadline for the deal, which is boldly listed in red ink, is today. The ad also features a picture of a 40" LCD television showing the company's name and "bullseye" logo on the screen.2) An ad for a pair of basketball shoes accompanied by a positive endorsement from a satisfied customer. The customer stated, "I have never had a shoe like this one. I jump higher and run faster, and I am able to play longer than I ever have in the past." The ad offers a $15 coupon for use at participating FootLocker stores.3) An ad encouraging consumers to shop at Adidas because of its low sale prices. The ad reads, "Adidas brand apparel will increase your athletic performance. Give yourself the competitive advantage you've always wanted and shop our selection of running, soccer, basketball and golf apparel."4) An ad listing a limited time offer for a pair of expensive jeans. The ad shows a fictional character being laughed at by an attractive female because of his old, raggedy jeans. The man being laughed at appears incredibly embarrassed. Marketers want consumers to feel more accepted in society when they wear this particular pair of jeans.(ChicagoTribune.com, October 26, 2010)Ad #2 features a statement from a satisfied consumer. The company hopes this customer's opinion of the product will persuade others to buy its shoes. The customer has given a(n):a. affective association. b. testimonial.c. product demonstration. d. infomercial.

Q: Eleven individuals respond to a survey question. They are asked to rate commercial relevance on a scale of 1 to 5. Their responses are: 1,3,1,4,2,4,1,2,1,1,2. The mode in this set of scores is ________. A) 1 B) 2 C) 3 D) 4

Q: Eleven individuals respond to a survey question. They are asked to rate commercial relevance on a scale of 1 to 5. Their responses are: 2,3,5,4,2,4,2,2,1,1,2. The median in this set of scores is ________. A) 1 B) 2 C) 3 D) 4

Q: Scenario 10-4In the "Chicago Shopping" section of the ChicagoTribunewebsite, the following ads were listed:1) An ad for the last day to save 10 percent on all purchases at Target.com. Readers are urged to act quickly because the deadline for the deal, which is boldly listed in red ink, is today. The ad also features a picture of a 40" LCD television showing the company's name and "bullseye" logo on the screen.2) An ad for a pair of basketball shoes accompanied by a positive endorsement from a satisfied customer. The customer stated, "I have never had a shoe like this one. I jump higher and run faster, and I am able to play longer than I ever have in the past." The ad offers a $15 coupon for use at participating FootLocker stores.3) An ad encouraging consumers to shop at Adidas because of its low sale prices. The ad reads, "Adidas brand apparel will increase your athletic performance. Give yourself the competitive advantage you've always wanted and shop our selection of running, soccer, basketball and golf apparel."4) An ad listing a limited time offer for a pair of expensive jeans. The ad shows a fictional character being laughed at by an attractive female because of his old, raggedy jeans. The man being laughed at appears incredibly embarrassed. Marketers want consumers to feel more accepted in society when they wear this particular pair of jeans.(ChicagoTribune.com, October 26, 2010)In ad #3, marketers list a number of product benefits intended to persuade consumers to buy Adidas products. This is an example of:a. reason-why advertising.b. social anxiety advertising.c. transformational advertising. d. top-of-mind advertising.

Q: Scenario 10-4In the "Chicago Shopping" section of the ChicagoTribunewebsite, the following ads were listed:1) An ad for the last day to save 10 percent on all purchases at Target.com. Readers are urged to act quickly because the deadline for the deal, which is boldly listed in red ink, is today. The ad also features a picture of a 40" LCD television showing the company's name and "bullseye" logo on the screen.2) An ad for a pair of basketball shoes accompanied by a positive endorsement from a satisfied customer. The customer stated, "I have never had a shoe like this one. I jump higher and run faster, and I am able to play longer than I ever have in the past." The ad offers a $15 coupon for use at participating FootLocker stores.3) An ad encouraging consumers to shop at Adidas because of its low sale prices. The ad reads, "Adidas brand apparel will increase your athletic performance. Give yourself the competitive advantage you've always wanted and shop our selection of running, soccer, basketball and golf apparel."4) An ad listing a limited time offer for a pair of expensive jeans. The ad shows a fictional character being laughed at by an attractive female because of his old, raggedy jeans. The man being laughed at appears incredibly embarrassed. Marketers want consumers to feel more accepted in society when they wear this particular pair of jeans.(ChicagoTribune.com, October 26, 2010)In ad #1, the company's name and logo are at the center of the advertisement. Apparently, marketers are trying to hammer the images into consumers' heads. Target likely created the ad based on which of the following accepted concepts concerning repetition?a. Repetition is a complex form of advertising.b. Repetition is best used during direct comparison with other brands.c. Repetition is a good way of gaining easier retrieval of brand names from consumers' memory.d. Repetition advertising works well when considering the purchase of parity products.

Q: The ________ is the number in a set of scores that appears most often. A) median B) mode C) standard score

Q: Scenario 10-3Advertisers have a wide choice of objectives and methods when creating an ad for a product, no matter what the product category is. For example, both Taylor and Yamaha sell guitars. Both have created ads that have been recognized by the advertising industry as outstanding creative efforts. However, they have chosen different ways to use magazine advertising to sell guitars.A representative advertisement for Taylor features a photograph of a beautiful, lush, fog-shrouded green forest. The headline reads, "If a tree falls in the forest and you're not there to hear it, does it make a sound? Yes, it just might take 7 or 8 years." The copy is three sentences long and talks about the time and attention that Taylor takes in making quality guitars. Only the top couple inches of a guitar featuring the Taylor logo is shown. While the ad could be classified as exemplifying a number of approaches to meeting message objectives, it most closely fits the description of the USP method by linking a key attribute (quality) to the brand name (Taylor).The main visual in an ad for the Yamaha Pacifica is a bold shot of the guitar. The headline reads, "To survive, you need four things: Food. Sex. Shelter. Guitars. Make that two things." This ad also features characteristics of several approaches to meeting message objectives. However, the headline seems to define it as using the humor method to persuade consumers to prefer the brand.Yamaha has created a witty ad. This method is effective only when the:a. ad is judged as funny by consumers.b. ad is understood by both children and adults.c. humor is directed at an unsuspecting consumer. d. humor is linked directly to the brand.

Q: The ________ is the number that appears in the middle of an ordered set of data. A) median B) mode C) standard score

Q: Consider the responses to a question measuring commercial believability (shown below).What is the average believability rating?A) 1.5B) 2.5C) 2.8D) 28.0

Q: Scenario 10-3Advertisers have a wide choice of objectives and methods when creating an ad for a product, no matter what the product category is. For example, both Taylor and Yamaha sell guitars. Both have created ads that have been recognized by the advertising industry as outstanding creative efforts. However, they have chosen different ways to use magazine advertising to sell guitars.A representative advertisement for Taylor features a photograph of a beautiful, lush, fog-shrouded green forest. The headline reads, "If a tree falls in the forest and you're not there to hear it, does it make a sound? Yes, it just might take 7 or 8 years." The copy is three sentences long and talks about the time and attention that Taylor takes in making quality guitars. Only the top couple inches of a guitar featuring the Taylor logo is shown. While the ad could be classified as exemplifying a number of approaches to meeting message objectives, it most closely fits the description of the USP method by linking a key attribute (quality) to the brand name (Taylor).The main visual in an ad for the Yamaha Pacifica is a bold shot of the guitar. The headline reads, "To survive, you need four things: Food. Sex. Shelter. Guitars. Make that two things." This ad also features characteristics of several approaches to meeting message objectives. However, the headline seems to define it as using the humor method to persuade consumers to prefer the brand.Which of the following is an accurate description of the objective that the Yamaha ad was trying to achieve?a. As a humor ad, the Yamaha ad was trying to invoke a direct response. b. As a feel-good ad, the Yamaha ad was trying to create social meaning.c. As a feel-good ad, the Yamaha ad was trying to transform a consumption experience.d. As a humor ad, the Yamaha ad was trying to create a pleasant association with the brand.

Q: The following question was asked on an advertising test:Ten people answer this question with the following responses: 1,2,3,2,3,3,2,1,5,5. What is the average relevance rating?A) 2.0B) 2.7C) 10.0D) 27.0

Q: Scenario 10-3Advertisers have a wide choice of objectives and methods when creating an ad for a product, no matter what the product category is. For example, both Taylor and Yamaha sell guitars. Both have created ads that have been recognized by the advertising industry as outstanding creative efforts. However, they have chosen different ways to use magazine advertising to sell guitars.A representative advertisement for Taylor features a photograph of a beautiful, lush, fog-shrouded green forest. The headline reads, "If a tree falls in the forest and you're not there to hear it, does it make a sound? Yes, it just might take 7 or 8 years." The copy is three sentences long and talks about the time and attention that Taylor takes in making quality guitars. Only the top couple inches of a guitar featuring the Taylor logo is shown. While the ad could be classified as exemplifying a number of approaches to meeting message objectives, it most closely fits the description of the USP method by linking a key attribute (quality) to the brand name (Taylor).The main visual in an ad for the Yamaha Pacifica is a bold shot of the guitar. The headline reads, "To survive, you need four things: Food. Sex. Shelter. Guitars. Make that two things." This ad also features characteristics of several approaches to meeting message objectives. However, the headline seems to define it as using the humor method to persuade consumers to prefer the brand.The Taylor ad focuses on the time it takes to produce a quality guitar. Based on the functions and strengths of USP, the ad would nothave been as effective if the:a. visual was less eye-appealing.b. copy attempted to address four or five desirable attributes. c. visual was a drawing rather than a photograph.d. copy focused on a different attribute, such as sound.

Q: Francis has taken two exams in her advertising class. Both exams consisted of 100 questions. On the first exam, Francis answered 57 questions correctly. On the second exam, she answered 93 questions correctly. What is Francis' overall average? A) 70 B) 75 C) 93 D) 150

Q: Scenario 10-3Advertisers have a wide choice of objectives and methods when creating an ad for a product, no matter what the product category is. For example, both Taylor and Yamaha sell guitars. Both have created ads that have been recognized by the advertising industry as outstanding creative efforts. However, they have chosen different ways to use magazine advertising to sell guitars.A representative advertisement for Taylor features a photograph of a beautiful, lush, fog-shrouded green forest. The headline reads, "If a tree falls in the forest and you're not there to hear it, does it make a sound? Yes, it just might take 7 or 8 years." The copy is three sentences long and talks about the time and attention that Taylor takes in making quality guitars. Only the top couple inches of a guitar featuring the Taylor logo is shown. While the ad could be classified as exemplifying a number of approaches to meeting message objectives, it most closely fits the description of the USP method by linking a key attribute (quality) to the brand name (Taylor).The main visual in an ad for the Yamaha Pacifica is a bold shot of the guitar. The headline reads, "To survive, you need four things: Food. Sex. Shelter. Guitars. Make that two things." This ad also features characteristics of several approaches to meeting message objectives. However, the headline seems to define it as using the humor method to persuade consumers to prefer the brand.Ads such as Taylor's try to:a. link special attributes to a brand, either explicitly or implicitly. b. place brands in socially desirable environments.c. use comparisons to other brands to create an image. d. engage the consumer on a high cognitive level.

Q: Scenario 10-3Advertisers have a wide choice of objectives and methods when creating an ad for a product, no matter what the product category is. For example, both Taylor and Yamaha sell guitars. Both have created ads that have been recognized by the advertising industry as outstanding creative efforts. However, they have chosen different ways to use magazine advertising to sell guitars.A representative advertisement for Taylor features a photograph of a beautiful, lush, fog-shrouded green forest. The headline reads, "If a tree falls in the forest and you're not there to hear it, does it make a sound? Yes, it just might take 7 or 8 years." The copy is three sentences long and talks about the time and attention that Taylor takes in making quality guitars. Only the top couple inches of a guitar featuring the Taylor logo is shown. While the ad could be classified as exemplifying a number of approaches to meeting message objectives, it most closely fits the description of the USP method by linking a key attribute (quality) to the brand name (Taylor).The main visual in an ad for the Yamaha Pacifica is a bold shot of the guitar. The headline reads, "To survive, you need four things: Food. Sex. Shelter. Guitars. Make that two things." This ad also features characteristics of several approaches to meeting message objectives. However, the headline seems to define it as using the humor method to persuade consumers to prefer the brand.Which of the following is an accurate description of the objective that the Taylor ad was trying to achieve?a. As a feel-good ad, it was trying to increase brand recall.b. As a USP ad, it was trying to connect a specific characteristic with the brand. c. As a feel-good ad, it was trying to transform a consumption experience.d. As a USP ad, it was trying to increase brand recall.

Q: Fifty individuals responded to a survey. The percentage of men and women is shown below. How many survey respondents were men? A) 10 B) 35 C) 45 D) 90

Q: Scenario 10-2National clothing retailer, Old Navy has been known for its creative ad campaigns for a number of years. In 2010, the company decided to tap into some Hollywood talent to help promote its brand. Actors Jaime Pressly, Bailey Chase, and Judy Greer were signed to support the company's Scream for Savings initiative, a campaign designed to reach consumers with comedic messages. Old Navy spent over $100 million in measured media through the first two-thirds of 2010, and annual ad spending has topped $175 million in recent years.("Old Navy Taps Hollywood Talent for Halloween Spot" BrandweekMagazine, October 29, 2010)Old Navy's newest advertisements, which feature comedic messages, are examples of:a. light-fantasy ads. b. slice-of-life ads.c. transformational ads. d. humor ads.

Q: The data below shows the distribution of men and women responding to a survey.What percentage of the respondents were women?A) 17B) 33C) 34D) 66

Q: Scenario 10-2National clothing retailer, Old Navy has been known for its creative ad campaigns for a number of years. In 2010, the company decided to tap into some Hollywood talent to help promote its brand. Actors Jaime Pressly, Bailey Chase, and Judy Greer were signed to support the company's Scream for Savings initiative, a campaign designed to reach consumers with comedic messages. Old Navy spent over $100 million in measured media through the first two-thirds of 2010, and annual ad spending has topped $175 million in recent years.("Old Navy Taps Hollywood Talent for Halloween Spot" BrandweekMagazine, October 29, 2010)When entering an Old Navy store, customers immediately see a display that was designed to spark memories of the company's new advertisements. The display features life-sized cutouts of the actors starring in the commercials as well as a sign that contains a popular line from the ad. The display is an example of:a. transformational advertising. b. top-of-mind advertising.c. a unique selling proposition. d. point-of-purchase branding.

Q: On his last exam, Dennis missed 12 questions out of 50 possible. What percentage of the questions did Dennis answer correctly? A) 24 B) 62 C) 72 D) 76

Q: Scenario 10-2National clothing retailer, Old Navy has been known for its creative ad campaigns for a number of years. In 2010, the company decided to tap into some Hollywood talent to help promote its brand. Actors Jaime Pressly, Bailey Chase, and Judy Greer were signed to support the company's Scream for Savings initiative, a campaign designed to reach consumers with comedic messages. Old Navy spent over $100 million in measured media through the first two-thirds of 2010, and annual ad spending has topped $175 million in recent years.("Old Navy Taps Hollywood Talent for Halloween Spot" BrandweekMagazine, October 29, 2010)Old Navy intends to air its comedic advertisements of popular products primarily on its website and various social media outlets. The company believes that because consumers spend so many hours using these forms of media, their ads will be seen frequently by the consumers. Through this strategy, Old Navy is using:a. product placement. b. repetition.c. infomercials. d. testimonials.

Q: On his last exam, Dennis answered 44 questions correctly out of 50 possible. What percentage of the questions did Dennis answer correctly? A) 44 B) 64 C) 88 D) 94

Q: Danny's teacher assigns grades as follows: 90% and over: A 80% to 89%: B 70% to 79%: C 69% or below: D Danny answers 41 questions correctly out of 50 possible. What is Danny's grade? A) A B) B C) C D) D

Q: Scenario 10-2National clothing retailer, Old Navy has been known for its creative ad campaigns for a number of years. In 2010, the company decided to tap into some Hollywood talent to help promote its brand. Actors Jaime Pressly, Bailey Chase, and Judy Greer were signed to support the company's Scream for Savings initiative, a campaign designed to reach consumers with comedic messages. Old Navy spent over $100 million in measured media through the first two-thirds of 2010, and annual ad spending has topped $175 million in recent years.("Old Navy Taps Hollywood Talent for Halloween Spot" BrandweekMagazine, October 29, 2010)It is believed in advertising that repeated exposure to a particular stimulus will increase the chances of the stimulus being remembered in the future. This describes the term:a. brand recall.b. advertisement remembrance. c. strong memory.d. display memory.

Q: Why is it important to examine the data prior to starting formal data analysis?

Q: Scenario 10-1During tough economic times, many companies rely on the memories of "the good old days" to help advertise their products. Looking for a bit of a jump-start itself, PepsiCo turned to nostalgia-heavy advertisements late in 2009, which were then carried into 2010. The company introduced "throwback" versions of a number of its soft drinks, and created an ad campaign that included new logos and a series of commercials intended to generate feelings of happiness from prior decades. The company had hoped that any warm, fuzzy feelings about the past would make people feel better about the company's present and future.If PepsiCo wanted to depict an ideal usage situation for its brand, what would be the best choice of advertising for the company to use?a. Reason-why ads b. Slice-of-life ads c. Testimonialsd. Social anxiety ads

Q: Scenario 10-1During tough economic times, many companies rely on the memories of "the good old days" to help advertise their products. Looking for a bit of a jump-start itself, PepsiCo turned to nostalgia-heavy advertisements late in 2009, which were then carried into 2010. The company introduced "throwback" versions of a number of its soft drinks, and created an ad campaign that included new logos and a series of commercials intended to generate feelings of happiness from prior decades. The company had hoped that any warm, fuzzy feelings about the past would make people feel better about the company's present and future.For companies using feel-good ads, one of the difficulties is creating an ad that truly elicits fond memories. Another difficulty associated with feel-good ads is that they can:a. cause consumers to generate competing thoughts and connections. b. cause consumers to recall bad memories from their childhood.c. cause consumers to favor another brand over the one advertised. d. cause consumers to think before they start feeling.

Q: The data below shows ratings after viewing a commercial. All measures are measured on a scale of "1" being the most positive to "5" being the least positive. Respondent Number Believability Uniqueness Relevance 1 1 5 2 2 2 4 1 3 4 2 5 4 5 1 4 5 2 5 4 6 4 1 4 7 5 2 5 8 2 4 4 9 1 5 2 10 4 2 4 What percent of the sample found the commercial to be both Believable and Relevant?

Q: Below are responses to six checklist questions. An "x" indicates an item was checked. Directions to the respondent said "Check all items that complete this sentence for you: The commercial made me feel "¦" The first three items are considered negative, the second three items are considered positive. Respondent # Sad Nervous Angry Uplifted Happy Special 1 x x 2 x 3 x x x 4 x x 5 x x 6 x 7 8 x x 9 10 x What percentage of respondents expressed some negative sentiment toward the commercial?

Q: Scenario 10-1During tough economic times, many companies rely on the memories of "the good old days" to help advertise their products. Looking for a bit of a jump-start itself, PepsiCo turned to nostalgia-heavy advertisements late in 2009, which were then carried into 2010. The company introduced "throwback" versions of a number of its soft drinks, and created an ad campaign that included new logos and a series of commercials intended to generate feelings of happiness from prior decades. The company had hoped that any warm, fuzzy feelings about the past would make people feel better about the company's present and future.Nearly everyone in advertising understands the powerful role emotions can play in advertising, but in addition, emotions can:a. be the only tool available when the objective is to persuade the consumer. b. become a product attribute linked to the brandc. be an excellent tool for use in repetition, slogans and jingles. d. never become part of the product.

Q: Scenario 10-1During tough economic times, many companies rely on the memories of "the good old days" to help advertise their products. Looking for a bit of a jump-start itself, PepsiCo turned to nostalgia-heavy advertisements late in 2009, which were then carried into 2010. The company introduced "throwback" versions of a number of its soft drinks, and created an ad campaign that included new logos and a series of commercials intended to generate feelings of happiness from prior decades. The company had hoped that any warm, fuzzy feelings about the past would make people feel better about the company's present and future.Which type of ads do PepsiCo's throwback commercials represent?a. Demonstration ads b. Reason-why adsc. Comparison ads d. Feel-good ads

Q: Below are responses to six checklist questions. An "x" indicates an item was checked. Directions to the respondent said "Check all items that complete this sentence for you: The commercial made me feel "¦" The first three items are considered negative, the second three items are considered positive. Respondent # Sad Nervous Angry Uplifted Happy Special 1 x x 2 x 3 x x x 4 x x 5 x x 6 x 7 8 x x 9 10 x What percentage of respondents expressed some opinion about the commercial?

Q: An advertiser conducts a taste test of Cherry Coke versus Cherry Pepsi and Dr. Pepper. Ten respondents rate Coke and another ten rate Pepsi and another 10 rate Dr. Pepper. The scale used is: Excellent taste (1) Good taste (2) Neither good nor bad taste (3) Poor taste (4) Very poor taste (5) The ratings are shown below. Brand: Cherry Coke Cherry Pepsi Dr. Pepper 1 1 1 2 2 1 3 3 1 4 4 5 5 3 5 1 4 5 2 4 1 3 4 1 4 2 5 5 2 5 Average; 3.0 3.0 3.0 Denny, the researcher, concludes that reactions to Cherry Pepsi and Dr. Pepper are identical. Is this conclusion correct? Why?

Q: Scenario 10-1During tough economic times, many companies rely on the memories of "the good old days" to help advertise their products. Looking for a bit of a jump-start itself, PepsiCo turned to nostalgia-heavy advertisements late in 2009, which were then carried into 2010. The company introduced "throwback" versions of a number of its soft drinks, and created an ad campaign that included new logos and a series of commercials intended to generate feelings of happiness from prior decades. The company had hoped that any warm, fuzzy feelings about the past would make people feel better about the company's present and future.Emotional appeals in advertising are most effective when time is an insignificant element in achieving an objective. As opposed to this, which method is most appropriate when the goal involves creating a sense of urgency to purchase?a. Slice-of-life b. Fear appeal c. Hard-selld. Anxiety

Q: Which type of advertising is the most sophisticated, and though difficult to pull off, can powerfully weave ad images with real-life experiences?a. Social/cultural movement b. Imagec. Transformationald. Product placement

Q: The following two statements refer to subgroup analysis.I. Subgroup analyses are not necessary when the overall research findings are positive or reinforce pre-existing beliefs.II. An analysis of subgroup data often provides deeper insights into data trends.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) I and II are both trueD) Neither I nor II is true

Q: Think about a constant sum question. When determining the average number of points allocated to a particular object, you divide the total number of points given to that object (by all respondents) by the number of respondents answering the question. A) True B) False

Q: An advertiser of an established line of luxury resorts wants to make sure that the visitors have a long-term commitment with the resorts. He decides to use powerful imagery depicting happy moments that people can enjoy on visits to these resorts. He ensures that the visuals shown in these ads will be closely tied to a stay in the resorts. Through such ads, he hopes to:a. establish the resorts in a social or cultural setting.b. transform the experience of actually visiting the resorts. c. make customers recall the name of the resorts.d. create a brand image for the resorts.

Q: Which term refers to the mix of advertising and entertainment, the umbrella covering the increasingly broad spectrum of integrated ads and nontraditional IBP?a. Procter & Gamble approach b. Populist consumptionc. Consumer integrationd. Madison & Vine approach

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