Q&A Hero

Q: Explain what is means to "collect data at the highest level of measurement." Why is this important?

Q: The account executive in charge of promoting a new perfumed bath soap for women is not expecting a sudden attachment and loyalty to the productthough that would be nicebut realistically, she would like women to at least buy it once and see how they like it. Which of the following is more likely to be her objective?a. Purchase intent b. Trial usagec. Repeat purchase d. Build-up purchase

Q: List and briefly describe the four levels of measurement.

Q: A frozen dessert manufacturer surveys consumers, asking them if they plan on buying desserts at one of its outlets soon. What is the manufacturer researching?a. Brand awareness b. Purchase intentc. Self-reference criteriond. Top-of-the-mind awareness

Q: Write a question to collect information on a respondent's age on both the nominal and ratio levels. Which question type is preferred?

Q: In theory, of the major options for advertising objectives, ____ asks the least of consumers and ____ demands the most.a. trial usage; brand awareness b. purchase intent; trial usagec. trial usage; repeat purchased. brand awareness; brand switching

Q: You want to measure respondents' "engagement" with Facebook. Provide two operational definitions.

Q: A common objective for many clients is to create, change, or reinforce attitudes. Sometimes a number of logical, well-written arguments can make a strong case and ultimately influence attitudes. What method of changing attitudes does this represent?a. Repeat purchase approach b. Information-dense approach c. Brand-switching approachd. Visual imagery approach

Q: To determine the public's knowledge of a product, a marketer asks consumers to name five breakfast cereals. Cheerios is the cereal most often listed first, so it is considered to show a. top-of-the-mind awareness.b. purchase intent. c. ethnocentrism.d. market awareness.

Q: Provide two conceptual definitions for "brand loyalty."

Q: A fragrance manufacturer wants its target customers to demonstrate top-of-the-mind awareness regarding its long- standing perfume, Bouquet. This means that when they are asked to think of perfumes, they woulda. include the name Bouquet somewhere on their list. b. realize that they want to purchase Bouquet.c. think of Bouquet first.d. claim to be loyal consumers of Bouquet.

Q: Which type of validity is estimated by determining the extent to which performance on one variable (measured today) accurately predicts performance on another variable (to be measured in the future). A) face validity B) concurrent validity C) predictive validity

Q: The account planner at an Indianapolis ad agency has done a survey and found that a significant percentage of people already recognize the name of the cold remedy his client is about to advertise. When consumers know that a brand exists and recall its name to some degree, they are demonstratinga. brand loyalty.b. brand switching. c. brand awareness.d. top-of-the-mind awareness.

Q: Which approach uses judgment and personal expertise to assess a measure's validity? A) face validity B) concurrent validity C) predictive validity

Q: What does the objectives section of an advertising plan do?a. Defines those who use the productb. Notes possible barriers and problems c. Estimates probable costsd. Identifies concrete goals

Q: "Test-Retest" and "Alternative Form" are ways to assess a measure's ________. A) validity B) reliability C) definition D) criteria E) creativity

Q: Consider the holes shown on the target below. If the holes represent repeated measures, these measures would be considered to be ________. A) reliable, but not valid B) valid, but not reliable C) neither valid nor reliable D) both valid and reliable

Q: The ____ part of an overall situation analysis commonly begins by stating who the current users are and why they are current users.a. historical context b. industry analysisc. competitor analysis d. market analysis

Q: Looking ahead to an expanding demand for burial plots as the huge population of baby boomers ages, the owner of a cemetery on the outskirts of a city hires an agency to create a sophisticated ad campaign. In knowing its current users and predicting its future users, the cemetery owner is identifying the factors on the demand side of the sales equation. In the advertising plan, this informationa. should be explained in the industry analysis. b. can be listed as an objective.c. should be noted in the market analysis. d. belongs in the evaluation section.

Q: Consider the holes shown on the target below. If the holes represent repeated measures, these measures would be considered to be ________. A) reliable, but not valid B) valid, but not reliable C) neither valid nor reliable D) both valid and reliable

Q: Consider the holes shown on the target below. If the holes represent repeated measures, these measures would be considered to be ________. A) reliable, but not valid B) valid, but not reliable C) neither valid nor reliable D) both valid and reliable

Q: The industry analysis and market analysis work together to form part of the overall situation analysis. The industry analysis focuses on _____and the market analysis focuses on _____.a. consumers; competitors b. brand; productc. supply; demand d. objectives; tasks

Q: A global jewelry retailer serving diverse markets is concerned that its agency is unaware of some cultural issues that may come up in its campaign, since none were addressed in the initial advertising plan. The client is worried that the agency staffers may be unconsciously relying only on their own personal values, experiences, and backgrounds to make promotional decisions, referring to a concept calleda. ethnocentrism. b. purchase intent. c. share of voice.d. self-reference criterion.

Q: Consider the holes shown on the target below. If the holes represent repeated measures, these measures would be considered to be ________. A) reliable, but not valid B) valid, but not reliable C) neither valid nor reliable D) both valid and reliable

Q: Open-ended questions tend to provide ________ variability in response versus closed-ended questions. A) more B) less C) about the same

Q: A young man heads the marketing team for a national electronics retailer. He has before him the task of drafting the ad plan for the company. From a long list of situational factors, which of the following is more likely to be the single most important one for him to consider?a. Projected industry growthb. Advertising spending by competitors c. Basic demographic trendsd. Economic and regulatory restrictions

Q: What type of question is a good way to introduce a new topic area in a survey or interview? A) closed-ended B) constant sum C) ranking D) open-ended E) rating scale

Q: An insurance company's researchers spend a lot of time and money trying to understand various agerelated markets, from WWII veterans and baby boomers to the younger generations. Based on their findings, the target markets that are ultimately chosen based on such demographics should be defined in the ____section of the ad plan. a. situational analysisb. competitor analysis c. executive summary d. strategy

Q: The question "Why have you stopped visiting your Facebook page?" is an example of an ________ question. A) closed-ended B) constant sum C) ranking D) open-ended E) rating scale

Q: The essence and take-away part of an advertising plan is the:a. situation analysis.b. executive summary. c. strategy.d. objectives.

Q: ________ questions allow an individual or observer to reply in his or her own words without the use of a fixed, predetermined set of answers. A) Closed-ended B) Constant sum C) Ranking D) Open-ended E) Rating scale

Q: In an advertising plan, the ____ is the section in which the client and the agency lay out the key factors that define the current conditions and then explain the importance of each factor. a. executionb. strategyc. situation analysis d. evaluation

Q: The first element to appear in an advertising plan is the , and the last element is the ___. a. executive summary; executionb. introduction; evaluation c. history; strategyd. overview; competitor analysis

Q: With regard to data analysis, data collected on the ordinal level of measurement is more limiting than data collected on the ________ level. A) nominal B) interval

Q: When presented with the option of collecting respondents' age on either the nominal or ratio level of measurement, a researcher should collect the data on the ________ level. A) nominal B) ratio

Q: Which of the following is a part of the situational analysis component of an advertising plan?a. Executive summary b. Time framec. Historical context d. Copy Strategy

Q: A constant sum question is an illustration of a question written on the ________ level of measurement. A) nominal B) ordinal C) interval D) ratio

Q: Apple used a wide array of options to create interest and communicate the value proposition for its brands like the iPad and iPhone. Which of the following would NOT be included in Apple's advertising plan?a. Billboard adsb. Manufacturing schedule c. Product placementd. Promotional events

Q: The ________ level of measurement has a true zero point. A) nominal B) ordinal C) interval D) ratio

Q: An agency's crucial role is to translate the current market and marketing status of a firm and its advertising objectives into advertising strategy and, ultimately, finished advertisements and IBP materials. a. Trueb. False

Q: Most marketers rely heavily on the expertise of an advertising agency. a. Trueb. False

Q: The numbers used to code responses on the ________ level of measurement have real meaning and may be averaged. A) nominal level B) nominal and ordinal level C) ordinal and interval D) interval and ratio

Q: Consider the question shown below. How much do you agree or disagree with the statement "Political advertising is too negative."? Strongly agree Slightly agree Slightly disagree Strongly disagree In this question, it is assumed that the distance between strongly agree and ________ is the same as the distance between slightly agree and slightly disagree. A) slightly agree B) slightly disagree C) strongly disagree

Q: It is critically important for an advertiser and agency to align around evaluation criteria upfront. a. Trueb. False

Q: On the interval level of measurement, it is assumed that the distance between response options is ________. A) subject to individual interpretation B) equivalent C) dependent upon the length of the question D) reflects the question writer's biases E) minimal

Q: When devising the evaluation stage of ad planning, it is determined how much time the agency has, how it will be graded, and what criteria will be applied when judging its efforts. a. True b. False

Q: It is at the evaluation stage of an advertisement plan where all the money is spent and where so much money could be saved. a. True b. False

Q: Eye-tracking data which reports the order in which elements in an ad are observed are an example of ________ level measurement. A) nominal B) ordinal C) interval D) ratio

Q: The many forms of brand promotion that will supplement the advertising effort do not need to be spelled out in the ad plan, since this would add too much length and detail. a. True b. False

Q: You ask respondents to rank order three television programs. You then average the rankings for each program and report that: LostAverage ranking: 1.5 FringeAverage ranking: 2.0 Grey's AnatomyAverage ranking: 2.5 Assuming the math is correct, this is an appropriate way to report ordinal level data.

Q: There are two elements to the execution of an advertising plan: determining the copy strategy and devising a media plan.a. Trueb. False

Q: The two statements below refer to ordinal level measures.I. Numbers used to classify responses to an ordinal level question have some mathematical meaning.II. Ordinal level measures provide insights into both the relative standing of ordered objects and the relative distance between these objects.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: A rank order question represents what level of measurement? A) Nominal B) Ordinal C) Interval D) Ratio

Q: Intentions and expectations for advertising are embodied in the process of setting objectives. a. Trueb. False

Q: Every precaution should be taken to avoid having to radically alter a budget after it is submitted. a. Trueb. False

Q: Ordinal level measures arrange characteristics or attributes according to their magnitude in an ordered relationship along an explicit dimension, for example, from greater to lesser.

Q: The method of budget setting that focuses on the relationship between spending and advertising objectives is the margin-analysis approach. a. True b. False

Q: Consider the question shown below. What is your year in school? Freshman Sophomore Junior The lack of "Senior" on this list of responses violates the rule of ________. A) response exclusivity B) response exhaustiveness C) response latency D) response attribution

Q: Share of voice is most often used when launching new products. a. Trueb. False

Q: Consider the question shown below. What is your gender? Male (1) Female (2) The data coding in this question reflects the researcher's belief that men are superior to women. A) True B) False

Q: Share of voice, or share of market, is a method that bases an ad budget on whatever significant competitors are spending. a. True b. False

Q: Which of the following is NOT a defining characteristic of nominal level measures? A) response categories are mutually exclusive and collectively exhaustive B) response options must be four or less C) for purposes of data analysis numbers are merely a way to distinguish categories D) there is internal category equivalence

Q: Nominal level measures have ________ defining characteristics. A) one B) two C) three D) four E) five

Q: A percentage-of-sales approach to budgeting is easy to understand and implement. a. True b. False

Q: When an ad agency is asked to recommend a budget to the client, it is usually the account executive who handles this. a. True b. False

Q: At what level of measurement is the question below written? What is your year in school? Freshman Sophomore Junior Senior A) Nominal B) Ordinal C) Interval D) Ratio

Q: Well-stated objectives work best when they set a benchmark, specify a measurement method, and define a time frame. a. True b. False

Q: At what level of measurement is the question below written? What is your gender? Male Female A) Nominal B) Ordinal C) Interval D) Ratio

Q: Objectives for advertising are measurable only in the context of quantifiable variables. a. Trueb. False

Q: At what level of measurement is the question below written? Would you like to register for our e-mail newsletter? Yes No A) Nominal B) Ordinal C) Interval D) Ratio

Q: The tension between those who advocate sales objectives and those who push communications objectives precludes a marketer from using both types when developing an overall plan for a brand. a. Trueb. False

Q: Ordinal level measures are best used when the measurement goal is to ________ . A) determine averages B) put things in order C) classify D) determine the distance between measured objects

Q: Viewing advertising strictly from a communications perspective restricts marketers to a narrower range of advertising strategies. a. True b. False

Q: Which level(s) of measurement can be used for "determining ratios"? A) ratio only B) interval and ratio C) ordinal, interval, and ratio D) all four levels: nominal, ordinal, interval, and ratio

Q: Which level(s) of measurement can be used for "determining differences"? A) ratio only B) interval and ratio C) ordinal, interval, and ratio D) all four levels: nominal, ordinal, interval, and ratio

Q: Some argue that sales should not be set as an objective for advertising, since advertising is only one variable in an entire marketing mix and cannot be solely responsible for selling the product. a. True b. False

Q: Few companies use purchase intent as the criterion in setting ad objectives because it tends to be much less accurate in predicting sales than other factors, such as attitude. a. True b. False

Q: Which level(s) of measurement can be used for "putting things in order"? A) ratio only B) interval and ratio C) ordinal, interval, and ratio D) all four levels: nominal, ordinal, interval, and ratio

Q: Which level(s) of measurement can be used for "classifying"? A) ratio only B) interval and ratio C) ordinal, interval, and ratio D) all four levels: nominal, ordinal, interval, and ratio

Q: Advertisers should set only one objective in an advertising plan. a. Trueb. False