Q&A Hero

Q: Why does one have to be cautious in using research obtained from a trade association?

Q: Scenario3-1In the early and mid-1800s, soaps were made from animal fats. The perishable quality of the soap, however, allowed manufacturers to sell a product with only regional appeal. This changed when soap makers began to use vegetable fats and perfume in the soap-making process.According to Procter & Gamble, one batch of this vegetable-based soap was left to mix too long. The result was a product that floated in water due to an excess amount of air. The company turned this into a selling point and, in 1882, launched one of the first soaps with the potential for national salesIvory soapwith the slogans "It floats" and "9944/100 percent pure." (Stephen Fox, TheMirrorMakers,[New York: Random House, 1984], 24.)If an advertisement for Ivory soap was reflective of the style of ads during the period known as the "P.T. Barnum Era," it would:a. consist of exaggerated claims. b. have extensive photography.c. reflect conservative values. d. use very limited copy.

Q: Explain the importance of the "synthesis" step in the research process.

Q: Scenario3-1In the early and mid-1800s, soaps were made from animal fats. The perishable quality of the soap, however, allowed manufacturers to sell a product with only regional appeal. This changed when soap makers began to use vegetable fats and perfume in the soap-making process.According to Procter & Gamble, one batch of this vegetable-based soap was left to mix too long. The result was a product that floated in water due to an excess amount of air. The company turned this into a selling point and, in 1882, launched one of the first soaps with the potential for national salesIvory soapwith the slogans "It floats" and "9944/100 percent pure." (Stephen Fox, TheMirrorMakers,[New York: Random House, 1984], 24.)One effect of the passage of the Pure Food and Drug Act of 1906 was that:a. Ivory soap had to become hundred percent pure.b. advertising claims for products like Ivory soap became strictly regulated. c. the manufacturer of Ivory soap had to list its ingredients on the label.d. branded products like Ivory had to trademark their brand names.

Q: Research played only a limited role in the development of the VERB campaign.

Q: Scenario3-1In the early and mid-1800s, soaps were made from animal fats. The perishable quality of the soap, however, allowed manufacturers to sell a product with only regional appeal. This changed when soap makers began to use vegetable fats and perfume in the soap-making process.According to Procter & Gamble, one batch of this vegetable-based soap was left to mix too long. The result was a product that floated in water due to an excess amount of air. The company turned this into a selling point and, in 1882, launched one of the first soaps with the potential for national salesIvory soapwith the slogans "It floats" and "9944/100 percent pure." (Stephen Fox, TheMirrorMakers,[New York: Random House, 1984], 24.)By 1900, shortly after Ivory soaps were originally branded, _____ . a. advertising was generally distrusted and looked at with suspicionb. the consumer culture was replaced by minimalist lifestyles c. the branding of products became the normd. the period was marked by the advent of dailies

Q: The VERB campaign was a communication campaign designed to increase ________ physical activity. A) teens' B) adults' C) tweens' D) only girls' E) only boys'

Q: Scenario3-1In the early and mid-1800s, soaps were made from animal fats. The perishable quality of the soap, however, allowed manufacturers to sell a product with only regional appeal. This changed when soap makers began to use vegetable fats and perfume in the soap-making process.According to Procter & Gamble, one batch of this vegetable-based soap was left to mix too long. The result was a product that floated in water due to an excess amount of air. The company turned this into a selling point and, in 1882, launched one of the first soaps with the potential for national salesIvory soapwith the slogans "It floats" and "9944/100 percent pure." (Stephen Fox, TheMirrorMakers,[New York: Random House, 1984], 24.)Which of the following eras does Ivory soaps belong to?a. The pre industrialization era b. The industrialization erac. The P.T. Barnum era d. The Great Depression

Q: When conducting data analysis, it is always more important to focus on the details rather than the larger patterns and trends.

Q: Scenario3-1In the early and mid-1800s, soaps were made from animal fats. The perishable quality of the soap, however, allowed manufacturers to sell a product with only regional appeal. This changed when soap makers began to use vegetable fats and perfume in the soap-making process.According to Procter & Gamble, one batch of this vegetable-based soap was left to mix too long. The result was a product that floated in water due to an excess amount of air. The company turned this into a selling point and, in 1882, launched one of the first soaps with the potential for national salesIvory soapwith the slogans "It floats" and "9944/100 percent pure." (Stephen Fox, TheMirrorMakers,[New York: Random House, 1984], 24.)If the Ivory soap was promoted during the era of industrialization, in which of the following mediums would their ads appear?a. Magazines b. Newsbooks c. Dailiesd. Radio broadcasts

Q: The research proposal provides an important last opportunity for management to contribute their thoughts to the research process.

Q: With the addition of new channels like mobile apps and other new technologies,:a. advertising is no longer a paid attempt to persuade.b. firms spend relatively smaller amounts of money on traditional advertising.c. advertising is no longer a primary marketing mix tools that contribute to revenues. d. e-commerce and m-commerce has changed the way people shop.

Q: Which part of the research proposal contains a brief statement of the situational and informational needs that led to the decision to conduct the research? A) Executive Summary B) Background C) Problem Statement D) Appendix E) Methodology

Q: A certain form of a commercial message is seen by courts as artistic speech, not as the less protected "commercial speech."___ , therefore, gets more First Amendment protection than ordinary advertising does.a. Print adsb. Radio slotsc. The information on a product label d. Branded entertainment

Q: Which part of the research proposal contains a brief synopsis of the key points from each of the more detailed sections of the proposal? A) Executive Summary B) Background C) Problem Statement D) Appendix E) Methodology

Q: Which of the following is true of branded entertainment?a. It blends advertising and integrated brand promotion with entertainment. b. It is a subset of product placement.c. It uses solely television programming to create entertainment. d. It is also known as consumer-generated content.

Q: The advertising research budget should always be set prior to determination of sample size.

Q: One of the elements that characterizes present day advertising is that consumers:a. rely more on advertisers and agencies for information. b. are empowered.c. are no longer brand-conscious.d. can no longer co-create brand messages like before.

Q: What type of sample includes individuals who are not selected strictly by chance from the universe of interest? A) Probability B) Nonprobability

Q: In today's age of Web 2.0,:a. companies find consumers primarily through mass exposure. b. firms have replaced all pull strategies with push strategies.c. consumers have much lesser access to information. d. consumers can communicate with each other.

Q: ________ research is the recording of objects, events, situations, or people's behaviors. A) Observation B) Physiological C) Survey

Q: Which of the following is true about advertising during the period between1993 and 2000?a. Traditional advertising gained a stronger foothold than ever before.b. Interactive media hindered the direct measurement of ad exposure and impact.c. It was understood that Internet adverting was going to change the advertising landscape. d. The Internet was able to yield precise measurements of ROI in advertisement.

Q: Quantitative research is best used to collect background information in an area where little is already known.

Q: In the 1990s, the measurement of ROI in advertising was ____ . a. elusiveb. accurate c. irrelevant d. precise

Q: Physiological and survey research are representative of what type of research? A) Qualitative B) Quantitative

Q: In the mid-1990s, William T. Esrey, chairman and CEO of Sprint, announced that clients were going to hold ad agencies more closely accountable than ever before. He said this because:a. billing scandals had undermined the confidence of advertisers in their agencies. b. interactive media was being replaced by the wide range of traditional media.c. the technology to measure advertising impact had improved. d. the fundamental reasons to advertise had changed.

Q: In-depth personal interviews and focus groups are representative of what type of research? A) Qualitative B) Quantitative

Q: One of the changes seen in advertising during the 1980s was the:a. growth and impact of British agencies. b. fear of subliminal advertising.c. advent of documentary advertising. d. separation of business and politics.

Q: What type of research primarily uses open-ended probing questions? A) Qualitative B) Quantitative

Q: Which of the following is true about the designer era of advertising?a. It was marked by the advent of the Internet. b. Ads no longer reflected traditional values.c. Consumers preferred unbranded products over branded products. d. Ads openly promoted consumption, but in a conservative way.

Q: Sample size is only a consideration in quantitative research.

Q: Ads in the designer era were marked by ____. a. social-class consciousnessb. values that limited consumption and considered it irreligious c. rebellion, youth, and revolutiond. values that conflicted with traditional American values

Q: What is the first step in the "Research Planning and data Collection" process? A) Specify type of research B) Determine sampling plan C) Select data collection method D) Estimate cost and timing E) Obtain approvals

Q: During which era of advertising did consumers first begin to surround themselves with devices related to communication? a. The 1970s (1973 to 1980) b. Peace, Love, and the Creative Revolution (1960 to 1972) c. World War II and the 1950s (1942 to 1960) d. The Depression (1929 to 1941)

Q: A determination of research cost and timing estimates should always come after the selection of the data collection method.

Q: During the 1970s, the ____demanded a higher standard of honesty and disclosure from the advertising industry. a. National Security Councilb. Federal Reserve Boardc. Action for Children's Televisiond. Federal Trade Commission

Q: All primary research is quantitative.

Q: ____ became the biggest word of the 1970s, a word that was integrated into the promotional theme of the decade.a. "We"b. "Society"c. "Me"d. "Modern"

Q: When you use library resources to answer a client need you are conducting ________ research. A) primary B) seconday

Q: The 1970s was America's age of ___, and the advertising of the time reflected this.a. self-doubtb. class consciousnessc. adopting traditional values d. serious, meaningful ads

Q: ________ research examines data gathered by others for a research need other than the current one. A) Primary B) Secondary

Q: By the late 1960s, advertisers had realized that advertisements had become:a. uncreative.b. ineffective to increase the sale of products. c. a symbol of consumption.d. purely informational in nature.

Q: A complete problem statement contains a problem definition, a justification for the research and ________. A) the cost of the research B) the timing of the research C) the client or agency approval to conduct the research D) the specification of informational needs E) the name of the person supervising the research

Q: Which of the following were among the four agencies most noted for their role in the creative revolution of the 1960s?a. Doyle Dane Bernbach and Wells Rich and Green b. J. Walter Thompson and N. W. Ayerc. BBDOd. Ted Bates agency and Lord and Thomas

Q: Problem definitions reflect the difference between what is known and what needs to be known in order to reduce uncertainty and increase confidence in decisions reached.

Q: Which of the following is true about advertisements in the 1960s?a. The emphasis in advertising turned from creative products to ancillary services.b. Advertising discouraged consumption and was no longer a symbol of consumption. c. The advertisements were bold, garish, and carnivalesque.d. There was an emphasis on art, inspiration, and intuition.

Q: Research-related problem statements arise from different research needs. How many of the statements shown below reflect a type of problem statement? i. there is a need to evaluate the "goodness" of alternative actions ii. there is a need to compare the current research budget to prior, similar studies iii. there is a need to identify problems and opportunities iv. there is a need to broaden understanding of the consumer or marketplace A) 0 B) 1 C) 2 D) 3 E) 4

Q: Who added to the fear and hysteria over advertising in the 1950s?a. Bruce Barton and his book called The Man Nobody Knowsb. Helen Resor and James Webb Young from the J. Walter Thompson advertising agency c. James Vicary's false claim about the effect of subliminal messagesd. Heads of advertising agencies, Leo Burnett and David Ogilvy

Q: The creation of a complete problem statement is an optional part of the research planning process.

Q: How were women depicted by advertisers in the 1950s?a. As free spirits with new-found equality and respect b. As prominent members of the business community c. As leading men in large multinational companiesd. As following strict gender roles and sexual norms

Q: Your client comes to you and says: "We need research to determine changes in consumers' attitudes toward our brand and our three primary competitors." The first question you should ask the client is: A) Who are your three primary competitors? B) How long do we have to collect this information? C) How is this information going to be used? D) What is the budget? E) Who do you think is the best person to plan the research?

Q: During the 1950s, Americans began to fear:a. that they were being seduced by subliminal advertising. b. that ads were not based on modern science.c. purchasing unbranded goods.d. that the consumer culture was disappearing.

Q: When creating the complete problem statement, which step takes place at the same time as "Define problem?" A) Select field service B) Justify research C) Set research timing D) Set research budget E) Select individual to have primary responsibility for project

Q: During which of the following eras did consumer culture become the new normal, a permanent central feature of society? a. The Depression (1929 to 1941) b. World War II and the 1950s (1942 to 1960) c. The Preindustrialization Era (Pre-1800) d. The Era of Industrialization (1800 to 1875)

Q: The first stage in the process of advertising research is ________. A) preliminary discussions and agreements B) planning and data collection C) analysis D) synthesis E) tactics and actions

Q: For advertisers, one main difference between the period immediately after World War I and the period immediately following World War II was that after World War I, ____.a. advertising was distrusted by peopleb. rigid government regulations were established for ads c. ads were classy and sophisticatedd. ads were subtle and clutter-free

Q: Imagine that the AAA agency needs to survey 500 individuals. Which of the following could the agency turn to for data collection? A) Field service B) Field analyst C) Media company D) Syndicated research company E) All of the above are equally appropriate choices

Q: Beginning in 1938, the U.S Congress began to pass real advertising reform, including a law banning "deceptive acts of commerce." This meant that advertisers were now:a. expected to promote family values.b. banned from advertising cigarettes and alcohol. c. held liable for making false claims.d. banned from using inappropriate sexual content.

Q: Which of the following is most likely to provide research data on a subscription basis? A) Custom research supplier B) Syndicated research supplier C) Internal research supplier D) External research supplier E) All of the above are equally likely

Q: Which of the following is true about advertising during the Great Depression?a. Advertising found respectability, fame, and glamour during this era. b. Consumers believed that ads helped them choose the right product. c. Advertisers adopted a tough, no-frills advertising style.d. Consumers believed blindly in advertisements and brands.

Q: The Interactive Advertising Bureau is an example of a ________. A) media consulting company B) research specialist C) field service D) trade organization E) syndicated research company

Q: During which era were big businesses and advertising viewed with suspicion? a. The Depression (1929 to 1941) b. 1920s (1918 to 1929) c. The P.T. Barnum Era (1875 to 1918) d. The Designer Era (1980 to 1992)

Q: John works in the NewWave Advertising Agency research department. John has been asked to prepare a presentation for senior management that focuses on how individuals respond to rich media advertising. John is most likely to turn to a ________ for assistance. A) media consulting company B) research specialist C) field service D) syndicated research company E) proprietary research company

Q: Which of the following types of advertisements evolved during the 1920s?a. Demonstrationb. Research-based c. Endorsementd. Slice-of-life

Q: John works in the NewWave Advertising Agency research department. John has been asked to design a very sophisticated research study using a design and questioning technique with which he is unfamiliar. John is most likely to turn to a ________ for assistance. A) media consulting company B) research specialist C) field service D) trade organization E) research advocate

Q: Which of the following advertising agencies dominated the 1920's ad industry?a. Doyle Dane Bernbach b. J. Walter Thompsonc. Leo Burnettd. Wells Rich and Green

Q: At an advertising agency, only individuals in the research department are concerned with research findings.

Q: Ads in the 1920s showed slices of life in a way that depicted:a. garish designs illustrating unrealistic situations. b. ads that were purely informational in nature.c. how consumers should have a good time. d. less visual ads than in the past.

Q: The synthesis of research findings leads to a determination of ________. A) tactics and actions B) the research budget C) research timing D) the selection of a field service E) questionnaire length

Q: Why did women become the primary target for advertisers in the 1920s?a. They enjoyed a significantly higher standard of living than men. b. They made most of the purchasing decisions for the household.c. Public pleasure was considered more of a sin than in the Victorian era. d. The chain of needs existed mainly more women, and not men.

Q: Milward Brown's "Dynamic Tracking Study" helps advertisers understand the strengths and weaknesses of an advertising campaign ________ . A) before it is placed in the marketplace B) while it is running in the marketplace C) after it has run in the marketplace D) in its early stages of development E) from the client's perspective

Q: Ads for products during the "P.T. Barnum Era" (1875 to 1918) were characterized by:a. a bold and garish style filled with incredible claims. b. a no-frills advertising style.c. simple ads with information and truthful claims. d. informational messages in the dailies.

Q: What type of activity clearly presents key research information in a way that allows advertisers to understand not only the "what" but also the "why" of interrelated research findings and insights? A) Synthetic analysis B) Signal detection C) Synthesis D) Scientia analysis E) Discriminative analysis

Q: By the early 1900s, the "power of advertising" was based on the reality that consumers:a. believe that branding was no longer the norm.b. like durable, reliable products with a no-frills advertising style. c. are willing to pay more money for brands.d. see advertising suspiciously that tempt them into excessive consumption.

Q: A ________ statement presents the agency's and client's views of the marketplace niche they believe the product can most successfully fill. A) creativity B) proactive message C) positioning D) motivational E) expositional

Q: Which of the following is true about advertising in the industrialization era?a. Banks considered advertising to be a sign of financial weakness.b. Strict laws on advertising prevented advertisers from lying about their products. c. Advertising was considered as prestigious by most segments in a society.d. Advertisements appeared solely in the form of newsbooks.

Q: Mary is just becoming engaged with social media. She has a Facebook page and she regularly visits social networking sites. Forrester Research would classify Mary as a ________. A) critic B) collector C) joiner D) spectator E) creator

Q: The expansion of newspaper circulation in America was fostered by:a. traveling circuses, carnivals, and theatrical performances.b. increased interest among readers for television program listings. c. extended railroads and growing urban centers.d. highly differentiated but unbranded products.

Q: The text refers to segmentation research conducted by Forrester Research. This segmentation divided the population in terms of ________. A) use of mobile phone applications B) amount of time spent exclusively on Facebook C) number of Twitter followers D) engagement with social technologies and media E) amount of advertising exposure

Q: In the mid-1800s, advertising was done through_____. a. radio broadcastsb. dailiesc. infomercials d. magazines