Exploratory research for Capitol Brewing seems to indicate that sales for dark lager are down for all breweries. This is an example of which kind of problem?
a. A firm problem
b. A consumer problem
c. A perception problem
d. An industry problem
e. An ethical problem
Question 2The book describes three distinct challenges that complicate the execution of advertising in international settings. The three challenges that must be overcome are
a. the verbal, the visual, and the symbolic.
b. product, promotion, and price.
c. creative, media, and regulatory.
d. comprehension, retention, and interpretation.
Question 3Which of the following encapsulates what a brand is intended to stand for in its target market's mind and then consistently delivers the same idea across all media channels?
a. positioning statement
b. contact point
c. relationship statement
d. creative brief
e. creative platform
Question 4Capitol Brewing Inc's management is very concerned with declining sales of their major product, a dark ale, and has asked for help understanding the reasons. The most appropriate way to begin is with
a. causal research.
b. descriptive research.
c. exploratory research.
d. exploratory and causal research.
e. descriptive and causal research.
Question 5One of the most devastating mistakes an advertiser can make is to presume that consumers in one culture have the same ____ as those of another culture.
a. rituals c. income
b. product uses d. demographics
Question 6Karen is attempting to put into words the key idea that encapsulates what her company's brand is intended to stand for in its target market's mind. Karen is writing a ____.
a. relationship statement
b. creative brief
c. positioning statement
d. contact brief
e. touch point
Question 7Which of the following is one of the quickest and least costly ways to conduct exploratory research?
a. Focus group
b. Data mining
c. Benchmarking
d. Literature search
e. Case analysis