What is the Chaos Scenario envisioned by Ad Age's Bob Garfield?
a. the meltdown of television as a medium
b. audience confusion over too many brand messages
c. a massive exodus from traditional broadcast media
d. the upcoming wars of movie makers and TV series makers as their world's collide
Question 2Select the question that can best be answered through experimentation.
a. Do children from upper classes drink more carbonated beverages than those from lower classes?
b. Will Chevron gasoline with XYZ additive provide better mileage than Chevron without the additive?
c. Does the average male use cosmetics?
d. Is the standard of living higher today than ten years ago?
e. How often do Chevron's customers purchase gasoline?
Question 3Common video metrics include:
a. engagement.
b. page views.
c. paid placements.
Question 4Marketers can enhance consumers' motivation to attend to a message by ____.
a. increasing curiosity about the brand
b. repeating the ad on multiple occasions
c. employing verbal framing
d. appealing to hedonistic needs
e. using concretizations
Question 5The two types of experiments that can be distinguished are
a. laboratory and survey.
b. laboratory and field.
c. field and survey.
d. scientific and field.
e. cross-sectional and panel.
Question 6Which of the following is a reason for the convergence of Madison & Vine?
a. New York City needed to extend Madison Avenue into Greenwich Village where it becomes Vine Street
b. People have an ever-expanding set of options beyond traditional media with which to fill their leisure time - from playing video games to watching DVD's.
c. People like movies better than TV where the ads are limited to pre-screening 20 minute segments
d. there really isn't a convergence; the idea of Madison & Vine is just a way for ad men to recapture some of the fading glamour of their industry
Question 7When consumers are attracted to stimuli that supply relevant facts and figures, they are interested in meeting their ____ needs.
a. heuristic
b. emotional
c. hedonic
d. informational
e. comprehensive
Question 8Promotion of videos can take a number of forms including:
a. posting the video on all corporate channels and platforms.
b. posting on the channels of others like business partners.
c. both of the above.
Question 9Which of the following is TRUE of experiments?
a. An experiment has greater ability to supply evidence of causality because it takes longer to complete than a descriptive study.
b. Researchers have more control when performing experiments than they have when using exploratory or descriptive designs.
c. External validity is more important to determine than internal validity.
d. An experimental design is a research design in which the investigator has direct control over at least one independent variable and manipulates at least one dependent variable.
e. Both b and d are true.
Question 10What kind of consumers were in contact with the Charmin brand during the Charmin Restrooms campaign?
a. Americans who need restrooms
b. Families from all 50 states and more than 70 countries
c. New Yorkers who need luxurious
d. Children and older people who need restrooms more often
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