According to Robert Sternberg, a Yale psychologist, it is impossible to be creative without adequate knowledge.
Indicate whether the statement is true or false
Question 2Continuous focus groups on the Internet are sometimes referred to as:
a. focus blogs.
b. perpetual online focus groups.
c. streaming blogs.
d. interactive focus groups.
Question 3Which of the following is NOT a part of the situation analysis?
a. Competitor analysis
b. Industry analysis
c. Market analysis
d. Cost build-up analysis
Question 4All of the following are disadvantages of focus groups EXCEPT:
a. require objective, sensitive, and effective moderators.
b. difficult to get people to participate and open up in the discussion, regardless of the topic.
c. participants may not be representative of the entire target market.
d. expensive.
Question 5Which of the following is not an advertising objective that reflects actual behavior of consumers?
a. Trial usage
b. Repeat purchase
c. Brand switching
d. Purchase intent
Question 6Brad is writing an outline for a focus group interview. He is including introductory comments that will inform the group about the purpose, rules to follow, and then some topics and questions to be addressed in the group session. Brad is writing a(n):
a. field note.
b. interview template.
c. research proposal.
d. discussion guide.
Question 7Chevrolet has an advertising objective an increased level of brand awareness for the Chevy Volt and has determined that consumer awareness of the brand is an appropriate variable to measure. Which of the following has Chevrolet accomplished in terms of objective setting?
a. Specify a time frame.
b. Establish a quantitative benchmark.
c. Specify criteria for success.
d. Specify measurement methods.
Question 8Which of the following is an indirect means of questioning enabling respondents to project beliefs and feelings onto a third party, an inanimate object, or task situation?
a. phenomenology
b. ethnography
c. projective technique
d. boomerang technique
Question 9______________ are those associated with advertising to the trade and specialized research unique to the advertising campaign.
a. Integrating other promotional costs
b. Ancillary costs
c. Media expenditures
d. Production costs
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