Taylor is an expert at planning promotional opportunities such as trade fairs, sponsorship festivals, and even not-for-profit rock concerts. Taylor most likely works for a(n) ____________
a. event-planning agency
b. sales promotion agency
c. advertising agency
d. database marketing agency
Question 2Which of the following are ways of reducing conflict between management and researchers?
a. Involve managers early in the process.
b. Researchers' responsibility should be made explicit by a formal job description.
c. Effective communication.
d. All of these choices.
Question 3A(n) _______________ focuses on helping advertisers prepare communications for many of the new media opportunities available in this era of mobile and Internet technologies.
a. full-service agency
b. in-house agency
c. digital/interactive agency
d. creative boutique
Question 4All of the following errors become more prominent when research is rushed EXCEPT:
a. conducting a study that is not needed.
b. inadequate data analysis.
c. lack of delegation.
d. addressing the wrong issue.
Question 5Jeep has performed an extensive amount of research on brands like Graco, Safety 1st, and Chicco before entering the baby stroller market and has provided that information to the advertising agency charged with promoting the brand. Jeep has fulfilled which of its roles as an advertiser?
a. Fully understand and describe the value that the firms brand(s) provides to users
b. Identify the target market(s) that are most likely to respond favorably to the brand
c. Describe the firms objectives for the brand in the near and long term
d. Fully understand and describe the brands position in the market relative to competitive brands
Question 6The person who provides leadership in research efforts and integrates all staff-level research activities holds the position of:
a. manager of decision support systems.
b. research leader.
c. research analyst.
d. director of marketing research.
Question 7Walmart is an example of a trade reseller that buys products from manufacturers and other trade resellers in order to sell them to consumers. Given the structure of the advertising industry, Walmart would also be known as a(n) _______________.
a. advertiser
b. external facilitator
c. media organization
d. agency
Question 8China Next is a research firm that specializes in providing research for foreign companies expanding operations into China. It does this by using a unique methodology for understanding Chinese consumers. This research firm is an example of a:
a. programmatic research service.
b. descriptive research service.
c. standardized research service.
d. syndicated research service.
Question 9Of the various trends affecting the advertising and promotion industry, _____________ offers an opportunity for advertisers to distribute a variety of tasks to various experts, enthusiasts, and consumers.
a. blogs
b. crowdsourcing
c. mobile marketing
d. social media
Question 10Which term is used by the research department to refer to line management for whom services are being performed?
a. client
b. doer
c. participant
d. reviewer
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