A researcher wants to determine which part of a particular magazine ad is noticed first by the viewer. Which one of the following electronic/mechanical tools would be appropriate for use in this investigation?
a. Eye camera
b. Optical scanner
c. Galvanometer
d. People meter
e. Visual analyzer
Question 2For many organizations personal selling is the most important element of the promotion mix. Discuss the factors that would lead an organization to emphasize personal selling. When is personal selling useful to an organization and when is it less useful?
Question 3Universal search means that users all over the world use search on a regular basis.
Indicate whether the statement is true or false
Question 4PACT is an acronym for ____.
a. product advertising and consumer testing
b. positioning advertising copytesting
c. product advertising in compact markets
d. promotional advertising and consumer testing
e. placement of action copytests
Question 5A researcher is interested in measuring the amount of time people must spend in looking at a particular ad before becoming aware of the intended point of the ad. Which one of the following electronic/mechanical tools would be appropriate for use in this investigation?
a. Eye camera
b. Optical scanner
c. Galvanometer
d. People meter
e. Visual analyzer
Question 6Mike, the sales manager for Mega brands wants to increase the motivation of his sales force but has a very tight budget and cannot increase compensation. Well, money isn't everything he thinks. Mike decides to start posting on the company website the high performing individuals that have exceeded their short-term goals. Which of the following nonmonetary compensation methods is Mike employing?
a. task clarity
b. job/life satisfaction
c. recognition of goal attainment
d. perquisites/perks
Question 7Page rank refers to an algorithm to determine how important a page is on the web.
Indicate whether the statement is true or false
Question 8Which of the following statements is FALSE regarding advertising research?
a. Measures of advertising effectiveness are standardized across the industry.
b. Message research is also called copy research or copytesting.
c. Ad message research can be conducted at various stages from message development to after an ad appears in the media.
d. Advertising research is done under natural advertising conditions or laboratory situations.
e. Advertising research involves both pretesting and posttesting of messages.
Quick Reply
