A storyboard is a pre-finished version of an advertisement that presents a series of key visual frames and corresponding script of the audio.
Indicate whether the statement is true or false
Question 2Observers in a supermarket are watching customers selecting apples. They have been given a checklist and told to check all the behaviors that apply for each consumer. This method of data collection is a(n)
a. unstructured-disguised observation.
b. unstructured-undisguised observation.
c. contrived setting observation.
d. structured observation.
e. laboratory observation.
Question 3There are two basic presentation formats available to salespeople for the presentation:
a. canned; AIDA
b. need development; need awareness
c. consultative selling; telemarketing
d. trial close; straightforward
Question 4Using this type of match will ensure your ad will not appear.
a. Exact
b. Broad
c. Negative
Question 5The persuasive power of an advertisement declining over time is referred to as wearout.
Indicate whether the statement is true or false
Question 6Unstructured observation is used
a. for studies in which hypotheses are to be tested.
b. for studies in which flexibility is allowed in terms of what is noted and recorded.
c. for studies in which the categories that will be used to analyze the situation have been specified beforehand.
d. only for disguised studies.
e. only for undisguised studies.
Question 7A sophisticated and informed approach to the presentation that relies on the marketing concept
is the presentation.
a. canned
b. need satisfaction
c. attention-interest-desire-action
d. need hierarchy
Question 8Types of search matches that reaches the widest audience are called:
a. exact.
b. broad.
c. phrase.
Question 9Increasing gross rating points (GRPs) directly translates into better performance for a brand.
Indicate whether the statement is true or false
Question 10Which of the following is NOT true with respect to structured observation?
a. Increases potential observer bias
b. Increases reliability of observations
c. Often results in a loss of validity
d. Used when hypotheses are known
e. Used for descriptive and causal research
Question 11AIDA stands for
a. attention-interest-desire-action.
b. attraction-interest-desire-accomplishment.
c. attention-income-development-action.
d. attrition-investment-detection-attraction.
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