The success of the case analysis approach depends upon the researcher's ability to interpret the diverse mass of information that is collected across cases.
a. True
b. False
Indicate whether the statement is true or false
Question 2Most research concerning the contentious environment in advertising agencies places the ____ department in a central position as a focus of the conflict.
a. creative c. media planning
b. account service d. production
Question 3A brand's positioning represents the key feature, benefit, or image that it stands for in the target audience's collective mind.
Indicate whether the statement is true or false
Question 4A projective technique involves the use of a vague hypothesis that an individual is asked to describe, expand upon, or build a structure around.
a. True
b. False
Indicate whether the statement is true or false
Question 5Creativity is:
a. the ability to consider and hold together seemingly inconsistent elements and forces.
b. the ability to step outside of everyday logic.
c. the ability to free oneself of thinking in terms of the way things are.
d. all of these statements describe creativity accurately
Question 6Debra is the brand manager for Tide laundry detergent, marketed by Procter & Gamble, and she is making the brand-level fundamental decisions in the marcom decision process. Discuss what she will be considering.
Question 7Group interaction is the key aspect that distinguishes focus groups interviews from depth interviews.
a. True
b. False
Indicate whether the statement is true or false
Question 8Clients see creativity as
a. characteristic of unusually charismatic agency creatives
b. experienced by the majority of managers at one time or another
c. a quality of ad agencies rather than individuals
d. standard for most advertising executives
Question 9Discuss the changes in marketing communication practices that have been particularly prominent.
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