In July 2010, a sports-focused social networking site named MyMVPs.com was launched. The site, which has been described by founder Mark Monaco as a hybrid of Facebook, ESPN and YouTube, will allow athletes, proud parents, and sports fans alike to view highlights of amateur athletes, check out the week's funniest sports bloopers, and chat with various sports celebrities registered with the free online service. Erin Dwyer, co-founder and one of the four individuals responsible for the site's success, believes the service will be incredibly beneficial not only for amateur athletes with college aspirations, but also for colleges with tight recruiting budgets. Dwyer stated, It's huge for little kids and it's gigantic for high school athletes who want to get to college. For some schools with tight budgets for recruiting, coaches will be able to jump on a website that is clean and safe and gives them information on a player. That can give them an advantage.. Still in its early stages, the company is looking to get its name out there as much as possibleand with partnerships with sports legends such as Mike Ditka, the company appears to be headed in the right direction. Still looking to get the company name out, the team at MyMVPs begins to think of ways to make people aware of the site's benefits. Till date, they have relied on word-of-mouth advertisement, but they are interested in any possibility that may help build brand awareness. This means that they are basically looking for:
a. event sponsorships.
b. mere exposure.
c. product placement.
d. media impressions.
Question 2You are the director of advertising research at a large Minneapolis ad agency. Due to employee turnover and budget cuts, you're currently staffed with too many entry-level research assistants and too few management-level research group leaders. To make matters worse, one of the group heads is on vacation and another is out sick. Of course, your clients still expect their research to be done in a timely, professional manner. Therefore, you have gathered your department together and announced that your door is always open if anyone has any questions about any phase of any project. As a result, your entire day has been filled with questions. An assistant comes in and says she needs some advice. One of the smaller clients of the agency needs some market information done very quicklyand very inexpensively. You tell her:
a. to set up focus group interviews with consumers.
b. to call a commercial service.
c. to use direct mail surveys.
d. to look through social media data.
Question 3HollywoodBranding is a new promotions company formed by three former ad executives who had illustrious careers in large multi-service advertising agencies. Over their years, they developed close ties with a number of Hollywood movers and shakers. Consequently, they feel poised to respond to the business world's growing desire for branded entertainment. But they are aware that they need to continually fight their old school thoughts about branding forged in years of working solely with traditional media. One drawback for advertisers when subcontracting out to creative teams or external sources like
HollywoodBranding is that:
a. their tactics may often be the same as those already found in traditional advertising agencies.
b. they resist trying new ideas or taking risks.
c. their efforts may easily clash with the overall company efforts.
d. they do not possess the skills to understand and reach today's consumers.
Question 4After filing for bankruptcy in 2009 and requiring nearly 58 billion in governmental funding simply to stay afloat, General Motors realized it had to undergo major changes in order to compete with more successful automakers. The company began designing questionnaires and focus groups in order to gain a better understanding of what its cars had been lacking, and perhaps probe for specific improvements consumers may have been looking for. The company recorded its research findings and began to apply them to its product line. A little over a year later, Consumer Reports stated that 83 percent of Chevrolets, GM's top brand, had an average or better score in terms of predicted reliability, an increase from 50 percent the year before. Apparently, the company's efforts have helped turn the company in the right direction. Allowing consumers to look at advertisements in a group can be a powerful indicator of their true feelings toward a particular ad. Peer influence can be observed, and hopefully, some level of post-test screening can be done to create increased validity. These elements are characteristic of what kind of studies?
a. Attitude studies
b. Cognitive response studies
c. Behavioral studies
d. Quantitative studies
Question 5HollywoodBranding is a new promotions company formed by three former ad executives who had illustrious careers in large multi-service advertising agencies. Over their years, they developed close ties with a number of Hollywood movers and shakers. Consequently, they feel poised to respond to the business world's growing desire for branded entertainment. But they are aware that they need to continually fight their old school thoughts about branding forged in years of working solely with traditional media. The HollywoodBranding staff has an idea for a corporate giant in the household cleaning products industry; a reality show using all of its products in crazy stunts, timed contests, and obstacle races. But the client is worried about playing it straight with consumers, and openly disclosing its role as a paid advertiser for the show. This worry stems from the concern that:
a. if advertisers pile on branded entertainment too quickly, a jaded consumer and a cluttered environment will be the result.
b. branded entertainment will definitely have several failures because every time out, it is new and unpredictable.
c. TV networks can be charged with deception of the public by failing to disclose the details of product-placement deals.
d. there can be an incredible lack of alignment around who is responsible for ethics in branded entertainment.
Question 6After filing for bankruptcy in 2009 and requiring nearly 58 billion in governmental funding simply to stay afloat, General Motors realized it had to undergo major changes in order to compete with more successful automakers. The company began designing questionnaires and focus groups in order to gain a better understanding of what its cars had been lacking, and perhaps probe for specific improvements consumers may have been looking for. The company recorded its research findings and began to apply them to its product line. A little over a year later, Consumer Reports stated that 83 percent of Chevrolets, GM's top brand, had an average or better score in terms of predicted reliability, an increase from 50 percent the year before. Apparently, the company's efforts have helped turn the company in the right direction. One technique used in the focus group involves the researcher presenting a scenario, and then the members of the group completing a phrase or sentence regarding the scenario. This technique is used in order to:
a. create confusion within the group.
b. let the researcher establish a dominant presence.
c. create opportunities for idea development.
d. understand consumers and observe the data being collected.
Question 7HollywoodBranding is a new promotions company formed by three former ad executives who had illustrious careers in large multi-service advertising agencies. Over their years, they developed close ties with a number of Hollywood movers and shakers. Consequently, they feel poised to respond to the business world's growing desire for branded entertainment. But they are aware that they need to continually fight their old school thoughts about branding forged in years of working solely with traditional media. A young media expert is hired by HollywoodBranding. He went to college with a bright girl who now does all the marketing for her family's business, a well-established cookie manufacturer with strong national distribution. Her grandparents and parents have run the same facility in St. Louis, and have run the same types of ads over the decades. On impulse, he calls to pitch a branded entertainment idea to her family. He should be sure to inform them that branded entertainment:
a. is not much different from placing ads with traditional media.
b. has been proven to consistently deliver higher brand exposure than other forms of media.
c. can take new and unpredictable paths.
d. represents one of the most conservative and dependable options available today.
Question 8After filing for bankruptcy in 2009 and requiring nearly 58 billion in governmental funding simply to stay afloat, General Motors realized it had to undergo major changes in order to compete with more successful automakers. The company began designing questionnaires and focus groups in order to gain a better understanding of what its cars had been lacking, and perhaps probe for specific improvements consumers may have been looking for. The company recorded its research findings and began to apply them to its product line. A little over a year later, Consumer Reports stated that 83 percent of Chevrolets, GM's top brand, had an average or better score in terms of predicted reliability, an increase from 50 percent the year before. Apparently, the company's efforts have helped turn the company in the right direction. GM relied heavily on focus groups to learn about some of its product shortfalls. Although focus groups may serve as a good source of qualitative information, many quickly downplay their overall effectiveness. One common criticism of focus groups is:
a. they provide a great deal of insight.
b. they are never valid.
c. they are very low in reliability.
d. focus group members feel compelled and pressurized.
Quick Reply
