Which of the following best describes event sponsorship?
a. Providing financial support for an event while displaying an ad message on-site
b. Funding a charitable event in an anonymous way to promote the social good
c. Buying signage in venues where special events are held
d. Embedding the brand name within public events in a subtle way
Question 2Dialogue balloons, story construction, and sentence and picture completion are all types of techniques.
a. quantitative
b. predictive
c. survey
d. projective
Question 3Which of the following accelerates advertiser defections from traditional media?
a. The lack of direction or cohesiveness in today's marketing plans
b. The reduced quality of the programs offered by networks
c. The indifference of consumers toward their information environment
d. The growing confusion among consumers due to too many brand messages
Question 4Projective techniques test ads for consumer response with:
a. in-depth, one-on-one, open-ended discussions.
b. physiological techniques and brain scans.
c. fragments of pictures or words that need to be completed.
d. demographic profiles of market members.
Question 5Which of the following is a reason for advertisers to divert their funds from traditional media?
a. Consumers' desire to control their information environment
b. Increased funds available for investment in alternative media
c. Increased costs for television spots
d. Media watchdogs monitoring traditional media
Question 6Identifying the activities, interests, and opinions of target audiences to help creatives produce better advertising is called:
a. lifestyle research.
b. embedded description.
c. story construction.
d. normative research.
Question 7Which of the following is a reason for the convergence of advertising and entertainment?
a. The desire to recapture the fading glamour of the good old days of advertising.
b. The recession-era's focus on more work and less leisure time.
c. The availability of new kinds of media that people can use at their leisure.
d. The natural and inevitable partnership between marketing and promotion.
Question 8When consumers act as the final judge and jury through their feedback on the quality of a new idea, they are taking part in a(n):
a. observation analysis.
b. concept test.
c. direct response
d. tracking study.
Question 9Today's dynamic marketing environment has led to a new order in which brand builders want to:
a. primarily focus on selling to their customers without intruding in their lives.
b. be part of the entertainment that their target consumers enjoy.
c. use traditional advertising media in new ways.
d. target narrowly defined groups of consumers based on demographics.
Question 10Which new philosophy of advertising focuses on building a thought process that dismisses preconceived notions and instead attempts to create from scratch what a good or service should look like?
a. Starch Readership Services
b. Activities, interests, and opinions
c. Design thinking
d. Zaltman Metaphor Elicitation Technique
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