Which of the following is an example of Madison & Vine?
a. A race car featuring advertisements for several brands.
b. A children's movie featuring a new brand of candies.
c. A t-shirt featuring a sports person.
d. An actor endorsing an anti-aging lotion.
Question 2Developmental research looks at consumers' identities, perceptions, wants, and habits early in the production process so these elements can influence the final ad before a lot of money is spent. This type of ad research is also called:
a. account planning.
b. design thinking.
c. consumer insight.
d. scientific advertising.
Question 3An important issue propelling the search for new ways to reach consumers is the:
a. growing popularity of video games and consoles.
b. difficulty in coordinating large IBP campaigns.
c. erosion in effectiveness of traditional broadcast media.
d. attractiveness of digital media campaigns.
Question 4The type of advertising research undertaken before ads are made is known as _________.
a. copy research
b. developmental research
c. results-oriented research
d. single-source research
Question 5Ultimately, the objective underlying the coordination of supportive media is to achieve a synergistic effect.
a. True
b. False
Indicate whether the statement is true or false
Question 6_________ is a type of projective technique that offers consumers the chance to fill in the conversation of cartoonlike stories.
a. Story construction
b. ZMET
c. Consumer report
d. Dialogue balloon
Question 7When an agency acts as a general contractor and hires external sources that act as subcontractors, it tends to simplify the coordination of marketing efforts.
a. True
b. False
Indicate whether the statement is true or false
Question 8______ is a type of thought process that emphasizes getting rid of any preconceived notions of what a good or service is currently and replaces it with a process in which
designers partner with users/potential users to actually create from scratch what the good or service should actually look like.
a. Design thinking
b. Red-hat thinking
c. Systems thinking
d. Convergent thinking
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