Chapter 7 - Advertising and Promotion Research

Chapter 7 – Advertising and Promotion Research

Complete Chapter Questions With Answers

Sample Questions Are Posted Below

TRUE/FALSE

1. One difference between marketing research and advertising research is that advertising research focuses on the planning of advertising while marketing research focuses on the development of the product.

ANS:  T                    DIF:    Moderate       REF:   p. 226             OBJ:   7-1

TYP:   Comprehension

2. Research methods that generate consistent findings over time are thought to be trustworthy.

ANS:  F                    DIF:    Moderate       REF:   p. 229             OBJ:   7-1

TYP:   Knowledge

3. Developmental advertising research is an effective tool in the pricing a product.

ANS:  F                    DIF:    Difficult         REF:   p. 229-230      OBJ:   7-1

TYP:   Knowledge

4. U.S. marketers pay close attention to what Japanese teenage girls think will be the next “cute thing” in developing new ideas for global markets.

ANS:  T                    DIF:    Moderate       REF:   p. 231             OBJ:   7-1

TYP:   Knowledge

5. When consumers are shown a series of company logos with empty dialogue balloons and asked to fill them in with what they imagine the illustrated characters are saying, this is an example of a projective technique.

ANS:  T                    DIF:    Easy               REF:   p. 232             OBJ:   7-1

TYP:   Knowledge