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. Products are just things, but brands have meaning.

ANS:  T                    DIF:    Moderate       REF:   p. 238             OBJ:   7-Intro

NAT:  AACSB Analytic | CB&C Model Product                          TYP:   Comprehension

2. Although some advertising agencies have had research specialists or even departments for more than 100 years, their real growth occurred in the mid-20th century, with the 1950s being their heyday.

ANS:  T                    DIF:    Moderate       REF:   p. 239             OBJ:   7-Intro

NAT:  AACSB Analytic | CB&C Model Research                       TYP:   Comprehension

3. There was keen interest as well as great ambivalence about science after World War II, so people were intrigued by “scientific advertising” but also cautious about its potential for harm or misuse.

ANS:  T                    DIF:    Moderate       REF:   p. 239             OBJ:   7-Intro

NAT:  AACSB Ethics | CB&C Model Research                           TYP:   Comprehension

4. A belief in mind control, repressed thoughts, and mass persuasion formed the cornerstone of Cold War ideology, and advertising professionals during that time found it easy to persuade consumers to buy their brands.

ANS:  F                    DIF:    Difficult         REF:   p. 240             OBJ:   7-Intro

NAT:  AACSB Ethics | CB&C Model Customer                          TYP:   Comprehension

5. By the early 1980s, ad agencies began to openly voice their distrust of the sacred, all-encompassing reliance on scientific research methods established in the 1950s, and in-house research departments began to shrink or disappear.

ANS:  T                    DIF:    Difficult         REF:   p. 240             OBJ:   7-Intro

NAT:  AACSB Ethics | CB&C Model Research                           TYP:   Comprehension