Quiz #3

Question 1

T/F: The account manager determines the type of research, develops a plan, prepares the creative brief and oversees the implementation.

Answer 1

False (it’s the account planner)

Question 2

T/F: Research determines your target audience: lifestyle, preferences, their wants / needs.

Answer 2

True

Question 3

T/F: There are two types of research: primary and secondary

Answer 3

True

Question 4

T/F: Projective technique is an adjunct to the personal interview.

Answer 4

True

Question 5

T/F: The most commonly used types of primary research are the MRI and the Simmons Market Research Bureau

Answer 5

False (those are secondary sources)

Question 6

T/F: In order to get an accurate picture of the target audience, you must analyze results from both primary and secondary research sources.

Answer 6

True

Question 7

T/F: Account planning is the research and analysis process used to get consumer knowledge, later expressed as consumer insights about how people related to a brand or product.

Answer 7

True

Question 8

Secondary research will help you…

Answer 8

Determine answers to questions about product and manufacturer

Question 9

Vital elements to observe in making survey research more effective

Answer 9

Use simple language, include complete instructions, ask easiest to answer questions first [All the above]

Question 10

The consumer detectives

Answer 10

Market, consumer, advertising and strategic research [All the above]

Question 11

What is an insight?

Answer 11

Clearly understanding the inner nature of a specific thing (sometimes by intuition)

Question 12

The account planner must…

Answer 12

Understand the meaning of the brand, Understand the target audience’s relationship to the brand, Articulate communication strategies, Evaluate the effectiveness of communication in terms of how the target relates to it
[all the above]

Question 13

Responsible for developing the ideas, images and words from which commercials and print ads are created. While many departments are contributors, the invention and production of advertising is basically the responsibility of creative directors, art directors and copywriters.

Answer 13

Creative Department

Question 14

A promise made by the seller that the product will meet all the expectations of the consumer. The mind-image the product is trying to create within the consumer

Answer 14

Brand

Question 15

A group of advertisements, commercials and related promotional materials and activities designed to be used during the same period of time as part of a coordinated advertising plan to meet the specified advertising objectives of a client

Answer 15

Advertising Campaign

Question 16

Agency function with the responsibility for representing the voice of the consumer in all decision-making, particularly creative development.

Answer 16

Account Planning

Question 17

What the advertiser hopes to accomplish as a result of advertising.

Answer 17

Objectives

Question 18

The identification of competitors in the marketplace.

Answer 18

Competitive Analysis

Question 19

The study of population characteristics such as age, gender, income, education and occupation.

Answer 19

Demographics

Question 20

The study of lifestyle characteristics such as personal attitudes, interests and options.

Answer 20

Psychographics