MRK 2102 - Exam #3 Practice

For a quantitative test to be valid, the test must

How does the layout of an advertisement help ensure its success?

The ?? method of conducting marketing research is designed to measure actual cause-and-effect relationships

A highly influential group of heavy Internet users who frequently share their opinions about brands/products with others

The development of ?? facilitated the collection of observation data

In the creative phase, the ?? uses thumbnails, roughs, and comprehensives (comps) to establish the ad’s look and feel.

Which task would most likely involve testing ad slogans prior to production?

?? thinkers tend to be linear thinkers and make decisions based on hard data that they can analyze

How well the big idea is executed is determined by the ad visuals. Which is likely to be the focus for a print ad visual

Effective survey questions have three important attributes. They are

Great ads have certain characteristics in common, which can be placed into two dimensions:

How does the layout of an advertisement help ensure its success?

?? objectives enable a firm to view its business broadly & see the firm through the customers’ eyes

A company that wanted to use an emotional appeal to consumers would most likely use ?? copy

According to the creative pyramid, the first step in copywriting & art design is to

Nike uses the slogan or ??, “Just Do It.”

What would most likely increase a reader’s perception that a product being advertised has a high degree of quality?

The ?? commercial is the oldest and simplest type of television commercial to produce.

Which statement about comprehensive layouts or comps is true?

The specific short-term actions to be taken, internally and externally, by whom and when refer to a company’s

A question such as “Why do you allow your child to have a pet?” would most likely be a part of a(n) ?? research project.

Ad researchers use ?? to measure the effectiveness of a tv commercial in getting attention & increasing brand awareness

The ?? component of the message strategy would include budgets, scheduling limitations, and mandatories.

Which statement about subheads is true?

What would most likely reveal relevant facts about a firm’s history, growth, and market share?

The advertising pyramid represents the ?? model of advertising effects.

What is the first step in the traditional top-down marketing plan?

What is the fundamental building block for the creative pyramid?

Which item would you not have to be accountable for if you were involved in the creative strategy process?

A firm’s ?? states how it is going to accomplish its marketing objectives

?? level is characterized by a company working continuously with its customers to discover ways to deliver better value

If advertising is the dominant element in a company’s marketing mix, then a ? tests are the best type of posttest to use

What principle guides how ads should be laid out?

How the art director chooses and structures the artistic elements of an ad is called the ad’s

Thumbnail sketches are best described as

The two general categories of theories of creative thinking are

?? is a basic element in the construction of lengthy body copy

Which statement about writing radio copy is most likely true?

The ?? role in the creative process is to experiment & play with a variety of approaches, looking for an original idea

Which type of headline can seem negative because it compels the reader to do something?

Copy for the comp is usually typeset on a computer and positioned with the visuals, and the ad is

What is most likely a characteristic of an effectively designed website?

Slice-of-life television commercials often incorporate ??, which are intended to assist the viewer’s memory

Which type of brand message is exemplified by negative consumer posts on a company’s Facebook page?

According to creativity consultant Roger von Oech, it is the role of the Artist to

Which statement accurately depicts brainstorming?

For a quantitative test to be reliable, the test must

What is a characteristic of nonprobability samples?

The ?? role in the creative process searches for new information and pays attention to unusual patterns

Which role in the creative process strives to evaluate the results of experimentation & decide which is most practical?