Advertising Chapter 8 Review

Storytelling is a creative element that can simultaneously create an emotional connection with the audience and emphasize important product features.

• True

• False

Using troublemakers, tricks, or rebels in advertising is a risky creative strategy that often backfires or “falls flat.”

• True

• False

It has been shown that teams come up with better ideas than individuals working alone, even when the idea generation process leads to clashing ideas.

• True

• False

An advertising campaign for a new product will typically try to encourage trial purchases as the first step toward building sales.

• True

• False

Once consumers have tried a new brand and developed a positive attitude toward it, advertisers have attained their ultimate goal.

• True

• False

Surveys, interviews, and focus groups are all examples of primary market research sources.

• True

• False

Accurate marketing research is rarely inexpensive.

• True

• False

Marketing research can help companies identify threats to the business as well as opportunities.

• True

• False

It is the responsibility of marketing researchers to keep personal information confidential, only using the information for lawful and ethical purposes.

• True

• False

Sweepstakes are an effective way to encourage new-product use through trial purchases and can also be used to encourage repeat purchases.

• True

• False