Applied Research in Advertising and Polychronic vs Monochronic Behaviour
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Questions and Answers

What is the primary focus of Copy Research in the field of Advertising?

  • Testing the effectiveness of different ads (correct)
  • Conducting surveys on advertising preferences
  • Assessing competitors' marketing strategies
  • Analyzing consumer behavior

    • How does Polychronic behavior differ from Monochronic behavior in the context of TV viewing?

  • Polychronic behavior means not watching TV, while Monochronic behavior is about selective TV watching.
  • Polychronic behavior is about multitasking while watching TV, while Monochronic behavior is solely focused on TV viewing. (correct)
  • Polychronic behavior involves watching multiple TVs, while Monochronic behavior involves watching only one TV.
  • Polychronic behavior involves focused TV watching, while Monochronic behavior involves multitasking.

    • What does T-scope measure in relation to ads?

  • Consumer engagement
  • Brand name comprehension (correct)
  • Product recognition time
  • Consumer recall

    • What is the main purpose of Campaign Assessment Research in Advertising?

    <p>To assess the effectiveness of advertising campaigns</p> Signup and view all the answers

    Which method aims to measure the degree of favorable attitude toward a product based on positive statements made by subjects during an interview?

    <p>Gallup &amp; Robinson method</p> Signup and view all the answers

    Which research area in Advertising involves determining the most effective way to structure ideas for ad content?

    <p>Copy Research</p> Signup and view all the answers

    What type of recall involves showing a list of advertisers to aid the respondent in remembering specific ads?

    <p>Aided recall</p> Signup and view all the answers

    What are the key dependent variables considered in the Cognitive Dimension of Impact in Advertising Research?

    <p>Attention and Recognition</p> Signup and view all the answers

    What is the main purpose of the Posttesting services by Gallup & Robinson method?

    <p>To measure the percentage of ad recall and specific points remembered</p> Signup and view all the answers

    What does the Magazine Impact Research Service (MIRS) focus on in its pretests and posttests?

    <p>Recall of ads in general-interest magazines</p> Signup and view all the answers

    What is the primary purpose of Copy Research in Advertising?

    <p>To determine the most effective way to structure ideas for ad content</p> Signup and view all the answers

    Which method is used to measure the movement of the eye to understand what people focus on in advertising?

    <p>Camera recording</p> Signup and view all the answers

    What is a characteristic of Polychronic behavior in the context of TV viewing?

    <p>Participating simultaneously in multiple activities</p> Signup and view all the answers

    How does Campaign Assessment Research contribute to advertising?

    <p>Assesses the effectiveness of advertising campaigns</p> Signup and view all the answers

    What does the T-scope measure in relation to ads?

    <p>Consumer engagement</p> Signup and view all the answers

    How is the 'reader traffic score' calculated?

    <p>Based on the number of ads a consumer remembers seeing/reading</p> Signup and view all the answers

    What is the main criticism related to the 'reader traffic score' method?

    <p>Subjects report more ads than they actually recall</p> Signup and view all the answers

    What distinguishes an 'Associated reader' from a 'Noted reader' according to the classification system?

    <p>Having recognized the brand name in addition to seeing the ad</p> Signup and view all the answers

    Which research method involves measuring the percentage of respondents who remember seeing a commercial and specific points within it?

    <p>InTeleTest by Gallup &amp; Robinson</p> Signup and view all the answers

    What is one drawback of using 'Unaided recall' in advertising research?

    <p>'Unaided recall' may not accurately capture all relevant ad memories</p> Signup and view all the answers

    Study Notes

    Copy Research in Advertising

    • Primary focus is to assess the effectiveness of an ad, its communication, and its impact on the audience

    Time Perception in TV Viewing

    • Polychronic behavior: simultaneously processing multiple stimuli, such as watching TV while browsing on phone
    • Monochronic behavior: focusing on a single stimulus, such as only watching TV

    Ad Measurement

    • T-scope measures the time spent watching an ad and the attention it receives

    Campaign Assessment Research

    • Main purpose is to evaluate the overall performance of an ad campaign
    • Contributes to advertising by providing insights to improve campaign effectiveness

    Measuring Attitudes in Advertising

    • Method to measure favorable attitude toward a product: asking subjects to make positive statements during an interview

    Structuring Ad Content

    • Research area that determines the most effective way to structure ideas for ad content

    Types of Recall

    • Aided recall: involves showing a list of advertisers to aid respondents in remembering specific ads

    Cognitive Dimension of Impact

    • Key dependent variables: attention, perception, comprehension, and acceptance of ads

    Posttesting Services

    • Main purpose of Gallup & Robinson method: to evaluate the effectiveness of an ad after it has been aired

    Magazine Impact Research Service (MIRS)

    • Focuses on pretesting and posttesting ads to measure their impact

    Eye Tracking in Advertising

    • Method used to measure eye movement: understand what people focus on in ads

    Characteristics of Polychronic Behavior

    • Simultaneously processing multiple stimuli while watching TV

    Reader Traffic Score

    • Calculated by measuring the number of readers who notice and read an ad
    • Criticism: focuses on visibility rather than actual readership

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    Description

    This quiz covers topics such as applied research in advertising, including laboratory, survey, field research, focus groups, and content analysis. It also explores the concepts of polychronic behavior - multitasking, and monochronic behavior - focusing on a single activity. Additionally, it touches on three functional research areas in advertising: copy research, media research, and campaign assessment research.

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