CAA201 - QUIZ 1

​ (a)   research ​identifies people who are in the market for the product in terms of

their characteristics, attitudes, interests, and motivations.

• Consumer
• Company
• Competitor

Which type of research focuses on all elements of advertising, including message development research, media planning research, evaluation, and information about competitors’ advertising.

• Advertising Research

• IMC Research

• Strategic Research

• Customer Research

Which types of information belong to the primary data group? (more than 1 corrected answers)

• In-depth interview

• Surveys

• Company websites

• Industry Associations

What is quantitative research?

• A type of research that focuses on quality rather than quantity
• A method of collecting and analyzing qualitative data to understand a phenomenon
• A research approach that uses only descriptive data
• A method of collecting and analyzing numerical data to understand a phenomenon

What are the three basic functions of Advertising? (Tick all that applied)

• Notification

• Persuasion

• Information

• Identification

​ Advertising is a ​ (a)   form of persuasive communication that uses ​mass and ​ ​ (b)   media to reach broad audiences in order to connect​ company with its ​ (c)   , provide information about products and interpret the product features in terms of customer's needs and wants.

• paid
• interactive
• buyers
• partners
• traditional

​ (a)   focuses on promoting company's long-term brand identity.

• Brand advertising
• B2B advertising
• Retail advertising

Match the era with its highlight facts

• In this new interactive world, consumers generate brand messages and share experiences online

• The Creative Era

• Mechanization spurred literacy, whichencouraged businesses to advertisebeyond their locations.

• The Social Media Era

• As advertisers became concerned withcreating ads that worked,professionalism took shape

• The Early Age of Agencies

• The power of agencies exploded,with a resurgence of art, inspiration,and intuition

• The Early Age of Print

Brand ​ (a)   is a mental picture or idea about a brand that contains both associations and emotions.

• image
• personality
• value
• promise

What does IMC stand for?

• Integrated Marketing Communications
• Internet Movie Channel
• Internal Management Committee
• International Medical Center