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Advertising 150-Chapter 7

Terms in this set (20)

marketing research
to help managers make marketing decisions, companies develop systematic procedures for gathering, recodrding, and analyzing new information
IMC research
uncovers the information needed for making IMC decisions. It is the systematic gathering and analysis of information to help develop or evaluate message strategies, individual promotions, and whole campaigns
IMC strategy research
to seek information about any or all og these various elements, companies IMC strategy research
media research
to develop media strategies, select media vehicles, and evaluate their results, use this subset of IMC research
pre-testing
to increase the likelihood of preparing the most effective messages, companies use pre-testing.
post-testing
(tracking) provides the marketer with useful guidelines for future advertising
Informal research
helps to learn more about the market, the competition, and the business environment, and to better define the problem.
Primary data
Information collected by the company or agency about a specific problem
Secondary data
information previously collected or published, usually for some other purpose. This info is readily available, either internally or externally, and can be gathered more quickly and inexpensively than primary data.
projective techniques
advertisers use these to unearth people's underlying or subconscious feelings, attitudes, interests, opinions, needs, and motives
intensive technique
in-depth interview. it is carefully planned but loosely structured questions that help the interviewer probe respondent's deeper feelings
focus group
the most common intensive research technique. the company invites six or more people typical of a target group to a group session to discuss the product, the service, or the marketing situation
observation method
researchers monitor consumer activities, typically in their native environments, such as a store, a park, or the workplace
UX
user experience testing. An important tool used for assessing user experience with new websites and other digital content
experimental method
measures cause-and-effect relationships
survey
method of gathering primary research data. the researcher gains information on attitudes, opinions, or motivations, by questioning current or prospective customers.
attitude tests
direct questions, semantic differential tests, or unstructured questions measure changes in respondent's attitudes after a campaign
recall tests
reveal the effectiveness of message components, such as size, color, or themes.
validity
results must be free from bias and reflect the true status of the market
reliability
results must be repeatable. it must produce approximately the same result each time it is administered
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