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Unformatted text preview: Exam 2 Notes Chapter 7 242 introduction of New Coke in 1985 illustrates that (1) relying on research alone can lead to marketing disaster; and, (2) never, ever, ever confuse a product with a brand. Coke possessed cultural meaning way beyond simple taste.-blind taste tests were about products; the market reaction of real consumers was about a brand-never forget the difference:meaning makes brands out of products 242 Fig. 7.1 -- Bernbach is on the record as being misunderstood by OGuinn and others; Mr. B. believed: (1) one needs solid research to form the basis for developing effective advertising; but, (2) research never comes up with a creative idea, it is what one does with the research insights that really matters. 244 Ex. 7.4 -- definitions of reliability, validity, trustworthiness, and meaningfulness; why do some consider developmental research the most valuable kind? Reliability: means that the method generates generally consistent findings over time Validity: means that the information generated is relevant to the research questions being investigated. In other words, the research investigates what it seeks to investigate . Trustworthiness: is a term usually applied to qualitative data, and it means exactly what it implies:Can one, knowing how the data were collected, trust them, and to what extent? Meaningfulness: is the most difficult of all these terms. Just what does a piece of research really mean (if anything?) Meaninfulness is determined by asking what the measures and methods really have to do with determining a good ad. This simple question is not asked enough.-developmental research is most valuable kind because because it is conducted early in the process so there is still an opportunity to influence the ways ads or promotions come out, 245-6 the four purposes served by developmenta l advertising research Developmental Advertising: helps creatives and account team figure out things like target audiences identity,usage expectations, history, and context, is used to generate oppurtunities and messages. 1.Idea Generation-some times brand is being repositioned, having its meaning change relative to its competitors. Direct contact with the customer can be an excellent place to start to get ideas....
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This note was uploaded on 05/04/2008 for the course ADV 318J taught by Professor Murphey during the Spring '07 term at University of Texas at Austin.
- Spring '07