advertising test 2 - Chapter 6 Gina Balhorn Chapter 6...

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Chapter 6 Gina Balhorn Chapter 6 Advertising Notes Other Media Who Do We Know? 1. A nationally advertised brand is usually a better buy than a generic brand. 2. I went fishing at least once in the past year 3. I am a homebody 4. Communism is the greatest peril in the world today 5. The government should exercise more control over what is shown on television 6. Information from advertising helps me make better buying decisions 7. I like to pay cash for everything I buy 8. The working world is no place for a woman 9. I am interested in spices and seasonings 10. The father should be the boss in the house 11. You have to use disinfectants to get things really clean. Percent of consumers agreeing: Men Women Only married U.S. men and women participated in this survey Consumers were asked whether they agreed or disagreed with each statement. For each statement, please estimate what percent of married American men and women agreed with each statement in 1986. Write a number between 0% to 100% to indicate the percentage agreement. QuickTimeª and a TIFF (LZW) decompressor are needed to see this picture. Advertising Research--made up of 4 categories: Strategy Research--used to help define product concept or assist in selection of target markets, advertising messages, or media vehicles. Product Concept--Consumers perception of a product as a “bundle” of utilitarian and symbolic values that satisfy functional, social, psychological, and other wants and needs. Also, as an element of creative mix used by advertisers to develop advertising strategy, it is the bundle of product values advertiser presents to consumer Creative Concept Research--measures audience’s acceptance of different creative ideas the concept stage Pretesting of Ads--used to uncover and diagnose possible communication problems before a campaign begins, or to increase likelihood of preparing the most effective advertising messages Posttesting of Ads (a.k.a. “ad tracking”)--enables marketers to evaluate a campaign after it runs; gives advertiser useful guidelines for future advertising **Testing: Primary tool advertisers use to ensure their advertising dollars are spent wisely Prevent costly errors Can give a measure of campaign’s value 1
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QuickTimeª and a TIFF (LZW) decompressor are needed to see this picture. QuickTimeª and a TIFF (LZW) decompressor are needed to see this picture. QuickTimeª and a TIFF (LZW) decompressor are needed to see this picture. Account Planner Role of the Account Planner: Account planners represent the consumer in the advertising process What Customers Want Using marketing research Healthtex discovered that customers wanted practical clothing for their children QuickTimeª and a TIFF (LZW) decompressor are needed to see this picture. Advertising Research
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advertising test 2 - Chapter 6 Gina Balhorn Chapter 6...

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