Chapter 7 - Chapter 7 Introduction of New Coke in 1985...

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Chapter 7 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. Fig. 7.1 -- Bernbach is on the record as being misunderstood by O’Guinn 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. Reliability: means that the method generates generally consistent finding over time Validity: means that the information generated s relevant to the research questions being investigated. In other words, the research investigates what it seeks to investigate Trustworthiness: 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: the most difficult of al these terms, just what does a piece of research really mean (if anything)? Meaningfulness is determined by asking what the methods and measures really have to do with determining a good ad. This simple question is not asked enough. Reasons why developmental advertising and promotion research is considered the most valuable kind of research: It helps the creatives and the account team figure out things such as the target audience’s identity, “street language” It provides critical information used by creatives in actually producing ads and promotions It is conducted early in the process so there is still an opportunity to influence the way the ads or promotions come out. The four purposes served by developmental research: 1. idea generation: to invent new ways of presenting an advertised god or service to a target audience 2. concept testing: seeking feedback designed to screen the quality of a new idea 3. audience definition: new market opportunities are commonly discovered when you get to know your audience 4. audience profiling: doing research through lifestyle, etc. Concept testing was used on Crest Whitestrips Focus Groups definition: a discussion session with (typically) six to 12 target customers who have been brought together to come up with new insights about the good or service advantages: advertisers can understand them and observe the date being collected limitations: represent a very small sample of the target audience and are prone to all sorts of “errors” caused by group dynamics Global Issues: why are Japanese girls important?
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Have an unusual ability to predict consumer product successes Can create hype for products Much more open and honest than their elders Very value-conscious consumers Japanese boys are not articulate Projective techniques: designed to allow consumers to project thoughts and feelings (conscious or unconscious) in an indirect and unobtrusive way onto a theoretically neutral
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This note was uploaded on 03/19/2008 for the course ADV 301 taught by Professor Murphy during the Spring '08 term at University of Texas at Austin.

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Chapter 7 - Chapter 7 Introduction of New Coke in 1985...

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