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Exam 2 Text Notes - 11:55:00 PM CHAPTER 7 ADV AND PROMOTION...

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08/02/2007 00:55:00 CHAPTER 7 ADV AND PROMOTION RESEARCH √ 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. Coca Cola and its ad experts confused the objective taste tests w/cultural reality. o They confused sociocultural w/physical reality. o Coke possessed cultural meaning way beyond simple taste. o NEVER FORGET THE DIFF: MEANING MAKES BRANDS OUT OF PRODUCTS. ADV & PROMO RESEARCH o any research that helps in the development, execution, or evaluation of advertising and promotion. 242 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. 244 Ex. 7.4 -- definitions of reliability, validity, trustworthiness, and meaningfulness RELIABILITY means the method generates generally consistent findings over time VALIDITY means that the info 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)? o determined by asking what the methods and measures really have to do w/determining a good ad. This simple question is not asked enough. 244 why do some consider developmental research the most valuable kind?
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Developmental research o is considered the most valuable kind of research because it provides critical info used by creatives in actually producing ads and promos. It’s conducted early in the process so there’s still an opportunity to influence the way the ads or promos come out. 245-6 the four purposes served by developmental advertising research IDEA GENERATION: Inventing new ways of presenting an advertised good/service to a target audience. Sometimes the brand is being repositioned (having its meaning changed relative to its competitors) or a new product launch. Advertisers can get ideas for new and meaningful ways to portray a brand from direct contact w/the customer, qualitative research involving observation of customers, and extended interviewing of customers. CONCEPT TESTING: seeks feedback designed to screen the quality of a new idea, using consumers as the final judge and jury; used to screen new ideas for specific ads or to assess new product concepts. How the product fits current needs and how much consumers are willing to pay are ?s a concept test attempts to answer.
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