Adv Study Guide Test 2.docx - Chapter 7 Advertising...

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Chapter 7: Advertising research and IMC planning 3 Purposes of Marketing Research : -recruit new customers -retain current customers -to regain lost customers Categories of advertising research : - product concept : how do consumers perceive your brand - target audience selection : dominance concept - researching which markets (geographic or otherwise) are most important to product sales and targeting those where it can focus its resources to achieve promotional dominance - media selection : understand your consumers media habits and the differing effect of media vehicles Quantitative research : to gain reliable, hard statistics about specific market conditions or situations Research Methods : Projective techniques : designed to understand peoples underlying or subconscious feelings, attitudes, interests, opinions, needs, & motives Intensive Techniques : in depth interview and focus groups Qualitative research : in depth, open ended responses rather than yes no answers Research Methods: Observation: monitor peoples reactions Experiment: measures cause and effect relationships Survey: provides information on attitudes, opinions, or motivations by questioning current or prospective customers Pre-testing of Ads: essentially testing the ads before they run nationally -test markets (products, markets, ads, etc) -finding out about your consumer habits/motivations Post-testing of ads: Evaluating the effectiveness of an advertisement or campaign after it runs -provides guidelines for future advertising Research Concerns: -Validity: are the results accurate -Reliability: are the results consistent - Sampling methods: -Social response bias -Reactivity effects: experimental studies -Halo effect -Demand characteristics: participant responds in a manner they think the researcher wants or opposite
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Chapter 8: Marketing and Advertising Planning Sales Target Objectives : -Goals related to increasing or maintaining sales volume Communication Objectives : -Goals related to comprehension, awareness, knowledge or attitude change Bottom-Up Marketing:  Focus on an ingenious tactic first then develop that tactic into a  strategy Top-Up Marketing:  determining the total market, and then estimating your share of that  market Marketing strategy of NBB : involves the quality of its products as well as their name
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