ADV_318J_Chapter_7 - Chapter 7 - Advertising Promotion...

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Chapter 7 -- Advertising Promotion Research (4e) I. √ 242 introduction of New Coke in 1985 illustrates that a. Relying on research alone can lead to marketing disaster i. Introduction of New Coke caused huge controversy, Coke lost large amount of market ii. Meaning makes brands out of products b. Never, ever, ever confuse a product with a brand. c. Coke possessed cultural meaning way beyond simple taste. II. 242 Fig. 7.1 -- Bernbach is on the record as being misunderstood by O’Guinn and others Mr. B. believed: a. one needs solid research to form the basis for developing effective advertising b. but, research never comes up with a creative idea, it is what one does with the research insights that really matters. c. NOT that he did not use any research and thought research got in the way III. 244 Ex. 7.4 -- definitions of reliability, validity, trustworthiness, and meaningfulness; a. Reliability- method generates generally consistent findings over time b. Validity - information generated is relevant to the research questions being investigated. In other words, the research investigates what it seeks to investigate c. Trustworthiness- term 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? d. Meaningfulness- most difficult term; what does the research mean? A question that’s not asked enough often in times; does it really have to do with determine a good ad? e. Why do some consider developmental research the most valuable kind? Because it is conducted early so that there is still chance that it can influence the way ad or promotions come out to the public IV. 245-6 the four purposes served by developmental advertising research a. Idea generation- sometimes called to reposition product: have its meaning changed relative to competition; built to differentiate with other people i. Where does the idea come from? Direct contact with consumers + qualitative research b. Concept Testing i. Seeks feedback designed to screen the quality of the new idea, making consumers the final judges; does the group need this product and are they willing to pay this much? ii. Included in agenda for focus groups to get quick feedback of new ideas c. Audience Definition i. Market segmentation and targeting; find out the firm’s offering to consumers’ desires ii. Basic data about audience sizes and demographic profiles d. Audience profiling i. Most important part for the creative; called lifestyle research(AIO research) surveys to find out what consumers want; in depth interviews help supplement the findings in demographics V. eg 246 Ex. 7.6 -- what type of developmental ad research was behind Crest Whitestrips?
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ADV_318J_Chapter_7 - Chapter 7 - Advertising Promotion...

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