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Exam 2 - Adv Exam 2 Thanh Textbook Notes- Fall 2006 - Murphy

Exam 2 - Adv Exam 2 Thanh Textbook Notes- Fall 2006 -...

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Chapter 7 Elements of Creative Ads p. 242: 1. Introduction of New Coke in 1985 illustrates that a. 1.) relying on research alone can lead to marketing disaster; and, b. 2.) never, ever, ever confuse a product with a brand. Coke possessed cultural meaning way beyond simple taste. c. Blind tests chose Pepsi over Coke in 1985 i. New coke replaced Old Coke = Disaster ! d. Never confuse product with Brand i. Objective taste vs. cultural reality ii. Sociocultural meaning vs. physical reality e. Coke possessed Cultural meaning beyond simple taste and research did no good 2. Bernbach is on the record as being misunderstood by O’Guinn and others; Mr. B. believed: a. (1) one needs solid research to form the basis for developing effective advertising; but b. (2) research never comes up with a creative idea, it is what one does with the research insights that really matters. c. Bill Bernbach ( created best ads for Volkswagen in 1960s) believe research got in the way of good advertising 3. Research is a controversy still, but it moves one closer to producing good adv. And promotion a. Good vs. bad effective vs. ineffective p. 244: Green Chart b. Reliability : method generates consistent findings over time c. Validity : the information generated is relevant to the research questions being investigated. In other words, the research investigates what it seeks to investigate d. 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? e. Meaningfulness : is the most difficult of all 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 determined by asking what the methods and measures really have to do with determining a good ad. This simple question is not asked enough. 4. Developmental Advertising Research: used mostly be the creative to keep up with “street language”, audience identity & expectations i. Conducted early in the process so ads can still be influenced other way b. idea generation i. repositioned: having its meaning changed relative to its competitor and new product 1. Ex: Windex and its ad agency differentiate from its old familiar product by adding smelling (like grapes) 2. Ex: Disney target older couples because of the turned of older people going c. concept test : seeks feedback designed to screen the quality of a new idea, using consumers as the final judge and jury i. Ex: Crest Whiten strips d. audience definition: market segmentation, targeting, audience size, demographic profiles e. audience profiling: most important service provided by developmental advertising research i. ex: lifestyle research (AIO): activities, interests, and opinions research, uses survey data from consumers who defines what they want, need, and like 5.
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