CMayeJ368PPT_7Research&Planning.ppt

CMayeJ368PPT_7Research&Planning.ppt - Advertising...

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1 Advertising and Promotion Research and Advertising Planning Advertising and Brand Promotion Research: Any research that helps in the development, execution or evaluation of advertising and promotion.
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2 Used to assist in determining market segments Plays a key role in helping creatives understand the audience Used to make go/no go ad decisions and when to pull ads Used to evaluate agency performance Reliability : The research method produces consistent findings over time. Validity : The information generated is relevant to the research questions being investigated. Trustworthiness : Usually applied to qualitative data; does the data seem to make sense? Meaningfulness : An assessment of limitations of the data.
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3 1. Developmental research (before ads are made) 2. Copy research (as ads are being finished) 3. Results-oriented research (while the ads are running) Concept Testing: Designed to screen the quality of new ideas or concepts. Audience Profiling: Creatives need to know as much as they can about the people to whom their ads will speak. Profiles present the creative staff with a fine- grained picture of the target audience, and its needs, wants, and motivations. Real Usage (what the consumer really wants): Qualitative research methods are being used to discover how consumers really use brands and why. Focus groups:
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This note was uploaded on 02/17/2011 for the course JOUR 368 taught by Professor Konkle during the Fall '10 term at South Carolina.

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CMayeJ368PPT_7Research&Planning.ppt - Advertising...

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