Chapter 7 - Chapter 7 - Advertising and Promotion Research...

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Chapter 7 -- Advertising and Promotion Research (5e) !226 introduction of New Coke in 1985 illustrates that (1) relying on research alone can lead to marketing disaster (2) never, ever, ever confuse a product with a brand . Coke possessed cultural meaning way beyond simple taste. 226 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; (2) but research never comes up with a creative idea, it is what one does with the research insights that really matters and research alone should not dictate which ad to use. (side note) Advertising and brand promotion research is any research that helps in the development, execution, or evaluation of advertising and promotion 229 Ex. 7.4 -- dimensions on which to evaluate research -- definitions of Reliability-means that the method generates generally consistent findings over time Validity- means that the information 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)? Meaningfulness is determined by asking what the methods and measures really have to do with determining a good ad. This simple question is not asked enough Good advertising and promotions research can actually help make better advertising and promotions. 229 three types of research that are major headings in chapter: Developmental - advertising and IBP research why do some consider developmental research the most valuable kind? it is used to generate opportunities and messages. It helps the creatives (ppl who dream up and make the ads) and the account team figure out the target audience’s identity, what they perceive themselves as needing and wanting in a given good or service, and their usage expectations, his- tory, and context provides critical information used by creatives in actually producing ads and promotions early in process so opportunity to influence the way ads, branded entertainment, or other IBP is still available developmental also known as consumer insight -- this is type research Bernbach demanded Copy - (as ads are being finished or are finished) a.k.a evaluative research - thought of when one says “advertising research” It is research on the actual ads or promotional texts themselves, finished or unfinished “copy” reflects the time when it was the effect of advertising copy (words) that was supposed to be most important occur right before or after the ad is finalized What do they want out of their copy research? depends on who u ask
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Chapter 7 - Chapter 7 - Advertising and Promotion Research...

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