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Ch 7 Book Notes - Chapter 7 Pg 226 I n t ro Scenario I ts...

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Chapter 7 Pg 226: Intro. Scenario: It’s the brand. Not the product Introduction of New Coke in 1985 illustrates that o Relying on research alone can lead to a marketing disaster o NEVER, EVER, EVER confuse a product with a brand. Coke possessed cultural meaning beyond simple taste Never forget: meaning makes brands out of products Pg 226: Ex. 7.1 Volkswagen Bill Bernbach created some of the best advertising of all time and did it without research Mr. B believed: o One needs solid research to form the basis for developing effective advertising o 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. Pg 229: Ex. 7.4- Dimensions on which to evaluate research: 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: 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: 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. Pg 229: 3 Types of Research That Are Major Headings Developmental o Sometimes called Consumer Insight —this is type of research Bernbach demanded o Conducted early in the process so there is still an opportunity to influence the way the ads, branded entertainment, or other integrated brand promotions turn out. o The most valuable kind of research o Method: Audience Profiling (pg 230) Provides insights into members of target audience, lifestyle research is used for deeper understanding of how brands fit into consumers’ lives, etc. Creatives need to know as much as they can about the people to whom their ads will speak. o Globalization Box (pg 231)
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Japanese Girls Why are they important to marketers? o They are trendy o Teenage girls are more open and honest than their tradition bound elders o They also tend to have substantial influence over purchases their parents make for the entire family.
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