Chapter_07-ilearn

Chapter_07-ilearn - Chapter 7 Advertising and Promotion...

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Chapter 7 Advertising and Promotion Research
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Key Definitions Advertising and Brand Promotion Research: Any research that helps in the development, execution or evaluation of advertising and promotion. Account Planning: A broader view than traditional research that introduces data earlier in the development process and relies on a wider variety of research techniques.
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Advertising and Promotion Research 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
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4 Key Issues in Advertising and Promotion Research 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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5 Advertising and IBP Research 1. Developmental research (before ads are made) 2. Copy research (as ads are being finished) 3. Results-oriented research (while the ads are running)
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6 Stage One: Developmental Advertising and IBP Research
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Chapter_07-ilearn - Chapter 7 Advertising and Promotion...

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