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Exam 2 Textbook Notes

Exam 2 Textbook Notes - Chapter 7 Introduction of New Coke...

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Chapter 7 Introduction of New Coke in 1985 – illustrates that o Relying on research alone can lead to marketing disaster o Never, ever, ever confuse a product with a brand. Coke possessed cultural meaning way beyond simple taste o Pepsi was always preferred in blind taste tests over Coke. Coke was losing market share to Pepsi. Coke created a new formula. Blind taste testers preferred the new formula over old Coke and Pepsi. Consumers were outraged and demanded the old formula back. No one bothered to find out if consumers would mind Coke being taken away. Coke advertising experts confused the objective taste tests with cultural reality. They confused meaning with physical reality. The confused a mere product with a brand. The blind taste tests were about products, the market reaction of real consumers was about a brand that had enormous cultural meaning. o Brands are about meaning. Figure 7.1 – Bernbach is on the record as being misunderstoof by O’Guinn and others. He believed o One needs solid research to form the basis for developing effective advertising; but. o 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. Figure 7.4 – Dimensions on which to evaluate research o Reliability – the method generates generally consistent findings over time o Validity – the information generated is relevant to the research questions being investigated. The research investigates what it seeks to investigate. o Trustworthiness – 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? o Meaningfulness – most difficult. Determined by asking what the methods and measures really have to do with determining a good Ad. Three types of research Developmental Advertising and IBP Research: o Used to generate opportunities and messages. Helps the creatives 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, history, and context, among others. o Considered the most valuable because it is conducted early in the process so there is still an opportunity to influence the way the ads, branded entertainment or other IBP turn out. (consumer insight) o The type of research Bernbach demanded o Method: concept test – seeks feedback designed to screen the quality of a new idea, using consumers as the judge and jury. o Method: Audience profiling (AIO) – provides insights into members of target audience, lifestyle research is used for deeper understanding of how brands fit into consumers’ lives.
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o Globalization – Girl Power: Tokyo’s Teens influence global marketers – teenage Japanese girls are more open and honest than their tradition-bound elders. They also tend to have substantial influence over purchases their parents make for the entire family. o
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Exam 2 Textbook Notes - Chapter 7 Introduction of New Coke...

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