MD_11F_4040_W2_0830_Advertising_Research_and_Target_Selection

MD_11F_4040_W2_0830_Advertising_Research_and_Target_Selection

Info iconThis preview shows pages 1–10. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: + MC 4040 ADVERTISING PROBLEMS Advertising Research & Target Selection 08/30/2011 Copyright 2011 Yongick Jeong + IRB Certificate For your Case analysis Mini Campaign, and NSAC campaign , you must be IRB certified Heres the link to the LSU IRB website. http://www.lsu.edu/irb/researchers.shtml When you are on the website, click Human Subjects Training to locate your certificate (if you are certified already) or to register/complete the IRB course (if you havent done it). The website says it takes about 3 hours to complete the course. Submit your IRB Certificate by September 6 + Todays Agenda Research in Advertising Advertising & Research Advertising Market Research Target Audience Target Selection Demographic Considerations Geographic Considerations Psychological Considerations Behavioral Considerations + Advertising Research + Advertising Research Much of the research in advertising is applied research, which attempts to solve a specific problem Should a certain product be packaged in blue or red? Is Cosmopolitan a better advertising buy than Vogue? What price should we charge for our products? Three dimensions of impact in the persuasion process 5 + Advertising Research Uncover the information needed for making advertising decisions It is the systematic gathering and analysis of information to help or evaluate advertising strategies, individual ads, and whole campaigns. Advertising strategy research Creative concept research Pretesting & posttesting of ads + Advertising Strategy Research To learn more about the market, the competition, and the business environment Information collected from the marketplace about Information collected or published + Advertising Strategy Research Three types of advertising strategy research Demographics, geographic, psychographics, and behavioristics Advertisers often decide to employ the dominance concept + Advertising Strategy Research Ad agencies hope to find ________________________...
View Full Document

Page1 / 39

MD_11F_4040_W2_0830_Advertising_Research_and_Target_Selection

This preview shows document pages 1 - 10. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online