Research

Question 1

Why is there a need for research?

Answer 1

Don’t waste money; don’t throw money, advertising is expensive
Know what consumers want, have faith it will perform

Question 2

Identify consumer needs
Identify market segments
Develop new products
Design marketing strategies
Assess effectiveness of marketing programs

Answer 2

Marketing research

Question 3

Marketing research provides information necessary to

Answer 3

Make marketing decisions

Question 4

Systematic gathering and analysis of information to help develop and evaluate advertising strategies, individual ads, and entire campaigns

Answer 4

Advertising research

Question 5

This provides the information necessary to make advertising decisions

Answer 5

Advertising research

Question 6

Advertising research types (in order they happen)

Answer 6

1. Strategy determination
2. Creative concept development
3. Pre-testing
4. Post-testing

Question 7

Done before creative work begins

Answer 7

Strategy determination

Question 8

Product concept
Target audience selection
Media selection
Message element selection

Answer 8

Strategy determination

Question 9

Consumers perceptions of brand/product or service as a bundle of values
Are we satisfying/meeting their needs?
Leads to effective positioning strategy

Answer 9

Product concept

Question 10

Who are the heavy users?

Are there any untapped groups?

Answer 10

Target audience selection

Question 11

What media are our consumers watching/reading/visiting

When are they watching/reading/surfing

Answer 11

Media selection

Question 12

How do we create a clear message that will inform/persuade/etc.
What’s the big idea?

Answer 12

Message element selection

Question 13

Ad has not been made yet
Measures the target audiences acceptance of different creative ideas at the concept stage
Done before agency production begins
May include concept testing, name testing, slogan testing

Answer 13

Creative concept research

Question 14

Testing the effectiveness of an advertisement for gaps or flaws in message content before recommending it to clients
Done before finished artwork and photography
Is it believable? Interesting? Likeable? Memorable? Persuasive?

Answer 14

Pretesting ads

Question 15

3 challenges of pretesting

Answer 15

Artificial setting
Interviewer
Demand responses

Question 16

Testing the effectiveness of an advertisement after it has been run
Tests finished ads under actual market conditions
Is it memorable? Changing attitudes? Affecting sales?

Answer 16

Posttesting ads

Question 17

5 posttesting methods

Answer 17

Unaided recall
Aided recall
Attitude tests
Inquiry tests
Sales tests

Question 18

What advertisements can you recall?

Answer 18

Unaided recall

Question 19

Do you remember seeing this ad?

Answer 19

Aided recall

Question 20

Measuring changes after a campaign

Better than recall tests for measuring sales effectives

Answer 20

Attitude tests

Question 21

Readers must respond (800 numbers, websites, etc,) to get something (additional info, free samples, etc)

Answer 21

Inquiry tests

Question 22

Past sales versus current sales

Answer 22

Sales tests

Question 23

Challenges of recall tests

Answer 23

Measure what they notice, not what they buy

Question 24

Challenges of inquiry tests

Answer 24

Do they reflect sincere interest?

Question 25

Challenges of sales tests

Answer 25

Only useful when advertising is the dominant marketing communication
Other factors can affect

Question 26

Strategy research (4)

Answer 26

Product concept
Media selection
Target audience selection
Message element selection

Question 27

Creative concept research may include (3)

Answer 27

Concept testing
Name testing
Slogan testing