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Flashcards in Chapter 7 Deck (30):
1

stage one: developmental adv and ibp research

consumer insight

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design thinkung

get rid of preexisting notions of what a good currently does and changing it - figure out what brand really means

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concept test

seeks feedback designed to screen the quality of a new idea using consumers as the judge

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AIOs

activities, interests, opinions, lifestyle research! Profiles consumers

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focus groups

6-10 target customers come up with new insights about good or service -- advertisers undestand and observe data - low trustworthiness

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projective techniques

project thoughts and feelings onto neutral surface - involves fragments of pictures - unconcious mapping

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dialogue balloons

fill in dialogue of cartoon like sories - had to do with a product use situation

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story construction

tell a story about people depicted in a scene or picture

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Zaltman metaphor elicitation technique (ZMET)

draw out buried thoughts and feelins about products brands think in terms of metaphors. Make collection of pictures that reflect their experience

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fieldwork

outside of agency, usually in the home or site or consumption - direct observation

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embedded

consumption practices are tightly connected to their social context

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long interview

hour long, and conducted by trained researchers, listening is very important in this method

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netnography

network etnoography - find data from the web and online information

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internal company sources

available information within company

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stage two: copy research

reseacrch on texts - done right befor or after the ad is finalized

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what do cliens want to see

numbers, normative test scores

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communication test

see if message was communicated in the same way advertisers desired

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thoughtlisting

or cognitive response analysis.. Identify thoughts generated by an ad

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ways to assess cognitive impact

thought listing, recall test, recognition test,

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recall test

usually for television - recall from actual memory

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recognition test

usually for print - seeing the ad

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implicit memory measure

try to get at memory by using tasks like wordfragments - less demanding - knowledge, attitude, feelings, emotions,

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attitude studies

measure attitudes after exposure to ad

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resonance test

what extent the message resonates or ring true with the target audience members

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frame by frame tests

emotional component is key, like dislike dials - levels of interest

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psychological assesment

parts of the brain light up

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eye tracking systems

monitor eye movement across print ad

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stage three: results

further assesment to see if ads are working

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tracking studies

track apparent effect of advertising over rime

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single source data

provide info about brand purchases of households - IRI BehaviorScan