Contemporary Advertising and Integrated Marketing Communications Chapter 7

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Marketing Research
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helps identify consumer needs and market segments; provides the info. for developing new products and marketing strategies; and it enables managers to assess the effectiveness of promotional activities; also useful in financial planning, economic forecasting and quality control
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three R’s of marketing
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Recruiting new customers, retaining current customers, and regaining lost customers
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IMC research
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uncovers the info. needed for making IMC decisions; the systematic gathering and analysis of info to help develop or evaluate massage strategies, individual promotions, and whole campaigns
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Four categories of IMC research
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IMC strategy; creative concept;message pretesting; message posttesting
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imc strategy research
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seeking information about the creative mix (the product concept, the target audience, the communication message and the creative message)
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product concept
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the bundle of values that encompases both utilitarian and symbolic benefits to the consumer
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target audience selection
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research that develops a rich profile of the brand’s target markets and audience
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media research
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information on the reach and effectiveness of media vehicles
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message element selection
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determining how to deliver messages based on consumers’ likes and dislikes
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pretesting
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somewhat controversial among creatices because it can lead to bland safe copies;judges which strategy or medium is most effective
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posttesting
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provides the marketer with useful guidelines for future advertising
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5 m’s of prettesting
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Merchandise, markets,motives,messages,and media
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merchandise
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the product concept
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markets
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altering strategy and targeting a campaign to new segments
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motives
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identifying and appealing to consumers needs and desires
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messages
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the connotative aspects of an ad that give an impression to consumers
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media
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can allow for certain levels of effectiveness nades on specific _______ decisions
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media classes
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categories of _____ such as print, electronic, digitial interactive, etc.
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media subclasses
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newspapers, magazines, radio, or tv
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media vehicle
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the particular publication or program
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media units
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the size or length of an ad
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marketing information system
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a sophisticated set of procedure deisgned to generate a continuous orderly flow of information for use in making marketing decisions
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informal research
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used to learn more about the market, the competition, and the business environment
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primary data
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information collected about the market, the competition, and the business environment’
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secondary data
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information previously collected or published, usually for some other purpose
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primary research
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when a company wants to collect its own data about a specific problem or issue, it uses______ ______;two types: qualitative and quantitative
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qualitative
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gets a general impression of the market, the consumer, or the product; encourages consumers to openly discuss their thoughts and feelings in response to questions from an interviewer; also referred to as motivation research
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methods usually used in qualitative research
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projective or intensive
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quantitative
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to get hard numbers about specific marketing situations;gain reliable, hard stats about specific market conditions or situations
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oberservation method
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researchers monitor consumer activities, typically in their native environments, such as a store, a park, or the workplace
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UX
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user experience testing; an important step in the development of an effective site given the need to ensure a straightforward, friction free experience on the part of visitors
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projective techniques
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unearth people’s underlying or subconscious feelings, attitudes, interests, opinions, needs, and motives by asking indirect questions
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intensive techniques
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in depth interviews; require great care to administer properly; carefully plan by loosely structure questions help probe respondents’ deeper feelings
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focus group
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the company invites six or more people typical of the target market to a group session to discuss the product, service, etc.
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universal product code
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tech that has improved the oberssation method; by reading codes with optical scanners, researchers can tell which products are selling and how well
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experimental method
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to measure cause and effect relationships
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test market
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a product is introduced to a specific population before a national rollout
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survey
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when a researcher gains information on attitudes, opinions, or motivations by questioning current or prospective customers
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direct questioning
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researchers can elicit a full range of responses from people and there by infer how well advertising messages convey key copy points
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central locations tests
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respondents, are shown test commercials, usually in shopping centers, and questions are asked before and after exposure
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clutter tests
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test commercials are shown with noncompeting control commercials to determine their effectiveness, measure comprehension and attitude shifts, and detect weaknesses
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halo effect
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respondents rate the ones that make the best first impression highest in all categories
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attitude tests
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to measure a campaign’s effectiveness in creating a favorable image for a company, its brand, or its products
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recall tests
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reveal the effectiveness of message components such as size color or themes
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inquiry tests
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consumers respond to an offer for info. or free samples- researchers can test a messages attention-getting value, readability, and understandability
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sales tests
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measure advertising effectiveness =, although many other variables usually affect sales
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validity
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results must be free of bias and reflect the true status of the market
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reliability
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when a test is repeatable- it must produce the same results every time it is administered
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universe
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the entire target population
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sample
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group from the population that reflect that population’s characeristics
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sample units
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the individuals, families, or companies being surveyed
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random probability samples
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because everyone in the universe has an equal chance of being selected
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nonprobability samples
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easier than probability samples, as well as less expensive and times consuming

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