Adv. chap 5 Flashcards
Used to assist in determining market segments. Plays a key role in helping creatives understand audience. Used to evaluate agency performance
Advertising and promotion research
A broader vie than traditional research that introduces data earlier in the development process and relies on a wider variety of research techniques
Account Planning
The research method produces consistent finding over time
Reliability
The information generated is relevant to the research questions being investigated
Validity
Usually applied to qualitative data; does the data seem to make sense
Trustworthiness
Learn from the experiences of the consumer through direct observation
Field Work
How much does the viewer remember from the message
Recall Test
To what extent does the ad ring true
Resonance Test
Do people remember seeing and ad or sponsor
Recognition Test
Tracks emotional responses withing an ad
Frame by frame tests
Eyes tracking, psychogalvanometer, voice response analysis
Physiological test
Forms of encoding
Verbal
Graphic
Musical
Animation
The semiotic Perspective
Oject/Brand > Sign or symbol represent intended meaning > Interpretant intended meaning
Forms of personal Communication
Verbal Non verbal (gestures, facial expression, body language)
Personal Channels
- Personal Selling
- Word of mouth
