Chapter 7

Question 1

Marketers conduct 3 types of research to support advertising and brand promotion activities:

Answer 1

1. Developmental advertising and promotion research (before ads are made)
2. Copy research (as the ads are being finished or are finished)
3. Results-oriented research (after the ads are in the marketplace)

Question 2

Stage 1: Developmental Advertising and IBP Research

Answer 2

Developmental advertising and promotion research is used to generate opportunities and messages
helps discern the target audience’s identity, perceived needs, usage expectations, history, and context, etc.
provides critical information

Question 3

consumer insights

Answer 3

Knowledge of how consumers think about, use, or otherwise view brands, good, or services within the context of their lives. These insights are typically derived through ethnographic methods

Question 4

trendspotting

Answer 4

Identifying new trends in the marketplace

Question 5

Design Thinking

Answer 5

Design thinking is a newer way of looking at the integration of research, product development, advertising, and brand promotion
digs deeper to reveal what consumers really need and want
proceeding with an ongoing process of prototyping, testing, feedback, prototyping again

Question 6

concept test

Answer 6

A type of developmental research that seeks feedback designed to screen the quality of a new idea, using consumers as the final judge and jury
screen ideas for advertisements or assess new product concepts

Question 7

Audience Profiling

Answer 7

need to know as much as they can about the people who will see, hear and interact with branded communications

Question 8

Lifestyle research

Answer 8

survey-based knowledge derived through questions about consumers’ activities, interests, and opinions (AIO). It is used to help develop messages and target profiles of consumers

Question 9

focus group

Answer 9

A brainstorming session with a small group of target consumers (6-10) and a professional moderator, used to gain new insights about consumer response to a brand

Question 10

Projective techniques

Answer 10

A type of developmental research designed to allow consumers to project thoughts and feelings (conscious or unconscious) in an indirect and unobtrusive way onto a theoretically neutral stimulus

Question 11

Projective Technique: Dialogue balloons

Answer 11

A type of projective technique that offers consumers the chance to fill in the dialogue of cartoon-like stories, as a way of indirectly gathering brand information

Question 12

Projective Technique: Story construction

Answer 12

A type of projective technique that asks consumers to tell a story about people depicted in a scene or picture, as a way of gathering information about a brand

Question 13

Projective Technique: Zaltman Metaphor Elicitation Technique (ZMET)

Answer 13

A research technique to draw out people’s buried thoughts and feelings about products and brands by encouraging participants to think in terms of metaphors

Question 14

embedded

Answer 14

Consumption practices tightly connected to a a consumer’s social context

Question 15

Fieldwork

Answer 15

Research conducted outside the agency, usually in the home or site of consumption

Question 16

ethnographic research

Answer 16

Researchers observe and interview consumers in real-world settings

Question 17

long interview

Answer 17

A one-on-one interview, as long as one hour, with a consumer in which the interviewer probes to get at deeper connections between brands, consumption practices, and consumers’ real lives

Question 18

Big Data

Answer 18

Term used to refer to massive data that have become available through social media. These include email surveillance and analysis, frames per second (fps) tracking, and capturing every single click, location, and word users of smartphones create

Question 19

netnography

Answer 19

A research method to understand online communities or online cultures
it is a ethnography conducted over the internet
researcher observes and collects data from online communities, and actively seeks answers from online informants

Question 20

Internal Company Sources

Answer 20

Some of the most valuable data are available within a firm itself

Question 21

Government Sources

Answer 21

Various local, state, and federal government organizations in the United States collect and report data on factors of interest to advertising planners, such as population and housing trends, transportation, consumer spending, and recreational activities

Question 22

Commercial, Industry, and Nonprofit Sources

Answer 22

Forrester Research - consumer use of tech products
NPD Group - large, nationwide consumer panel of people who answer questions
Pew Center - general consumer attitudes
National Retail Federation
Professional publications (ex. Progressive Grocer and Beverage)

Question 23

Stage 2: Copy Research

Answer 23

also known as evaluative research
research on the actual ads or promotion texts themselves (finished or unfinished)
used to judge or evaluate ads and promotions

Question 24

normative test scores

Answer 24

Scores that are determined by testing an ad and then comparing the scores to those of previously tested, average commercials of its type

Question 25

normative test scores

Answer 25

Scores that are determined by testing an ad and then comparing the scores to those of previously tested, average commercials of its type

Question 26

Evaluative Criteria and Methods: communication test

Answer 26

A type of pretest message research that simply seeks to see if a message is communicating something close to what is desired

Question 27

What Do They Remember? Cognitive Residue

Answer 27

cognitive residue (pieces of the ad mixed with the consumer’s own thoughts and reactions)
memory measures of ads (not brands) don’t tend to predict actual sales very well

Question 28

What Do They Remember? Cognitive Residue

Answer 28

cognitive residue (pieces of the ad mixed with the consumer’s own thoughts and reactions)
memory measures of ads (not brands) don’t tend to predict actual sales very well

Question 29

thought listing

Answer 29

A type of pretest message research that tries to identify specific thoughts that may be generated by an advertisement. Also known as cognitive response analysis

Question 30

Recall tests

Answer 30

Tests of how much the viewer of an ad remembers of the message; they are used to measure the cognitive residue of the ad. These are the most commonly employed tests in advertising

Question 31

Recall tests

Answer 31

Tests of how much the viewer of an ad remembers of the message; they are used to measure the cognitive residue of the ad. These are the most commonly employed tests in advertising

Mostly used in TV

Question 32

Recognition tests

Answer 32

Tests in which audience members are asked if they recognize an ad or something in an ad. These are the standard cognitive residue test for print ads and promotion
standard memory test for print ads

Question 33

implicit memory measures

Answer 33

Techniques used to obtain feedback that determines consumers’ recognition of advertising, characterized by questions or tasks that do not explicitly make reference to the advertisement in question. The perceived advantage of this type of test is a more subconscious, unadulterated response.

SRNT - Sprint

Question 34

Knowledge

Answer 34

large step up from cognitive residue
having knowledge about a brand that could have only come from an ad is much more meaningful measure of advertising effectiveness
ex. brand claim, belief about the brand (Brand x cleans twice as well as brand Y)

Question 35

Attitude Change

Answer 35

attitudes suggests where brand stands in the consumer’s mind

attitude or preference is a summary evaluation that ties together the influences of many different factors

Question 36

attitude study

Answer 36

A research method that measures consumer attitudes after exposure to an ad or measures attitudes about a company’s product, as well as that of the competing brand

Question 37

Feelings and Emotions

Answer 37

feelings have 3 distinct properties that make them powerful in reactions to advertisements and the advertised good/service

1. Consumers monitor and access feelings very quickly - consumers often know how they feel before they know what they think
2. There is much more agreement in how consumers feel about ads and brands than in what they think about them
3. Feelings are very good predictors of thoughts

Question 38

resonance test

Answer 38

A type of message assessment in which the goal is to determine to what extent the message resonates or rings true with target audience members

Question 39

Frame-by-frame tests

Answer 39

Copy research method that works by getting consumers to turn dials (like/dislike) while viewing television commercials in a theatre setting, to assess response.

Question 40

physiological assessment

Answer 40

The research interpretation of certain biological feedback generated from viewers who are exposed to an ad or IBP message, using brain imaging and other neuroscience techniques
fMRI to see which parts of the brain light up to various stimuli

Question 41

Eye-tracking systems

Answer 41

A type of physiological measure that monitors eye movements across print and online ads during research studies.

Question 42

Behavioural Intent

Answer 42

essentially what consumers say they intend to do
ex.) after seeing brand x advertisements, the consumers intent to purchase brand x goes up, some reason to believe that the tested advertising had something to do with it

Question 43

Stage 3: Results Research

Answer 43

ads are out in the world, assessing if they are working

difficulty of determining connection between advertising and sales

Question 44

Tracking studies

Answer 44

Studies that document the apparent effect of advertising over time, assessing attitude change, knowledge, behavioural intent, and self-reported behaviour. They are one of the most commonly used advertising and promotion research methods.

Question 45

Direct response

Answer 45

Copy research method measuring actual behaviour of consumers

offering the audience the opportunity to place an inquiry or respond directly through a website

Question 46

inquiry/direct response measures

Answer 46

A type of post-test message tracking in which a print or broadcast advertisement offers the audience the opportunity to place an inquiry or respond directly through a reply card or toll-free number.

Question 47

Estimating Sales Derived from Advertising

Answer 47

sales data off the internet are easily traced

media advertising: statistical models are employed to try to isolate the effect of advertising on sales

Question 48

Single-source data

Answer 48

Information provided from individual households about brand purchases, coupon use, and television advertising exposure by combining grocery store scanner data with TV-viewing data from monitoring devices attached to the households’ televisions.

Question 49

Account planning

Answer 49

A system by which, in contrast to traditional advertising research methods, an agency assigns a coequal account planner to work with the agency team, analyzing research data related to a client’s brand or product

Question 50

Account planning differs from advertising research in 3 ways:

Answer 50

1. rather than depending on a separate research department’s occasional involvement, the agency assigns an account planner to a single client (just like an advertising executive) to stay with the projects on a continuous basis
   vs. research dept. getting involved as needed, working on several client’s advertising at once
2. this organizational structure puts research in a different, more prominent role
   planners more actively involved throughout entire advertising process
3. agencies that incorporate account planning tend to do more qualitative research than their more traditional counterparts