Lesson 3:1

Question 1

Communications Research

Answer 1

Communications research is significant to the IMC planning process. This information is needed to help the company and/or agent thoroughly understand the product being sold and the consumer (or business).

Question 2

Three Primary Research of Communications Research

Answer 2

Product-specify research

Consumer-oriented research

Target-market research

Question 3

Product-specific approach

Answer 3

Identifying product characteristics for use as selling points.

A grasp of the product benefits is critical.

Question 4

Consumer-oriented approach

Answer 4

Anthropological approach
Sociological approach
Psychological approach

Question 5

Anthropological approach

Answer 5

Direct observation of consumers using the product or service

Question 6

Sociological approach

Answer 6

Analysis of social issues, trends, and family cycle changes

Question 7

Psychological approach

Answer 7

Analysis of psychological motives for a product, How does the product make one feels?

Question 8

Focus Groups

Answer 8

The focus group consists of 6 to 10 customers who talk about particular topic, products, or brands in front of a moderator or panel who tracks consumer comments and ideas.