Test 2 Flashcards
Advertising research categories
Advertising strategy research (define the product concept)
Creative concept research
Protesting ads
Posttesting ads
Advertising strategy research requires a clear understanding of what?
Product concept
Target audience
Media selection
Message element selection
BrandAsset Valuator measures brands in terms of
Differentation
Relevance
Esteem
Familiarity
Steps in the research process
Problem definition Secondary research Research objectives Primary research Report findings
Methods of qualitative research
Projective techniques (understands people's underlying feelings and motives) Intensive techniques (IDI, focus group, ethnographic research)
What is ethnographic research
Trying to understand culture by going out and talking to people and following them around
Methods of quantitative research
Observation
Experiment
Survey
What is the universal product code?
Reading codes to tell which products are selling and how well
Methods for testing ads (prestests)
Pretesting
Direct questioning, central location tests, clutter tests
Central location tests
Test commercials are shown to respondents in a shopping center
Clutter tests
Commercials are grouped with non competitive control commercials
Posttesting techniques (5)
Aided recall Unaided recall Attitude tests Inquiry tests Sales tests
Considerations in conducting primary research
Validity and reliability
Sampling methods
How questionnaires are designed
Dats tabulation and analysis
For a test to be valid…
Results must be free of bias and reflect the true status of the market
For a test to be reliable…
It must be repeatable
Effective survey questions have three important attributes
Focus
Brevity
Clarity
Common types of questions
Open ended
Dichotomous
Multiple choice
Scale
Top down marketing plan elements
Situation analysis
Marketing objectives
Marketing strategy
Marketing tactics
Marketing objectives (2)
Goals of the marketing effort that may be expressed in needs and sales objectives
Need satisfying objectives
Shifts managements view of a producer of a satisfier of target market needs
Steps in the marketing strategy
Defining the target market
Positioning the product
Developing a marketing mix
Developing a positioning strategy (7)
Product attribute Price/quality Product class Product user Competitor Use/application Cultural symbol Category (inventing a new product)
Bottom up marketing
Marketing tactics
Marketing strategy
Marketing results
Importance of relationships
Cost of lost customers
Cost of acquiring new customers
Value of loyal customers
Levels of relationships
Basic transactional Reactive Accountable Proactive Partnership
Four sources of brand messages
Planned
Product
Service
Unplanned
Integration triangle
Say (planned)
Do (product, service)
Confirm (unplanned)
Constructive integration.
When brand does what it says it’ll do and others confirm it
Dimensions of IMC
Ensure consistent positioning
Facilitate interactions between the company
Incorporate socially responsible mission
What is in the advertising plan?
Reviewing the marketing plan
Setting objectives
Advertising strategy
Allocating funds
Methods for allocating funds
Percentage of sales
Share of market (mountain dew 8 percent of market share spend 8 percent)
Objective/task method
