Contemporary Advertising and Integrated Marketing Communications Chapter 7

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