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Advertising - Test 1
Stack #121721
| Question | Answer |
|---|---|
| Define modern advertising | Paid, persuasive, non-personal mass media used to connect an identified sponsor with a target audience |
| Public Service Advertising (Announcement) | An advertisement serving the public interest, carried by the media at no charge |
| ad council | largest producer of public service announcements in the U.S. |
| Word of Mouth (WOM) | Information transmitted informally by consumers, not by advertising and not structured, paid for, or openly sponsored |
| Advertisement | a specific message that an organization has placed to persuade an audience |
| Advertising campaign | a series of coordinated advertisements and other promotional efforts that communicate a single theme or idea |
| Advertising’s Communication Role-A model of mass-mediated communication. Two major components | Production and Reception |
| Production | content of a mass communication is produced by institutions and appears as a message (or encoding) |
| Reception | audience interprets an ad according to social networks, previous experience and their motivation; interpretation creates meaning for an ad (or decoding) |
| Personal selling | face-to-face, one person |
| Advertising could be a ______ or ________ | a good or an idea |
| Encoding and decoding are not always _________. | consistent |
| Mass media communication | Source-->message-->medium-->many different consumers<--Feedback (from consumers, to source) |
| Content determines ________. | meaning |
| snicker commercial—men kiss. encoded message vs decoded message | encoded message: snickers is so good people will do anything for it, decoded as offensive to gay community; others thought it was funny |
| Audience for advertising | a group of individuals who receive and interpret messages from advertisers through mass media |
| Target audience for advertisint | a particular group of individuals singled out for a specific message carried in advertising |
| Advertising’s Marketing Role | Product, Place, Price Promotion—must be consistent; must supplement other 3Ps and work well with other promotional elements |
| GDP | total value of goods and services produced in an economic system |
| Advertising may increase GDP due to | consumer spending on a particular product |
| Advertising stimulates ________ and acts as a __________. | stimulates competition and acts as a barrier of entry |
| Competition creates brand | awareness |
| Consumers may be willing to pay higher prices for certain brands if they are | loyal |
| A country’s level of ad spending is typically proportional to its | standard of living. |
| What country spends the most on advertising? | USA |
| Advertising can potentially _______ or ______ values. | shape or mirror |
| Advertising operates at two levels: | Messages that convey info about brands and companies, Unintended messages that impact knowledge about society or some segments |
| Primary demand advertising | stimulating demand for an entire product category |
| Selective demand advertising | promoting the value of a particular brand compared to competition |
| Direct response advertising | asking an audience to take immediate action developed to elicit immediate response |
| Indirect (Delayed) response advertising | stimulation demand over a long period of time |
| Corporate (institutional) advertising | promoting a company as a whole—try to instill favorable image of a company |
| Private label advertising | promotion retailer’s own in-house brands that belong to the retailers (i.e. target’s brand) |
| Public service advertising | does not deal with a particular brand buy a positive message promoting a particular behavior or not to do something (drugs, drinking and driving) |
| Effective advertising messages will achieve the _______________ on the ___________________. | the desired impact (objective) on the target audience |
| ROI of effective advertising | Relevant- mean something to target audience. Original- one of its kind, creative, stand out from other ads. Impact- cut through clutter, get attention, stick in memory |
| Effective advertising | strategy-->creative idea--> executing --> media |
| Award shows: Effie’s judges | effectiveness |
| Award shows: Clio’s judges | creative ideas |
| Not all award winning ads are | effective |
| Consumer generated content | A marketer driven initiative (Pringles-jingle contest in UK) |
| “tiny machine” iPod commercial and diet coke/mentos experiments are examples of | Non-marketer driven initiative examples |
| advertising landscaping changing: technological advances give advertisers | new media to reach potential customers and more interactive and stronger established relationships |
| Advertainment | blending of advertising with entertainment programming, transforming advertising into something attractive and desirable instead of interruptive |
| consumers’ productive role | consumer generated content: may or may not be a marketer-driven initiative |
| Integrated Marketing Communications (IMC) | the practice that stresses unifying all marketing communication tool so they send a consistent, persuasive message |
| advertisers are moving into | global markets |
| agencies are forming huge | multinational operations |
| the vista “wow” commercial is an example of a | globalized campaign |
| Ethics | moral standards and principles against which behavior is judged. |
| many advertising related decisions are not covered by | a code, rule, or regulation |
| Three criteria central to advertising ethics: | advocacy, accuracy, acquisitiveness |
| Advocacy | advertising attempts to persuade |
| Accuracy | beyond easily verifiable claims are matters of perceptions |
| Acquisitiveness | a symbol of our society’s preoccupation with accumulating material objects |
| Puffery | advertising or other sales representations that praise the item to be sold using subjective opinions, superlatives, or exaggerations, vaguely and generally, stating no specific facts |
| Is puffery legal? | yes. |
| Nestle makes the “best chocolate” is an example of | puffery |
| Papa Johns—better ingredients, better pizza (they name pizza hut in their ad). Problem? | Can’t name competition in the ad. |
| Offensiveness is __________, and tastes change over time. | subjective |
| considered offensive or tasteless because: of | the use of sex, racism, vulgarity, violence, etc |
| advertising challenges: | must be aware of current standards of taste, pretest—feedback should minimize chance of production of a distasteful ad, mismatching a questionable ad with certain media |
| Stereotyping in advertising | Involves presenting a group of people in an unvarying pattern that lacks individuality/diversity |
| children between 2-11 watch an average ____ hours of tv a week and may see between ________ and _______ commercials a year. | 21.5 hours of tv a week and may see between 22,000 and 25,000 commercials a year |
| desire to restrict advertising to kids based on 3 concerns: | 1) it is believed that advertising promotes superficiality. 2) children are considered inexperienced consumers and easy prey for the sophisticated persuasions of advertisers. 3) influences children’s demands for products which creates parent-child conflic |
| ethics of banning advertising tobacco/alcohol: | would reduce sales and unhealthy effects. But banning truthful, nondeceptive ads for a legal product is unconstitutional. |
| tobacco ads were banned on tv and radio in | 1971 |
| 1998 ban on tobacco ads in the form of | outdoor posters, cartoon characters, event sponsorship with youth. |
| National Legacy Foundation started the | anti-smoking Truth campaign. |
| If supermodel Kate Moss endorses a line of Kmart clothing, the FTC requires that | she actually uses the product she endorses. |
| A consumer’s involvement in purchase decisions is affected by: | communications, the consumer’s personality, and the situation |
| CampusTown Foods, a local grocery store, has decided to run a series of advertisements. For this to be considered an advertising campaign, what condition must be met? | The advertisements must communicate a single idea or theme. |
| Advertising research is a specialized form of marketing research that focuses on | the planning, preparation, and placement of advertising. |
| Advertisements can be tested in both | ____________ form and __________ form. |
| The three issues critical to the ethical discussion of advertising are | accuracy, advocacy, acquisitiveness. |
| One method of agency compensation has been accused of encouraging advertising agencies to recommend the most costly media vehicles available. This method is | the commission system. |
| Procter and Gamble (P&G) has recently launched two _______________: Capessa and People’s Choice, for the purposes of establishing relationships with its target consumers and conducting marketing research. | social networking sites. |
| What theory characterizes an individual as an active problem solver? | cognitive learning theory |
| Although certain ads might be in bad taste or offensive in any circumstance, what else might affect viewer reactions? | Consumers’ sensitivity to the product category, Mismatching a questionable ad with certain media, Use of sexual appeal in ads |
| Subliminal advertising | advertising message transmitted below the threshold of normal perception so that the receiver is not consciously aware of having viewed it. |
| Subliminal stimulation types: | briefly presented visual stimuli, accelerated speech in low volume auditory message, sexual imagery/words in print ads, little evidence exists to support this belief |
| FTC defines deceptive advertising as | any ad that contains misrepresentation, omission, or any other practice that can mislead a significant number of reasonable consumers to their detriment |
| In making product performance claims, a company needs ____________ to support the claims | substantial test data |
| Vertical cooperative advertising | A manufacturer and a dealer/retailer sharing advertising expenses |
| Vertical coopoerative advertising seeks to: | build the manufacturers brand image and help distributers, dealers, or retailers make more sales |
| Vertical cooperative advertising creates a cooperative advantage. This is generally legal, but when is it illegal? | When dealers are given bogus cooperative advantage allowances as hidden price concessions |
| Comparative advertising | Advertising that claims product superiority over one or more explicitly named or implicitly identified competitors. |
| Comparative advertising is legal according to FTC provided that | comparative claims be substantial by the firm |
| Products are endorsed by | experts and celebrities |
| When are endorsements considered deceptive advertising? | If the endorser isn’t qualified by training or experience to make judgments and doesn’t actually use the product |
| Childrens TV Act (1990) | limits the amount of commercial time in children’s programming to 10.5 minutes of commercial time per hour on weekends and 12 min/hour on weekdays |
| Who sets the guidelines for advertising aimed at kids on major tv networks? | the networks themselves. |
| FTC’s regulatory programs and remedies are meant to help reinforce | legislative mandates in specific situations |
| FTC’s regulatory programs and remedies are meant to protect | both consumer and business from anti-competitive behavior and unfair or deceptive practice |
| advertising substantiation program | advertisements must make known supporting evidence for survey findings or scientific studies cited in ads |
| affirmative disclosure | advertisement must make known info about consequences, conditions, and limitations in association with the use of the product |
| consent decree | an order given by the FTC and signed by an endorser agreeing to stop running ad in question without admitting guilt |
| cease and desist order | requiring that advertisement in question be stopped within 30 days so a hearing can be held to determine whether the advertisement is deceptive or unfair. violations are punishable by fines. |
| corrective advertising | requiring that the advertisers run advertisements designed to remedy the deception or misleading impression created in previous ad (ex: Listerine) |
| FTC | Federal Trade Commission - A United States government agency that enforces antitrust laws amongst other things. |
| FCC | Federal Communications Commission - The FCC has the authority to regulate all interstate communications originating in the United States. |
| FDA | Food and Drug Administration - Government agency whose mission is "to promote and protect the public health by helping safe and effective products reach the market in a timely way, and monitoring products for continued safety after they are in use." |
| Several industry and trade associations and public service organizations have voluntarily established guidelines for advertising within their industries.why? | govt action may prove highly restrictive, and effective self-regulation maintains integrity and credibility of the profession |
| Consumers as regulatory agents | Consumer organizations and consumerism have provided primary vehicles for consumer regulating efforts |
| 2 examples of consumer organizations | Action for Children’s TV (ACT) and Mothers Against DrunK Driving (MADD) |
| Action for childrens TV (ACT) | law limits ads kids shows |
| Consumerism | the actions of individual consumers to exert power over the marketplace activities of organizations. commonly created pressure on firms by withholding patronage through boycott |
| Full-service agencies | full range of marketing and communications services including planning, preparing, and placing of advertising messages and other forms of promotions |
| Creative boutiques | only services related to the creative aspects of advertising (copy-writing and artistic services) |
| coke as w/ polar bears around Christmas time made by what type of agency? | creative boutique |
| Media-buying services | buying media time and space; focuses only on media placement |
| Interactive agencies | preparing communications for interactive media (i.e. internet, CD-ROMs, interactive kiosks) |
| because of their popularity, some full service agencies have own branches dedicated to | interactive services |
| In-house agencies | agencies set up, owned, and operated by advertisers |
| Agency of Record (AOR) | an “agency of record” is one with an agreement making it the client’s exclusive agent for a particular brand. |
| For clients with several agencies, the one that coordinates media buying and scheduling is | the Agency of Record. |
| An Agency of Record is paid how? | a fixed rate |
| Agency services/functions | Administrative services-->account management-->creative production and service--> media planning and buying-->marketing service--> |
| Agency Functions:Account management | Liaison with the client and supervise day-to-day work and development of recommendations and plans |
| Account management: Account executive (AE) | focal point of client-agent relationship |
| Marketing services: | Account planning, research, sales, promotion, direct marketing, PR |
| Creative services | develop the message (copy + art) |
| Production services | turn creative ideas into ads |
| Media planning and buying | Handle “placement” of advertising effort |
| Administrative services | Internal service departments within agency (i.e., accounting, personnel, “traffic,” ect.) |
| Traffic has exposure to every single function in advertising agency, and makes sure | every single deadline is being met. |
| Traffic | traffic department coordinates all phases of a product and makes sure everything is completed before client and/or media deadlines |
| Agency compensation: Commission from media | a specified commission (usually 15%) from media purchasing (advertising time and space) |
| Agency compensation: Markup charges | production cost + fixed % (usually 17.65% of the invoice). This is negotiable. |
| Agency compensation: Fee system | hourly rate, or by project |
| External facilitators | organizations or individuals that provide specialized services to advertisers and agencies |
| Types of external facilitators | marketing and research firms, consultants, production facilitators, information intermediators, other communications organization, public relations firms, Direct-marketing firms, sales promotion specialists |
| Media Organizations | Organizations that own and manage media. Different form media research firms |
| Five major categories of media: | Broadcast, Print, Interactive, Support, Media conglomerates |
| Broadcast media | i.e., television; radio |
| Print media | i.e., magazine; newspaper; direct mail |
| Interactive media | i.e., internet; CD-ROM; home-shopping broadcast |
| Support media | i.e., outdoor; POP displays; event sponsorships |
| Media conglomerates: | i.e., Time Warner, Walt Disney Co. |
| Most jobs in advertising require a | college degree. |
| Starting salaries in advertising jobs are often | low. |
| Structure of Advertising Industry | Advertisers, advertising & promotion agencies, external facilitators, media organizations, target audience |
| Roles of advertisers: | have the product to be marketed, provide funds for A & P, assume major responsibility for marketing decisions |
| Types of advertisers | trade resellers, social organizations, government, manufacturers and service firms |
| Advertising Agencies | an organization of professionals who provide creative and business services to clients related to planning, preparing, and placing ads |
| Essence of the agency business | add perceived value to client’s product |
| Advertising agency | an organization of professionals who provide creative and business services to clients related to planning, preparing, and placing advertisements |
| Reasons for using an agency | outside agency brings expertise, objectivity, and dedication. They handle staffing and management requirements needed to achieve communication objectives |
| 3 alternative views of marketplace | 1)Highly aggregate/collective view vs highly individual view 2) Low cost vs high cost 3) Low effectiveness vs high effectiveness |
| Pre-widespread adoption of marketing concept, what prevailed? | undifferentiated, mass-marketing |
| the model T was a car for | the mass market |
| Market Segmentation Defined in 3 parts: process of | Dividing potential market into homogeneous subsets of consumers with common needs and/or characteristics, Selecting one or more segments to target with distinct marketing mix, and Positioning product so perceived by each target market as satisfying its ne |
| Concept of market segmentation introduced in | 1956 |
| Advantages of market segmentation | avoid head-on competition by differentiating offers, and satisfy specific consumer needs. |
| Demographic segmentation | descriptor such as gender, age, marital status, income, race, occupation, etc |
| Geographic segmentation | based on location, climate, density |
| geodemographic segmentation | identifies neighborhoods (zip codes) around the county with common demographic characteristics. |
| PRIZM is an example of | a geodemographic segmentation system |
| Psychographic/ lifestyle segmentation | based on activities, interests, opinions (AIO) |
| VALS is an example of | a psychographic/lifestyle segmentation system |
| Behavioral segmentation | based on purchase behavior (usage rate) |
| 80-20 rule for behavioral segmentation | heavy users account for disproportionately large percentage of product usage |
| Benefit segmentation | measures of what consumers are seeking in a product/service |
| Concentrated segmentation strategy | target one segment with a unique marketing mix |
| Target Segment | the subgroup of the larger market chosen as the focal point for the marketing program and advertising campaign |
| Differentiated segmentation strategy | target several segments using individual marketing mixes |
| Proctor & Gamble detergent uses what type of segmentation strategy? | differentiated |
| 4 criteria for effective segments | -identifiable, sufficient, stable, accessible |
| Positioning | the act of designing and representing one’s product or service so that it will occupy a distinct and valued place in the consumer’s mind |
| perceptual maps | show marketers how closely products are conceptually position by consumers to “ideal points” to their own products and competitors products |
| 4 essentials for effective positioning strategies | substance, consistency, simplicity and distinctiveness |
| Repositioning | Altering or changing a product or brand’s position |
| Repositioning occurs when? | When there’s declining or stagnant sales, or anticipated opportunities in other market positions |
| Repositioning is often _____________ to accomplish. | difficult |
| Oldsmobile “Not your father’s Oldsmobile” is a rough attempt at | repositioning. |
| Volvo: “lust, envy, jealousy. The dangers of Volvo.” is a rough attempt at | repositioning. |
| Marlboro marketing to women in the 1925-1954 is a successful example of | repositioning. |
| Betty Crocker: 1996 spokes woman younger, combination of over 75 women, looks more professional, more multicultural. Successful example of | repositioning. |
| Product Differentiation | The distinguishing of substitute products from one another by advertising and the like. |
| A valuable supplement to market segmentation when competing with other brands in segment. | product differentiation |
| Functional differentiation | build a feature of performance characteristic into a brand |
| Emotional differentiation | turn to emotion to create distinctive image or personality for brand |
| The key to effective advertising is | to understand the consumer audience. |
| Consumer behavior | interdisciplinary science designed to investigate the decision-making units and the processes involved in the consumption of goods, services, experiences and ideas |
| 5 parts of psychological process of consumer behavior of the individual | perception, motivation, personality, learning, attitudes |
| 3 parts of consumer behavior as a social being | family, reference groups, sulture and subculture |
| internal and external factors contribute to | consumer decision making process |
| 5-part consumer decision-making process | Need recognition, information search, alternative evaluation, purchase, post-purchase evaluation |
| Need (problem) recognition can be triggered by | advertising. |
| Information searches can be _________ or ___________. | internal or external |
| Alternative evaluation: evoked (consideration) set | subset of brands from a product category that becomes focal point of consumers’ evaluation |
| Post-purchase satisfaction equation | satisfaction = f (performance – expectation) |
| Satisfaction | loyalty +(word-of-mouth) |
| Dissatisfaction/cognitive dissonance | switching –(word-of-mouth) |
| Perception | process by which physical sensations gain exposure, attention, and are comprehended |
| Selective perception | the process of screening out information that does not interest us (or is not relevant to our current needs) and retaining information that does |
| paranormal state billboard | when you walk by a sound plays but it is meant to make you feel like it is in your head. Subliminal advertising based on perception. |
| Comprehension: perceptual organization | View stimulus in terms of relationships with other events, sensations, images |
| Perceptual organization: Gestalt psychology | Gestalt: German for overall pattern. a theory of mind and brain that the whole is greater than the sum of its parts. |
| Perceptual organization: Closure | make sense out of incomplete information and assign a meaning to that particular stimulus |
| “ingle ells” and land rover ads with missing letters count on our perceptual ability to create | closure. Figure-Ground relationship: one part of picture will dominate while other parts recede into the background |
| picture looks like two faces or a vase, depending on where you focus your attention, or lactose uses a very plain white background so their logo really stands out based on the concept of | figure-ground relationships |
| Interpretation | meaning that we assign to sensory stimuli |
| Interpretation: making inferences | forming beliefs about objects from past associations |
| Family branding | placing a strong brand name on a number of precuts to stimulate positive inferences by consumers |
| Brand names can suggest | special qualities or characteristics of the product or its owner |
| Companies need to be careful in making sure brand extension is not being _____________ so the brand image is not ________. | overdone so the brand image is not __________. |
| Nissan Xterra: association of extreme sports + word ___________ to give cutting-edge, off-road feel. | “terrain” |
| Semiotics | a field of study that examines the correspondence between signs and their roles in the assignment of meaning |
| From a semiotic perspective, marketing message has three basic components | Object: the product that is the focus of message, Sign: the sensory image that represents the intended meanings of object, Interpretant: the meaning derived |
| Motivation/ needs | reason for behavior; the processes that move a person to behave in certain ways; the basis for all consumer activities. |
| Maslow’s hierarchy of needs, basic premise | dissatisfaction motivates behavior |
| Five levels of Maslow’s pyramid | Physiological needs, safety and security needs, social needs, esteem (ego) needs, self-actualization |
| physiological needs | food, water, shelter, sex |
| safety and security needs | protection, order, stability |
| social needs | affection, friendship, belonging |
| esteem (ego) needs | prestige, status, self-esteem |
| self-actualization | self-fulfillment |
| Personality | a person’s unique psychological structure resulting in rather consistent patterns of response |
| Self-concept | totality of the individual’s thoughts and feelings having reference to himself/herself as an object |
| actual self-concept | how I actually see myself |
| ideal self-concept | how I would like to see myself |
| social self-concept | how I feel others see me |
| ideal social self-concept | how I would like others to see me |
| in different contexts, consumers might select a different __________ to guide their attitudes or behavior | self-concept |
| Learning | change in behavior occurring as result of past experience/ knowledge |
| 4 major schools of learning theories | classical conditioning, instrumental conditioning, cognitive learning, vicarious learning |
| Classical Conditioning - Pavlov | Individual passively react with predictable responses to stimuli after a number of trials |
| Instrumental Conditioning – Skinner | Learning occurs as result of rewards or punishments received following the behavior |
| Positive reinforcement | Positive outcomes that strengthen the likelihood of a specific response |
| An ad showing beautiful hair to convince you to buy shampoo uses | positive reinforcement |
| Negative Reinforcement | Unpleasant or negative outcomes that serve to encourage a specific behavior |
| An ad showing dandruff as reinforcement to buy shampoo uses | negative reinforcement |
| Cognitive Learning | learning viewed as problem-solving process by rational beings. More relevant for important purchases. |
| Vicarious Learning (observational learning; modeling) | change behavior as result of observing behavior of others |
| Attitudes | learned predisposition to respond to an object in a consistently favorable or unfavorable manner—attitudes can be changed through learning, through not easy: the role of advertising |
| Involvement | level of perceived personal importance and/or interest evoked by stimulus within specific situation |
| Factors influencing consumer purchase involvement | personality, product, situation, communication |
| Elaboration Likelihood Model (ELM, Petty and Cacioppo) | Level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective. As involvement increases, people are more willing to expend cognitive effort required to process message arguments. |
| Kim-Lord Grid | Consumers can be both cognitively and affectively involved at the same time |
| Household | refers to an occupied housing unit |
| Family | 2 or more people related by blood, marriage, or adoption who reside together |
| Family life cycle | a classification scheme that segments consumers in terms of changes in income and family composition and the changes in demands placed upon this income |
| Traditional Family Life Cycle: 5 stages | Stage 1: bachelorhood, Stage2: honeymooners, Stage 3: parenthood, Stage 4: post-parenthood [kids grow up, have more time], Stage 5: dissolution [one spouse passes away] |
| Reference group | refers to any person or group that serves as a point of comparison or reference for an individual in forming either general or specific values, attitudes or behavior |
| celebrity appeal | project certain images |
| expert appeal | with his/her occupation, special training or occupation |
| “common man” appeal | testimonials of satisfied customers |
| executive appeal | top executive as spokespersons |
| 2 benefits of reference group appeals | increased brand awareness and reduced perceived risk |
| Culture | accumulation of shared meanings, rituals, norms and traditions among members of organization or society |
| A word for society’s personality | culture |
| Subculture | Identifiable group of consumers that share values, norms and sanctions that distinguish the group from larger culture. The more distinctive, homogeneous or excluded the group is from society, the more influence the subculture has |
| Subcultures can be based on | religion, geographic area, age/generation, ethnic/national origin |
| Advertising research is a specialized form of marketing research that focuses on | the planning, preparation, and placement of advertising. |
| Message variables | messages and means by which it is communicated |
| Source factors | spokesperson effectiveness, how target audience will respond |
| Testing process | concept generation and testing -->rough copy, commercial testing-->pretesting of finished ads -->post-testing of finished ads |
| Pre-testing | Tests before advertisements are placed |
| Advantage of pre-testing | relatively inexpensive feedback |
| Disadvantage of pre-testing | mockups, story boards may not communicate as effectively as the final product |
| Physiological measures (pre-testing) | How consumers react to both print and broadcast ads based on their physiological responses (eye tracking, brain waves, pupil dilation, etc.) in a laboratory setting |
| Magazine dummies (pre-testing) | Mock-up magazines that contain regular editorial content + test ads, distributed to a random sample of homes in predetermined geographic areas; readers interviewed on reactions to both editorial content and ads |
| Post-testing | Assess performance of ads during or after the launch of an ad |
| Post-testing serves to determine | if the ad is accomplishing the objective sought |
| Serve as input into next period’s situation analysis | post-testing |
| Recall tests (post-testing) | measure the extent to which ads are notice and remembered |
| Unaided recall (post-testing) | respondents are NOT given any clues to help them remember |
| Aided recall (post-testing) | respondents given product categories or brand names to jog their memories |
| Inquiry tests (post-testing) | Measure inquiries generated from print ads based on number of free samples returned, phone calls generated, or direct inquires through reader cards |
| Test marketing (post-testing) | Measure broadcast ads’ effectiveness in specific test markets before releasing the ads nationally. |
| Advantages and disadvantages of test marketing | Advantages: realism; high degree of control. Disadvantages: time and cost; competitor intervention (then post-testing results may be inaccurate) |
| Qualitative research | Utilizes focus groups, in-depth interviews, projective techniques (among other techniques) |
| Qualitative research asks | why? In what way? |
| Qualitative research relies upon | interviewer to probe for insights |
| Qualitative research questions | evolve throughout the process |
| Qualitative research samples sizes are | small |
| Qualitative research provides | deep insights |
| Focus group | A qualitative marketing research method whereby a group of 6-12 people from the target market are led through a discussion focusing on a particular topic |
| Projective techniques | a qualitative marketing research method that involves presenting consumers with an ambiguous, unstructured object, activity, or person to uncover consumers’ underlying or subconscious feelings, motives, etc. about product or problem |
| complete a sentence such as “people who buy (a product brand) are _____.”, tell a story about a person shown buying (a product) in a picture, or fill in words and/or thoughts of character in a cartoon drawing. These are examples of what type of qualitativ | projective technique |
| Quantitative research | Utilizes observations, surveys, experiments |
| Quantitative research asks | How many? How much? |
| Quantitative research may/ may not involve | interviewers |
| Quantitative research questions are developed | prior to data collection |
| Quantitative research sample sizes are | large |
| Quantitative research provides | numerical, generalizable data |
| Observation (Do) Quantitative research | record over behavior. mechanical observation or in persons: checkout scanners, people meters, etc. |
| Survey (Say) Quantitative research | ask questions about recall, awareness, knowledge, linking, preference, purchase intention, etc |
| Experiment (Causal effect) Quantitative research | select matched groups of subjects, give them different treatments, control related factors, and check for differences in group responses |
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sweetjezka