Creating from scratch what the good or service should look like.

Seeks feedback designed to screen the quality of a new idea, using consumers as the judge and jury.

Creatives need to know about the people to whom their ads will speak.

Uses survey data from consumers who have answered questions about themselves.

Discussion session with customers to come up with new insights about the product or brand

Projective techniques

Allow consumers to project their thoughts and feelings onto a blank or neutral surface.

Asks to tell a story about people depicted in a scene or picture

Allows to fill in the dialogue of cartoonlike stories.

Encourage participants to think in terms of metaphors.

is conducted outside the agency (i.e., in the “field”), usually in the home or site of consumption.

is another method of gaining data about the real lives of consumers

Normative test scores

Scores relative to the average for a category of ads tested previously.

Discovers whether a message is communicating something close to what the advertiser desired

Common methods for assessing cognitive impact

• Thought listing • Recall tests • Recognition tests

Physiological assessment

Finding which parts light up during exposure to various stimuli

Physiological assessment

Finding which parts light up during exposure to various stimuli.

Developed to monitor eye movements across print ads.

Get consumers to turn dials while viewing television commercials in a theater setting

Effect of advertising and branded entertainment are tracked over time

Advertisements that offer the audience the opportunity to place an inquiry or respond directly

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CHAPTER 7 VOCAB

Question	Answer
Design thinking:	Creating from scratch what the good or service should look like.
Concept testing:	Seeks feedback designed to screen the quality of a new idea, using consumers as the judge and jury.
Audience profiling:	Creatives need to know about the people to whom their ads will speak.
Lifestyle research	Uses survey data from consumers who have answered questions about themselves.
Focus groups	Discussion session with customers to come up with new insights about the product or brand
Projective techniques	Allow consumers to project their thoughts and feelings onto a blank or neutral surface.
Story construction	Asks to tell a story about people depicted in a scene or picture
Dialogue balloons	Allows to fill in the dialogue of cartoonlike stories.
ZMET	Encourage participants to think in terms of metaphors.
Fieldwork	is conducted outside the agency (i.e., in the “field”), usually in the home or site of consumption.
Long interview	is another method of gaining data about the real lives of consumers
Normative test scores	Scores relative to the average for a category of ads tested previously.
Communication test	Discovers whether a message is communicating something close to what the advertiser desired
Common methods for assessing cognitive impact	• Thought listing • Recall tests • Recognition tests
Physiological assessment	Finding which parts light up during exposure to various stimuli
Physiological assessment	Finding which parts light up during exposure to various stimuli.
Eye-tracking systems	Developed to monitor eye movements across print ads.
Frame-by-frame tests	Get consumers to turn dials while viewing television commercials in a theater setting
Tracking studies	Effect of advertising and branded entertainment are tracked over time
Direct response	Advertisements that offer the audience the opportunity to place an inquiry or respond directly

Created by: Rhudiperez

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