Advertising exam 2

Steps in the Research Process

1. Situation analysis and problem definition 2. Secondary research 3. Construction of research objectives 4. Primary research 5. Interpretation and reporting of findings

situation analysis

A factual statement of the organization's current situation and how it got there.

inquiry tests

A form of test in which consumer responses to an ad for information or free samples are tabulated.

direct questioning

A method of pretesting designed to elicit a full range of responses to the advertising. It is especially effective for testing alternative advertisements in the early stages of development.

observation method

A method of research used when researchers actually monitor people's actions.

experimental method

A method of scientific investigation in which a researcher alters the stimulus received by a test group or groups and compares the results with those of a control group that did not receive the altered stimulus.

brainstorming

A process in which two or more people get together to generate new ideas; often a source of sudden inspiration.

focus group

A qualitative method of research in which six or more people, typical of the target market, are invited to a group session to discuss the product, the service, or the marketing situation for an hour or more

Judge

A role in the creative process that evaluates the results of experimentation and decides which approach is more practical.

Artist

A role in the creative process that experiments and plays with a variety of approaches, looking for an original idea.

Warrior

A role in the creative process that overcomes excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization.

Explorer

A role in the creative process that searches for new information, paying attention to unusual patterns

marketing information system (MIS)

A set of procedures for generating an orderly flow of pertinent information for use in making marketing decisions.

fact-based thinking

A style of thinking that tends to fragment concepts into components and to analyze situations to discover the one best solution.

value-based thinking

A style of thinking where decisions are based on intuition, values, and ethical judgments.

kicker

A subhead that appears above the headline.

question headline

A type of headline that asks the reader a question.

news/information headline

A type of headline that includes many of the "how-to" headlines as well as headlines that seek to gain identification for their sponsors by announcing some news or providing some promise of information.

command headline

A type of headline that orders the reader to do something

provocative headlines

A type of headline written to provoke the reader's curiosity so that, to learn more, the reader will read the body copy.

text

An industry term used as a synonym for body copy.

primary research

Collecting data directly from the marketplace using qualitative or quantitative methods

bottom-up marketing

Focuses on one specific tactic and develops it into an overall strategy.

corporate objectives

Goals of the company stated in terms of profit or return on investment

marketing objectives

Goals of the marketing effort that may be expressed in terms of the needs of specific target markets and specific sales objectives.

verbal

Guideline for what advertisers should say; considerations that affect the choice of words; and the relationship of the copy approach to the medium that will carry out the message

What is the role of creativity in advertising?

Helps to inform, persuade, remind, and puts the "boom" in advertising

secondary data

Information that has previously been collected or published.

creativity

Involves combining two or more previously unconnected objects or ideas into something new.

product messages

Messages communicated by a product, its packaging, price, or distribution elements.

service messages

Messages resulting from employee interactions with customers. These messages typically have greater impact than planned messages.

marketing plan

The plan that directs the company's marketing effort.

A disadvantage of collecting primary data is that it is

expensive

validity

it must reflect the true status of the market.

A marketing research firm is testing consumer reactions to 90-day room air fresheners by asking people in the community to test the fresheners and then following up with a telephone survey to learn how they feel about the product. The firm has found that different samples from the same general population give remarkably different survey results. The firm's test most likely lacks

reliability

Jensen Research carried out an evaluation of SwimWear.com. Users of the SwimWear website received a questionnaire asking about the ease of using the website and their perceptions of the site. Which research method was used to understand consumers perceptions of SwimWear.com?

surveys

desire

the act of the consumer wanting to product or service

awareness

to acquaint people with the company, product, or service

survey

A basic method of quantitative research. To get people's opinions, surveys may be conducted in person, by mail, on the telephone, or via the Internet

message strategy

A document that helps media planners determine how messages will be delivered to consumers. It defines the target audience, the communication objectives that must be achieved, and the characteristics of the media that will be used for delivery of the messages.

central location tests

A type of pretest in which videotapes of test commercials are shown to respondents on a one-to-one basis, usually in shopping center locations.

sales tests

A useful measure of advertising effectiveness when advertising is the dominant element, or the only variable, in the company's marketing plan. They are more suited for gauging the effectiveness of campaigns than of individual ads or components of ads.

visuals

All of the picture elements that are placed into an advertisement.

advertising messages

An element of the creative mix comprising what the company plans to say in its advertisements and how it plans to say it—verbally or nonverbally

Universal Product Code (UPC)

An identifying series of vertical bars with a 12-digit number that adorns every consumer packaged good

in-depth interview (IDI)

An intensive interview technique that uses carefully planned but loosely structured questions to probe respondents' deeper feelings

ethnographic research (ethnography) (popular)

An intensive research technique that involves trying to understand behavior and culture by going out and talking to people wherever they are, while they're doing whatever it is they do

test market

An isolated geographic area used to introduce and test the effectiveness of a product, ad campaign, or promotional campaign, prior to a national rollout.

projective techniques

Asking indirect questions or otherwise involving consumers in a situation where they can express feelings about the problem or product. The purpose is to get an understanding of people's underlying or subconscious feelings, attitudes, opinions, needs, and motives.

sales-target objective

Marketing objectives that relate to a company's sales. They may be expressed in terms of total sales volume; sales by product, market segment, or customer type; market share; growth rate of sales volume; or gross profit.

unplanned messages

Messages that emanate from gossip, unsought news stories, rumors, or major disasters. Companies have little control, but the messages can dramatically affect customers' attitudes.

clutter tests

Method of pretesting in which commercials are grouped with noncompetitive control commercials and shown to prospective customers to measure their effectiveness in gaining attention, increasing brand awareness and comprehension, and causing attitude shifts.

non-verbal

Overall nature of the ad's graphics; any visuals that must be used; and the relationship of the graphics to the media in which they will appear

recall tests

Posttesting methods used to determine the extent to which an advertisement and its message have been noticed, read, or watched

technical

Preferred execution approach and mechanical outcome, including budget and scheduling limitations as well as any mandates

primary data

Research information gained directly from the marketplace.

advertising strategy research

Research that defines the product concept or assists in the selection of target markets, advertising messages, or media vehicles.

qualitative research

Research that uses in-depth studies of small, non-random samples to explore the behavior, perceptions, needs, and motivations of a target audience.

quantitative research

Research that uses larger, representative samples and surveys to quantify hypotheses and measure specific market variables

subhead

Secondary headline that may appear above or below the headline or in the text of the ad.

pretesting

Testing the effectiveness of an advertisement for gaps or flaws in message content before recommending it to clients, often conducted through focus groups.

illustrators

The artists who paint, sketch, or draw the pictures we see in advertising.

photographers

The artists who use cameras to create visuals for advertisements.

positioning

The association of a brand's features and benefits with a particular set of customer needs, clearly differentiating it from the competition in the mind of the customer.

visualization

The creative point in advertising where the search for the "big idea" takes place. It includes the task of analyzing the problem, assembling any and all pertinent information, and developing some verbal or visual concepts of how to communicate what needs to be said.

big idea

The flash of creative insight—the bold advertising initiative—that captures the essence of the strategy in an imaginative, involving way and brings the subject to life to make the reader stop, look, and listen.

secondary research

The second step in the research process, designed to explore a problem by reviewing secondary data and interviewing a few key people with the most information to share

tactics

The specific short-term actions that will be used to achieve marketing objectives.

marketing strategy

The statement of how the company is going to accomplish its marketing objectives.

Creative Process

The step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways.

media research

The systematic gathering and analysis of information on the reach and effectiveness of media vehicles.

advertising research

The systematic gathering and analysis of information specifically to facilitate the development or evaluation of advertising strategies, ads and commercials, and media campaigns

marketing research

The systematic gathering, recording, and analysis of information to help managers make marketing decisions.

body copy

The text of an advertisement that tells the complete story and attempts to close the sale. It is a logical continuation of the headline and subheads and is usually set in a smaller type size than headlines or subheads.

top-down marketing

The traditional planning process with four main elements: situation analysis, marketing objectives, marketing strategy, and tactics or action programs.

headline

The words in the leading position of an advertisement—the words that will be read first or that are positioned to draw the most attention.

planned messages

Traditional marketing communications messages, including advertising, sales promotion, publicity, and personal selling. These messages have the least impact because they are seen as self-serving.

benefit headlines

Type of headline that makes a direct promise to the reader.

The written marketing plan must reflect the goals of top management and

align with the company's mission and capabilities.

Following its latest ad campaign, Autumn Leaves Heating Systems asked consumers a series of direct and unstructured questions to measure if the campaign created a positive image for the company. The company conducted a(n)

attitude test

Great ads have certain characteristics in common, which can be placed into two dimensions:

audience resonance and strategic relevance.

Steps of Advertising Pyramid

awareness, comprehension, conviction, desire, action

Which task would most likely involve testing ad slogans prior to production?

creative concept research

The two substrategies of the advertising strategy are the

creative strategy and media strategy.

Adaptive Response Group concluded its secondary research project on the viability of a cable channel designed to meet the needs of the preteen market. Its next step should be to

establish research objectives

To better understand if an ad campaign for the Morning Sun waffle maker was acceptable to consumers, the company sponsored ________ research. A test market was established in Portland, Oregon, where the new ads for the waffle maker ran, and then sales in the area were compared to national sales where the ad did not run. The research showed sales increased in Portland, so the company moved forward with a national rollout of the new campaign.

experimental

StoreMore.com is planning to run three different magazine ads inviting consumers to visit its website to learn how to create more storage in their kitchens and basements. The ads will run in the December edition of Good Housekeeping magazine. The ad that generates the most responses will be considered most effective and will be run in future publications. What kind of a test is the firm conducting?

inquiry test

reliability

it must be repeatable, producing the same result each time it is administered.

The role of the ________ would be to tell the creatives that their idea of using a stunt rider who is known to fail consistently to promote automobile safety is not a good idea and will probably open the agency and its client to a great deal of ridicule.

judge

A firm's ______ states how it is going to accomplish its marketing objectives.

marketing strategy

action

may request additional information, a coupon, visit in the store, or actually buy the product

Four Sources of Brand Messages

planned messages, product messages, service messages, unplanned messages

For a quantitative test to be reliable, the test must

produce the same results each time it is administered.

To help food advertisers produce more effective advertising, the Food Marketing Institute did a study that asked respondents which of four reasons best explained why they wanted to eat more nutritiously: to lose weight, to prevent health problems later in life, to follow their doctor's advice, or to manage an existing medical condition. The answer to this question is an example of ________ research.

quantitative

intensive techniques

research aimed at probing the deepest feelings, attitudes, and beliefs of respondents through direct questioning. Typical methods include in-depth interviews and focus groups.

mandates

specific requirements for each ad such as slogan, addresses, and logos

comprehension

to communicate enough information about the product that some percentage of the aware group will understand the product's purpose, image, position, and some features

conviction

to persuade a certain number of people to actually believe in the product's value

An ad for the Lean Machine Weight Loss Plan describes the program as "Your path to health." This ad is ________ because it has a positively originated motive.

transformational

Three Components of Message Strategy

verbal, nonverbal, technical