Smartbook Module 7

How does an advertiser know that its campaign has succeeded in reaching its target audience?

-Market share increases. -A change in awareness occurs.

To seek information about the product concept, the target audience, the communication media, and the creative message, companies use which type of research?

IMC strategy

What is used to assist in the selection of target markets, messages, or media?

IMC strategy research

Each brand needs to create a guide for the creative centered on knowing its consumers' wants, needs, and motivations. Why?

because IMC often works differently for different brands within a category

What does MIS refer to?

marketing information system

What is it called when companies develop systematic procedures for gathering, recording, and analyzing new information that help managers make marketing decisions?

marketing research

Identify an aspect of IMC strategy that can be pretested effectively.

package design

A company could find, once it completes the exploratory research phase, that it needs more information that can only be acquired from what type of research?

primary research

What must researchers do to get hard numbers about specific marketing situations?

quantitative research

What drives marketing decision making?

research

What is the first step in the marketing research process?

situation

What does the David Ogilvy Research Award honor?

the most effective campaign guided by research

How is the effectiveness of a campaign, after it runs, evaluated?

tracking

True or false: Research is helpful in determining which creative concepts to use in the IMC strategy.

true

Companies build a message strategy by combining components of the _____ mix, which includes product concept, target audience, communication media, and the creative message.

creative

After building an IMC strategy, what do companies begin doing?

developing creative concepts

One of the functions of marketing research is to help managers do what?

identify consumer needs

In order to use message strategies effectively, what should strategy research do?

inform a blueprint to steer creatives

Name the stage of the marketing research process that includes researchers talking about problems with customers, competitors, suppliers, and employees.

informal research

What are the first steps in the marketing research process?

-defining the problem -analyzing the situation

Click and drag on elements in order

1. situation analysis and problem definition 2. informal research 3. construction of research objectives 4. primary research 5. interpretations and reporting of findings

Before developing any messaging campaign or making any IMC decisions companies must use ________ research to get a feel for how people perceive its products, how they view the competition, and which messages offer the greatest appeal.

IMC

In order to get a feel for potential customers' views on their products, their competitors, and their advertising methods, companies use what type of research before developing a campaign?

IMC

What is one of the largest costs in a company's marketing budget?

IMC

In order to generate beneficial information for future ad campaigns, companies use which one of the following?

posttesting