Exam 7: Advertising and Promotion Research

When the question is asked concerning what an agency really wants from advertising research, the answer often falls to the reality that it wants whatever the client wants.

Which type of research tries to identify specific cognitions that occur during an individual's exposure to a specific ad by having the person jot his or her thoughts down on the spot?

Scenario 7-2 You have been appointed director of research for the Rhode Island Runners, a new minor league baseball team that will make its debut in about six months.There have been minor league franchises in the area in the past, but due to a lack of fan support they all have folded.The Runners' upper management is convinced that past failures were the result of improper marketing of the teams.Therefore, management has committed a substantial amount of money to developing smart, effective advertising.Management has put you in charge of an intensive one-year program to guide and track the advertising. -(Scenario 7-2) In designing the new marketing campaign, developmental advertising research would be helpful in a number of areas.And when considering its marketing goals, the Rhode Island Runners staff should be aware that just about the most important service developmental research provides is

A particular kind of research is done early on simply to prevent a major disaster-to avoid erroneous communications, unexpected interpretations, or unintended meanings in an ad, particularly in diverse or global markets.What is it?