Exam 6: Strategic Research in Advertising

Marketers wanting insight into the underlying reasons for how consumers behave and why should conduct qualitative research.

Information that has been collected and published by someone else is known as ________ research.

In practice,marketers are inundated with information,so in the area of research,the main challenge is intelligence,or what advertisers refer to as:

Keith is conducting secondary research into the structure of his company's industry.Which of the following websites would be most useful for that research?

What are the six categories of advertising objectives that evaluation research investigates? What brand effects are associated with these?

Market research uncovers all critical information that becomes the basis for strategic planning decisions.

Which qualitative method is used by researchers to see how people solve problems and search for information,and uses games to make the research experience more fun and involving for participants?

Firms that specialise in interviewing,observing,recording and analysing the behaviour of those who purchase or influence the purchase of a particular good or service are called ________ research suppliers.

A ________,where participants receive a deck of key frames from the ad,is used to diagnose the viewer's attention to,and emotional engagement with,different elements in the ad.

Describe the advantages and challenges of internet and virtual research.

________ research gathers information about all the possible media and marketing communication tools that might be used in a campaign to deliver a message.

What are the seven types of research used in advertising planning?

Quantitative research should be used to generate rich insights.

Which of the following is a way research is used in advertising planning?

When an agency gets a new client,the first thing the team has to do is learn about the brand.This is called ________.

Which of the following questions would be most effective for measuring consumer cognitions related to an advertising message?

Evaluation research probes the advertising objectives of perception,persuasion,cognition,emotion,associations and behaviour.

A formal and systematic tabulation of competitors' approaches and strategies in advertising and communications,such as slogans,appeals and images used most often,is known as a(n)________.

________ research is used to identify people who are in the market for a product in terms of their characteristics,attitudes,interests and motivations.

An evaluation research question that probes consumer behaviour is 'How credible is this ad?'