Exam 7: Advertising Research

The value of account planning is: 

Netnography and big data are important concepts,often relating to the internet.

Design thinking often relies on preconceived notions of a good or service.

Research is not helpful in generating opportunities and messages.

Scenario 7-3 After filing for bankruptcy in 2009 and requiring nearly $58 billion in governmental funding simply to stay afloat, General Motors realized it had to undergo major changes in order to compete with more successful automakers. The company began designing questionnaires and focus groups in order to gain a better understanding of what its cars had been lacking, and to probe for specific improvements consumers may have been looking for. The company recorded its research findings and began to apply them to its product line. A little over a year later, Consumer Reports stated that 83 percent of Chevrolets, GM's top brand, had an average or better score in terms of predicted reliability, an increase from 50 percent the year before. Apparently, the company's efforts helped turn the company in the right direction.​("Consumer Reports: GM Reliability Makes Great Strides." MSNBC.com, October 26, 2010.) -(Scenario 7-3)Allowing consumers to look at advertisements in a group can be a powerful indicator of their true feelings toward a particular ad.Peer influence can be observed,and hopefully some level of post-test screening can be done to create increased validity.These elements are characteristic of what kind of studies? 

Some of the most valuable data are: 

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 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. 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)Tracking studies will be good tools for this campaign,since they follow the apparent effect of the advertising over time,and this type of follow-up is required throughout the first year of this baseball team's campaign.Tracking studies are usually done in which format? 

Scenario 7-6 Wood Carver Cabinet Makers recently developed a line of kitchen cabinets designed for new custom homes and kitchen remodeling jobs. The line of cabinets is to be called "Signature Hardwoods" and a new magazine advertising campaign is being tested. Each of the ads being tested has a photograph of a woodworker handcrafting some part of the cabinet. In addition, his or her signature is shown at the bottom of the page as an indicator that the cabinets are carefully hand made. -(Scenario 7-6)Wood Carver wants to know if readers remember having seen its magazine ads,and possibly its name.Unlike testing television ads,Wood Carver should use a      as the standard to test these ads.

Scenario 7-5 The Solutions Group is a combination of companies that helps clients better understand their target markets through creative research approaches. It has learned that many people have become quite adept at filtering out advertising messages and therefore do not respond to traditional research instruments such as surveys. The Solutions Group says that there must be a "research revolution" based on true dialogues with consumers, not one-way monologues often seen in traditional surveys. -(Scenario 7-5)The Solutions Group may want to center on fieldwork as its primary research method because it is designed to measure "embedded" consumer practices,that is: 

A method called _____ involves both gathering online data from online communities as well as seeking unique information in online formats similar to that found in traditional face-to-face interviews.

What type of research can the agency conduct to check if the audience understands the humor in an ad? 

What are the three broad forms of advertising research? Briefly describe each form,as well as when and how it is used.List the methods and techniques related to each.

Scenario 7-4 You are the director of advertising research at a large Minneapolis ad agency. Due to employee turnover and budget cuts, you're currently staffed with too many entry-level research assistants and too few management-level research group leaders. To make matters worse, one of the group heads is on vacation and another is out sick. Of course, your clients still expect their research to be done in a timely, professional manner. Therefore, you have gathered your department together and announced that your door is always open if anyone has any questions about any phase of any project. As a result, your entire day has been filled with questions. -(Scenario 7-4)One assistant comes in to show you the results of some recognition tests that have been run on a magazine advertisement.She is really excited by the high levels of recognition.You caution her not to get too excited,because high levels of recognition: 

_______ is research on the actual ads or promotional texts themselves,finished or unfinished.

Briefly trace the reasons for the rise of research-specifically,advertising and brand promotion research-after World War II.Why did agencies create large research departments? How did universities get involved? How did consumers feel about research? When was research at its height of popularity,and when did things change? Provide just a brief sketch of these issues.

Which is most descriptive of "tracking studies"? 

Attitude studies,which can be used in both account planning and advertising research, 

Recognition tests are the same as recall tests.

When should a marketer use secondary data? What are the advantages of using such data and what cautions should be taken? Name and briefly describe the four broad areas that offer secondary data used by today's marketers.

Big data is data in a very large dataset that researchers use computer algorithms to find patterns in.