Advertising Chapter 6 with Accurate
Solutions
The individual at an advertising agency primarily responsible for account planning. -
ANSWER-account planner
considered by some to be the "father" of account planning. He described planners as
"the architects and gaurdians of their clients' brands, the detectives who uncovered
long-hidden clues in the data and gently coerced consumers into revealing their inner
secrets" - ANSWER-Stanley Pollitt, of the London agency Boase Massimi Pollitt, is
The systematic gathering, recording, and analysis of information to help managers
make marketing decisions.
Marketing research can help identify consumer needs and market segments; it provides
the information necessary for developing new products and devising marketing
strategies, and it enables managers to assess the effectiveness of marketing programs
and promotional activities. - ANSWER-marketing research
The systematic gathering and analysis of information specifically to facilitate the
development or evaluation of advertising strategies, ads and commercials, and media
campaigns.
Doing this research you can test the effectiveness of ads before and after they run; and
we explore a number of specific research techniques. - ANSWER-advertising research
strategy research, creative concept research, pretesting, and posttesting.
1. Advertising strategy research. Used to help define the product concept or to assist in
the selection of target markets, advertising messages, or media vehicles.
2. Creative concept research. Evaluates the target audience's acceptance of different
creative ideas at the concept stage.
3. Pretesting of ads. Used to uncover and diagnose possible communication problems
before a campaign begins.
4. Posttesting of ads. Enables marketers to evaluate a campaign after it runs. -
ANSWER-Advertising research serves four categories
, Used to help define the product concept or to assist in the selection of target markets,
advertising messages, or media vehicles. - ANSWER-advertising strategy research
The systematic gathering and analysis or information on the reach and effectiveness of
media vehicles. - ANSWER-media research
Testing the effectiveness of an advertisement for gaps or flaws in message content
before recommending it to clients, often conducted through focus groups. - ANSWER-
pretesting
Testing the effectiveness of an advertisement after it has been run. - ANSWER-
posttesting (also called ad tracking)
1) analyze the situation and define the problem
2) conducting secondary research
3) establish research objectives
4) conduct primary research
5) interpreting and reporting the findings - ANSWER-Steps in the research process
A set of procedures for generating an orderly flow of pertinent information for use in
making marketing decisions. - ANSWER-marketing information system (MIS)
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. -
ANSWER-secondary research
primary and secondary - ANSWER-two types of research data
Research information gained directly from the marketplace.
Also, it is proprietary and can focus on any issue the agency chooses, but acquiring it is
expensive and time-consuming. - ANSWER-primary data
Information that has previously been collected or published, usually for some other
purpose.
Also, information is readily available, either internally or externally, and can be gathered
more quickly and inexpensively than primary data. The drawback is it does not always
focus on the specific issue an agency might hope to learn more about. - ANSWER-
secondary data
- library reference materials
Solutions
The individual at an advertising agency primarily responsible for account planning. -
ANSWER-account planner
considered by some to be the "father" of account planning. He described planners as
"the architects and gaurdians of their clients' brands, the detectives who uncovered
long-hidden clues in the data and gently coerced consumers into revealing their inner
secrets" - ANSWER-Stanley Pollitt, of the London agency Boase Massimi Pollitt, is
The systematic gathering, recording, and analysis of information to help managers
make marketing decisions.
Marketing research can help identify consumer needs and market segments; it provides
the information necessary for developing new products and devising marketing
strategies, and it enables managers to assess the effectiveness of marketing programs
and promotional activities. - ANSWER-marketing research
The systematic gathering and analysis of information specifically to facilitate the
development or evaluation of advertising strategies, ads and commercials, and media
campaigns.
Doing this research you can test the effectiveness of ads before and after they run; and
we explore a number of specific research techniques. - ANSWER-advertising research
strategy research, creative concept research, pretesting, and posttesting.
1. Advertising strategy research. Used to help define the product concept or to assist in
the selection of target markets, advertising messages, or media vehicles.
2. Creative concept research. Evaluates the target audience's acceptance of different
creative ideas at the concept stage.
3. Pretesting of ads. Used to uncover and diagnose possible communication problems
before a campaign begins.
4. Posttesting of ads. Enables marketers to evaluate a campaign after it runs. -
ANSWER-Advertising research serves four categories
, Used to help define the product concept or to assist in the selection of target markets,
advertising messages, or media vehicles. - ANSWER-advertising strategy research
The systematic gathering and analysis or information on the reach and effectiveness of
media vehicles. - ANSWER-media research
Testing the effectiveness of an advertisement for gaps or flaws in message content
before recommending it to clients, often conducted through focus groups. - ANSWER-
pretesting
Testing the effectiveness of an advertisement after it has been run. - ANSWER-
posttesting (also called ad tracking)
1) analyze the situation and define the problem
2) conducting secondary research
3) establish research objectives
4) conduct primary research
5) interpreting and reporting the findings - ANSWER-Steps in the research process
A set of procedures for generating an orderly flow of pertinent information for use in
making marketing decisions. - ANSWER-marketing information system (MIS)
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. -
ANSWER-secondary research
primary and secondary - ANSWER-two types of research data
Research information gained directly from the marketplace.
Also, it is proprietary and can focus on any issue the agency chooses, but acquiring it is
expensive and time-consuming. - ANSWER-primary data
Information that has previously been collected or published, usually for some other
purpose.
Also, information is readily available, either internally or externally, and can be gathered
more quickly and inexpensively than primary data. The drawback is it does not always
focus on the specific issue an agency might hope to learn more about. - ANSWER-
secondary data
- library reference materials
