Advertising Ch 7

Front 1

Advertising Research

Back 1

the systematic gathering and analysis of information specifically to facilitate the development or evaluation of advertising strategies, ads and commercials, and media campaigns

Front 2

Advertising Strategy Research

Back 2

used to help define the product concept or to assist in the selection of target markets, advertising messages, or media vehicles

Front 3

Attitude Test

Back 3

a type of post-test that usually seeks to measure the effectiveness of an advertising campaign in creating a favorable attitude of evaluation for a company, its brand, or its products

Front 4

Central Location Test

Back 4

a type of pretest in which videotapes of test commercials are shown to respondents on a one-to-one basis, usually in shopping center locations

Front 5

Halo Effect

Back 5

in ad pretesting, the fact that consumers are likely to rate the one or two ads that make the best first impression as the highest in all categories

Front 6

Clutter Test

Back 6

method of pretesting in which commercials are grouped with noncompetitive control commercials and shown to prospective customers to measure their effectiveness in gaining attention, increasing brand awareness and comprehension, and causing attitude shifts

Front 7

Direct Questioning

Back 7

a method of pretesting designed to elicit a full range of responses to the advertising; it is especially effective for testing alternative advertisements in the early stages of development

Front 8

Experimental Method

Back 8

a method of scientific investigation in which a researcher alters the stimulus received by a test group of groups and compares the results with those of a control group that sis not receive the altered stimulus

Front 9

Focus Group

Back 9

a qualitative method of research in which four or more people, typical of the target market, are invited to a group session to discuss the product, the service, or the marketing situation for an hour or more

Front 10

Formal Research

Back 10

collecting primary data directly from the marketplace using qualitative or quantitative methods

Front 11

In-Depth Interview

Back 11

an intensive interview technique that uses carefully planned but loosely structured questions to probe respondents deeper feelings

Front 12

Informal Research

Back 12

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

Front 13

Inquiry Test

Back 13

a form of test in which consumer responses to an ad for information of free samples are tabulated

Front 14

Intensive Techniques

Back 14

qualitative research aimed at probing the deepest feelings, attitudes, and beliefs or respondents through direct questioning; typical method include in-depth interviews and focus groups

Front 15

Marketing Information System (MIS)

Back 15

a set of procedures for generating an orderly flow of pertinent information for use in making market decisions

Front 16

Marketing Research

Back 16

the systematic gathering, recording, and analysis of information to help managers make marketing decisions

Front 17

Markets

Back 17

a group of potential customers who share a common interest, need, or desire; who can use the offered good or service to some advantage; and who can afford or are willing to pay the purchase price; also, an element of the media mix referring to the various targets of a media plan

Front 18

Media Classes

Back 18

broad media categories of electronic, print, outdoor, and direct mail

Front 19

Media Research

Back 19

the systematic gathering and analysis of information on the reach and effectiveness of media vehicles

Front 20

Media Subclasses

Back 20

smaller divisions of media classes, such as radio, TV, magazines, newspapers, and so on

Front 21

Media Units

Back 21

specific units of advertising in each type of medium, such as half-page magazine ads, 30-second spots, and so on

Front 22

Media Vehicle

Back 22

particular media programs or publications

Front 23

Merchandise

Back 23

synonymous with product concept when used in reference to the 5M's of advertising testing

Front 24

Message

Back 24

in oral communication, the idea formulated and encoded by the source and sent to the receiver

Front 25

Motives

Back 25

emotions, desires, physiological needs, or similar impulses that may incite consumers to action

Front 26

Non-Probability Samples

Back 26

marketing activities that use some medium as an intermediary for communication. including advertising, direct marketing, public relations, collateral materials, and sales promotion

Front 27

Observation Method

Back 27

a method of research used when researchers actually monitor people's actions

Front 28

Post-testing

Back 28

testing the effectiveness of an advertisement after it has been run

Front 29

Pretesting

Back 29

testing the effectiveness of an advertisement for gaps or flaws in message content before recommending it to clients, often conducted through focus groups

Front 30

Primary Data

Back 30

research information gained directly from the marketplace

Front 31

Projective Techniques

Back 31

in marketing research, asking indirect questions or otherwise involving consumers in a situation where they can express feelings about the problem or product; the purpose is to get an understanding of people's underlying or subconscious feelings, attitudes, opinions, needs, and motives

Front 32

Qualitative Research

Back 32

research that tries to determine market variables according to unquantifiable criteria such as attitudes, beliefs, and lifestyles

Front 33

Random Probability Samples

Back 33

a sampling method in which every unit in the population universe is given an equal chance of being selected for the research

Front 34

Recall Test

Back 34

post-testing methods used to determine the extent to which an advertisement and its message have been noticed, read, or watched

Front 35

Reliability

Back 35

an important characteristic of research test results; for a test to be reliable, it must be repeatable, producing the same result each time it is administered

Front 36

Sales Test

Back 36

a useful measure of advertising effectiveness when advertising is the dominant element, or the only variable, in the company's marketing plan; sales tests are more suited for gauging the effectiveness of campaigns than of individual ads or components of ads

Front 37

Sample

Back 37

a portion of the population selected by market researchers to represent the appropriate targeted population; also, a free trial of a product

Front 38

Sample Unit

Back 38

the actual individuals chosen to be surveyed or studied

Front 39

Secondary Data

Back 39

information that has previously been collected or published

Front 40

Differentiate between tactics and higher levels of strategy relative to battlefield strategy.

Back 40

The classic differentiation between tactics and higher levels of strategy remains relevant in the sense that tactics govern the use of forces on the battlefield while grand strategy, military strategy, and operational strategy bring forces to the battlefield. One can also add some clarity to the situation by stating that tactics are concerned with doing the job "right" and higher levels of strategy are concerned with doing the "right" job.

Front 41

Survey

Back 41

a basic method of quantitative research; to get people's opinions, surveys may be conducted in person, by mail, on the telephone, or via the Internet

Front 42

Test Market

Back 42

an isolated geographic area used to introduce and test the effectiveness of a product, ad campaign, or promotional campaign, prior to a national rollout

Front 43

Universal Product Code (UPC)

Back 43

an identifying series of vertical bars with a 12-digit number that adorns every consumer packaged good

Front 44

Universe

Back 44

an entire target population

Front 45

Validity

Back 45

an important characteristic of a research test; for a test to be valid, it must reflect the true status of the market