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kevy kev
final test
73
Journalism
Undergraduate 4
05/03/2011
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Term
Content Analysis•
Purpose
 Definition
to infer a pattern of advertising practice or strategy
Term
Content Analysis-• Systematic
 Definition
explicit rules applied consistently
Term
• content analysis-Objective
 Definition
personal opinions cannot influence results
Term
• content analysis-Quantitative
 Definition
Increased precision, statistical significance
Term
Uses of content analysis
 Definition
• Academic
o Identifying trends in ad practices
• Applied
o Identifying strategies of competitors
Term
Content Analysis Questions
 Definition
• What are the dominant creative elements in ads targeting generation x
• How is nostalgia used in commercials
• How are (insert demographic group here) portrayed in prime time entertainment
Term
Conducting a Content Analysis
 Definition
• Specify the question/hypothesis
o Academic
 Hypothesis flow from existing theory/research
 “How have gender roles in advertisements changed over the last 30 years”
 More general
o Applied
 Hypothesis flow from specific client questions
 “What benefits are our competitors emphasizing in their ads”
 More specific
Term
• Define the sampling frame
o From what population of media will you sample?
 Definition
 Time period
 Media
 Brands
Term
• Develop a category system
o Identify categories of interest
 Definition
 Categories represent the info you want to get through the content analysis
 Categories must relate to the research question/hypothesis of the analysis
 Categories must be comprehensive
 Examples
• commercial tone
• product benefit
• competitive claim
Term
o Name specific dimensions of each category
 Definition
 Identifies specific dimensions of each category
 Identifies how each category will be measured
 Dimensions can represent
• A type of characteristic
• An amount of a characteristic
• The presence of a characteristic
Term
• Commercial tone
o Positive/negative
• Product benefit
o Pretty teeth
o Fresh breath
o Fewer categories
• Competitive claim
o Cheaper
o More effective
o More popular
 Definition
Term
o Levels of Measurement
 Definition
 Nominal
• Count occurrences of each dimension
 Interval
• Rate/evaluate each dimension
Term
o Code Book
 Definition
 Dictionary
 Defines all categories/dimensions
Term
o Code Sheet
 Definition
 Similar to survey questionnaire
 Used to record observations
 Based on codebook
Term
• Code
 Definition
o Train coders/pretest
 Train coders
 Explanation
 Practice
Term
• Inter-coder-reliability
 Definition
o 2M / N1 + N2
o The extent to which coders agree
o M = total # of coding decisions agreed upon
o N1, N2 = # of coding decisions made by each coder
Term
Segmentation
 Definition
Goal: to identify and understand the groups (segments) of consumers that comprise the marketplace for a particular product or service. Think target market
Term
• Demographics
 Definition
o Age
o Gender
o Household
o Race
o Income/Social Class
Term
• Geography
 Definition
o Region
o Population
o Climate
Term
• Psychographics
 Definition
o Attitudes/Values
 General
 Category specific
o Motivations
o Lifestyle
Term
• Product related attitudes / behaviors
 Definition
o Product usage
 People are grouped according to patterns of usage
• Brand
• Product type
• Quantity
• Situation
Term
o Brand loyalty
 Definition
 People are grouped according to their attachment to a particular product
Term
o Benefit
 Definition
 People are grouped according to what benefits they seek from a category of products
Term
• Identify segmentation variables
o How do you want to segment the market?
o Variables should relate to:
 Definition
 Product category
 Perceptions and behaviors
Term
• Identify descriptive variables
 Definition
 Age
 Occupation category
 Income
 Reason for drinking
 Location
 Type
Term
• Select a segment to target
 Definition
Term
Share
 Definition
• How many people are watching one program relative to other programs in the same time period
• Percentage of the total viewing audience
o # of people/homes watching show / # of people that are watching TV at the time
Term
Rating
 Definition
• How many people are watching a program, relative to everyone who could be watching
• Percentage of the total potential audience
o # of people/homes watching show / # of people/homes that could be watching the TV at a time
Term
• Diary
 Definition
(local)
• Divides each day in to 15 minute periods
• Each household member records:
o Channel name
o Channel number
o Name of program
• Data is collected during “sweeps” months
• Criticism: people are lazy, forgetful
Term
• Meter
 Definition
(local)
• Device attached to TV set
• Records whether TV is in use and what channel is being watched
• Requires no effort
• Criticism: doesn’t get demographic data
Term
• People meter
 Definition
(national)
• Device attached to the TV set
• Remote control indicates who’s watching
• Criticism: “meter fatigue”
Term
• Media planning
 Definition
o Selecting a median that reaches the most # of prospects at the lowest cost per thousand prospects reached
Term
• Concept
 Definition
o Minimal frills. A simple expression of a products:
• Benefit / strength
• Positioning
• Reason for being
Term
• A concept is designed to communicate an idea, while an advertisement is designated to sell a product or service
 Definition
Term
• A good concept should state
 Definition
o Why the consumer needs the product
o How the product meets that need uniquely
o Additional guidance
o Rational/emotional benefits
Term
o New category
 Definition
introducing soft drinks
Term
o Line extension
 Definition
oreo double stuff cookie
Term
o Entry into existing product category
 Definition
coke clothing
Term
• Benefit positioning
 Definition
o What new benefits do we want to convey to the audience
o What benefits are most compelling to the consumer
o Concept testing usually explores multiple benefits
Term
3 types of questionares
 Definition
1. demographic 2. core 3. diagnostic
Term
o Core questions
 Attitudes towards the concept
 Definition
• Communication
o Did people understand the main idea?
o Did they interpret the concept correctly?
o Usually administered through open-ended questions
 “What was the main idea in the product description you just read?”
Term
• Believability
 Definition
o Do people believe that the product will perform as described by the concept?
o Usually administered through scale (interval level) questions:
Term
• Uniqueness
 Definition
o How is the product unique from or an improvement over its competitors?
o Usually administered through scale (interval level) questions
Term
• Personal relevance
 Definition
o How is the product relevant to the needs of target audience?
o Usually administered through scale (interval level) questions
 “Think about the description you just read. Which option best describes how relevant this product is to your personal needs?”
Term
o Core questions
 Definition
 Attitudes towards the concept,  Purchasing Behavior,
Term
purchasing behavior
 Definition
intent, frequency, reasons
Term
attitudes toward concept
 Definition
coomunication, beleivability, uniqeness, personal relavance
Term
 Diagnostic questions
 Definition
measure responses to specific elements of the concept.
• “What would you anticipate the durability to be on the Swiss Army Knife you just saw?”
Term
Copy Testing Principles
 Definition
• Used to determine whether an advertisement accomplishes its objectives
• Measures consumers reactions to completed advertisements
o Occurs at the end of the creative process
• Usually conducted by an independent company that’s not connected to the creative process
• Advertisements are evaluated using established criteria, which allows comparisons with other advertisements
Term
Copy Testing Options
• Place
 Definition
o Home/laboratory
Term
Copy Testing Options
• Place
 Definition
o Home/laboratory
Term
o Natural
 Definition
 Commercial viewed in its original context
Term
o Quasi-Natural
 Definition
 Commercial embedded in a program
Term
o Forced Exposure
 Definition
 Focus is entirely on the commercial
Term
• Key Measures
 Definition
• recall
attitude change
attitude toward ad
message communication
purchase intention
Term
• Executive Summary
 Definition
o 1-2 pages maximum
o focus on findings and conclusions
o summarize other sections in a few sentences
Term
• Body of Report- 5 sections
o What I asked
 Definition
 What questions am I trying to answer through this research?
 Why are these questions important?
Term
o What I thought
 Definition
 What did I think at the beginning of the research project, based on the findings of others?
• Secondary research- literary review
Term
o What I did
 Definition
 How did I go about answering my research questions
• Method
• Sampling
• Independent variables
o stimuli
• Dependent variables
o Questionnaires/measures
• Procedure
o What did the participant experience
Term
o What I found
 Definition
 Results
 Present results that answer questions
 A picture is worth a thousand words
Term
o What now
 Definition
 What conclusions can I draw from my results
 What are the limitations of my findings
 How can I explain inconsistent findings
 What actions should be taken based on these results
 What additional research questions
Term
o Informed consent
 Subjects must know
 Definition
• What they’re doing
• How long research will take
• What will be done with data
Term
Deception/debriefing
 Definition
o
 Only deceive if you must
 Withholding is better than lying
 Come clean at the end
Term
ethics
 Definition
subjects, clients, society
Term
• Society
 Definition
o Complete data
o Interpretation
 Tell the story that the data support
o Research isn’t a disguise for selling
Term
• Clients
 Definition
o Appropriate research
 Support need for research
 Choose method/sample appropriate
o Proprietary
 Data/findings are property of clients
o Presentation
 Don’t withhold findings
o Changes
 Get permission
Term
• Subjects
 Definition
o Informed consent
 Subjects must know
• What they’re doing
• How long research will take
• What will be done with data
o Withdrawal
 Subjects can leave at any time
o Mistreatment
o Deception/debriefing
 Only deceive if you must
 Withholding is better than lying
 Come clean at the end
o Anonymous/confidential
o Privacy
 Let subjects know if you’re eavesdropping
Term
3 types of questions
 Definition
demo, core, diagnostic
Term
a good concept states
 Definition
why the consumer needs to product,
how the product meets that need uniquely,
additional guidelines,
rational/emotional benefits
Term
inner-coder-reliability
 Definition
2m/ n1+n2
Term
share
 Definition
#of people or homes watching the show/ # of people watching tv at that time
Term
rating
 Definition
#of people or homes/ watching the show
Term
types of concept test
 Definition
new product-(new category, line extension, entry)
benefit posistioning
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