Term
| What is a content analysis? |
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Definition
| The systematic, objective and qualitative analysis of advertising to infer a pattern of advertising practice or strategy |
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Term
| What are the two types of questions/hypotheses in content analysis? |
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Definition
Academic- hyp. flow from existing theory research; more general, doesn't address specific client needs
Applied: hyp. flows from specific client needs |
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Term
| How is inter-coder reliability determined? |
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Definition
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Term
| What is the goal of segmentation? |
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Definition
To identify and understand the groups of consumers that comprise the marketplace for a product or service
To best reach the target market |
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Term
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Definition
-people are different
-different people see things differently (audience, product, ad message) |
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Term
| What are 4 ways to segment? |
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Definition
-Demographics
-Geography
-Psychographics
-Product related attitudes |
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Term
| What are the steps in segmentation research? (7) |
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Definition
1. Identify segmentation variables/underlying segments
2. Identify descriptive variables
3. Survey
4. Use segmentation variables to form groups
5. Describe/explain each segment
6. Relate segments to brand behavior
7. Select a segment to target |
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Term
| What is the difference between share and rating? |
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Definition
Share is how many people are watching relative to other programs (TV is on)
Rating is how many people are watching relative to how many could be watching (have a TV) |
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Term
| How is audience data collected? |
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Definition
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Term
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Definition
| Selecting a medium that reaches the most number of prospects at the lowest cost per thousand (CPM) prospect reached |
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Term
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Definition
a simple expression of a product's benefit/strength
designed to communicate an idea |
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Term
| What are the three types of questions in concept testing? |
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Definition
Demographic/usage
Core
Diagnostic |
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Term
| What are communication core questions? |
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Definition
Did people understand the main idea?
Usually open-ended |
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Term
| What are believeability core questions? |
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Definition
| Do people believe that the product will perform as described by the concept? |
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Term
| What are uniqueness core questions? |
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Definition
| How is the product different from or an improvement over its competitors? |
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Term
| What are personal relevance core questions? |
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Definition
| How is the product relevant to the needs of the target audience? |
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Term
| What are the 4 attitudes core concept questions? |
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Definition
Communication
believeability
Uniqueness
Personal relevance |
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Term
| What are intent core questions? |
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Definition
| How likely is the consumer to buy the product? |
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Term
| What are frequency core questions? |
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Definition
| How frequently will a consumer purchase the product |
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Term
| What are reasons core questions? |
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Definition
| What are the reasons behind purchase intent and purchase frequency? |
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Term
| What are the three purchasing behavior core questions? |
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Definition
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Term
| What are diagnostic questions? |
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Definition
measure response to specific elements of the concept
ex: how durable is this?
how useful is this? |
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Term
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Definition
Used to determine whether an ad accomplishes its objectives
measures consumer reactions to completed advertisements |
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Term
| What are the 4 copy testing options? |
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Definition
Place (home vs. lab)
Naturalness
Number of exposures (single vs. multiple)
Key measures |
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Term
| What are the three different types of naturalness? |
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Definition
Natural- inside a show, surrounded by other adv.
Quasi-natural- like natural but is put together by researcher
Forced exposure- focus is entirely on the commercial |
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Term
| How are research findings presented? |
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Definition
Executive summary
Body report:
-what I asked
-What I thought
-What I did
-What I found
-What now |
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Term
In ethics, who are you responsible to?
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Definition
Subjects
Clients
Society at large |
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Term
| How are you responsible to subjects? |
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Definition
Informed consent
Withdrawal
Mistreatment
Deception
Anonymous
Privacy |
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Term
| How are you responsible to clients? |
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Definition
Appropriate research
Proprietary
Presentation
Changes |
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Term
| How are you responsible to society? |
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Definition
Complete data
Interpretation
Research isn't a disguise for selling |
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