How You Find Consumer Insights

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How You Find Consumer Insights

researched used in advertising planning

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Lecture Note
Washington State University
Comstrat 380 - (ADVER) Advertising Principles and Practices

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Comstrat 380 1st Edition Lecture 8 Outline of Last Lecture I. Needs Vs. Wants II. Psychological Influences III. Segmented consumers IV. Segmented strategies V. Types of segmentations VI. Psychographics VII. Segmentation strategies VIII. Targeting audiences IX. Profiling the Target Audience Outline of Current Lecture I. Research used in planning advertising II. The uses of research Current Lecture I. Research used in planning advertising a. Market research compiles information about the product, the product category, competitors, and other details of the marketing environment i. Fans of the Atlanta Braves are 67 times more likely than the rest of the population to show interest in teeth whitening, and 112 times as likely to be interested in sunscreen b. Consumer research is used to identify people who are in the market for the product c. Advertising research focuses on all the elements of advertising, message, media, evaluation, and competitors’ advertising i. Based on what the advertising has done for the brand 1. Increasing brand awareness, trial, frequency, of purchase These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.

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