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WSU COMSTRAT 380 - The Uses of Research

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Comstrat 380 1nd Edition Lecture 9 Outline of Last Lecture I. Research used in planning advertising II. The uses of research Outline of Current Lecture I. Consumer insights researchII. Media researchIII. Message development researchIV. Evaluation researchV. Survey researchVI. In-depth interviewsVII. Focus groupsVIII. Ethnographic researchCurrent LectureI. Consumer insight researcha. Both the creative team and media planners need to know as much as they can about the people they are trying to reachb. Researchers try to find out what motivates people to buy a product or become involved in a brand relationshipc. The goal is to find a key consumer insight that will move the target audience to respondII. Media Researcha. Media planners and account planners decide which media formats will accomplish the objectivesThese 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.b. Media research gathers information about all the possible media and marketing communication tools that might be used to deliver a messagec. Researchers then match that information to what is known about the target audienceIII. Message Development Researcha. Planners, account managers, media researchers, and the creative team conduct their own informal and formal researchi. EXAMPLE: Interview on the street, public places, emails, onlineb. Concept testing is used during the creative process to evaluate the relative powerof various creative ideasIV. Evaluation Researcha. Evaluates an ad for effectiveness after it has been developed and produced; before and after it runs as part of a campaignV. Survey Researcha. A quantitative method using structured interviews to ask a large number of people the same questionb. For accuracy, researchers select a random sample to represent the entire group (population)c. Collection methods include telephone, door to door, the Internet, mailVI. In-Depth Interviewsa. A qualitative method using one-on-one interviews asking open ended questionsb. Interviews are more flexible and unstructuredc. Use smaller sample sizes so results cannot be generalized to the populationVII. Focus Groupsa. A qualitative method where a small group of users or potential users gather to discuss a product, brand, or advertisingb. Directed by a moderator, observed by client and agency personnelVIII. Ethnographic Researcha. A qualitative method in which the researcher becomes involved in the lives and culture of a group being studiedb. Families may videotape their lives or a researcher may go to a


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