The Uses of Research

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The Uses of Research

Uses of Consumer Research

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

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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 research II. Media research III. Message development research IV. Evaluation research V. Survey research VI. In-depth interviews VII. Focus groups VIII. Ethnographic research Current Lecture I. Consumer insight research a. Both the creative team and media planners need to know as much as they can about the people they are trying to reach b. Researchers try to find out what motivates people to buy a product or become involved in a brand relationship c. The goal is to find a key consumer insight that will move the target audience to respond II. Media Research a. Media planners and account planners decide which media formats will accomplish the objectives 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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