Slide 1Advertising ResearchAdvertising Strategy ResearchAttitude TestDirect QuestioningExperimental MethodFocus GroupFormal ResearchHalo EffectIn-Depth InterviewInformal ResearchInquiry TestIntensive TechniquesMarketing Information Systems (MIS)Marketing ResearchMarketsMedia ClassesMedia ResearchMedia SubclassesMedia UnitsMedia VehiclesMerchandiseMessageMotivesNonprobability SamplesObservation MethodPosttestingPretestingPrimary DataProjective TechniquesQualitative ResearchQuantitative ResearchRandom Probability SamplesRecall TestReliabilitySales TestSampleSample UnitSecondary DataSurveyTest MarketUniversal Product Code (UPC)UniverseValidityGeorge GallupContemporary AdvertisingChapter 7: DefinitionsThe terms are given, you generate the definitionsTwelfth EditionArens, Weigold, ArensRun “slideshow” in PowerPoint to viewAdvertising ResearchThe systematic gathering and analysis of information specifically to facilitate the development or evaluation of advertising strategies, ads and commercials, and media campaignsAdvertising Strategy ResearchUsed to communicate an organization’s views on issues that affect society or businessAttitude TestA type of posttest that usually seeks to measure the effectiveness of an advertising campaign in creating favorable image for a company, its brand, or its productsDirect QuestioningA method of pretesting designed to elicit a full range of responses to the advertising. It is especially effective for testing alternative advertisements in the early stages of developmentExperimental MethodA method of scientific investigation in which a researcher alters the stimulus received by those of a control group that did not receive the altered stimulusFocus GroupA qualitative method of research in which four or more people, typical of the market, are invited to a group session to discuss the product, the service, or the marketing situation for an hour or moreFormal ResearchCollecting primary data directly from the marketplace using qualitative or quantitative methodsHalo EffectIn ad pretesting, the fact that consumers are likely to rate the one or two ads that make the best firs impression as the highest in all categoriesIn-Depth InterviewAn intensive interview technique that uses carefully planned but loosely structured questions to probe respondents’ deeper feelingsInformal ResearchThe second step in the research process, designed to explore a problem by reviewing secondary data and interviewing a few key people with the most information to share. Also called exploratory research.Inquiry TestA form of test in which consumer responses to an ad for information or free samples are tabulatedIntensive TechniquesQualitative research aimed at probing the deepest feelings, attitudes, and beliefs of respondents through direct questioning. Typical methods include in-depth interviews and focus groupsMarketing Information Systems (MIS)A set of procedures for generating an orderly flow of pertinent information for use in making market decisionsMarketing ResearchThe systematic gathering, recording and analysis of information to help managers make marketing decisionsMarketsGroups of potential customers who share a common interest, need, or desire; who can use the offered food or service to some advantage; and can afford or are willing to pay the purchase price. Also, an element of the media mix referring to the various targets of the media plan.Media ClassesBroad media categories of electronic, print, outdoor, and direct mailMedia ResearchThe systematic gathering and analysis of information on the reach and effectiveness of media vehiclesMedia SubclassesSmaller divisions of media classes, such as radio, TV, magazines, newspapers, etc.Media UnitsSpecific units of advertising in each type of medium, such as half-page magazine ads, 30-second spots, etc.Media VehiclesParticular media programs or publicationsMerchandiseSynonymous with product concept when used in reference to the 5M’s of advertising testingMessageIn oral communication, the idea formulated and encoded by the source and sent to the receiverMotivesEmotions, desires, physiological needs, or similar impulses that may incite consumers to actionNonprobability SamplesResearch samples that do not provide every unit in the population with an equal chance of being included. As a result, there is no guarantee that the sample will be representativeObservation MethodA method of research used when researchers actually monitor people’s actionsPosttestingTesting the effectiveness of an advertisement after it has been runPretestingTesting the effectiveness of an advertisement for gaps or flaws in message content before recommending it to clients, often conducted through focus groupsPrimary DataResearch information gained directly from the marketplaceProjective TechniquesIn marketing research, asking indirect questions or otherwise involving consumers in a situation where they can express feelings about the problem or product. The purpose is to get an understanding of people’s underlying or subconscious feelings, attitudes, opinions, needs, and motivesQualitative ResearchResearch that tries to determine market variables according to unquantifiable criteria such as attitudes, beliefs and lifestyleQuantitative ResearchResearch that tries to determine market variables according to reliable, hard statistics about specific market conditions or situationsRandom Probability SamplesA sampling method in which every unit in the population universe is given an equal chance of being selected for researchRecall TestPosttesting methods used to determine the extent to which an advertisement and its message have been noticed, read, or watchedReliabilityAn important characteristic of research test results. For a test to be reliable, it must be repeatable, producing the same result each time it is administered.Sales TestA useful measure of advertising effectiveness when advertising is the dominant element, or the only variable in the company’s marketing plan. Sales tests are more suited for gauging the effectiveness of campaigns than of individual ads or components of adsSampleA portion of the population selected by market researchers to represent the appropriate targeted population. Also, a free trial of a productSample UnitThe actual individuals chosen to be surveyed or studiedSecondary DataInformation that has