MKT 4350 Lecture Notes - Lecture 12: Projective Test, Aflac, Olay
9 Sep 2016
School
Department
Course
Professor
Document Summary
Account planners represent the consumer in the advertising process. Selective attention choosing where to pay attention. Plays a key role in helping creatives understand the audience. Used to make go/no go ad decisions when to pull ads. Using marketing research, healthtex discovered that customers wanted practical clothing for their children. Ad campaign series of ad that are consistent and have the same theme: key issues in advertising and promotion research. Reliability the research method produces consistent findings over time: do the same thing every single time. Validity the information generated is relevant to the research questions being investigated: doing what it is supposed to do. Trustworthiness usually applied to qualitative data; does the data seem to make sense. The scope of advertising and ibp research: developmental advertising and ibp research (before ads are made, copy research (as ads are being finished, results-oriented research (after the ads are running) Olay: 33 to 38: purposes of developmental advertising research.
