ADV 205 Study Guide - Midterm Guide: Brainstorming, Clarity, Advertorial
Document Summary
Account planners represent the consumer in the advertising process. Consumer insight research: need to know as much as we can about the people we are trying to reach. Prior to primary research problem and objectives must be stated. Primary research suppliers: a. c. nielson for example. Utilizes focus groups and in-depth interviews (among other techniques) Relies upon interviewer to probe for insights. Thematic apperception test (tat): respondents are shown a picture of an ambiguous social setting, and are asked to make a story about what is happening. They can also be probed on specific aspects of the picture. Problem: there is no sure-fire success of test. 4 sources of brand messages i. e. planned. Strategic planning: begins at corporate level, extends to the functional level, ends with advertising. Imc and levels of relationships i. e. transactional. Consumers are the life blood of the company, not sales. Defensive marketing is cheaper than offensive marketing. Repeat purchasers account for 90% of sales.
