ADV 205 Lecture 6: ADV Research Ch 6
6 Dec 2017
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Document Summary
Role of the account planner: rep consumer in the adv process (recently developed position) ad strategy research -> creative concept research -> pretesting -> posttesting. Ad strategy research: product concept, target selection, msg selection, media selection. - general consumer trends / product specific analysis. *creative concept research - after ad developed: test creative concepts. Steps in research process: analyze situation / define prob (situation analysis, conduct informal (exploratory) research - secondary data (internal/external) *specific and measurable: conduct formal research: . (not #s, more feelings; asks why? in what way?) Tat test: respondents are shown pics of ambiguous social setting/asked to make a story of what is presented / cognitive psychology and the use of metaphor projective technique. Evaluative research: tests whether the adv works, used to make final decisions. Post testing methods: unaided (remember off top of head) /aided (need small push to remember) recall, attitude tests, inquiry tests, sales tests. 5. interpret and report - formal research considerations: reliability/validity.
