MCOM 214 Lecture Notes - Lecture 7: Copy Testing
16 Oct 2016
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Account planning and research: gathering information for advertising planning. A systematic procedure for gathering, recording, and analyzing new information to help managers make marketing decisions. What brand or company image would be most credible. Applying research to decision making: advertising strategy research. Message element selection: persuade audience information ads, or emotional ads, creative concept. Determining the ad"s the(cid:373)e, to(cid:374)e, a(cid:374)d taste. E. g. , copy testing: pretesting of ads. Trying the advertisement campaign in a sample of the total audience. Determining the effectiveness of an advertisement campaign after it has. Steps in research process run: analyze situation & define problem, conduct informal research secondary data, establish research objectives, conduct formal research qualitative and quantitative (primary) Two types of research data: primary data. Information collected from the marketplace about a specific problem. Typically time consuming and expensive to acquire: secondary data. Information previously collected or published, usually for some other purpose, by the firm or by some organization.
