ADV 3008 Lecture Notes - Lecture 6: A.D. Vision, New Coke, Ethnography
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*the key word is that advertising can help accomplish these things but there is no guarantee that your advertising will work e(cid:454): failed lau(cid:374)(cid:272)h of (cid:862)ne(cid:449) coke(cid:863) In 1980, coke introduced a new formula but it failed miserably. They used a taste test and found out that people prefer sweeter drinks, but not over a long time. *2 types: quantitative research (research using numbers) Great source for quantitative product research = surveys: qualitative. More reliant on the skills of researchers to gather and analyze. E(cid:454): fo(cid:272)us groups (cid:894)popular i(cid:374) (cid:1005)96(cid:1004)"s(cid:895) & i(cid:374)ter(cid:448)ie(cid:449)s. *focus groups are controversial for advertising (cid:373)aterials (cid:271)e(cid:272)ause people"s i(cid:374)terest or disi(cid:374)terest i(cid:374) a(cid:374) ad (cid:373)a(cid:455) (cid:374)ot ha(cid:448)e a(cid:374)(cid:455)thi(cid:374)g to do (cid:449)ith the ad"s (cid:373)e(cid:373)ora(cid:271)ilit(cid:455) a(cid:374)d effe(cid:272)ti(cid:448)e(cid:374)ess. *focus groups are more suited for product development. Although marketing research can tell you about the product and the consumer, it does not offer a (cid:272)o(cid:373)plete (cid:373)easure. Additio(cid:374)al i(cid:374)sight (cid:373)a(cid:455) (cid:271)e fou(cid:374)d i(cid:374) the (cid:271)eha(cid:448)ioral s(cid:272)ie(cid:374)(cid:272)es .
