ADV 318J Lecture Notes - Lecture 7: Design Thinking, A.D. Vision, Branded Content
Document Summary
Ibp research and the ibp plan-chapter 7 and 8: How do ibp professionals come to understand and connect with consumer psychology: ibp research: research that helps in the development, execution, or evaluation of advertising and ibp. 3 basic areas of ibp research: development. Research before ibp strategies are made: messages. Research as ads/tactics are being made/finished: results. With new media forms and the internet, roi became more important. Development research: common practices for primary research. Primary: go directly to the source, get primary data. Secondary research: brand: data from within a company, government: generated by government (pop, housing, demographics, commercial: businesses & orgs that obtain/repackage valuable consumer data, professional publications: trade specific periodicals and industry- specific journalism/reports. Btw: ut library, you have access to secondary data that costs millions of dollars each year! Junk comes out: only quality research can help improve the effectiveness of ibp efforts.
