[JTC 355] - Final Exam Guide - Everything you need to know! (29 pages long)

• School: CSU
• Department: Journalism + Tech Commun
• Course: JTC 355
• Professor: Roger Lipker

Document Summary

Advertising research: how advertisers gain information about the marketplace and then apply their findings. *read the book to understand the second slide* Need for research advertising is expensive. you can"t make bad decisions! If you invest in research, you can past effectiveness mix analysis (media mix, creative mix) strategy help eliminate risk in decision making. Functions consumer and marketing segments (who are we advertising to? whats the need?) product development (what product can we develop to help them?) assess effectiveness (or lack thereof in ads we create or will) financial planning quality control. Purposes recruit new (more expensive) retain current (less expensive) regain lost . It uncovers info for making advertising decisions how people perceive products how people view competition (how do they compare to us?) what image most credible (color? medium?) what ads have greatest appeal eliminate risk in decision making.