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ADV 206 Study Guide for Exam 2.docx

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Syracuse University
ADV 206

Study Guide for ADV 206 Section Examination #2 March 21, 2013 The purpose of this exam is to evaluate your grasp of the basic concepts, major points and techniques covered in Chapters 6 through 10 of our text and class presentations/discussions. The test will consist of 20 multiple-choice questions (3 points each), seven (7) short-answer questions (4 points each), one (1) complete-the-chart question (6 points), and one (1) “match the terms” question (6 points). There will also be one extra credit question (5 points). You will answer the multiple-choice questions on a Scantron form. So, bring a #2 pencil (better, bring two) Therefore, consider the following: Case Histories There will be a question on the Cheetos, Altoids and the Chick-fil-A cases. You should be familiar with each case and know the major points made in each case. The questions will relate to the cases and the subject of the chapter, and what the case demonstrates or what a key issue was. Chapter 6: Covers the basic types of strategic research and how they are used. It discusses the most common research methods used in advertising and key challenges facing researchers. • You should know the basic types of research used in marketing communications and generally, the characteristics of each what each type yields in information. o Market research  Complied information about the product, product category, competitors and other details of the marketing environment  Mintel service (available via library) – consumer research o Consumer research  Used to identify people who are in the market for the product and their behaviors o Advertising research  Focuses on all the elements of advertising – message, media, evaluation, and competitive o Strategic research  Uncovers insights and critical information that becomes the basis for strategic planning decisions  Cheetos – tried to determine whether than could target a different audience • Younger audience • Research revealed that they may be able to target adults • Also were informed as to why people eat Cheetos • Finding the attitudes of Cheetos lovers • Cheetos are consumed in times of stress • New ad targeted an older market – sales skyrocketed on households without children o Types of research  Secondary • Background research using available published sources • Sources include government organizations, trade associations, secondary research suppliers, and secondary information on the internet • Research that has already been done – consensus, Wikipedia • Has been collected and published by someone else  Primary • Information collected for the first time from original sources • Sources include A.C. Neilson, Simmons Market Research Bureau (SMRB), and Mediamark Research Inc. (MRI+) • There are many firms that conduct primary research  Quantitative • Deliver numerical data such as… o Number of uses and purchases o Their attitudes and knowledge o Their exposure to ads o Other market-related information • Statistical validity • Uses large sample sizes and random sampling to conduct surveys and studies that track, count, or measure things, opinions for example • Provides insight into how and why consumers think and behave • Survey research – door-to-door, phone, mail, internet  Qualitative • Explores underlying reasons for consumer behavior • Tools include o Conservation o Ethnographic studies o In-depth interviews o Case studies • Probes o What features of customers want? o What are motivations that led to product purchase? o What do customers think about advertising? o How to consumers relate to a brand; what are emotional links? • Answers questions about why and generates questions for quantitative methods • In-depth interviews, open-ended questions, friendship focus group, crowdsourcing • Panels – expert panels, consumer research panels, • Observation research, ethnographic research, diaries  Experimental • Scientifically tests hypotheses by comparing different message treatments and how people respond • Used to test advertising appeals and executions in o Product features o Design o Price o Various creative ideas • Reactions may be electronically recorded using MRI and EED equipment or eye- scan tracking to measure emotional response • You should know how to read basic MRI+ and Simmons data, including the material covered in the Strategic Research class. • You should know what consumer insight is and its importance, especially the relevant material covered in the Strategic Research class. o Consumer insight  Deep understanding of customer needs  Surprising, unexpected, and significant o Uses of research in marketing communications planning  Market information  Consumer insight research  Brand information  Media research  Message development research  Advertising/IMC plan  Evaluation research • Concentrate on pp. 163 to 169, pp174 to 181 Chapter 7: Strategic Planning explains the difference between objectives, strategies and tactics in planning and how they are connected. It delves into the structure of campaign plans and explores account planning. And, the chapter explains the difference between IMC and advertising plans. • You should know generally what strategic and account planning is; what typifies each stage in the strategic planning process. Recall the analogy used in the class presentation on Strategic Planning. o If strategic research is the window to the market, strategy is the way to open it  How do get from here to there – route and barricades o Strategic planning  Situation analysis (identifying a problem or opportunity that can be addressed successfully by marcom)  Determining the objectives (what you want to accomplish)  Deciding on strategies (how to accomplish the objectives via mean, design, or plan)  Selecting the tactics (actions that bring the plan to life, such as advertising and media selection, as well as other activities like events, sponsorships, PR, etc.)  Strategic planning for campaigns • Situation analysis o Research o SWOT o Key communications problem to be solved  St
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