Study Guide for ADV 206 Section Examination #2 March 21,
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:
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
o Strategic research
Uncovers insights and critical information that becomes the basis for strategic planning
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
o Types of research
• 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
• 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
• 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
• Explores underlying reasons for consumer behavior
• Tools include
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,
• Panels – expert panels, consumer research panels,
• Observation research, ethnographic research, diaries
• Scientifically tests hypotheses by comparing different message treatments and
how people respond
• Used to test advertising appeals and executions in
o Product features
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
Consumer insight research
Media research Message development 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 Key communications problem to be solved