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The Importance and Process of Research in Advertising, Quizzes of Boilers and Welding

The role of research in advertising, outlining the steps involved in researching an ad before and after it runs. Pre-research focuses on understanding consumer expectations and insights, while post-research tests the ad's communication and impact on awareness, attitude, and action. Advertising is not a science, and sales should not be based solely on ads. The document also introduces the concept of an account planner and the early stages of ad development.

Typology: Quizzes

2009/2010

Uploaded on 02/17/2010

lauren8applepie
lauren8applepie 🇺🇸

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TERM 1
what drives research?
DEFINITION 1
driven by the expenses of advertising . do not waste $
TERM 2
Steps of researching for an ad
DEFINITION 2
1) Pre research a) before creative b) after creative 2) Post-
Research
TERM 3
Pre research
DEFINITION 3
before the ad runs
TERM 4
research before creative aspect
DEFINITION 4
-what r ppls expectations? - what do they think of they're
own lifestyles? -insights
TERM 5
research after creative aspect
DEFINITION 5
-tests the ad w a few random ppl -understand? -like the ad?
Ad agencies hate this step b/c if they fail at this, they have
wasted money and must start again
pf3
pf4
pf5

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what drives research?

driven by the expenses of advertising. do not waste $

TERM 2

Steps of researching for an ad

DEFINITION 2

1) Pre research a) before creative b) after creative 2) Post-

Research

TERM 3

Pre research

DEFINITION 3

before the ad runs

TERM 4

research before creative aspect

DEFINITION 4

-what r ppls expectations? - what do they think of they're

own lifestyles? -insights

TERM 5

research after creative aspect

DEFINITION 5

-tests the ad w a few random ppl -understand? -like the ad?

Ad agencies hate this step b/c if they fail at this, they have

wasted money and must start again

Post

Research

after ad runs -test the communication of the ppl who viewed

the ad _3 a's

TERM 7

3 A's of advertising/ Communication

DEFINITION 7

awareness-did ppl remember the ad? attitude- how did the

ad effect ppl? (positioning) action- did the ad help the

product to sell?

TERM 8

Research is not Science

DEFINITION 8

cannot predict the correct outcome of an ad

TERM 9

Basing sales on ads alone=

DEFINITION 9

BAD!!!

TERM 10

Account planner

DEFINITION 10

works in ad agency -figures out certain mindsets of

costumers -researches human actions -helps develop

positioning

secret sauce of

Ads

creatiVITy

TERM 17

new combination=

DEFINITION 17

familiar idea + familiar idea

TERM 18

3 objectives of advertising

DEFINITION 18

1. Promote brand recall 2. Link attributes to product's name

3. Persuading the consumer

TERM 19

Promote brand recall

DEFINITION 19

product awareness memory hook= colors, logos, sounds

iconic visuals= nike swish, duracell batteries

TERM 20

Link attributes to product's name

DEFINITION 20

USP= uniques selling proposition the one thing the REMINDS

ppl of the products SERVICE SERVICE!!!! REMINDER!!!!

Persuading the consumer

WIIFM? - answers this question for the ppl emotional appeal

connects ppl to the product "position"