Chapter Seven: Research - Gathering Information for IMC Planning

Comprehensive review flashcards covering IMC research methods, advertising pretesting and posttesting, quantitative vs qualitative techniques, brand evaluation, and AI applications from Chapter 7.

What are the three R’s of marketing that marketing research helps support?

Recruiting, retaining, and regaining.

What is the primary role of IMC research?

It reveals how consumers view products and the competition, shows what brand or company image would be most credible, and identifies what messages offer the greatest appeal.

What was the cost of a $30\text{-second}$ ad spot in the $2024$ Super Bowl, and what percentage increase did that represent from $2004$?

It cost $\$7\text{ million}$, representing an increase of $200\%$ from $2004$.

What methodology company do many large advertisers rely on to evaluate ad effectiveness through consumer emotional reactions?

System1.

What are the four categories of research applied to IMC decision making?

IMC strategy research, creative concept research, message pretesting, and message posttesting.

In advertising development, what is the timing, research problem, and techniques involved in advertising strategy research?

It occurs before creative work begins; addresses product concept definition, target audience selection, media selection, and message element selection; and uses consumer attitude and usage studies as well as media studies.

What brand evaluation model is depicted in this diagram, and what four core dimensions determine where brands fall in its matrix?

Young & Rubicam’s BrandAsset Valuator (BAV); its four core dimensions are differentiation (D), relevance (R), esteem (E), and knowledge (K).

In the BrandAsset Valuator (BAV) model, which dimensions determine brand strength, and which determine brand stature?

Differentiation (D) and relevance (R) measure brand strength, while esteem (E) and knowledge (K) measure brand stature.

According to the advocacy group Disability, why are people with disabilities underrepresented in advertisements?

They are overlooked in research, leading to samples that do not accurately represent the population.

What are the five major decision areas (the five Ms) that message pretesting and posttesting assist marketers with?

Merchandise, markets, motives, messages, and media.

What are the four hierarchical levels of media categories examined when making advertising media decisions?

Media classes, media subclasses, media vehicles, and media units.

What are the five steps of the marketing research process shown in this diagram?

1. Situation analysis and problem definition; 2. Informal (exploratory) research; 3. Construction of research objectives; 4. Primary research; 5. Interpretation and reporting of findings.

What system maintained by the marketing department assists in the first step of the research process (analyzing the situation and defining the problem)?

A marketing information system (MIS).

What two types of secondary data are gathered during informal (exploratory) research?

Internal secondary data and external secondary data.

What online financial disclosure service is highlighted as a source of secondary business research data and APIs?

EDGAR Online.

How does qualitative research differ from quantitative research in primary research collection?

Qualitative research provides a general impression of the market, consumer, or product, whereas quantitative research provides hard numbers about specific marketing situations.

What is the difference between projective techniques and intensive techniques in qualitative research?

Projective techniques use indirect questioning, whereas intensive techniques use carefully planned questions (such as in-depth interviews and focus groups).

What is a focus group, and when is it considered especially effective?

It is an intensive research technique used to evaluate the effectiveness of campaign elements, and it is especially effective when used in conjunction with market surveys.

What are the three basic methods used in quantitative research?

Observation, experiment, and survey.

How does the Universal Product Code (UPC) label aid quantitative observation research?

Scanned at checkout counters, it improves inventory control and checkout speed while providing a wealth of accessible data to measure advertising response.

How do personal, telephone, and internet surveys compare in terms of data collection costs and sample size for a given budget?

Personal surveys have high costs and a small sample size; telephone surveys have medium costs and a medium sample size; internet surveys have low costs and a large sample size.

What are three common methods used to pretest campaign messages?

Direct questioning, central location tests, and clutter tests.

What are two challenges researchers face during message pretesting?

The halo effect (where respondents give answers they think they should like) and the reality that behavioral intent is not always behavioral fact.

What are the five broad categories of posttesting methods?

Aided recall, unaided recall, attitude tests, inquiry tests, and sales tests.

In quantitative research testing, what do the concepts of validity and reliability refer to?

Validity means results are free of bias and reflect the true status of the market; reliability means the test produces approximately the same result each time it is administered.

In quantitative sampling, what term describes the entire target population being studied?

The universe.

What three attributes are critical when designing effective survey questionnaires?

Focus, brevity, and clarity.

What are the four question formats commonly used in questionnaire design?

Open-ended, dichotomous, multiple-choice, and scale.

What are the primary challenges and overarching goals of collecting primary data in international markets?

Challenges include higher costs, difficulty with control and direction, translation nuances, and cultural distrust of strangers; the goals are flexibility and standardization.

How does AI utilize sentiment analysis and programmatic advertising within IMC research?

Sentiment analysis uses Natural Language Processing to analyze reviews, social posts, and surveys, while programmatic advertising uses AI to automate the buying of media time and space.