Know the 3 purposes of marketing research o Recruit new customers o Retain current customers o Regain lost customers
Know the different categories of advertising research o Advertising strategy research Product concept Target audience Media selection o Knowing what the customer wants and their buying process (online, in-store etc).
Know the difference between quantitative & qualitative research o Quantitative research- gain reliable, hard statistics about specific market conditions or situation. o Qualitative research- in depth, open-ended responses rather than a yes or no question.
Know the different types of quantitative & qualitative methods o Quantitative methods- Observe- peoples reactions Experiment cause and effect Survey info on attitudes, opinions, and questions o Qualitative methods Projective techniques -design to understand peoples subconscious feelings, attitudes, interest etc. Intensive techniques- in-depth interview and focus groups
Know the different concerns of advertising/marketing research o Validity- is result free of bias o Reliability- consistent o Sampling method- sample size o Leading questions- not expected to reply truthfully o Social response bias reply so you dont feel out of place o Reactivity effects- knowing what you test before you ask o Demand characteristics- response the way you want o Ethical considerations
Know the results of the DeLorme & Reid (1999) product placement study o Results Role of brand placement Appreciation realism0 congruent interpretations of real life, enhance connectiveness Noticing the familar
Know the results of Elder & Krishna (2010) advertising copy study
Know the results of the Calin (2010) advergame study.
Know the difference between Sale-Target Objectives & Communication Objectives Sale-Target Objective- goals related to increasing or maintaining sales volume Communication objectives- goals related to comprehension, awareness, knowledge, or attitude change.
Know the difference between Top-down and bottom-up marketing
Know the importance of new customers vs. current customers
Know the impact that the level of the relationship has on relationship marketing
Know the steps in the advertising plan
Know how consumers learn about brands
Know New Belgiums Marketing & Advertising plan as discussed in class (lecture)
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