STC 114 Exam 2
the research process - ANS-identify the research needed--> design the study--> choose
methods and collect data--> analyze data and report findings
marketing research - ANS-the brand experience, competitive analysis, marketing
communication audit, thorough strategic analysis about the overall industry/business
(SWOT)
consumer insight - ANS-collecting feedback (product design, distribution, price,
company operations, social media, online communities...), monitoring buzz and tracking
behavior (social media comments and visuals...) and neuromarketing
media research - ANS-media planners, account planners decide which media formats
will accomplish the objectives (ex: MRI dataset)
message development and diagnostics - ANS-writers and art directors often conduct
their own informal research, they may: visit stores, talk to salespeople, watch buyers,
look at client's past advertising, look at competitors' past advertising
message development and diagnostics - ANS-Planners, account managers, media
researchers, and the creative team conduct their own informal and formal research
concept testing - ANS-used during the creative process to evaluate the relative power of
various creative ideas
semiotic analysis - ANS-takes apart the signs and symbols in a message to uncover
layers and types of meanings
evaluative research/copy-testing - ANS-done during and after a campaign
post-testing research - ANS-helps determine overall effectiveness in reaching objectives
(after an ad or campaign has run)
secondary research - ANS-involves the regular collection and reporting of data by
outside organization
the research process - ANS-identify the research needed--> design the study--> choose
methods and collect data--> analyze data and report findings
marketing research - ANS-the brand experience, competitive analysis, marketing
communication audit, thorough strategic analysis about the overall industry/business
(SWOT)
consumer insight - ANS-collecting feedback (product design, distribution, price,
company operations, social media, online communities...), monitoring buzz and tracking
behavior (social media comments and visuals...) and neuromarketing
media research - ANS-media planners, account planners decide which media formats
will accomplish the objectives (ex: MRI dataset)
message development and diagnostics - ANS-writers and art directors often conduct
their own informal research, they may: visit stores, talk to salespeople, watch buyers,
look at client's past advertising, look at competitors' past advertising
message development and diagnostics - ANS-Planners, account managers, media
researchers, and the creative team conduct their own informal and formal research
concept testing - ANS-used during the creative process to evaluate the relative power of
various creative ideas
semiotic analysis - ANS-takes apart the signs and symbols in a message to uncover
layers and types of meanings
evaluative research/copy-testing - ANS-done during and after a campaign
post-testing research - ANS-helps determine overall effectiveness in reaching objectives
(after an ad or campaign has run)
secondary research - ANS-involves the regular collection and reporting of data by
outside organization
