Designed to allow consumers to project thought and feeling in an indirect and unobtrusive way.
Projective techniques
100
Allows the search of enourmous amouts of data previously available only to the wealthiest agencies.
common search engines
100
The second major type of advertising and promotion research.
copy research or evaluative?
100
The greatest web based Internet interest group
Google
200
Involving observation with customers that can be great devices for fostering fresh thinking about a brand
qualitative research?
200
A dicussing session with 6 to 12 target customers who have been brought together to come up with new insight about the good or service.
focus group
200
Has revolutionized developmental reasearh, particularly for smaller agencies and advertisers.
internet
200
Copy research that tries to identify specific thoughts that were generated by an ad is referred to as thought listing, or ____________ ___________ analysis
cognitive response?
200
What has revolutionized developmental research?
Internet
300
Excellent place to start with a customer.
direct contact?
300
Association test, dialogue ballons, story construction, and sentence or picture completion.
most common projective techniques
300
Companies buy customized engines to ___________
search the web
300
Simply seeks to discover whether a message is communicating something close to what the advertiser desired.
communication test.
300
The typical industry attitude study _________ consumer attitudes after exposure to an ad.
measures
400
Profiling of target audiences for the creative.
What is Audiecnce profiling?
400
Zalman Metaphor Elicitation Technique stands for?
ZMET
400
After abtaining data to your ______ _______ advertisers use that information to direct their ads to their consumers.
target audience
400
Two parts of research
developmental advertising & promotion research, copy research
400
Recognition test are the ____________ cognitive residue test for print ads and promotions.
standard
500
Activities, interest, and opinion stand for?
AIO?
500
Is conducted outside the agency, its purpose is to learn from the experiences of the consumer and from direct observation.
Field work
500
Advertisers need ________ about new edeas before they spend a lot of money, one way is through a concept test.
feedback
500
To determine to what extent the message resonates or rings true target-audience members.
resonance test
500
_________ are the standard congnitive residue test for print ads and promotions.