What are the three broad forms of advertising research? Briefly describe each form, as well as when and how it is used. List the methods and techniques related to each.
Question 2Lack of coordination of an IBP effort often leads to disagreement and conflict within the business environment.
What kind of factors commonly work against coordination? Explain those specific to an organization that handles the entire effort internally, and those specific to an organization that uses some external sources.
Question 3Briefly trace the reasons for the rise of researchspecifically, advertising and brand promotion researchafter World War II. Why did agencies create large research departments? How did universities get involved? How did consumers feel about research? When was research at its height of popularity, and when did things change? Provide just a brief sketch of these issues.
Question 4Procter & Gamble is a prime example of a giant advertiser that has successfully used branded entertainment over many decades. How has P&G incorporated branded entertainment into its marketing mix over the years?
Question 5Wood Carver Cabinet Makers recently developed a line of kitchen cabinets designed for new custom homes and kitchen remodeling jobs. The line of cabinets is to be called Signature Hardwoods and a new magazine advertising campaign is being tested. Each of the ads that is being tested has a photograph of a woodworker handcrafting some part of the cabinet. In addition, his or her signature is shown at the bottom of the page as an indicator that the cabinets are carefully hand made. Wood Carver recruited a group of consumers who were thinking about remodeling their kitchens and asked them a series of questions about selecting brands for their new cabinets. Later, Wood Carver showed
the consumers several of its magazine ads, after which they were asked several questions to measure their opinions towards the Wood Carver Cabinet products. What type of study did Wood Carver conduct?
a. Attitude change
b. Split-transmission
c. Thought listing
d. Physiological
Question 6Explain how branded entertainment differs from product placement, and what its future is as a branding tool. Give two examples of branded entertainment to support your answer.
Question 7Wood Carver Cabinet Makers recently developed a line of kitchen cabinets designed for new custom homes and kitchen remodeling jobs. The line of cabinets is to be called Signature Hardwoods and a new magazine advertising campaign is being tested. Each of the ads that is being tested has a photograph of a woodworker handcrafting some part of the cabinet. In addition, his or her signature is shown at the bottom of the page as an indicator that the cabinets are carefully hand made. Wood Carver wants to know if readers remember having seen its magazine ads, and possibly its name. Unlike testing television ads, Wood Carver should use a as the standard to test these ads.
a. print recall test
b. tracking study
c. brand-talk search
d. recognition test
Question 8Discuss the nature and use of product placement. Explain, with examples, which forms of media do today's
advertisers specifically use for product placement.
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