Mark 373 Study Guide
MARK 373 EXAM TWO STUDY GUIDE
Chapter 6:
Account planner- the individual at an advertising agency primarily responsible for account planning.
Marketing research- the systematic gathering, recording and analysis of information to help managers make marketing decisions.
Marketing Research does a number of things: * It helps identify consumer needs and market segments * It provides the information necessary for developing new products and devising marketing strategies * It enables managers to assess the effectiveness of marketing programs and promotional activities.
Advertising research- the systematic gathering and analysis of information specifically to facilitate the development or evaluation of advertising strategies, ads and commercials, and media campaigns. Before developing any advertising campaign, a company needs to know how people perceive its products, how they view the competition, what brand or company image would be most credible, and what ads offer the greatest appeal. To get this information, companies use advertising research. While marketing research provides the information necessary to make marketing decisions, advertising research uncovers the information needed for making advertising decisions.
STEPS IN THE RESEARCH PROCESS: 1. situation analysis and problem definition
-> first step in the marketing research process is to analyze the situation and define the problem. Many large firms have in-house research departments. Often marketing department also maintains a marketing information system (MIS) – a sophisticated set of procedures designed to generate a continuous, orderly flow of information for use in making marketing decisions. Most smaller firms don’t have dedicated research departments, and their methods for obtaining marketing information are frequently inadequate. 2. informal (exploratory) research
-> the second step in the process is to use informal research to learn more about the
Chapter 6:
Account planner- the individual at an advertising agency primarily responsible for account planning.
Marketing research- the systematic gathering, recording and analysis of information to help managers make marketing decisions.
Marketing Research does a number of things: * It helps identify consumer needs and market segments * It provides the information necessary for developing new products and devising marketing strategies * It enables managers to assess the effectiveness of marketing programs and promotional activities.
Advertising research- the systematic gathering and analysis of information specifically to facilitate the development or evaluation of advertising strategies, ads and commercials, and media campaigns. Before developing any advertising campaign, a company needs to know how people perceive its products, how they view the competition, what brand or company image would be most credible, and what ads offer the greatest appeal. To get this information, companies use advertising research. While marketing research provides the information necessary to make marketing decisions, advertising research uncovers the information needed for making advertising decisions.
STEPS IN THE RESEARCH PROCESS: 1. situation analysis and problem definition
-> first step in the marketing research process is to analyze the situation and define the problem. Many large firms have in-house research departments. Often marketing department also maintains a marketing information system (MIS) – a sophisticated set of procedures designed to generate a continuous, orderly flow of information for use in making marketing decisions. Most smaller firms don’t have dedicated research departments, and their methods for obtaining marketing information are frequently inadequate. 2. informal (exploratory) research
-> the second step in the process is to use informal research to learn more about the