Advertising messages are everywhere. There are advertisements on radio,
television, billboards, newspapers, magazines, the Internet, matchbook covers, gas
pumps, shopping carts, clothing, and on. Advertising researchers want to answer
questions such as should a certain product be packaged in blue or red? Is
Cosmopolitan a better advertising buy than Vogue? Advertising research does not
involve any special techniques; the methods discussed earlier— laboratory, survey,
field research, focus groups, and content analysis—are in common use.
Advertising
Generally we can say that Advertising is a marketing communication and non-
personal message to promote or sell a product, service or idea.
Advertising is a means of communication with the users of a product or service.
https://economictimes.indiatimes.com/definition/advertising
Advertising research
Advertising research is a specialized form of marketing research conducted to
improve the efficiency of advertising.
Advertising research is the systematic gathering and analysis of information to help
develop or evaluate advertising strategies, ads and commercials, and media
campaigns.
https://www.slideshare.net/PranavKumarOjha/advertising-research-13466787
So research in advertising is applied research, which attempts to solve a specific
problem and is not concerned with theorizing or generalizing to other situations.
Areas in advertising research
There are three functional research areas in advertising these are
1. Copy research
2. Media research and
This document discusses techniques for testing advertisements, including concept testing and copy testing. Concept testing uses qualitative methods like focus groups early in the creative process to explore advertising concepts. Copy testing uses quantitative methods like surveys later in the process to evaluate specific ad executions and make final decisions. Some common testing methods include focus groups, surveys measuring recall and persuasion, and pre-air tests of finished ads off-air for greater control. Both qualitative and quantitative methods each have strengths and weaknesses for different testing purposes.
The document discusses various methods for evaluating the effectiveness of marketing campaigns and advertisements. There are three main stages of evaluation: testing, monitoring, and measurement. Testing predicts results, monitoring tracks performance, and measurement evaluates results. There are four main types of research used in evaluation: developmental research, concurrent research, post-testing research, and diagnostic research. Evaluation examines factors like memory, persuasion, likability, inquiries generated, and sales impact. The goal is to determine if marketing objectives were achieved and identify ways to improve future campaigns.
The document discusses different types of marketing research, including basic marketing research which is conducted without a specific decision in mind versus applied marketing research which addresses the needs of a particular organization. It provides examples of different types of marketing research like concept research, pricing research, product research, distribution research, and promotion research. The document also provides examples of how different companies have used various marketing research methods.
The document discusses qualitative and quantitative research methodologies used in advertising concept and copy testing. It describes how qualitative methods like focus groups and interviews are well-suited for concept testing as they provide rich details about consumer responses and perceptions. However, qualitative research has limitations like subjective interpretations and small sample sizes. Quantitative methods involving surveys and experiments are more appropriate for copy testing when key issues have been identified, as they allow statistical generalization. Specific techniques discussed include recall tests, recognition tests, and theater tests to evaluate consumer memory of advertisements.
Advertising research is a form of marketing research conducted to improve advertising efficiency by systematically gathering and analyzing information to develop, evaluate, and test strategies, ads, and campaigns using various methods like pre-testing ads through consumer juries, rating scales, and post-market research to assess brand awareness and preference. Key challenges include selecting the right media and measuring audience sizes given variations across geography, composition and accumulation rates within different media vehicles.
Advertising effectiveness in mobile phone industryVipin Venganoor
The document discusses advertising effectiveness and how it can be measured. It examines two approaches: the market response approach which looks at the relationship between advertising spending and sales, and the behavioral perspective which focuses on psychological factors like recall, attitude, and purchase intention. Recall and attitude are commonly used measures of advertising effectiveness as they can predict future brand choice and behavior. The document also reviews literature on the relationship between creative advertising and advertising effectiveness, finding that creative advertising generally has a positive influence on effectiveness measures like recall, attitude, and purchase intention.
This document discusses consumer buying behavior and provides an overview of key concepts. It begins by noting shifts in consumer lifestyle patterns and preferences for more options over brand loyalty. It then discusses the importance of understanding consumer psychographics to develop effective marketing strategies. The rest of the document summarizes concepts like awareness, perception, attitude, consumer behavior research methods like surveys and observation, segmentation, culture and subcultures, the family decision-making process, and influences of groups on consumer behavior.
This document discusses techniques for testing advertisements, including concept testing and copy testing. Concept testing uses qualitative methods like focus groups early in the creative process to explore advertising concepts. Copy testing uses quantitative methods like surveys later in the process to evaluate specific ad executions and make final decisions. Some common testing methods include focus groups, surveys measuring recall and persuasion, and pre-air tests of finished ads off-air for greater control. Both qualitative and quantitative methods each have strengths and weaknesses for different testing purposes.
The document discusses various methods for evaluating the effectiveness of marketing campaigns and advertisements. There are three main stages of evaluation: testing, monitoring, and measurement. Testing predicts results, monitoring tracks performance, and measurement evaluates results. There are four main types of research used in evaluation: developmental research, concurrent research, post-testing research, and diagnostic research. Evaluation examines factors like memory, persuasion, likability, inquiries generated, and sales impact. The goal is to determine if marketing objectives were achieved and identify ways to improve future campaigns.
The document discusses different types of marketing research, including basic marketing research which is conducted without a specific decision in mind versus applied marketing research which addresses the needs of a particular organization. It provides examples of different types of marketing research like concept research, pricing research, product research, distribution research, and promotion research. The document also provides examples of how different companies have used various marketing research methods.
The document discusses qualitative and quantitative research methodologies used in advertising concept and copy testing. It describes how qualitative methods like focus groups and interviews are well-suited for concept testing as they provide rich details about consumer responses and perceptions. However, qualitative research has limitations like subjective interpretations and small sample sizes. Quantitative methods involving surveys and experiments are more appropriate for copy testing when key issues have been identified, as they allow statistical generalization. Specific techniques discussed include recall tests, recognition tests, and theater tests to evaluate consumer memory of advertisements.
Advertising research is a form of marketing research conducted to improve advertising efficiency by systematically gathering and analyzing information to develop, evaluate, and test strategies, ads, and campaigns using various methods like pre-testing ads through consumer juries, rating scales, and post-market research to assess brand awareness and preference. Key challenges include selecting the right media and measuring audience sizes given variations across geography, composition and accumulation rates within different media vehicles.
Advertising effectiveness in mobile phone industryVipin Venganoor
The document discusses advertising effectiveness and how it can be measured. It examines two approaches: the market response approach which looks at the relationship between advertising spending and sales, and the behavioral perspective which focuses on psychological factors like recall, attitude, and purchase intention. Recall and attitude are commonly used measures of advertising effectiveness as they can predict future brand choice and behavior. The document also reviews literature on the relationship between creative advertising and advertising effectiveness, finding that creative advertising generally has a positive influence on effectiveness measures like recall, attitude, and purchase intention.
This document discusses consumer buying behavior and provides an overview of key concepts. It begins by noting shifts in consumer lifestyle patterns and preferences for more options over brand loyalty. It then discusses the importance of understanding consumer psychographics to develop effective marketing strategies. The rest of the document summarizes concepts like awareness, perception, attitude, consumer behavior research methods like surveys and observation, segmentation, culture and subcultures, the family decision-making process, and influences of groups on consumer behavior.
This document summarizes a research paper that examined the influence of advertising skepticism on brand extension evaluations. The researchers hypothesized that consumers with high advertising skepticism would evaluate moderately similar brand extensions less favorably than consumers with low skepticism. Two studies generally supported this, finding less favorable evaluations and more parent brand dilution among highly skeptical consumers for moderately similar but not highly similar or dissimilar extensions. The research contributes to understanding how individual differences like skepticism influence responses to brand extensions. Marketers should emphasize links between parent brands and extensions to help skeptical consumers see similarities.
The document discusses research services provided by Media Mix Research & Solutions, including market research, public opinion surveys, advertising research, and media and audience research. Some key services mentioned are advertising copy testing, audience studies to analyze demographic profiles and product usage, and monitoring of advertising campaigns to measure their effectiveness. The company provides full research support from designing questionnaires to analyzing results.
This document discusses advertising research, which involves systematically gathering and analyzing data on consumer behavior and the effectiveness of advertisements. The objectives of advertising research are to enhance awareness, understand attitudinal patterns, and analyze people's reactions. Methods of advertising research include pre-testing advertisements through focus groups and surveys to diagnose issues, and post-testing through recall, recognition, and inquiry studies to evaluate campaign results. Understanding audience responses helps improve creative strategies and minimize risks.
236 chapter 6 information systems for marketing decisions.docxeugeniadean34240
236 chapter 6 information systems for marketing decisions
the marketing research process 235
THE MARKETING RESEARCH PROCESS
224 chapter 6 information systems for marketing decisions
the marketing research process 225
226 chapter 6 information systems for marketing decisions
Marketing research process
A process used to collect data about marketing programs, external environments, and consumer markets In an attempt to improve the quality of marketing.
The marketing research process is undertaken to answer a wide variety of questions, which might include: "Where do our guests come from? How frequently do people dine out in this area? In what types of restaurants do they most frequently dine? If the seating capacity of a restaurant is expanded by 20 percent, what impact will this have on sales and profits? If the city builds a new convention center, how many additional room nights is that likely to bring to the city?"
Conducting market research is not an inexpensive proposition, and when research is undertaken, care must be taken to ensure that proper methods are used. This is true whether the hospitality organization conducts its own market research or relies on external consultants. Market research data are only as good as the methodology used. If poor methodology is used, the results are not likely to describe the situation accurately, and marketing decisions based on this information are not likely to be very appropriate. Figure 6.3 contains the five steps involved in the marketing research process.
(
Define the problem
) (
Analyzt
the data
<
r
Prepare the final report
Collect the data
)figure 6.3 • The marketing research process.
224 chapter 6 information systems for marketing decisions
the marketing research process 225
226 chapter 6 information systems for marketing decisions
Step 1: Define the Problem
Before initiating any marketing research effort, a firm must decide whether marketing research is necessary. In general, marketing research should be undertaken if it clarifies a problem that could impact your business, if it helps in selecting between alternatives for achieving marketing objectives, if it assists in gaining a competitive advantage, or if it provides useful information on your markets.1 Marketing research may not be needed if the information is already available, there is insufficient time for marketing research, resources are not available, or costs of conducting the research outweigh the potential benefits of having the information.
If the decision is made to proceed with the marketing research, the research problem should be clearly defined. What does the research effort propose to do? What types of questions need to be asked? What solutions are sought? A strong tendency among all researchers, especially novice researchers, is to rush into data collection without giving adequate thought to defining the problem. This tendency should be vigorously avoided. A small amount of time sp.
Consumer research aims to understand consumer preferences, attitudes, and behaviors. It uses both quantitative methods like surveys and experiments as well as qualitative methods like interviews and focus groups. The findings from consumer research help companies design effective marketing strategies by providing insights into product development, advertising, pricing, and market trends. While consumer research benefits both consumers and businesses, it also faces challenges in areas like respecting cultural differences, managing costs, protecting privacy, and preventing deceptive practices.
Evaluation of advertising. analyzing the creative content of advertisingZarmeen Durrani
This document discusses different methods for analyzing creative content in advertising, including rhetorical analysis and semiotic analysis. It outlines various pre-testing, concurrent testing, and post-testing methods used to evaluate advertising effectiveness. These include focus groups, order of merit tests, consumer diaries, sales experiments, aided/unaided recall tests, attitude tests, and comparing sales before and after an ad campaign. The goal of content analysis and testing is to improve advertising programming and measure whether creative efforts achieved their objectives.
Measuring advertising and campaign effectivenesssksbatish
advertisement management, the ways to measure the effectiveness of advertisment, pre and post testing of advertisement, concurrent testing of advertisement, advertisement and sales management, marketing management,
This document discusses market research conducted on Dettol, a brand of hygiene products owned by Reckitt Benckiser. It provides the following key points:
1. Dettol has been a trusted brand in India since 1933 and is consistently rated as one of India's most trusted brands. It offers multiple hygiene products including soaps, hand wash, and hand sanitizer.
2. The document outlines various chapters covering topics such as the Indian personal hygiene market, Reckitt Benckiser as a company, the history and statistics of the Dettol brand, and analyses of Dettol soap.
3. Market research methods discussed include surveys, focus groups, and analyzing secondary data to understand customers
IMPACT OF ADVERTISING ON CONSUMER’S BUYING BEHAVIOREnamul Islam
Advertising is a form of communication intended to convince the audiences or consumers to purchase or take some action upon products, information or services. In this study, we tried to find out the impact of advertising on consumers’ minds about the product and their buying behavior. We have surveyed 100 respondents who are studying in the universities of the southern part of Bangladesh to identify the relationship between consumer buying behavior and advertisement. We mainly collected our data from three universities which are Khulna University, University of Barisal and Patuakhali Science and Technology University. The major finding of our study after analyzing all data is that there is a positive impact of advertising on consumer’s buying behavior and advertising plays a vital role to know about a new product.
Here are the answers to the objective type questions:
1. D
2. B
3. C
4. B
5. A
6. B
7. A
8. C
9. A
10. B
11. A
12. C
13. B
14. B
15. A
16. B
17. C
18. B
19. C
20. C
This document provides an overview of advertising effectiveness and the soft drink industry in India. It discusses the objectives and methodology of studying advertising effectiveness, including testing advertisements before and after launch. It also profiles the major players in the Indian soft drink industry, Coca-Cola and Pepsi, and describes their competitive strategies and branding of products like Thums Up and Miranda. The cola war between Pepsi and Coca-Cola in India is discussed in terms of their aggressive marketing approaches to capture market share.
A study on effect of advertisement on confectionary product with special refe...RajaKrishnan M
This document provides a review of literature related to the impact of advertisements on consumer behavior and confectionary products. Some key findings from the literature include:
1. Advertisements play a major role in influencing children and consumers' purchasing decisions for snacks and confectionary products.
2. Common persuasive strategies in confectionary ads associate products with fun and happiness rather than factual product information.
3. The effectiveness of celebrity endorsements in advertisements can vary depending on the product category and how closely audiences relate the celebrity to the product.
4. Studies have found that advertisements can impact consumers' brand perceptions and choices, though the magnitude of impact depends on the specific ad and product category.
This document discusses advertising research and how it is used to improve advertising effectiveness. It defines advertising research as a specialized form of marketing research used to enhance advertising efficiency. The summary then discusses three key aspects of advertising research:
1) Understanding the target audience through research into demographics, psychographics, and purchase motivations.
2) Researching factors that motivate purchase behavior for the product.
3) Learning the unique characteristics and positioning of the brand through research.
The document proposes a general structure for constructing models of how advertising works. It identifies four fundamental advertising communication models based on the communication objectives of brand awareness and brand attitude. The models help set complete advertising objectives, assist creative specialists, and increase validity of advertising pre-tests. The document outlines the components and steps of an advertising communication model, including target audience, decision-maker, communication effects, and objectives. It differentiates the models based on whether the objective is brand recall or brand recognition for brand awareness, and discusses tactics for each.
This document discusses different types of advertising research. There are two main types - customized research conducted specifically for a client, and syndicated research where results are available for multiple companies. Pre-testing is a form of customized research that predicts how well an ad will perform before it airs. It analyzes audience attention, brand awareness, motivation, and the emotional impact. Post-testing also tracks brand metrics like awareness over time. Various methods are used to evaluate ads before and after airing.
This document discusses different types of advertising research. There are two main types - customized research conducted specifically for a client, and syndicated research where results are available for multiple companies. Pre-testing is a form of customized research that predicts how well an ad will perform before it airs. It analyzes audience attention, brand awareness, and the emotional impact. Post-testing also tracks brand metrics like awareness over time. Various methods are used to pre-test and post-test ads across different media like TV, print, and online.
This document discusses different types of advertising research. There are two main types - customized research conducted specifically for a client, and syndicated research where results are available for multiple companies. Pre-testing is a form of customized research that predicts how well an ad will perform before it airs. It analyzes audience attention, brand awareness, motivation and communication. Post-testing involves tracking studies that monitor brand performance over time through measures like awareness, preference and attitudes. Various methods are used to pre-test and post-test ads across different media like TV, print and online.
This document discusses different types of advertising research. There are two main types - customized research conducted specifically for a client, and syndicated research where results are available for multiple companies. Pre-testing is a form of customized research that predicts how well an ad will perform before it airs. It analyzes audience attention, brand awareness, and the emotional impact. Post-testing also tracks brand metrics like awareness over time. Various methods are used to pre-test and post-test ads across different media like TV, print, and online.
World Journal of Social Sciences Vol. 3. No. 4. July 2013 .docxambersalomon88660
The document discusses a study on the relationship between the Zeigarnik effect and consumer attention in advertisements. The Zeigarnik effect refers to how people better remember interrupted or incomplete tasks. The study examined how this effect relates to whether advertisements containing interrupted elements are better remembered by consumers. 204 respondents viewed various advertisements and were tested on their attention and recall. The results provided positive support that the Zeigarnik effect can improve consumer attention and memory of advertisements.
The document discusses operational communication strategies for advertising, including developing a creative brief, insight, promise, and creative ideas. It also covers advertising theories, research methods like pre-testing and post-testing, different types of media including above-the-line, below-the-line, and through-the-line approaches. Promotional tools like TV, print, radio, and direct marketing are also mentioned.
In this presentation we will learn ‘’ Evolution of Communication Theories’’ Before starting this we are discussing about basic communication and communication theories.
Communication: Communication is simply the act of transferring information from one place, person or group to another.
Communication theories: Communication theory is a proposed description of communication phenomena, the relationships among them, a storyline describing these relationships, and an argument for these three elements. Communication theory provides a way of talking about and analyzing key events, processes, and commitments that together form communication
This document summarizes a research paper that examined the influence of advertising skepticism on brand extension evaluations. The researchers hypothesized that consumers with high advertising skepticism would evaluate moderately similar brand extensions less favorably than consumers with low skepticism. Two studies generally supported this, finding less favorable evaluations and more parent brand dilution among highly skeptical consumers for moderately similar but not highly similar or dissimilar extensions. The research contributes to understanding how individual differences like skepticism influence responses to brand extensions. Marketers should emphasize links between parent brands and extensions to help skeptical consumers see similarities.
The document discusses research services provided by Media Mix Research & Solutions, including market research, public opinion surveys, advertising research, and media and audience research. Some key services mentioned are advertising copy testing, audience studies to analyze demographic profiles and product usage, and monitoring of advertising campaigns to measure their effectiveness. The company provides full research support from designing questionnaires to analyzing results.
This document discusses advertising research, which involves systematically gathering and analyzing data on consumer behavior and the effectiveness of advertisements. The objectives of advertising research are to enhance awareness, understand attitudinal patterns, and analyze people's reactions. Methods of advertising research include pre-testing advertisements through focus groups and surveys to diagnose issues, and post-testing through recall, recognition, and inquiry studies to evaluate campaign results. Understanding audience responses helps improve creative strategies and minimize risks.
236 chapter 6 information systems for marketing decisions.docxeugeniadean34240
236 chapter 6 information systems for marketing decisions
the marketing research process 235
THE MARKETING RESEARCH PROCESS
224 chapter 6 information systems for marketing decisions
the marketing research process 225
226 chapter 6 information systems for marketing decisions
Marketing research process
A process used to collect data about marketing programs, external environments, and consumer markets In an attempt to improve the quality of marketing.
The marketing research process is undertaken to answer a wide variety of questions, which might include: "Where do our guests come from? How frequently do people dine out in this area? In what types of restaurants do they most frequently dine? If the seating capacity of a restaurant is expanded by 20 percent, what impact will this have on sales and profits? If the city builds a new convention center, how many additional room nights is that likely to bring to the city?"
Conducting market research is not an inexpensive proposition, and when research is undertaken, care must be taken to ensure that proper methods are used. This is true whether the hospitality organization conducts its own market research or relies on external consultants. Market research data are only as good as the methodology used. If poor methodology is used, the results are not likely to describe the situation accurately, and marketing decisions based on this information are not likely to be very appropriate. Figure 6.3 contains the five steps involved in the marketing research process.
(
Define the problem
) (
Analyzt
the data
<
r
Prepare the final report
Collect the data
)figure 6.3 • The marketing research process.
224 chapter 6 information systems for marketing decisions
the marketing research process 225
226 chapter 6 information systems for marketing decisions
Step 1: Define the Problem
Before initiating any marketing research effort, a firm must decide whether marketing research is necessary. In general, marketing research should be undertaken if it clarifies a problem that could impact your business, if it helps in selecting between alternatives for achieving marketing objectives, if it assists in gaining a competitive advantage, or if it provides useful information on your markets.1 Marketing research may not be needed if the information is already available, there is insufficient time for marketing research, resources are not available, or costs of conducting the research outweigh the potential benefits of having the information.
If the decision is made to proceed with the marketing research, the research problem should be clearly defined. What does the research effort propose to do? What types of questions need to be asked? What solutions are sought? A strong tendency among all researchers, especially novice researchers, is to rush into data collection without giving adequate thought to defining the problem. This tendency should be vigorously avoided. A small amount of time sp.
Consumer research aims to understand consumer preferences, attitudes, and behaviors. It uses both quantitative methods like surveys and experiments as well as qualitative methods like interviews and focus groups. The findings from consumer research help companies design effective marketing strategies by providing insights into product development, advertising, pricing, and market trends. While consumer research benefits both consumers and businesses, it also faces challenges in areas like respecting cultural differences, managing costs, protecting privacy, and preventing deceptive practices.
Evaluation of advertising. analyzing the creative content of advertisingZarmeen Durrani
This document discusses different methods for analyzing creative content in advertising, including rhetorical analysis and semiotic analysis. It outlines various pre-testing, concurrent testing, and post-testing methods used to evaluate advertising effectiveness. These include focus groups, order of merit tests, consumer diaries, sales experiments, aided/unaided recall tests, attitude tests, and comparing sales before and after an ad campaign. The goal of content analysis and testing is to improve advertising programming and measure whether creative efforts achieved their objectives.
Measuring advertising and campaign effectivenesssksbatish
advertisement management, the ways to measure the effectiveness of advertisment, pre and post testing of advertisement, concurrent testing of advertisement, advertisement and sales management, marketing management,
This document discusses market research conducted on Dettol, a brand of hygiene products owned by Reckitt Benckiser. It provides the following key points:
1. Dettol has been a trusted brand in India since 1933 and is consistently rated as one of India's most trusted brands. It offers multiple hygiene products including soaps, hand wash, and hand sanitizer.
2. The document outlines various chapters covering topics such as the Indian personal hygiene market, Reckitt Benckiser as a company, the history and statistics of the Dettol brand, and analyses of Dettol soap.
3. Market research methods discussed include surveys, focus groups, and analyzing secondary data to understand customers
IMPACT OF ADVERTISING ON CONSUMER’S BUYING BEHAVIOREnamul Islam
Advertising is a form of communication intended to convince the audiences or consumers to purchase or take some action upon products, information or services. In this study, we tried to find out the impact of advertising on consumers’ minds about the product and their buying behavior. We have surveyed 100 respondents who are studying in the universities of the southern part of Bangladesh to identify the relationship between consumer buying behavior and advertisement. We mainly collected our data from three universities which are Khulna University, University of Barisal and Patuakhali Science and Technology University. The major finding of our study after analyzing all data is that there is a positive impact of advertising on consumer’s buying behavior and advertising plays a vital role to know about a new product.
Here are the answers to the objective type questions:
1. D
2. B
3. C
4. B
5. A
6. B
7. A
8. C
9. A
10. B
11. A
12. C
13. B
14. B
15. A
16. B
17. C
18. B
19. C
20. C
This document provides an overview of advertising effectiveness and the soft drink industry in India. It discusses the objectives and methodology of studying advertising effectiveness, including testing advertisements before and after launch. It also profiles the major players in the Indian soft drink industry, Coca-Cola and Pepsi, and describes their competitive strategies and branding of products like Thums Up and Miranda. The cola war between Pepsi and Coca-Cola in India is discussed in terms of their aggressive marketing approaches to capture market share.
A study on effect of advertisement on confectionary product with special refe...RajaKrishnan M
This document provides a review of literature related to the impact of advertisements on consumer behavior and confectionary products. Some key findings from the literature include:
1. Advertisements play a major role in influencing children and consumers' purchasing decisions for snacks and confectionary products.
2. Common persuasive strategies in confectionary ads associate products with fun and happiness rather than factual product information.
3. The effectiveness of celebrity endorsements in advertisements can vary depending on the product category and how closely audiences relate the celebrity to the product.
4. Studies have found that advertisements can impact consumers' brand perceptions and choices, though the magnitude of impact depends on the specific ad and product category.
This document discusses advertising research and how it is used to improve advertising effectiveness. It defines advertising research as a specialized form of marketing research used to enhance advertising efficiency. The summary then discusses three key aspects of advertising research:
1) Understanding the target audience through research into demographics, psychographics, and purchase motivations.
2) Researching factors that motivate purchase behavior for the product.
3) Learning the unique characteristics and positioning of the brand through research.
The document proposes a general structure for constructing models of how advertising works. It identifies four fundamental advertising communication models based on the communication objectives of brand awareness and brand attitude. The models help set complete advertising objectives, assist creative specialists, and increase validity of advertising pre-tests. The document outlines the components and steps of an advertising communication model, including target audience, decision-maker, communication effects, and objectives. It differentiates the models based on whether the objective is brand recall or brand recognition for brand awareness, and discusses tactics for each.
This document discusses different types of advertising research. There are two main types - customized research conducted specifically for a client, and syndicated research where results are available for multiple companies. Pre-testing is a form of customized research that predicts how well an ad will perform before it airs. It analyzes audience attention, brand awareness, motivation, and the emotional impact. Post-testing also tracks brand metrics like awareness over time. Various methods are used to evaluate ads before and after airing.
This document discusses different types of advertising research. There are two main types - customized research conducted specifically for a client, and syndicated research where results are available for multiple companies. Pre-testing is a form of customized research that predicts how well an ad will perform before it airs. It analyzes audience attention, brand awareness, and the emotional impact. Post-testing also tracks brand metrics like awareness over time. Various methods are used to pre-test and post-test ads across different media like TV, print, and online.
This document discusses different types of advertising research. There are two main types - customized research conducted specifically for a client, and syndicated research where results are available for multiple companies. Pre-testing is a form of customized research that predicts how well an ad will perform before it airs. It analyzes audience attention, brand awareness, motivation and communication. Post-testing involves tracking studies that monitor brand performance over time through measures like awareness, preference and attitudes. Various methods are used to pre-test and post-test ads across different media like TV, print and online.
This document discusses different types of advertising research. There are two main types - customized research conducted specifically for a client, and syndicated research where results are available for multiple companies. Pre-testing is a form of customized research that predicts how well an ad will perform before it airs. It analyzes audience attention, brand awareness, and the emotional impact. Post-testing also tracks brand metrics like awareness over time. Various methods are used to pre-test and post-test ads across different media like TV, print, and online.
World Journal of Social Sciences Vol. 3. No. 4. July 2013 .docxambersalomon88660
The document discusses a study on the relationship between the Zeigarnik effect and consumer attention in advertisements. The Zeigarnik effect refers to how people better remember interrupted or incomplete tasks. The study examined how this effect relates to whether advertisements containing interrupted elements are better remembered by consumers. 204 respondents viewed various advertisements and were tested on their attention and recall. The results provided positive support that the Zeigarnik effect can improve consumer attention and memory of advertisements.
The document discusses operational communication strategies for advertising, including developing a creative brief, insight, promise, and creative ideas. It also covers advertising theories, research methods like pre-testing and post-testing, different types of media including above-the-line, below-the-line, and through-the-line approaches. Promotional tools like TV, print, radio, and direct marketing are also mentioned.
In this presentation we will learn ‘’ Evolution of Communication Theories’’ Before starting this we are discussing about basic communication and communication theories.
Communication: Communication is simply the act of transferring information from one place, person or group to another.
Communication theories: Communication theory is a proposed description of communication phenomena, the relationships among them, a storyline describing these relationships, and an argument for these three elements. Communication theory provides a way of talking about and analyzing key events, processes, and commitments that together form communication
BCS সহ সকল পরীক্ষার জন্য গুরুত্বপূর্ণ MCQ। নবম দশম শ্রেণির বাংলাদেশ ও বিশ্বপরিচয় বইয়ের গুরুত্বপূর্ণ MCQ।
গুরুত্বপূর্ণ সকল পরীক্ষায় একান থেকে প্রশ্ন আসে। পুরো বই থেকে যে সকল এমসিকিউ হয় সব এখানে উপস্থাপন করা হয়েছে।
Educational Institutions
preschool ( প্রাক-বিদ্যালয়)– a school for children who are too young to begin their formal education
- Most children in the UK go to a preschool but it isn’t compulsory.
kindergarten ( কিন্ডাগার্টেন, শিশুবিদ্যালয়) = pre-school education
- In the USA, most children begin kindergarten school at the age of four.
primary school (UK)/elementary school (US) – the type of school for children ages 5-11
primary school ( প্রাথমিক বিদ্যালয়) = a school for young children / usually the first 5 or 8 grade
- Redwan was so excited about starting primary school when the new term started in September.
secondary school ( মাধ্যমিক বিদ্যালয়)= usually grades 9 to 12 or 6 to 10
secondary school (UK)/high school (US) – the type of school for children age 11 to 16, sometimes 18
- I want to teach in a secondary school when I finish my teacher training as I really enjoy
working with older pupils.
college ( মহাবিদ্যালয়) = further education
- Hugo applied for a place at the local college to train to be a chef.
higher education ( উচ্চ শিক্ষা) = university education = tertiary education
- Most of Vijay’s friends wanted to leave school and get a job as soon as possible but he
was determined to go on to higher education to improve his career prospects.
university ( বিশ্ববিদ্যালয়) – a high-level educational institution where students study for degrees and academic research is done.
- Fuyuko wanted to study nursing at university in Australia but had to get a band 7 in her IELTS exam to be accepted.
post-graduate school ( স্নাতকোত্তর শিক্ষালয়) = university for students studying beyond degree level
-He has completed his post-graduation from USA.
Some others vocabulary related to educational institutions
co-educational/mixed school (বালক ও বালিকা বিদ্যালয়) – a school where girls and boys are taught together.
- These days, most schools in the UK are co-educational.
single-sex school ( শুধু বালক অথবা বালিকা বিদ্যালয়) – a school for either male or female students but not both
- Both my parents went to single-sex schools but it’s more normal these days to go to a
mixed school.
state school (সরকারি বিদ্যালয়) – a school that is funded and controlled by the government and for which no
fees are charged
- The government is facing growing criticism for the underfunding of state schools.
private school বেসরকারি বিদ্যালয়) – a school that is not supported by government money, where education must be paid for by the children’s parents
- Jonah’s parents decided to pay for him to go to a private school because most classes
only had 20 pupils in.
public school (US) (সরকারি বিদ্যালয়) – a school which is free and paid for by the government
public school (UK) – an exclusive, expensive school, run independently
boarding school (বোর্ডিং স্কুল) – a school where students live and study during the school term.
- Yu Yang hated boarding school as she missed her family and felt very homesick.
comprehensive school– a state school that a
One word substitution : এক কথায় প্রকাশ বিভিন্ন ক্ষেত্র/বিষয় থেকে আসতে পারে। এখানে কিছু ক্ষেত্র/বিষয় নিয়ে আলোচনা করা হলো :
(a) Study (বিদ্যা)
Study of religion – Theology (ধর্মতত্ত্ব)
Study of heredity - Genetics (বংশগতির বিজ্ঞান)
Study of coins – Numismatics (মুদ্রা ও পদকসংক্রান্ত বিদ্যা)
Study of birds – Ornithology (পক্ষীবিজ্ঞান)
Study of human development – Anthropology (নৃ-বিজ্ঞান; নরবিজ্ঞান)
Study of science of insects – Entomology (কীটতত্ত্ব)
Study of problems of old age – Gerontology (বার্ধক্য প্রক্রিয়া বিষয়ক বিজ্ঞান)
Study of relation between organism and environment – Ecology (প্রাণী ও পরিবেশের সম্পর্ক সংক্রান্ত বিদ্যা)
Study of flying aeroplanes – Aviation (বিমান চালনা)
Study of earth and rocks – Geology (ভূতত্ত্ববিদ্যা)
Study of living things – Biology (জীববিদ্যা)
Study of celestial bodies (মহাজাগতিক বস্তু) – Astronomy (জ্যোতির্বিজ্ঞান)
Study of the influence of planets and stars (মানুষের ওপর তারকারাজির প্রভাব) – Astrolog (জ্যোতিষ শাস্ত্র)
Scientific study of bodily diseases - Pathology (রোগবিজ্ঞান)
Study of languages — Philology (ভাষাবিজ্ঞান)
Study of bees-Apiology
Study of heart/heart diseases – Cardiology (হৃদবিজ্ঞান)
Study of dogs-Cynology
Study of trees-Dendrology
Study of skin/skin diseases-Dermatology
Study of wine/wine making-Enology/Oenology (সুরাবিজ্ঞান)
Study of cats-Felinology
Study of hand writing to analyze character of the writer (লেখকের চরিত্র বিশ্লেষণের জন্য তার হাতের লেখা অধ্যয়ন) – Graphology
Study of medicine for women-Gynecology/Gynaecology (স্ত্রীরোগ ও প্রসূতিবিজ্ঞান)
Study of liver (যকৃত)-Hepatology
Study of horses-Hippology
Study of water – Hydrology (জলবিজ্ঞান; জলানুসন্ধানবিদ্যা)
Study of weather-Meteorology (আবহাওয়া বিজ্ঞান)
Study of kidneys and their diseases -Nephrology
Study of nerves (স্নায়ু) – Neurology (স্নায়ুবিদ্যা; স্নায়ুবিজ্ঞান)
Study of cancer-Oncology
Study of eggs-Oology
Study of eyes-Ophthalmology (চক্ষুবিজ্ঞান)
Study of mountains (পাহাড়) and their mapping-Orology (পর্বত বিজ্ঞান)
Study of bones-Osteology (অস্থিবিজ্ঞান)
Study of rocks-Petrology (শিলাতত্ত্ব)
Study of earthquakes (ভূমিকম্প) – Seismology (ভূকম্পবিদ্যা)
Study of snakes (সাপ)-Serpentology
Study of mouth and its diseases-Stomatology
Study of poisons (বিষ)-Toxicology
Study of flags- Vexillology
Study of animals- Zoology (প্রাণীবিদ্যা)
Study of medicine for children and their diseases - Paediatrics/Pediatrics
Study of broken bones - Orthopaedics
The document discusses the importance of editing courses in journalism studies. It defines key terms like editing and journalism. Editing involves carefully reviewing material before publication to correct and improve it. Journalism is the process of gathering and reporting news and information. Editing courses teach students various editing skills and principles like fact-checking, grammar, headlines, and page layout. They help students learn the role of editors and develop skills like critical thinking, creativity, and organizing information. Editing is important for accuracy and readability in journalism.
What is social media advocacy? How to build a successful social media advoca...Md. Sajjat Hossain
What is social media advocacy? How to build a successful social media
advocacy campaign?
Introduction
The number of social media users reached 3.916 billion worldwide in 2018 based
on the Global Digital Report 2018. Individuals are using social media to share their
experiences with products and brands, and shoppers are increasingly turning to
other user’s social media to make purchasing decisions.As this trend grows, it’s
vital for businesses to implement social media advocacy programs that will
connect with their audience and encourage them to amplify the brand story.
Social media advocacy
Generally we can say that social media advocacy is the promotion of a company
and its brand by its employees.
Social media advocacy means leveraging the social networks of the people who
like you and/or are invested in your continued success: your customers and
employees.
[https://blog.hootsuite.com/social-media-advocacy-brand-advocate/]
Build a successful social media advocacy campaign
There are some steps to build a successful social media advocacy. These are in the
following:
Define Your Goals
Before you jump into measuring every single tweet, photo and Facebook
comment posted about your brand, first think about your goals with social
media. What are you trying to accomplish or gain through these social
channels? And which channels are most relevant to those goals?
The first step in your measurement plan should be to generate a list of what
you’re trying to achieve from your social media efforts. Social media can
serve a variety of purposes, from broadcasting news and information, to
What is lobby? Discuss the types and process of lobby.
Introduction
Lobbying is defined as interest representation, and its goal is influencing decision-makers to
achieve a particular goal. This influence does not occur through illegal means. Lobbying is a
completely legitimate activity, which occurs within a legally established framework and
through specific means, with an emphasis on communication and information delivery. In a
well-functioning democracy, lobbying is a valuable opportunity that grants serious social and
political benefits.
Definition of lobby
Generally we can say that Lobbying is the act of as trying to influence a politician or public
official on an issue.
The activity of trying to persuade someone in authority, usually an elected member of
a government, to support laws or rules that give your organization or industry an advantage.
[https://dictionary.cambridge.org/dictionary/english/lobbying]
So lobbying is the act of attempting to influence business and government leaders to create
legislation or conduct an activity that will help a particular organization.
Types of lobby
The four types of lobbying are represented by the following professionals, entities or
departments:
(a) Parliamentary affairs advisory services or Social Communication of Ministries (public
lobbying);
b) Government relations executives located in departments corporate / institutional affairs
(lobbying institutional);
c) Class entities, (class-based lobbying); and
d) Lobbying and consulting offices (private lobbying).
[Ref .https://www.researchgate.net/publication/330654739_About_Lobbying]
The descriptions of these are given below:
What do you mean digital media advocacy? Discuss the steps to successful dig...Md. Sajjat Hossain
What do you mean digital media advocacy? Discuss the steps to successful
digital media advocacy campaign and steps to digital media advocacy
strategies.
Introduction
The rise of digital advocacy is changing the way that public affairs practitioners,
lobbyists and association professionals perform their traditional job roles. The
increasing adoption of technology tools in the government relations space
illustrates how much value these technology tools bring to the advocacy profession
and the political arena in general.
Digital Advocacy
Digital advocacy describes efforts to mobilize constituents to participate in
political advocacy through the use of technology.
Digital advocacy concerns the ways in which you engage your audience online and
inspire them to take action around your cause.
https://powerfulpatients.org/2016/09/26/seven-steps-to-a-successful-digital-
advocacy-strategy/
Steps to successful digital campaign
1. Define your goals
Do you want conversions, followers, likes, responses to emails, to be #1 on Google
searches? The options are endless in digital marketing but it is wise to decide what
your main goal is going to be in your digital marketing campaign. If you want to
send emails as well as run ads on Google and other social media platforms,
consider hiring a digital marketing agency to help you out as this can be a huge
task for a small business owner.
There are several different types goals you can focus on. Some important ones that
you should be aware of are brand awareness, follower growth, conversions and
lead generation.
What do you mean by advocacy? Discuss the importance and types of advocacy. ...Md. Sajjat Hossain
What do you mean by advocacy? Discuss the importance and types of
advocacy. Write the steps of an advocacy plan. What are the tools of
advocacy?
Introduction
People advocate for a large number and variety of topics. Some of these are clear-
cut social issues that are universally agreed to be problematic and worth solving,
such as human trafficking. Advocacy can include many activities that a person or
organization undertakes including media campaigns, public speaking,
commissioning and publishing research. Lobbying (often by lobby groups) is a
form of advocacy where a direct approach is made to legislators on a specific issue
or specific piece of legislation.
Advocacy
Generally we can say that Advocacy is an activity by an individual or group that
aims to influence decisions within political, economic, and social systems and
institutions.
Ritu R. Sharma from the Academy for Educational Development describes
advocacy as a tool for “putting a problem on the agenda, providing a solution to
that problem and building support for acting on both the problem and the solution”.
[https://www.culturepartnership.eu/en/publishing/advocacy-course/what-is-
advocacy]
So Advocacy means taking action to create change.
Importance of advocacy
Advocacy includes many different types of activities. It has many importances. It
can mean researching new solutions, creating coalitions of like-minded people,
public campaigning to raise awareness and much more. The main importance of
advocacy is to create change. Given below some importance of advocacy:
To raise awareness
To influence and change policies
To represent individuals who may not be able to speak for themselves
What is media advocacy? Discuss the importance of media advocacy. When shoul...Md. Sajjat Hossain
What is media advocacy? Discuss the importance of media
advocacy. When should you focus on the media? What does media advocacy
involve?
Introduction
Media, which is the plural form of 'medium', are the forms of communication –
television and radio; newspapers, magazines, and written materials or "print
media", and, more often now, the Internet – used to spread or transmit information
from a source to the general public. Advocacy means openly supporting a certain
viewpoint or group of people. There are many ways and reasons to reach out to the
media, and advocates should use media advocacy as a means of influencing key
decision-makers.
Media advocacy
Generally we can say that Media advocacy is the strategic use of news making
through TV, radio and newspapers to promote public debate, and generate
community support for changes in community norms and policies.
According to Lori Fresina and Diane Pickles (2013) ‘Media advocacy is a way to
influence decision-makers through the media outlets that matter to them, such as
newspapers, radio, television, newsletters, journals, magazines, and even the newer
social media, like blogs, Facebook, and Twitter.’
[Retrieved from:https://www.communitycatalyst.org/doc-
store/publications/Media_Advocacy_Tools.pdf ]
So Media advocacy is the use of any form of media to help promote an
organization's or a company's objectives or goals, which come from the group's
vision and mission.
Importance of media advocacy
What are the social problems in Bangladesh? Discuss the media advocacy for s...Md. Sajjat Hossain
i. Bangladesh faces many significant social problems including overpopulation, poverty, unemployment, crime, corruption, dowry practices, illiteracy, and environmental issues.
ii. These social problems stem from a variety of factors such as a lack of family planning resources, traditional social norms, weak education systems, natural disasters, and insufficient economic opportunities.
iii. Potential solutions include implementing population control policies, increasing access to education and employment especially for women, strengthening agricultural and industrial production, distributing wealth more evenly, and enacting laws against practices like dowry and corruption.
discuss the characteristics of media management
Introduction
Media and internet management covers all the goal-oriented activities of
planning, organization and control within the framework of the creation
and distribution processes for information or entertainment content in
media enterprises. Several features influence the functioning, management
models and the environment of the media industry
Characteristics of media management
There are some characteristics of media management. These are in the following:
• The services that media enterprises provide usually take the form of a service
package of information and entertainment (content) on the one hand, and
advertising space on the other.
• Both these partial services are traded on different markets. For the content, the
consumer markets are relevant. The advertising spaces, however, are traded on the
advertising markets to advertising customers.
• Media enterprises do not usually produce all the content that is contained in their
service packages themselves.
• For that reason, the procurement markets for the content are also important in
both the information and entertainment areas.
• Furthermore, the procurement markets for content also constitute, to some extent,
business markets. • The enterprises can, for example, purchase the complete rights
to an event and then resell them in the form of secondary utilization rights.
[https://www.slideshare.net/AbdulJawadChaudhry/chapter-3-characteristics-of-
media-management]
On the other hand we can see some other characteristics of media management.
These are given below:
Ten top features for better media management
what is advertising? Discuss the function of media management in advertising...Md. Sajjat Hossain
what is advertising? Discuss the function of media management in
advertising.
Introduction
Advertising is a form of communication whose purpose is to inform potential
customers about products and services. Every major medium is used to deliver these
messages, including: television, radio, movies, magazines, newspapers, video games,
the Internet and billboards. An advertising agency or ad agency is an organization
dedicated to creating, planning and handling advertising (and sometimes other forms
of promotion) for its clients.
Advertising
Generally we can say that Advertising is a marketing communication that employs
an openly sponsored, non-personal message to promote or sell a product, service or
idea
Advertising is a means of communication with the users of a product or service.
[https://economictimes.indiatimes.com/definition/advertising]
Types of advertising
There are different types of advertising. These are:
Commercial Media advertising
Advertising that involves commercial interests of profit-making and money-making
is called commercial advertising. Commercial advertising media can include wall
paintings, billboards, printed flyers and rack cards, radio, cinema and television ads,
web banners, mobile telephone screens, shopping carts, web popup, magazines,
newspapers and posters.
Covert advertising
Covert advertising is a unique kind of advertising in which a product or a particular
brand is incorporated in some entertainment and media channels like movies,
Discuss the principles of media management given by Brett
Parker
Introduction
Media Management consists of the ability to supervise and motivate employees
and the ability to operate facilities and resources in a cost-effective (profitable)
manner. The core task of media management is to build a bridge between the
general theoretical disciplines of management and the media industry. Media
professionals need strong commercial, strategic, and managerial skills to be
successful in an industry constantly undergoing fundamental changes.
Media Management
Media management is a term used for several related tasks throughout post-
production.
In general, any task that relates to processing your media is considered to be media
management, such as capturing, compressing, copying, moving, or deleting media
files.
https://www.slideshare.net/CheldhayeDay/media-management-functions-89915871
However, media management also refers to keeping track of your media files via
clip properties such as log notes, comments, scene number, shot/take number, and
so on.
Media management is seen as a business administration discipline that identifies
and describes strategic and operational phenomena and problems in the leadership
of media enterprises. Media management contains the functions strategic
management, procurement management, production management, organizational
management and marketing of media enterprises.
Brett Parker
With nearly 10 years of advertising and public relations experience, Brett Parker
began his career at Stone Ward in 2009. He started at the agency as an intern in the
What do you mean by media management? Discuss the necessity/
importance of media management.
Introduction
Media plays an important role in our day – to – day life. We stay up to date with the
news and the things that happen in the world with the help of it. One can know what’s
happening in the United States of America while he/she lives in any other parts of the
world. It can make or break the reputation of a person, organization, political party, etc.
The owner and the employee of the media house need to properly management of this
industry’s activity.
Media
Generally we can say that Media are the communication outlets or tools used
to store and deliver information or data.
Communication channels through which news, entertainment, education, data, or
promotional messages are disseminated. Media includes every broadcasting and
narrowcasting medium such as newspapers, magazines, TV, radio, billboards,
direct mail, telephone, fax, and internet.
[http://www.businessdictionary.com/definition/media.html]
So media is the means of communication.
Media management
Generally we can say that Media Management is the development, planning,
functioning and brand building of media enterprises.
The practice of directing and controlling media related businesses and business
functions.
[https://simplicable.com/new/media-management]
So media management is the functions of strategic management, procurement
management, production management, organizational management and marketing
of media enterprises.
What is project Management? How will you make a project effective by commuta...Md. Sajjat Hossain
Introduction
Communication is not only about speaking to and hearing from people, it’s about
understanding the complete message. Communication is the key to successful
project management. Not only project management but also whole organization. A
successful project manager must be a great communicator.
Project Management
Generally we can say that Project management is the application of knowledge,
skills, tools, and techniques to project activities to meet the project requirements.
Project management can be defined as the discipline of applying specific processes
and principles to initiate, plan, execute and manage the way that new initiatives or
changes are implemented within an organization.
[https://www.axelos.com/best-practice-solutions/prince2/what-is-project-
management]
So Project management is the practice of initiating, planning, executing,
controlling, and closing the work of a team to achieve specific goals and meet
specific success criteria at the specified time.
Communication
Communication is simply the act of transferring or sharing information, ideas,
feeling from one place, person or group to another.
Communication is a process by which information is exchanged between
individuals through a common system of symbols, signs, or behavior.
[https://www.merriam-webster.com/dictionary/communication]
Communication for making a project effective
Accurate, useful, timely and credible communication is crucial to maintaining a
cohesive team environment and achieving project success. All project information
should be communicated consistently throughout each stage of the process so all
1. Media ownership can take several forms including chain ownership, cross media ownership, conglomerate ownership, and vertical/horizontal integration.
2. There are differing theories around media ownership including the pluralist theory that argues media content reflects consumer demand, and the Marxist theory that owners shape content to reproduce inequality.
3. Recent trends show media ownership becoming more concentrated globally, with fewer large corporations and individuals controlling more media outlets.
Strategies for Effective Upskilling is a presentation by Chinwendu Peace in a Your Skill Boost Masterclass organisation by the Excellence Foundation for South Sudan on 08th and 09th June 2024 from 1 PM to 3 PM on each day.
How to Manage Your Lost Opportunities in Odoo 17 CRMCeline George
Odoo 17 CRM allows us to track why we lose sales opportunities with "Lost Reasons." This helps analyze our sales process and identify areas for improvement. Here's how to configure lost reasons in Odoo 17 CRM
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
it describes the bony anatomy including the femoral head , acetabulum, labrum . also discusses the capsule , ligaments . muscle that act on the hip joint and the range of motion are outlined. factors affecting hip joint stability and weight transmission through the joint are summarized.
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
Thinking of getting a dog? Be aware that breeds like Pit Bulls, Rottweilers, and German Shepherds can be loyal and dangerous. Proper training and socialization are crucial to preventing aggressive behaviors. Ensure safety by understanding their needs and always supervising interactions. Stay safe, and enjoy your furry friends!
Main Java[All of the Base Concepts}.docxadhitya5119
This is part 1 of my Java Learning Journey. This Contains Custom methods, classes, constructors, packages, multithreading , try- catch block, finally block and more.
বাংলাদেশের অর্থনৈতিক সমীক্ষা ২০২৪ [Bangladesh Economic Review 2024 Bangla.pdf] কম্পিউটার , ট্যাব ও স্মার্ট ফোন ভার্সন সহ সম্পূর্ণ বাংলা ই-বুক বা pdf বই " সুচিপত্র ...বুকমার্ক মেনু 🔖 ও হাইপার লিংক মেনু 📝👆 যুক্ত ..
আমাদের সবার জন্য খুব খুব গুরুত্বপূর্ণ একটি বই ..বিসিএস, ব্যাংক, ইউনিভার্সিটি ভর্তি ও যে কোন প্রতিযোগিতা মূলক পরীক্ষার জন্য এর খুব ইম্পরট্যান্ট একটি বিষয় ...তাছাড়া বাংলাদেশের সাম্প্রতিক যে কোন ডাটা বা তথ্য এই বইতে পাবেন ...
তাই একজন নাগরিক হিসাবে এই তথ্য গুলো আপনার জানা প্রয়োজন ...।
বিসিএস ও ব্যাংক এর লিখিত পরীক্ষা ...+এছাড়া মাধ্যমিক ও উচ্চমাধ্যমিকের স্টুডেন্টদের জন্য অনেক কাজে আসবে ...
How to Build a Module in Odoo 17 Using the Scaffold MethodCeline George
Odoo provides an option for creating a module by using a single line command. By using this command the user can make a whole structure of a module. It is very easy for a beginner to make a module. There is no need to make each file manually. This slide will show how to create a module using the scaffold method.
1. 1
Question4: research in advertising
Introduction
Advertising messages are everywhere. There are advertisements on radio,
television, billboards, newspapers, magazines, the Internet, matchbook covers, gas
pumps, shopping carts, clothing, and on. Advertising researchers want to answer
questions such as should a certain product be packaged in blue or red? Is
Cosmopolitan a better advertising buy than Vogue? Advertising research does not
involve any special techniques; the methods discussed earlier— laboratory, survey,
field research, focus groups, and content analysis—are in common use.
Advertising
Generally we can say that Advertising is a marketing communication and non-
personal message to promote or sell a product, service or idea.
Advertising is a means of communication with the users of a product or service.
https://economictimes.indiatimes.com/definition/advertising
Advertising research
Advertising research is a specialized form of marketing research conducted to
improve the efficiency of advertising.
Advertising research is the systematic gathering and analysis of information to help
develop or evaluate advertising strategies, ads and commercials, and media
campaigns.
https://www.slideshare.net/PranavKumarOjha/advertising-research-13466787
So research in advertising is applied research, which attempts to solve a specific
problem and is not concerned with theorizing or generalizing to other situations.
Areas in advertising research
There are three functional research areas in advertising these are
1. Copy research
2. Media research and
2. 2
3. Campaign assessment research.
The descriptions of these are in the following:
1. Copy research/ copy testing
Copy testing refers to research that helps develop effective advertisements and then
determines which of several advertisements is the most effective.
Copy testing takes place at every stage of the advertising process. Before a
campaign starts, copy pretesting indicates what to stress and what to avoid. After
the content of the ad is established, tests are performed to determine the most
effective way to structure the ideas.
In TV, a rough cut of an entire commercial might be produced. The rough cut is a
film or video version of the ad in which amateur actors are used, locations are
simplified, and the editing and narration lack the smoothness of broadcast (final
cut) commercials. In this way, variations in the ad can be tested without incurring
great expense.
There are several different ways to categorize copy testing methods. Perhaps the
most useful, summarized by Leckenby and Wedding (1982), suggests that there are
appropriate copy testing methods for each of the three dimensions of impact in the
persuasion process. Although the model suggests a linear process starting with the
cognitive dimension (knowing) and continuing through the affective dimension
(feeling) to the co native dimension (doing).
Typology of Copy Testing Effects
Dimension of Impact Typical Dependent Variables
Cognitive Attention
Exposure
Awareness
Recognition
Comprehension
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Recall
Engagement
Affective
Attitude change
Liking/disliking
Involvement
Co native
Intention to buy
Purchase behavior
The Cognitive Dimension
In the cognitive dimension, the key dependent variables are attention, awareness,
exposure, recognition, comprehension, and recall. Studies that measure attention to
advertising can use various methods.
One strategy involves a consumer jury, where a group of 50–100 consumers is
shown test ads and asked which ad was best at catching their attention.
A physiological measurement technique, known as an eye-tracking study is also
used to determine which parts of an ad are noticed. A camera records the
movement of the eye as it scans printed and graphic material.
A tachistoscope (or T-scope) is one way to measure recognition of an ad
Ad comprehension is an important factor in advertising research. One study found
that all 60 commercials used in a test were misunderstood by viewers (Jacoby &
Hofer, 1982). To guard against results such as these, advertising researchers
typically test new ads with focus groups to make sure their message is getting
across as intended.
The T-scope is also used to see how long it takes subjects to comprehend the theme
of an ad—an important consideration for outdoor advertising, where drivers may
have only a second or two of exposure.
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Awareness, exposure, and recall are determined by several related methods. The
print media use one measurement technique that taps these variables: Subjects are
shown a copy of a newspaper or magazine and are asked which advertisements
they remember seeing or reading. The results are used to tabulate a “reader traffic
score” for each ad.
This method is open to criticism because some respondents confuse the
advertisements or the publications in which they saw the ads, and some try to
please the interviewer by reporting that they saw more than they actually did
(prestige bias).
To control this problem, researchers often make use of aided recall techniques. For
instance, they might also show the respondent a list of advertisers, some whose
advertisements actually appeared in the publication and some did not. For obvious
reasons, this type of recall study is not entirely suitable for testing radio and
television commercials; a more commonly used method in such cases is the
telephone survey.
The newest measure in advertising and media research is called engagement,
which is a multidimensional measure that attempts to determine how involved a
consumer is with an advertisement or media content. The method combines
cognitive measures with some of the affective and conative measures discussed in
the next sections.
Engagement can be measured in several ways. Researchers may ask about recall of
ad, if the consumer liked the ad, and if the consumer talked about the content of the
ad with others.
The Affective Dimension
The affective dimension usually involves research into whether consumers’
attitudes toward a particular product have changed because of exposure to an ad or
a campaign.
The techniques used to study the affective dimension include projective tests,
theater testing, physiological measures, semantic differential scales, and rating
scales.
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Projective tests provide an alternative to the straightforward “Do you like this
ad?” Approach. Instead, respondents are asked to draw a picture or complete a
story that involves the ad or the product mentioned in the ad.
Theater tests involve bringing an audience to a special facility where they are
shown a TV program that is embedded with test commercials.
Four physiological tests are used in this area of advertising research. In the pupil
meter test, a tiny camera focused on the subject’s eye measures the amount of pupil
dilation that occurs while the person is looking at an ad. Changes in pupil diameter
are recorded because findings from psychophysiology suggest that people tend to
respond to appealing stimuli with dilation (enlargement) of their pupils.
Semantic differential scales and rating scales are used most often to measure
attitude change. For these measurements to be most useful, it is necessary to (1)
obtain a picture of consumers’ attitudes before exposure to the ad, (2) expose
consumers to the ad or ads under examination, and (3) remeasure their attitude
after exposure.
To diminish the difficulties associated with achieving all three goals in testing
television ads, many researchers prefer a forced-exposure method. In this
technique, respondents are invited to a theater for a special screening of a TV
program. Before viewing the program, they are asked to fill out questionnaires
concerning their attitudes toward several different products, one of which is of
interest to the researchers.
Next, the respondents watch the TV show, which contains one or more
commercials for the product under investigation as well as ads for other products.
When the show is over, the respondents complete another questionnaire concerning
product attitudes. Change in evaluation is the essential variable of interest. The
same basic method can be used in testing attitudes toward print ads except that the
testing is done individually, often at the respondent’s home.
The importance of the affective dimension was emphasized by Walker and
Dubitsky (1994), who noted that the degree of liking expressed by consumers
toward a commercial was significantly related to awareness, recall, and greater
persuasive impact. Indeed, several advertising researchers have suggested that
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liking an ad is one of the most important factors in determining its impact (Haley,
1994).
The Conative Dimension
The conative dimension deals with actual consumer behavior, and, in many
instances, it is the most important of all dependent variables. The two main
categories of behavior usually measured are buying predisposition and actual
purchasing behavior.
In the first category, the usual design gathers pre-campaign predisposition data and
re-interviews the subjects after the advertising has been in place. Subjects are
typically asked a question such as: “If you were going shopping tomorrow to buy
breakfast cereal, which brand would you buy?” This might be followed by “Would
you consider buying any other brands?”
Some researchers (Haskins, 1976) suggest using a buying intention scale, which
instructs respondents to check the one position on the scale that best fits their
intention. Such a scale might look like this:
- I’ll definitely buy this cereal as soon as I can.
-I’ll probably buy this cereal sometime.
-I might buy this cereal, but I don’t know when.
-I’ll probably never buy this cereal.
-I wouldn’t eat this cereal even if somebody gave it to me.
The scale allows advertisers to see how consumers’ buying preferences change
during and after the campaign.
Two studies illustrate how researchers can examine behavioral response. Bates and
Buckley (2000) examined the influence of exposure to TV commercials that urged
people to return their 2000 census forms on the actual rate of returned forms. They
found that exposure to advertising was related to knowing more about the census,
but that there was no relationship between exposure to the ads and actually
returning a form.
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Burton, Lictenstein, and Netemeyer (1999) discovered that exposure to an
advertising sales flyer for retail supermarkets resulted in more than a 100%
increase in the number of advertised products that were purchased.
MEDIA RESEARCH
Two important terms in media research are reach and frequency.
Reach is the total number of households or persons that are supposedly exposed to
a message in a particular medium at least once over a certain time period.
Frequency refers to the number of exposures to the same message that each
household or person receives.
Media research falls into three general categories:
1. Studies of the size and composition of an audience of a particular medium or
media (reach studies),
2. Studies of the relative efficiency of advertising exposures provided by various
combinations of media (reach and frequency studies), and
3. Studies of the advertising activities of competitors.
The descriptions of these are given below:
Audience Size and Composition
Analyses of audiences are probably the most commonly used advertising studies in
print and electronic media research.
The audience size of a newspaper or magazine is commonly measured in terms of
the number of copies distributed per issue. This number, which is called the
publication’s circulation, includes all copies delivered to subscribers as well as
those bought at newsstands or from other sellers.
Three techniques are used to measure readership. The most rigorous is the unaided
recall method where respondents are asked whether they have read any newspapers
or magazines in the past month (or other time period). If the answer is “yes,”
subjects are asked to specify the magazines or newspapers they read.
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A second technique is aided recall, where the interviewer names several
publications and asks if the respondent has read any of them lately. Each time the
respondent claims to have read a publication, the interviewer asks whether he or
she remembers seeing the most recent copy. The interviewer may jog a
respondent’s memory by describing the front page or the cover. Finally, the
respondent is asked to recall anything that was seen or read in that particular issue.
The third technique, called the recognition method, involves showing respondents
the logo or cover of a publication. For each publication respondents have seen or
read, the interviewer produces a copy and the respondents’ leaf through it to
identify the articles or stories they recognize. Respondents who definitely
remember reading the publication are counted in its audience.
Another variable to consider in determining the advertising efficiency (or media
efficiency) of a newspaper or magazine is the number of times a person reads each
issue.
Perhaps the most important gauge of advertising efficiency is the composition of
the audience. It matters little if 100,000 people see an advertisement for farm
equipment if only a few of them, or none, are in the market for such products.
Frequency of Exposure in Media Schedules
In some situations, advertisers with a small advertising or promotion budget are
limited to using only one medium.
However, advertisers with a good budget often use several media simultaneously,
which is known as synergistic advertising or synergistic marketing. The task is to
determine which media combination will provide the greatest reach and frequency
for the product or service.
Stepwise analysis is called an iterative model because the same series of
instructions to the computer is repeated over and over with slight modifications
until a predetermined best or optimal solution is reached.
Decision calculus models make use of an objective function, a mathematical
statement that provides a quantitative value for a given media combination (also
known as a schedule). This value represents the schedule’s effectiveness in
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providing advertising exposure. The advertising researcher determines which
schedule offers the maximum exposure for a given product by calculating the
objective functions of various media schedules.
Media Research by Private Firms
As mentioned earlier, the Audit Bureau of Circulations (ABC) supplies advertisers
with data on the circulation figures of newspapers and magazines. As of 2009,
ABC measured the circulation of about 75% of all print media vehicles in the
United States and Canada. ABC requires publishers to submit a detailed report of
their circulation every six months; it verifies these reports by sending field workers
to conduct an audit at each publication. The auditors typically examine records of
the publications’ press runs, newsprint bills, or other invoices for paper, as well as
transcripts of circulation records and related files.
Competitors’ Activities
Advertisers like to know the media choices of their competitors, which can help
them, avoid making mistakes of less successful competitors and imitate the
strategies of more successful competitors.
In addition, advertisers seeking to promote a new product who know that the
leading competitors are using the same media mix might feel that their approach is
valid (but this is not always true).
An advertiser can collect data on competitors’ activities either by setting up a
special research team or by subscribing to the services of a syndicated research
company. Since the job of monitoring the media activity of a large number of firms
advertising in several media is so difficult, most advertisers rely on a syndicated
service.
Advertisers also find it helpful to know what competitors are saying, and many
advertising agencies conduct systematic content analyses of the messages in a
sample of the competitors’ advertisements to obtain the information.
CAMPAIGN ASSESSMENT RESEARCH
Campaign assessment research builds on copy and media research, but its research
strategies are generally different from those used in the other areas. In general,
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there are two kinds of assessment research. The pretest/posttest method takes
measurements before and after the campaign, and tracking studies assess the
impact of the campaign by measuring effects at several times during the progress
of the campaign.
The major advantage of a tracking study is that it provides important feedback to
the advertiser while the campaign is still in progress.
The objective of the campaign should be spelled out before the campaign is
executed so that assessment research is most useful.
Tracking studies also rely on personal or telephone interviews for data collection.
Thomas (1997) notes that tracking studies can be continuous (a certain number of
interviews are conducted every day or every week for a certain time period) or
pulsed (the interviews are conducted in waves, perhaps every three or six months).
Tracking studies are useful, but they do have drawbacks. Perhaps the biggest
problem is cost. Tracking studies typically require large samples; in fact, a sample
of less than 1,500 cases per year is unusual.
QUALITATIVE TECHNIQUES IN ADVERTISING RESEARCH
Advertising researchers have developed unique ways to investigate consumer
attitudes and behavior.
Projective Techniques
One approach involves projective techniques. Most readers are probably familiar
with the Rorschach ink blot test, one of the most famous projective techniques.
Researchers who use these methods argue that they provide a person with an
unthreatening situation that might reveal the respondent’s unconscious or deep-
seated beliefs.
Some specific types of projective techniques include association, immersion, and
role-playing. The association approach is the familiar “What is the first word that
pops into your mind?” technique that has been used in psychotherapy and other
areas.
The role-playing method presents the respondent with a series of drawings or
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photographs that seem to tell a story and asks him or her to assume the role of a
person shown in the photos and complete the story.
A variation of this technique can be used in focus groups where a couple members
of the group are assigned roles to play and the rest of the group becomes the
audience.
The completion technique involves presenting words, phrases, or questions to
respondents who are then asked to complete them. For example, one item might be
“When I think of coffee, I think of.” Or “If my favorite brand of coffee were a
movie star, it would be.”
Advantages and Disadvantages
Probably the biggest disadvantage of projective techniques is the difficulty in data
analysis. The questions can be complicated, and the answers are usually phrased
indirectly, making it difficult to draw concrete conclusions about a specific brand
or product.
It is also difficult to sort out the truly meaningful responses—those that might
shape purchasing decisions—from the large number of responses that are obtained.
A second disadvantage is one common to qualitative data. How valid are the
responses?
A final disadvantage is that with projective techniques, it takes a relatively long
amount of time to collect and analyze the data.
On the plus side, projective techniques provide a substantial amount of rich and
detailed data.
They can also provide in-depth detail about closely held attitudes or perceptions
that might not be uncovered via surveys or other quantitative methods.
Respondent Diaries
The diary method is used extensively in calculating the ratings of radio and
television programs, but it can also be used as a qualitative data-gathering tool.
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The diary method is basically an extension of the observational method. It allows a
researcher to gather information from situations that cannot be easily observed,
such as in a respondent’s home or while an informant is on the road.
A common arrangement is to provide informants with small diaries that can be
carried in a pocket or purse and to instruct them to keep track of a certain behavior
as well as their feelings, attitudes, and emotions while performing that behavior.
Advantages and Disadvantages
Diary entries are described in the consumers’ natural language.
The data may allow a researcher to better understand the respondents’ perspectives
concerning a specific product or service.
In short, it lets the researcher see the world through the eyes of the consumer.
Diaries can be kept by a panel of respondents to provide a record of reactions and
feelings over time. For example, diary entries may reveal patterns of shopping
behavior that might otherwise be overlooked.
On the downside, because diaries require a lot of respondent time and energy,
many people are unwilling to participate in such a study.
There is also a high mortality rate because many respondents who initially agree to
accept a diary decide later that it is too much work and stop filling it out.
Finally, the diary method works best with people who can express themselves in
writing.
Directed Observation
This is a variation on the participant observation method. There may be times
when advertising researchers want to find out specific information about various
behaviors of the target market. In this situation, the researcher observes one or two
narrowly focused activities. Two types of directed observation are accompanied
shopping and pantry checks.
As the name suggests, accompanied shopping consists of the researcher sharing the
shopping experience with informants.
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Advantages and Disadvantages
One advantage of directed observation is that it goes beyond gauging such abstract
concepts as brand image or brand personality.
It takes place in a real-world environment and investigates actual purchasing
behavior, the activity of interest to most advertisers. Moreover, it gives researchers
a window into the often overlooked everyday, practical considerations that go into
product purchases.
On the downside, directed observation requires that researchers first obtain
permissions from those who are being studied.
Conclusion
Everything we need to know about advertising research. The advertising research
is to be conducted to measure the advertising impact or the result of the effort with
the help of detailed study on advertising objectives, product appeals, copy testing,
and media effectiveness.