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    Instructions: Chapter 5: Account Planning and Research

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    This document provides instructions for a course requirement involving choosing questions from two chapters on advertising planning and research. For Chapter 5 on account planning and research, students must choose one question about the value of marketing research, the differences between strategic and evaluative research, factors that affect message development research, key objectives and methods of evaluative research, or advertising research challenges. For the chapter on research as the foundation of advertising, students must choose one question about aspects of communication, the role of research in advertising, areas of product research, aspects of market research, the definition of consumer research, the term "planned obsolescence," the purpose and criticism of motivation research, or the importance of psychology to advertising.

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    Instructions: Chapter 5: Account Planning and Research

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    This document provides instructions for a course requirement involving choosing questions from two chapters on advertising planning and research. For Chapter 5 on account planning and research, students must choose one question about the value of marketing research, the differences between strategic and evaluative research, factors that affect message development research, key objectives and methods of evaluative research, or advertising research challenges. For the chapter on research as the foundation of advertising, students must choose one question about aspects of communication, the role of research in advertising, areas of product research, aspects of market research, the definition of consumer research, the term "planned obsolescence," the purpose and criticism of motivation research, or the importance of psychology to advertising.

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    Advtg Principles - 3 Advtg. Planning and Strategy

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    This document provides instructions for a course requirement involving choosing questions from two chapters on advertising planning and research. For Chapter 5 on account planning and research, students must choose one question about the value of marketing research, the differences between strategic and evaluative research, factors that affect message development research, key objectives and methods of evaluative research, or advertising research challenges. For the chapter on research as the foundation of advertising, students must choose one question about aspects of communication, the role of research in advertising, areas of product research, aspects of market research, the definition of consumer research, the term "planned obsolescence," the purpose and criticism of motivation research, or the importance of psychology to advertising.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    10 views1 page

    Instructions: Chapter 5: Account Planning and Research

    Uploaded by

    GB
    This document provides instructions for a course requirement involving choosing questions from two chapters on advertising planning and research. For Chapter 5 on account planning and research, students must choose one question about the value of marketing research, the differences between strategic and evaluative research, factors that affect message development research, key objectives and methods of evaluative research, or advertising research challenges. For the chapter on research as the foundation of advertising, students must choose one question about aspects of communication, the role of research in advertising, areas of product research, aspects of market research, the definition of consumer research, the term "planned obsolescence," the purpose and criticism of motivation research, or the importance of psychology to advertising.

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    © All Rights Reserved
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    of 1

    COURSE

    REQUIREMENT

    ADVERTISING PLANNING & STRATEGY




    INSTRUCTIONS: Choose one (1) question under each chapter. Provide complete, clear and
    concise answers.


    Chapter 5: Account Planning and Research
    (1) Discuss the value of marketing research.
    (2) Describe the differences between strategic research and evaluative research.
    (3) Identify the factors that affect message development research.
    (4) Summarize key evaluative research objectives and methods.
    (5) Outline advertising research challenges.

    Research: The Foundation of Advertising
    (1) What is communication? What are its four aspects?
    (2) What is research,and what is its role in advertising?
    (3) Name and briefly explain five areas of product research.
    (4) What aspects of the market must be included in market research?
    (5) What is consumer research?
    (6) In market research,there is a concept called “planned obsolescence.” Briefly explain the
    term.
    (7) What is motivation research as a tool of consumer research? Explain why it is critized by
    some experts.
    (8) Is the science of phsycology important to advertising? Why?

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