Vocab chapter 6 AD Crossword
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
                                                          
 
 
Down: 1) An entire target market2) A set of procedures for generating an orderly flow of pertinent information for use in making marketing decisions4) A method of scientific investigation in which a researcher alters the stimulus received by a test group or groups and compares the results with those of a control group that did not receive the altered stimulus5) The second step in the research process, designed to explore a problem by reviewing secondary data and interviewing a few key people with the most information to share6) for a test to be reliable it must be repeateble, producing the same results each time it is administered7) A useful measure of advertising effectiveness when advertising is the dominant element, or the only variable, in the company's marketing plan.8) Information that has previously been collected or published10) The systematic gathering and analysis of information specifically to facilitate the development of evaluation of advertising strategies, ads and commercials, and media campaigns11) An intensive interview technique that uses carefully planned but loosely structured questions to probe respondents depper feelings12) In marketing research, asking indirect questions or otherwise involving consumers in a situation where they can express feelings about the problem or product13) Research information gained directly from the marketplace14) An intensive research techniques that has been gaining in popularity among advertisers. It involves trying to understand behavior and culture by going out and talking to people wherever they are, while there doing whatever it is there doing15) A method of research used when researchers actually monitor peoples actions16) An identifying series of vertical bars with a 12-digit number that adorns every consumer packeged good17) for a test to be valid it must reflect the true status of the market18) Posttesting methods used to determine the extent to which an advertisement and its message have been noticed, read, or watched21) Research that tries to determine market variables according to reliable, hard statistics about specific market conditions or situations22) A qualitative method of research in which four or more people, typical of the target market, are invited to a group session to discuss the product , the service. or the marketing situation for an hour or more23) Qualitative research aimed at probing the deepest feelings, attitudes, and beliefs of respondents through direct questioning24) Collecting primary data directly from the marketplace using qualitative or guantitative methods26) The systematic gathering and analysis of information on the reach and effectiveness of media vehicles28) Method of pretesting in which commercials are grouped with noncompetitive control commercials and shown to prospective customers to measure their effectiveness in gaining attention29) A form of test in which consumer respinses to an ad for information or free samples are tabulated33) A basic method of quantitative research. to get poeples opinions surveys may be conducted in person, by mail, on the telephone or internet Across: 3) Used to help define the product concept or to assist in the selection of target markets, advertising messages, or media vehicles9) A portion of the populaiton selected by market researchers to represent the appropriate targeted population19) A method of pretesting designed to elicit a full range of responses to the advertising20) A research sample in which all members of the target population have an equal and independent chance of being selected for the study25) Research samples that do not provide every unit in the population with an equal chance of being included27) Research that tries to determine market variables according to unquantifiable criteria such as attitudes, beliefs, and lifestyle30) Testing the effectiveness of an advertisement for gaps or flaws in message content before recommending it to clients, often conducted through focus groups31) A type of psttest that usually seeks to measure the effectiveness of an advertising campaign in creating a favorable image for a company, its brand, or irs product32) A type of pretest in which videotapes of test commercials are shown to respondents on a one-to-one basis, usually in shopping center locations34) The individual at an advertising agency primarily responsible for account planning35) An isolated geographic area used to introduce and test the effectiveness of a product, ad campaign, or promotional campaign, prior to a national rollout36) Testing the effectiveness of an advertisement after it has been run37) The systematic gathering, recording, and analysis of information to help managers make marketing decisions
 

 

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