Understanding Measurement and Creative Briefs in Marketing Research, Quizzes of Banking Law and Practice

Download Understanding Measurement and Creative Briefs in Marketing Research and more Quizzes Banking Law and Practice in PDF only on Docsity! TERM 1 Ways to check if your creative brief is good DEFINITION 1 -Is it the best way to introduce the consumer to the creative team?- Is it believable and supportable?-Is it clear and simple? TERM 2 The process of measurement (3 part) DEFINITION 2 1. Observable events2. develop a set of mapping rules3. apple the rules to each observation of the event. TERM 3 Concept (measurement) DEFINITION 3 symbols we attach to bundles of shard meaning (ie desk, car, chair) TERM 4 Construct (measurement) DEFINITION 4 high level of abstraction, groups of conceptsConcepts and constructs are used at the empirical level(ie: language, math, writing) TERM 5 Variables (measurement) DEFINITION 5 measurable event, act, characteristic, trait or attribute(ie IQ) TERM 6 What is measured? DEFINITION 6 Objectives (concepts defined by ordinary experience)Properties (characteristics of an object) TERM 7 Nominal DEFINITION 7 Level of measurementClassification (ex: what is your gender?) TERM 8 Ordinal DEFINITION 8 Level of measurementClassification and order (How often do you go to Starbucks?) TERM 9 Interval DEFINITION 9 Level of measurementClassification, order and equal distance (The temp of the room is 10...20...30...40...50) TERM 10 Ratio DEFINITION 10 Level of measurementThere is always an absolute zero (ex; Monthly income) TERM 21 How to know your Creative Brief is good DEFINITION 21 -is it believable and supportable?-is it clear and simple?-is it the best way to introduce the consumer to the creative team?-double check for consistency, logic, and innovation of insight. TERM 22 Tip for working with the creative team DEFINITION 22 -seek advice from art director ad copywriter early-share their passion-inspire don't instruct-support with visual and audio elements-keeps the brief brief! TERM 23 Steps to summarizing the research results DEFINITION 23 1. Clean data2. Coding3. Categories4. Tabulation5. Common basic statics TERM 24 Basic types of coding DEFINITION 24 Name codeQuantitive codeQualitative code TERM 25 Mode DEFINITION 25 the number that shows up most frequently TERM 26 Mean DEFINITION 26 average number TERM 27 median DEFINITION 27 the middle point in your numbers TERM 28 Guidelines to presenting your data DEFINITION 28 - prepare-accommodate audience needs-time limits-use audiences language-anticipate questions and objections- Power point rules:use sound/animation with caution, words and images good, check equipment-talk with audience not notes- Thank your audience TERM 29 Issues with requiring balance between ideal research and real world constraints and the solutions DEFINITION 29 Budget:-discuss up front, educate clientsScheduling:-over estimate time required, use multiple researchers, stat from the due date and work backwardsRecruiting:-"right" vs "wrong", don't over recruit, multiple client research TERM 30 What to test? (Measuring Ad's Effectiveness) DEFINITION 30 Source factorsmessage variablesmedia strategiesbudget decisions TERM 31 Where to test? (Measuring Ad's effectiveness) DEFINITION 31 Lab and field TERM 32 When to test? (Measuring Ad's effectiveness) DEFINITION 32 Pretesting and posttesting TERM 33 How to test? (Measuring Ad's effectiveness) DEFINITION 33 Testing guidelinesappropriate tests TERM 34 How to test print DEFINITION 34 inquiring testrecognition testtracking studiesrecall testing TERM 35 Posttesting TV commercials DEFINITION 35 day after recallpersuasive methodsdiagnosticscomprehensive measuressingle-source trackingtracking studiestest marketing TERM 46 Stratified sampling (define) DEFINITION 46 segregate population into identifiable subdivisionsrandomly select with/in subdivision TERM 47 Cluster sample (define) DEFINITION 47 -randomly select groups, no individuals-divided population into heterogeneous subgroups-select some sub-goups for further study TERM 48 Convenience sampling DEFINITION 48 less reliable and expensive TERM 49 Judgement Sampling DEFINITION 49 looking for particular characteristics TERM 50 Quota sampling DEFINITION 50 meeting different quotas TERM 51 Snowball sampling DEFINITION 51 Finding more people from previous respondents TERM 52 For your measurement to be practical, what three things does it need to be? DEFINITION 52 Economicconvenientinterpretable TERM 53 Things to include in a creative brief? DEFINITION 53 TargetDesired beliefReasons whyToneObjectiveKey insightMandatory infoTiming/ milestones TERM 54 Categories for editing should follow these rules DEFINITION 54 Helps eliminate or minimize interviewer and/or respondent error and helps guarantee that data is accurate, consistent, uniformly entered, complete, arranged for coding/tabulation TERM 55 The difference between independent and dependent variable DEFINITION 55 Independent: assumed to be casual of dependent variableDependent: vale presumed to be depend on independent variable results of independent variable TERM 56 What is meant by the term "mapping rule"? DEFINITION 56 Scheme for assigning numbers to aspects of an empirical event TERM 57 Why do we use branching or skip patterns in questionnaires? DEFINITION 57 -Eliminates irrelevant questions-Shorten the survey length- Avoid participant fatigue TERM 58 In class what did we developed a creative brief for? DEFINITION 58 Movie TERM 59 How many points is this exam worth? DEFINITION 59 35