COMM313 Lecture Notes - Lecture 7: Universal Product Code, Focus Group, Unearth

• School: University of Delaware
• Department: Communication
• Course: COMM313
• Professor: Lapenta Dante

Document Summary

Advertising single commercial on a prime time network: 130,000. Research provides the info that drives marketing decisionscant base off guest work or you"d be wasting too much money. Marketing research: procedures for gathering, recording and analyzing new info: helps identifies consumers needs and market segments, provides info for developing new products and marketing strategies, assess effectiveness of promotional activities. Research used to gather info on the 3 r"s of marketing: recruiting new customers- use product attribute models to do this, retaining current customers use customer satisfaction studies, databases, regaining lost customers. Before developing a compaign company needs to know how consumers perceive their product competitors, what brand or image would be most credible companies use imc research to get this. 4 main purposes of imc research: strategy research used to help define creative mix, creative concept research, message pretesting, message posttesting.