In your text your authors discuss how research was conducted by the disposable diaper industry that demonstrated that disposable diapers were no more harmful on the environment than cloth diapers. The cloth diaper industry found just the opposite. The point of this example is:
A) research studies are always objective and are conducted to provide the truth
B) when evaluating research studies you should understand that some studies are conducted with a clear purpose in mind to "prove" some position or advance some special interest
C) chambers of commerce have always been able to clear up discrepancies between research studies
D) if you are really concerned about the environment, don't wear any type of diaper
E) secondary data be discarded because those collecting it always have a hidden agenda
Answer: B
Marketing Research
- Public Relations Function: Working with donors or members of nonprofit organizations to gain financial or volunteer support.
- Public Relations Function: Maintaining relationships with shareholders and others in the financial community.
- Public Relations Function: Building and maintaining relationships with legislators and government officials to influence legislation and regulation.
- Public Relations Function: Building and maintaining national or local community relationships.
- Public Relations Function: Publicizing specific products.
- Public Relations Function: Creating and placing newsworthy information in the news media to attract attention to a person, product, or service.
- A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs.
- The net return on advertising investment divided by the costs of the advertising investment.
- The vehicles through which advertising messages are delivered to their intended audiences.
- Execution Style: This style features a highly believable or likable source endorsing the product.
- Execution Style: This style presents survey or scientific evidence that the brand is better or better than one or more other brands.
- Execution Style: This style shows the company's expertise in making the product.
- Execution Style: This style creates a character that represents the product. (like Mr. Clean, the Gecko)
- Execution Style: This style shows people or cartoon characters singing about the product.
- Execution Style: This style builds a mood or image around the product or service, such as beauty, love, intrigue, or serenity. Few claims are made about the product or service except through suggestion.
- Execution style: EXAMPLE: an IKEA ad show consumers creating fanciful room designs with IKEA furniture.
- Execution Style: This style creates a fantasy around the product or its use.
- Execution style: EXAMPLE: an ad for Athleta active wear shows a woman in a complex yoga pose and states "if your body is your temple, build it one piece at a time."
- Execution Style: This style shows how a product fits in with a particular lifestyle.
- Execution style: EXAMPLE: Silk Soymilk "Rise and Shine" ad shows a young professional starting the day with a healthier breakfast and high hopes.
- Execution Style: this style shows one or more "typical" people using the product in a normal setting.
- The advertising team team must find the best approach, style, tone, words, and format for executing the message.
- Advertiser must next develop this, also known as a big idea, that will bring the message strategy to life in a distinctive and memorable way.
- The general message that will be communicated to consumers.
- A term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching consumers with more engaging messages.