2008-06-06 Advertising Research.doc

Advertising ResearchPart one discussionExperimental实验的Adequate适当的Achieve precision精确性 stability稳定性Interpreting解释Concise adj.简明扼要的formulate vt.把.作成公式, 用公式表示liabilities 债务,负债, 责任strengths and liabilities of a clients product客户产品的强度和责任credible adj.可信的, 可靠的commercial adj.商业的商品化的； 商用的以获利为目的的； 质量低劣的美大量生产的 面向市场的； 广告性质的campaign n战役(政治, 竞选)运动, 游说季节性生产;【冶】炉龄, (窑业作业)周期a political campaign 政治运动an election campaign 竞选活动campaign length 炉期炉龄Eliminating eliminate vt.除去 排删, 消除, 削减(人员)对消, 淘汰; 不予考虑flaws and gaps漏洞与空白part two textResearch is the backbone of advertising and marketing. It provides the factual foundation for making intelligent marketing and advertising plans. People who develop advertising strategies, as well as those who create the advertisements-concepts, headlines and slogans, layouts, and logos-use a variety of research techniques to prepare themselves for their tasks. They also use research to test strategies and different versions of a concept or approach概念与方法.After the advertising campaign广告战役 has run, research is used to evaluate its success. Research is the thread that ties all the decision making together throughout the development of the marketing plan, advertising plan, campaign, and individual 个体 ad.Research is a more systematic way to acquire information and to gain an intelligent viewpoint .Although it is particularly useful for people who do not have 25 years experience ,it can also provide surprising information to experienced advertisers. Many corporate executives have discovered they were “running blind” before a systematic research effort was undertaken to answer a question or investigate a problem.Four areas are commonly addressed in strategic research: marketplace, consumer, corporate, and product research. One type of marketing research called market research, is much more specific and is used to gather information about a specific market. Consumer research is another important type of marketing research. It focuses on how consumers think, feel, decide, and behave.Intelligence 智能 about consumers is derived from two different types of research. Qualitative studies定性研究 try to understand how and why people think and behave as they do. Usually the results are conveyed 输送 in words. Quantitative studies on the other hand ,amass great amounts of numerical data, such as exposures 暴露 to ads, purchases, and other marketing related events. The results are expressed in numbers. Most advertising planners, however, use both qualitative and quantitative information because they feel it is important to understand consumer behavior as well as to describe it.有关消费者的认知起源于二种不同类型的研究。定性研究试着了解当人们在做出行为的时候，他们是怎样以及为什么这样思考和行动的。通常结果是在文字中被传达的。另一方面，定量研究，收集积累大量的数字数据 , 比如广告暴露，购买和其他的行销事件。结果是在数字中被表达。然而，大多数广告策划者会同时使用定性和定量的数据，因为他们认为了解消费者行为并且描述它是十分重要的。Exercises positive adj.确实的, 明确的; 确定的; 无问题的 积极的; 肯定的conductvt., vi.行为；举止；为人；表现PART THREE FOLLOW-UPA. Additional reading Primary research data can be collected through a number of research methods. For example, you might conduct a survey to find out how many people prefer two-ply双层toilet paper. The results would be expressed quantitatively as a number and as a percentage of the total. If you also reported the spontaneous comments or verbatims, given to explain the preference ,then you would be reporting qualitative data.survey vt.眺望, 纵览通盘考虑, 审度, 评述, 概述 Survey research. 调查研究Several types of quantitative research are important in marketing and advertising .Survey research uses structured interview forms to ask large numbers of people the same questions. The questions can deal with personal characteristics, such as age, income, behavior, or attitudes看法，态度. The people can be from an entire group, or population, or they can be a representative sample of a much larger group. Sampling users a smaller number of people to represent the entire population.Experimental research. 试验研究 In experiments, researchers attempt to manipulate one (and sometimes more than one ) important variable while controlling all the other variables that might affect the outcome . For example, an agency might want to know which of two commercials works better for a particular audience. People who represent that audience would be divided into equivalent groups, and the first who represent that audience would be shown one commercial while the second group would be shown the other ,both groups would then be questioned about whether they understood, liked, or were moved by the message. If the one important difference between the groups was the commercial, difference response could be used to estimate which of the two commercials was more effective.manipulate vt.使用, 操作(机械等); 巧妙地处理(问题等)Direct observation 直接观察Direct observation is a type of field that takes researchers into a natural setting where they record the behavior of consumers.直接观察是使得研究人员分成一个记录顾客行为的自然设定领域类型 For example, you might be asked to do an aisle study in a supermarket. 你好像被要求在超市做一个走廊研究Your assignment would be to note how people buy a particular product or brand 你的分配将是记录人们怎样购买一个特殊产品或品牌. Do they just grab a product and run? 他们抓住就走？Do they compare prices? Do they read the labels? How long do they spend making the decision? A pioneering 创业 study of the direct-observation technique concluded that direct observation has the advantage of revealing what people actually do, as distinguished from what people say. It can yield the correct answer when faulty memory desire 欲望 to impress 铭刻 the interviewer, or simple inattention忽视，漫不经心 to details would cause an interview answer to be wrong. The biggest drawback阻碍to direct observation is that it shows what is happening, but not why. It is not very effective for evaluating attitude and motive.aisle n.(教堂的)走廊; 侧廊, 耳堂aisle Seat 靠窗的座位yield vt.生出, 出产; 产生Content analysis 内容分析Content analysis is a type of research that analyzes various dimensions范围, 规模of a message. In preparation for the development of a new advertising campaign, for example, the agency people might browse through magazines or listen to radio or television programs and code every advertisement by the competition. The print categories include such factors as size, use of color, type of layout, and type of headline. Television categories include length, number of scenes, use of music, type of shots, 镜头景别actors, characters, and product visuals形象. Content analysis can be used by advertising planner to suggest which message approaches have been most effective.In-depth interview 深入访谈A common type of qualitative research is the in-depth, one-on-one interview. This technique is