2008-06-06 Advertising Research.docVIP

Advertising Research Part one discussion Experimental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 client’s 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 text Research 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