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Lecture Notes for MKTG 3504 - Advertising with Krishen at Virginia Tech (VT)

Notes Information

Material Type:Note 3
Professor:Krishen
Class:MKTG 3504 - Advertising
Subject:Marketing
University:Virginia Polytechnic Institute And State University
Term:Spring 2006
Keywords:
  • Creative Boutiques
  • Cooperative Advertising
  • Local Advertising
  • Decentralized Organization
  • Account Management
  • Commissions
  • Illustrators
  • Product Line
  • Copy Testing
  • Convenience
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-- February 22, 2006 Chapter 3 Synopsis Fear of Flying: Without research we're flying in the dark. The right questions are not always asked so while you may be confident just because you've done research does not mean you've done the appropriate research or that the research is going in the right direction. Doing research without anyone knowing why: Ask yourself: Do we really need to do the research? Two reasons it may be no: 1. may be able to rely on instinct, experience or guess work because some solutions are just "under-the-nose", don't be afraid to trust instinct 2. Previous research may have already answered the question. The Wrong Questions are often asked: many clients and researchers don't realize that the whole world is not as knowledgeable or interested about the product as they are. Also surveys can lead people astray with the wording of the questions, the order, and the assumed responses. The right questions are too often missed. Those Questions are asked in the wrong...

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