Lesson+11

Lesson 11 - Advertising Execution and Evaluation

Important Terms for this Lesson: • qualitative research-presents customers with open-ended questions rather than specific choices (focus groups) • cease-and-desist order-legal order to discontinue the deceptive advertising • corrective ads=advertisements that correct any false impressions left by the deceptive ads • fine-monetary penalty for dishonest advertising ||
 * • quantitative research-collecting data that can be classified into meaningful numerical values

Summary Why is it important for creative concepts to be unique and original? Creative concepts must stand out among all the other advertising that audiences see and hear. Why is there a natural tendency for ad clutter to grow? Ad clutter tends to increase because there is a related immediate measurable increase in ad revenue. At what stage of the process of creating an ad does a producer get involved? Once the client is comfortable with the creative concept, the producer facilitates everything that happens during the production phase. What is the difference between quantitative and qualitative research? Quantitative research involves collecting data that can be classified into meaningful numerical values. It may include surveys, recall tests, and other types of tests. Qualitative research interprets the why and how of people’s opinions. It may include focus groups, one-on-one interviews, or other types of face-to-face discussions. ||
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