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account planning
A system by which, in contrast to traditional advertising research methods, an agency
assigns a co-equal account planner to work alongside the account executive and
analyze research data. This method requires the account planner to stay with the same
projects on a continuous basis.
association tests
A type of projective technique that asks consumers to express their feelings or
thoughts after hearing a brand name or seeing a logo.
attitude-change study
A type of advertising research that uses a before-and-after ad exposure design.
communication tests
A type of pretest message research that simply seeks to see if a message is
communicating something close to what is desired.
concept test
A type of developmental research that seeks feedback designed to screen the quality
of a new idea, using consumers as the final judge and jury.
coolhunts
Researchers actually go to the site where they believe cool resides, stalk it, and bring
it back to be used in the product and its advertising.
dialogue balloons
A type of projective technique that offers consumers the chance to fill in the dialogue
of cartoonlike stories, as a way of indirectly gathering brand information.
eye-tracking systems
A type of physiological measure that monitors eye movements across print ads.
field work
Research conducted outside the agency, usually in the home or site of consumption.
focus group
A brainstorming session with a small group of target consumers and a professional
moderator, used to gain new insights about consumer response to a brand.
inquiry/direct response measures
A type of posttest message tracking in which a print or broadcast advertisement
offers the audience the opportunity to place an inquiry or respond directly through a
reply card or toll-free number.
market analysis
In an advertising plan, the section that examines the factors that drive and determine
the market for a firm's product or service.
normative test scores
Scores that are determined by testing an ad and then comparing the scores to those of
previously tested, average commercials of its type.
physiological measures
A type of pretest message research that uses physiological measurement devices to
detect how consumers react to messages, based on physical responses.
pilot testing
A form of message evaluation consisting of experimentation in the marketplace.
posttest message tracking
Advertising research that assesses the performance of advertisements during or after
the launch of an advertising campaign.
projective techniques
A type of developmental research designed to allow consumers to project thoughts
and feelings (conscious or unconscious) in an indirect and unobtrusive way onto a
theoretically neutral stimulus.
psychogalvanometer
A type of physiological measure that detects galvanic skin response-minute changes
in perspiration that suggest arousal related to some stimulus (such as an
advertisement).
resonance test
A type of message assessment in which the goal is to determine to what extent the
message resonates or rings true with target audience members.
sentence and picture completion
A type of projective technique in which a researcher presents consumers with part of
a picture or a sentence with words deleted and then asks that the stimulus be
completed; the picture or sentence relates to one or several brands.
single-source tracking measures
A type of posttest message tracking that provides information about brand purchases,
coupon use, and television advertising exposure by combining grocery store scanner
data and devices that monitor household television-viewing behavior.
split-cable transmission
A type of pilot testing in which two different versions of an advertisement are
transmitted to two separate samples of similar households within a single, welldefined market area; the ads are then compared on measures of exposure, recall, and
persuasion.
split-list experiment
A type of pilot testing in which multiple versions of a direct mail piece are prepared
and sent to various segments of a mailing list; the version that pulls the best is
deemed superior.
split-run distribution
A type of pilot testing in which two different versions of an advertisement are placed
in every other issue of a magazine; the ads are then compared on the basis of direct
response.
story construction
A type of projective technique that asks consumers to tell a story about people
depicted in a scene or picture, as a way of gathering information about a brand.
thought listing
A type of pretest message research that tries to identify specific thoughts that may be
generated by an advertisement.
Zaltman Metaphor Elicitation Technique (ZMET)
A research technique to draw out people's buried thoughts and feelings about
products and brands by encouraging participants to think in terms of metaphors.