MKT 6335 Advertising Research, fall 2013
Due on Sept.18
Homework Assignment 1
1. Each of the following questions can be answered through a review of secondary research. Select one question and (a) write a one- to two-page answer to the question, and (b) provide at least 10 references to the sources that you used to answer the question. How do video game players respond to in-game advertising?
Is mobile advertising effective?
How successful are banner ads in promoting positive brand attitudes?
2. Application Exercises Question 1 on Page 146 of the textbook.
3. Your team would like to conduct in-depth personal interviews to explore one of the three following research topics. Please create a discussion guide for the chosen research topic. Your guide should include at least four of the following techniques discussed in Chapter 5: grand tour questions, idealization questions, hypothetical-interaction questions, third-person questions, word-association, sentence/story completion, personification and anthropomorphism, role-playing, picture projection, or picture sorts.
(A) Diet Soft Drink Project:
In this project, your goal is to explore: (1) differences in perceptions of different brands of diet soft drinks, with particular attention to Diet Coke and Diet Pepsi, (2) how perceptions relate to levels of diet soft drink consumption, (3) how perceptions relate to brand choice and brand image.
(B) Streaming Music Site Project:
In this project, your goal is to explore: (1) differences in perceptions of different streaming music sites, with particular attention to Pandora and Maestro.fm, (2) how perceptions relate to time spent on listening to music, (3) how perceptions relate to site choice and site image.
(C) Social Networking Project:
In this project, your goal is to explore: (1) differences in perceptions of different social networking sites, with particular attention to Facebook and Twitter, (2) how perceptions relate to time spent on...
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