'Zaltman metaphor elicitation technique' presentation slideshows

CHAPTER 9: MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSET

CHAPTER 9: MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSET. Kevin Lane Keller Tuck School of Business Dartmouth College. Qualitative Research Techniques. Free association What do you like best about the brand? What are its positive aspects?

3.79k views • 98 slides

Chapter 6

Chapter 6. Motivation and Emotion. Motivation and Emotion. Snapshot from the Marketplace. Gambling has become within easy reach of nearly everyone. In 2010, Americans wagered over $900 billion in various types of gambling. The forces that motivate people to gamble are diverse and perplexing.

743 views • 41 slides

MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSET

MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSET. Zeenat Jabbar. Qualitative Research Techniques. Free association What do you like best about the brand? What are its positive aspects? What do you dislike? What are its disadvantages?

883 views • 32 slides

Applied Qualitative Research Boot Camp

Applied Qualitative Research Boot Camp. Ron Chenail TQR Second Annual Conference January 8, 2011. Abstract.

590 views • 26 slides

Advertising & Promotion Research

7. Advertising & Promotion Research. Objectives. Purpose/Methods of Ad Research Secondary Data Sources (Yahoogle?!) Purpose/Methods of Copy Research. Key Definitions . Advertising & Promotion Research:

396 views • 24 slides

Research Matters

Research Matters. The Case for Advertising Research. Marketing vs Advertising Research. Marketing Identify needs Market segments New products Strategies. Advertising Perception Competition Image Appeal Message. Why test Ads?. Increases effectiveness Catches gaps or flaws

325 views • 20 slides

The Zaltman Metaphor Elicitation Technique By: Lauren Shoaf

The Zaltman Metaphor Elicitation Technique By: Lauren Shoaf. The Process. ZMET collage made for the D2D fund. Communication applications: Determining the relevance of positioning concepts Developing imagery for mood boards Evaluating message content Fine-tuning of animatics and rough cuts

310 views • 20 slides

The Zaltman Metaphor Elicitation Technique By: Lauren Shoaf

The Zaltman Metaphor Elicitation Technique By: Lauren Shoaf. The Process. ZMET collage made for the D2D fund. Communication applications: Determining the relevance of positioning concepts Developing imagery for mood boards Evaluating message content Fine-tuning of animatics and rough cuts

258 views • 20 slides

Advertising and Promotion Research

Advertising and Promotion Research. Marketing 3344. Key Definitions . Advertising and Brand Promotion Research: Any research that helps in the development, execution or evaluation of advertising and promotion. Account Planning:

478 views • 18 slides

Easy Bournemouth

250 views • 17 slides