Phy/322 Dq Week 2

DQ 2: How does secondary research assist in creating promotional messages? Provide specific examples.

Secondary research is based on the information already studied. For example if someone wanted to start an ethical restaurant in a popular district the entrepreneur can look on line for this information at chambers of commerce, trade associations, or market research companies. This information would help determine which neighborhood would be best for which ethnicity. It could include how many Italian restaurants, Greek restaurants, Indian restaurants, and so on. The information would also include other demographic information like the spending patterns of the residents and income data.

DQ 1: Explain how a breakfast cereal’s product manager might change consumer attitudes toward the brand by changing beliefs about the brand and its competitors, changing the relative evaluation of attributes, and adding an attribute. How may this be communicated in the message? How may secondary research assist with this process?

Special K has positioned itself as a healthy food that will help you lose weight. You can take the 14 day challenge and lose up to 6 pounds by eating Special K and some of the other Special K items like protein bars, shakes, and protein water. Flavors include chocolate, raspberry, and caramel. Special K isn’t just a breakfast cereal anymore. It is a healthy alternative to snacking and a weight loss tool. There is even a website that you can log into and tailor design your weight loss meal plan and work towards a goal weight. And an app that can be downloaded to a smart phone that has charts and graphs to put the weight loss plan into action. The survey on the website would be the secondary research that boosts success on the plan. The method this plan is communicated is through pictures of slim, pretty women pinching an inch. Everyone knows breakfast is the most important meal of the day. If Special K can convince use behavioral segmentation to...