1. The Nature and Process of Advertising Research Chapter Goals The chapter is designed to help students understand:  the areas in which research helps advertisers make better decisions.  the characteristics and contributions of companies who participate in the design, conduct, and analysis of advertising research.  how the sequential use of different research techniques leads to more successful advertising planning and decision-making.  the sequence of steps underlying successful advertising research and the types of decisions made at each step. Notes to the Instructor The chapter serves two purposes. First, it provides an overview of the uses of research and the process of conducting research. Second, it introduces topics that the text discusses in greater detail in subsequent chapters. The Chapter Lecture provides a guide to key topics and content. The PowerPoint slides are named: davis_adresearch_ch1.ppt. All of the application exercises in this and other chapters were written to encourage student initiative and critical thinking. As a result, many have more than one “right” answer and as a result no sample answers are provided in this manual. The manual does provide sample answers for application exercises with a more narrow or specific focus, or where a “right” answer does exist