Transcript AEM Lecture-29.ppt

The Nature and Process of
Advertising Research
Lecture Outline
The lecture is designed to help students
understand:
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•The areas in which research helps advertisers
make better decisions.
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The characteristics and contributions of
companies who participate in the design, conduct,
and analysis of advertising research.
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How the sequential use of different research
techniques leads to more successful advertising
planning and decision-making.
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• he sequence of steps underlying successful
T
advertising research and the types of decisions
made at each step.
Contribution of Research
 Research contributes throughout entire
advertising planning process
 Contributes in four main areas:
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Market
Consumer
Creative
Media
Process of Research Contribution
Research Contributions: The Market
 Successful advertising planning builds
on research-driven analysis of the
marketplace
 Current and potential future trends
 Forces shaping the marketplace
 How market forces affect own and
competitive brands and advertising
Research Contributions: The Consumer
 Effective advertising based on thorough
understanding of target audience
 Three dimensions of target audience
analysis:
 Consumer trends
 How consumers interact with
brand/product/service
 Relationship between consumers and
brand/product/service
Research Contributions: Creative
 Research helps throughout creative
development
 Identify strongest essential message
 Identify strengths and weaknesses of
alternative approaches
 Select most powerful approaches for
placement in media (the “winning”
approach)
Research Contributions: Creative…
 Research also makes a contribution after
creative is placed in media
 Tracking evaluations to determine in-market
success
 Claim substantiation
Research Contributions: Media
 Research helps answer questions such as:
 How much are competitors spending?
 Where, if anywhere, should the advertising be
concentrated?
 When and how should advertising be
scheduled?
 What is the optimal way to use different
media?
 What is the best media mix?
Process of Research Contribution
Who Conducts Research: Information Users
 Individuals with direct responsibility
for brand- and advertising-related
decisions
 Involved in all stages of research
project: from planning to application
Who Conducts Research: Information Users…
 Individuals on the “client side” are
brand managers and research
specialists
 Brand managers responsible for
marketing/advertising of a specific
brand
 Research specialists responsible for
coordinating, gathering, analyzing and
disseminating research findings
Who Conducts Research: Information Users…
 All individuals on the “agency side”
are involved with research
 In larger agencies there is typically a
dedicated research department
 Smaller agencies may use account or
media personnel to plan and conduct
research
Who Conducts Research: Information Users…
 Agency research department:
 Plans, conducts and analyzes original
research
 Examines and analyzes research
conducted by other companies
 Works closely with client’s research
department
Who Conducts Research: Additional Sources
 Custom supplier: hired on a project
by project basis
 Syndicated research company
 Media and consulting companies
 Trade associations
 Field Services
Field Service Ad
Process of Advertising Research
 Preliminary discussions and agreements
 Planning and data collection
 Application
Preliminary Discussions and Agreements
Problem Statements
 Type 1: Relates to the selection of
alternatives and the evaluation of
alternative actions
Problem Statements…
 Type 1: Relates to the selection of
alternatives and the evaluation of
alternative actions
 Type 2: Relates to problems and
opportunities
Problem Statements…
• Type 1: Relates to the selection of
alternatives and the evaluation of
alternative actions
• Type 2: Relates to problems and
opportunities
 Type 3: Responds to need to broaden
knowledge and understanding of
consumer, product or market
Justify Research
 Research is best justified when:
 Value of information obtained exceeds cost
to acquire
 Cost implications of making wrong
decision increase
Finishing the Problem Statement
Planning and Data Collection
Secondary Research
 Examines data that already exists and
which was gathered for a research
need other than the current one
 Sources include:
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Internal agency or client records
Government agencies
Trade associations
Information brokers
Research companies
Printed or electronic sources
Primary Research
 The collection of original, often
proprietary, data specifically collected
for the identified problem
 Can take one of two forms:
 Qualitative
 Quantitative
Qualitative Research
 Primarily uses open-ended probing
questions
 Common forms include in-depth
interviews and focus groups
 Most appropriate when one needs:
 Background information when little is
known
 Information to assist in problem
formulation
 A deep understanding of consumers’
attitudes, feelings, beliefs and behaviors
Quantitative Research
 Best used when:
 Generalizability is important
 Statistical differences between groups
must be determined
 Statistical analyses are required
Quantitative Research…
 Three main types:
 Observation is the recording of objects, events,
situations, or people's behaviours. Observations can take
place in either a natural or contrived situation where the
presence of the observer may or may not be known.
 Physiological entails the direct measurement of an
individual's physical responses to stimuli such as an
advertisement. Physiological research measures
voluntary (such as eye movements) and involuntary
responses (such as brain waves and galvanic skin
response).
 Survey is the most common form of quantitative
research. It is the systematic collection of information
from respondents through the use of questionnaires.
Sampling and Data Collection
 Sampling plan specifies how
participants will be selected
 Probability sample is a sample in which each
individual or household comprising the universe from
which the sample is drawn has a known chance or
probability of being selected for inclusion in the
research. The selection of specific individuals from this
universe is done purely by chance.
 Non-probability sample is a sample of
individuals selected in a purposeful way. Here, the
selection of individuals for study participation can be
conducted on the basis of convenience or judgment.
Sampling and Data Collection…
 The most appropriate sampling option
determined by:
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Research objectives
Budget
Urgency
Need for generalization
Selection of Data Collection Method
 Four options:
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In-person face to face
Telephone
Mail surveys
Mediated electronic media (for instance,
surveys conducted online or through a mobile devise).
Prepare and Distribute Research Proposal
 Proposal consists of:
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Executive Summary
Background
Problem Statement
Methodology
Cost
Timing
Appendices (if needed)
Remaining Steps
Application
 Data analysis
 Presentation of findings
 Application of findings to decisionmaking
Bibliography
 Advertising Research by Joel J. Davis Published by
Pearson Prentice Hall.
 Event Management For Tourism, Cultural, Business
and Sporting Events by Lynn Van Der Wagen Brenda
R. Carlos Published by Pearson Prentice Hall.
Advertising Principles and Practice by W. Wells, S.
Moriarty and J. Burnett, Published by Prentice Hall
International.
Production & Logistics in meeting, exposition, events
& conventions by George G. Fenich Published by
Prentice Hall.
The End:
“Holding on to anger is like
grasping a hot coal with the intent
of throwing it at someone else; you
are the one who gets burned.”