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    Research in Advertising

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    Aiqa Ali
    The document provides an overview of key concepts in advertising research including: 1. The functions of advertising research such as identifying consumers, finding new product ideas, and improving communications. 2. The role of account planners in representing consumers and making research usable to ensure advertising is relevant. 3. Basic considerations in marketing research like maintaining a consumer perspective and asking the right questions. 4. Examples of research sources like UPC codes, databases, the internet, and techniques like focus groups, concept testing, and different testing forms.

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    Research in Advertising

    Uploaded by

    Aiqa Ali
    18 views18 pages
    The document provides an overview of key concepts in advertising research including: 1. The functions of advertising research such as identifying consumers, finding new product ideas, and improving communications. 2. The role of account planners in representing consumers and making research usable to ensure advertising is relevant. 3. Basic considerations in marketing research like maintaining a consumer perspective and asking the right questions. 4. Examples of research sources like UPC codes, databases, the internet, and techniques like focus groups, concept testing, and different testing forms.

    Original Title

    Advertising Lec-9

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    The document provides an overview of key concepts in advertising research including: 1. The functions of advertising research such as identifying consumers, finding new product ideas, and improving communications. 2. The role of account planners in representing consumers and making research usable to ensure advertising is relevant. 3. Basic considerations in marketing research like maintaining a consumer perspective and asking the right questions. 4. Examples of research sources like UPC codes, databases, the internet, and techniques like focus groups, concept testing, and different testing forms.

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    18 views18 pages

    Research in Advertising

    Uploaded by

    Aiqa Ali
    The document provides an overview of key concepts in advertising research including: 1. The functions of advertising research such as identifying consumers, finding new product ideas, and improving communications. 2. The role of account planners in representing consumers and making research usable to ensure advertising is relevant. 3. Basic considerations in marketing research like maintaining a consumer perspective and asking the right questions. 4. Examples of research sources like UPC codes, databases, the internet, and techniques like focus groups, concept testing, and different testing forms.

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    of 18

    Chapter 15

    Research in Advertising
    Functions of Advertising Research

    To help identify consumers

    To help look for new ideas in products or services

    To help improve what is offered in products

    To pinpoint causes of possible problems

    To monitor activities

    To help in communications development

    15-2
    Account Planners

    • Account planners have the role of


    representing the consumer in the agency and
    making research usable to ensure that the
    advertising is strategically and executionally
    relevant to the target audience.

    15-3
    Basic Considerations in
    Marketing Research
    • Maintaining a consumer-behavior perspective
    • Being sure the right questions are being
    asked
    • Using appropriate research techniques and
    controls
    • Presenting the research findings in a clear,
    comprehensible format that leads to action

    15-4
    Sociology and Advertising

    Social class and stratification

    Trend watching

    Life-stage research

    Consumption research

    15-5
    Psychology and Advertising

    Motivation Cognition Learning

    15-6
    Exhibit 15.7 VALS Lifestyle Categories

    Most Resources
    Innovators

    Ideals Achievement Self-Expression

    Thinkers Achievers Experiencers

    Believers Strivers Makers

    Least Resources
    Survivors
    15-7
    MindBase Consumer Segments

    • I am Expressive. • I am Down to Earth.


    • I am Driven. • I am Sophisticated.
    • I am At Capacity. • I Measure Twice.
    • I am Rock Steady. • I am Devoted.

    15-8
    To which MindBase segment,
    would this ad appeal?

    15-9
    Sources of Data
    from the Marketing Environment

    Universal Product Code

    Single-Source Data

    Database Marketers

    Internet Data

    15-10
    Steps in Advertising Research

    1: Advertising strategy development

    2: Advertising execution development

    3: Evaluating pretesting executions

    4: Campaign evaluation

    15-11
    Exhibit 15.11 Situation Analysis

    Market Product
    Sales Sales/share
    Geography Profit
    Pricing Distribution
    Distribution Pricing
    Trends Strengths/Weaknesses

    Consumer
    Competition Demos
    Spending Psychos
    Position Lifestyles
    Strategy Attitudes
    Usage

    15-12
    Exhibit 15.12 Brand Trial/
    Awareness Ratios: Strategic Options

    15-13
    Focus Group Research

    • A qualitative
    research
    interviewing
    method using in-
    depth interviews
    with a group.

    15-14
    Concept Testing

    • Concept testing is a method to determine the


    best of a number of possible appeals to use in
    advertising; testing attempts to separate good
    and bad ideas; and providing insight into
    factors motivating acceptance or rejection.

    15-15
    Forms of Testing

    • Concept testing • Unfinished


    – Card concept test commercial test
    – Poster test – Animatics
    – Layout test – Photomatics
    • Finished print test – Liveamatics
    – Ripamatics
    • Finished commercial
    test

    15-16
    Starch Readership Test Classifications

    Noted Reader

    Associated Reader

    Read Most

    15-17
    Thank You

    15-18

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