account and planning research
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Account Planning
andResearch
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Research and Account Planning:
The Quest for Intelligence and insight
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Advertising Research
Strategic Evaluation
Exploratory
Creative Media BeforeExecution
AfterExecution
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Strategic Research versus Evaluative Research
Strategic Research covers all the issues that lead to the actual caution of advertising.
Is an information gathering process that enhances the design of a creative strategy.
Evaluative Research assesses the effectiveness of you decision.
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Information Sources to Advertisers
Government Organizations Trade associations Secondary Research Suppliers Secondary Information on the Internet Primary Research Suppliers
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Account Planning Process
is the process of using research efforts to gain more information about the brand in its market place the consumer’s perspective or both and to use that research to contribute directly to advertising development.
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Who Organizes the Fact?
Qualitative Data Quantitative Data
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Account Planning Staffing
Account Planners – people responsible for the advertising strategy and its implementation in the creative work.
Account Managers – typically play a major role in every facet of the agencies work on his/her brand
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The Strategy Document Market ObjectiveThe ProductThe Target AudiencePromise and SupportBrand Personality
Strategy Statement – that distills the documents main point
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Message Development Research
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Evaluative ResearchSeven Types of Research Method
1.Memory Test2.Persuasion Test3.Direct Response Counts4.Communication Test5.Frame – by – Frame Test6.In – Market Test7.Brand Tracking
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Research Challenges Globalization – advertiser are becoming unceasingly more global New Media Technology – the change of three on-air television networks to a plethora of cable channels changed television program audiences, and television programming, television advertising. Virtual Research – measuring the effectiveness of Ads in interactive media is a challenges.
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THANK YOU
Jean DiongonIvy Marie Nazareta