research in advertisement planing

7/27/2019 Research In Advertisement Planing

1/9

S

Reasearch InAdvertisement

Planning

Present By:

Inderpreet Singh


2/9

Types of Research

S Secondary Research

S Background research using available publishedinformation

S Sources include government organizations, tradeassociations, secondary research suppliers,secondary information on the Internet

S Primary Research

S Information collected for the first time from originalsources, such as primary research suppliers

S A.C. Neilsen, Simmons Market Research Bureau(SMRB), Mediamark Research Inc. (MRI)
http://www.nielsenmedia.com/nc/portal/site/Public/http://www.nielsenmedia.com/nc/portal/site/Public/


3/9

Categories of Research

ToolsS Quan titative Research

S Delivers numerical data such as numbers of users and

purchases, their attitudes and knowledge, theirexposure to ads, and other market-related information

S Use large sample sizes (1001,000) and randomsampl ingto conduct surveys and studies that track,count or measure things like sales and opinions


4/9

S Explores underlying reasons for consumer behavior

S Tools include observation, ethnographic studies, in-depthinterviews, and case studies

SUsed early in the process of developing advertising plans,message, and strategy

S Exploratory in nature and designed for generatinginsights, as well as questions and hypotheses for moreresearch

Qualitative Research


5/9

Consumer Research

S Used to better understand how users,prospects, and non-users of a brandthink and behave.

S Uncoverwhys of the buys

S Then, we can identify segmentsand targets, as well as profiles ofcustomers and potentialcustomers

SAssociation research seeks to find

out what people associate with abrand; to determine their network ofassociations.

S Taco Bell is fast, cheap, Mexican

S Arbys is fast, cheap, roast beef


6/9

Ways of Contact

S In-depth Interviews

S A qualitative method using one-on-one interviews asking open-endedquestions

S Flexible and unstructuredS

Use smaller sample sizes so resultscannot be generalized to thepopulation

S Focus Group s

S A qualitative method in which a smallgroup of users or potential gatheraround a table (or online) to discuss atopic (product, brand, or ad)

S Directed by a moderator, observed byclient and agency

S Expert groups or friendship panels


7/9

Ways of Contact

S Survey Research

Quantitative method; ask manypeople the same questions

S Researches select a randomsample to represent the entiregroup (population)

S Methods include telephone, doorto door, internet, mail

S In-depth InterviewsS A qualitative method using one-on-

one interviews asking open-endedquestions

S Interviews are more flexible andunstructured

S Use smaller sample sizes soresults cannot be generalized tothe population


8/9

Ways of Contact

SObservat ion Research

S A qualitative method using

video, audio, and cameras

to record consumersbehavior where they live,

work, shop and play.

S Closer and more personal

than quantitative research


9/9

research in advertisement planing

Documents