research in advertisement planing
TRANSCRIPT
-
7/27/2019 Research In Advertisement Planing
1/9
S
Reasearch InAdvertisement
Planning
Present By:
Inderpreet Singh
-
7/27/2019 Research In Advertisement Planing
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/ -
7/27/2019 Research In Advertisement Planing
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
-
7/27/2019 Research In Advertisement Planing
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
-
7/27/2019 Research In Advertisement Planing
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
-
7/27/2019 Research In Advertisement Planing
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
-
7/27/2019 Research In Advertisement Planing
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
-
7/27/2019 Research In Advertisement Planing
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
-
7/27/2019 Research In Advertisement Planing
9/9