Strategic Research

Getting raw material, data, immersing one's self in the problem to get the background.

Getting raw material, data, immersing one's self in the problem to get the background.

ImmersionImmersion

Ruminating on the data acquired, turning it this way and that in the mind.

Ruminating on the data acquired, turning it this way and that in the mind.

DigestionDigestion

Ceasing analysis and putting the problem out of conscious mind for a time.

Ceasing analysis and putting the problem out of conscious mind for a time.

IncubationIncubation

A sudden inspiration or intuitive revelation about a potential solution.A sudden inspiration or intuitive revelation about a potential solution.IlluminationIllumination

Studying the idea, evaluating it, and developing it for practical usefulness.Studying the idea, evaluating it, and developing it for practical usefulness.VerificationVerification

Getting raw material, data, immersing one's self in the problem to get the background.

Getting raw material, data, immersing one's self in the problem to get the background.

ImmersionImmersion

Ruminating on the data acquired, turning it this way and that in the mind.

Ruminating on the data acquired, turning it this way and that in the mind.

DigestionDigestion

Ceasing analysis and putting the problem out of conscious mind for a time.

Ceasing analysis and putting the problem out of conscious mind for a time.

IncubationIncubation

A sudden inspiration or intuitive revelation about a potential solution.A sudden inspiration or intuitive revelation about a potential solution.IlluminationIllumination

Young's Creative Process

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Wallas’ View of the Creative Process

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

IncubationSetting Problem

Aside

PreparationGathering

Information

VerificationRefiningthe Idea

IncubationSetting Problem

Aside

PreparationGathering

Information

VerificationRefiningthe Idea

TheCreativeProcess

IlluminationSeeing the

Solution

Sources of Idea

Employees 3M

15% rule Goal: 30% of each year’s sales from products

introduced within the previous 4 years. Golden Step Awards: $2 million in U.S. sales or $4

million in worldwide sales within 3 years of introduction.

Top management Akio Morita (Sony) – Walkman; Soichiro Honda

(Honda) – coin trays in cars.

Sources of Idea

Customers Heinz’s EZ Squirt

Competitors Samsung & LG study Sharp’s pioneer LCD.

Sales representatives and intermediaries

Creativity Techniques

Forced relationship E.g. 珍珠奶茶 , 海尼根綠茶 , Dr. Bronner’s Magic

Soaps. Morphological analysis

E.g. iPhone. Attribute listing

E.g. Nokia’s VERTU, 薇閣 .

Case: VERTU

42~72 萬台幣 以手工方式拼裝零件。 機身上鑲嵌了高級珠寶，屏幕採用硬度僅次於鑽石的藍寶石水晶，鍵盤用紅寶石為基材，包裹手機邊緣的皮革則來自勞斯萊斯汽車的皮椅廠。

『全天秘書』的服務

Creativity Techniques

Reverse assumption analysis E.g. 無菜單餐廳 , Wii, Sony’s Aibo.

New contexts E.g. Softbank

Mind-mapping

創意思考的方法

節錄自曾光華「行銷企劃」 p. 119

Joint Strike Fighter (JSF)

團隊腦力激盪的原則 鼓勵海闊天空的發想，忌諱漫無目的的聊天 盡可能召集背景多元的成員 禁止人身攻擊 可以對他人的意見提出改善的建議，或追加可能性

去蕪存菁 做好記錄

節錄自曾光華「行銷企劃」 p. 124

創意測試 – 聯合分析法 (Conjoint Analysis)

1. 界定想要瞭解的產品屬性2. 每個屬性分設等級3. 篩選受訪者4. 採用電腦展示兩兩對照的產品側寫

一般需動用 10~20 組的比較性資料5. 求出產品屬性的重要性排序6. 價值轉化為價格單位7. 預測顧客的選擇

創意測試 – 聯合分析法 (Conjoint Analysis)

創意測試 – 聯合分析法 (Conjoint Analysis)

創意測試 – 聯合分析法 (Conjoint Analysis)

創意測試 – 聯合分析法 (Conjoint Analysis)

顧客究竟要什麼？ 傳統顧客偏好評等工具大部分都設計不良，主要是因為消費者難以具體說明自己真正想要什麼。

最大差異量表(Maximum Difference Scaling,

MaxDiff) 參考網址： http://maxdiff.hbr.org

摘錄自哈佛商業評論 全球繁體中文版 (p. 24, April 2009)

The Importance of Consumer Research

Phil Dusenberry ：洞察不會憑空而降。它們在你開始出聲說明資訊時出現，於公於私皆是如此。

Steve Lance 曾經在某廣告公司的辦公室牆上看到一句格言：「直覺比研究還便宜。」第一次看到時他不僅大笑而且很贊成。但過了十年後，外加歷經五家代理商的磨練，他認為那是在業界裡他所見過最笨的格言。

Types of Research

Secondary research vs. Primary research Qualitative research vs. Quantitative research

Primary & Secondary Research

Primary research Information that is collected for the first time from original

sources Primary research suppliers, e.g. A. C. Nielsen, SMRB, and

MRI.

Secondary research Background research that uses available published

information about a topic Secondary information sources, e.g. government

organization, trade association, secondary research suppliers, secondary information on the Internet.

Qualitative Research

Qualitative research provides insight into the underlying reasons for how consumers behave and why.

It is used early in the process of developing an advertising plan or message strategy for generating insights, as well as questions and hypotheses for additional research.

Pros: (1) confirming hunches; (2) ruling out bad approaches and questionable or confusing ideas; (3) giving direction to the message strategy.

Cons: not able to draw conclusion

Quantitative Research

Quantitative research delivers numerical data such as number of users and purchases, their attitudes and knowledge, their exposure to ads, and other market-related information.

Two characteristics: (1) large sample sizes; (2) random sampling.

It is usually designed to either accurately count something, such as sales levels, or to predict something, such as attitudes.

The Uses of Research

Market information Consumer insight research Media research Message development Evaluation research

Market Information

Market research is used to gather information about a particular market – consumers, as well as competitive brands.

Market information includes everything a planner can uncover about consumer perceptions of the brand, product category, and competitors’ brands.

Brand information includes an assessment of the brand’s role and performance in the marketplace.

This research also investigates how people perceived brand personalities and images.

Consumer Insight Know about the people they are trying to reach as

much, deep and detailed as possible Demographic and psychographic information is

used to describe the target audience. Objective: puzzle out a key consumer insight that

will help move the target audience to respond to the message.

Identifying the consumer insight is the responsibility of the account planner.

Phil Dusenberry ：消費者抱怨時的感覺最誠實與正確。如果你想要從消費者嘴巴裡得到事實，就讓他們暢談對商品的不滿。

Examples of Brilliant Consumer Insight

多力多滋的超濃起司口味英國針對年輕女孩推出的反煙廣告康寶料多濃湯 健力士(Guinness)啤酒

Media Research

Gather information about all the possible media and marketing communication tools that might be used in a campaign to deliver a message.

Media researchers then match that information to what is known about the target audience.

The Use of Research in Message Development

The three stages in message development1. Preparation research (background research)

2. Consumer research

3. Development research

Background Research

Background research is used to familiarize advertising planners with the market situation.

Secondary & primary research Types of background research

The brand experience Competitive analysis An advertising audit Content analysis Semiotic analysis

The Brand Experience

Learn about the brand – going through all the experiences that a typical consumers has buying and using the product.

It is the first thing the agency team has to do. It’s also a form of commitment. David Ogilvy 宣稱，他從來不接自己不會使用的產品或服務的公司案子。

An Advertising Audit

Collect every possible piece of advertising and other forms of marketing communication by the brand, as well as its competitors’, and other relevant categories that may have lessons for the brand.

It includes a historical collection, as well.

Content Analysis

More formal and systematic tabulation of competitors’ approaches and strategies

It provides clues to how competitors are thinking, and suggests ways to develop new and more effective campaigns.

It helps planners to determine what mental territories or positions are claimed by competitors.

Semiotic Analysis

Semiotic analysis is a way to take apart the signs and symbols in a message to uncover layers and types of meanings.

The objective is to find deeper meanings in the symbolism and meanings, particularly as they relate to different groups of consumers.

Its focus is on determining the meanings, even if they are not obvious or highly symbolic, that might relate to consumer motivations.

Example: GM’ OnStar GPS used a Batman theme, e.g. Alfred, Leap, and Vicky Vale.

What is the symbolic meaning of this Levi ad?

The Model

The Clothes

The Setting

The Statement

The Tag Line

Consumer Research

Ways of contact Survey research In-depth interviews Focus group Observation research Ethnographic research Diaries Other qualitative methods

Ways of Contact

Mail: not biased or distorted by interviewers, simple and clearly worded question, low response rate.

Telephone: quick, interactive, higher response rate than mail.

Personal interview: most versatile, expensive and require more administrative planning and supervision.

Online interview: convenient.

Survey Research

Learn about people’s knowledge, beliefs, preferences, and satisfaction, and to measure these magnitudes in the general population.

Best suited for descriptive research Major advantage – flexibility, e.g. Bissell’s

Steam’n Clean. Limitations – subject’s language, privacy,

incapability, boasting, or cooperation.

In-Depth Interviews

An in-depth interview is a qualitative method conducted one-on-one using open-ended questions that require the respondents to generate their own answers.

The primary difference between an interview and a survey is the interview’s use of an unstructured questionnaire.

Focus Group Research

A focus group is a gathering of 6 to 10 people who are invited to spend a few hours with a skilled moderator to discuss a product, service, organization, or other marketing entity.

Useful exploratory step Avoid generalizing the reported feelings of the

focus-group participants to the whole market.

Focus group research in progress

Outline of Focus Group Interview

Friendship Focus Group

Friendship focus group is used in a comfortable setting, usually people’s homes, where the participants have been recruited by the host.

This approach is designed to break down barriers and save time in getting to more in-depth responses.

A self-constructed friendship group was easier to assemble and yielded more honest and candid response.

Observation Research

Observation research takes researchers into natural settings where they note the behavior of consumers using video, audio, and disposable cameras to record consumers’ behavior at home (with consumer consent), in stores, or wherever people buy and use their products.

A market will often use observation in the aisles of grocery, drug, and discount stores to watch people making their product selection.

Examples of Observation Research

Shoppers often zip through the snack aisle, spending only 42.7 seconds there, whereas they spend more than twice that in the coffee aisle.

Only 34% of shoppers who don’t have baskets actually purchase something, while 75% of shoppers with baskets buy some items.

A woman who shops with another woman spends twice as much time in the store than if she shops with a man.

Basha’s Market’s greeting cards – 18% → 62% and sales↑40%.

Observational Research

Fisher-Price set up an observation lab in which it could observe the reactions of little tots to new toys.

Ethnographic Research

Ethnographic research involves the researcher in living the lives of the people being studied.

Observe consumers in their “natural environments.” Examples: Sunbeam’s Coleman Grill; OnceFamous.

OnceFamous

A unique ethnographic laboratory for studying consumer behavior in a natural setting.

Some interesting results: man (e.g. Brookstone, Sharper Image) vs. woman (e.g. Pottery Barn); cool colors vs. warm colors; turn left vs. turn right.

Diaries

Consumers are asked to record their activities through the use of diaries.

Pros: (1) catch the consumer in a more realistic, normal life pattern; (2) lead to re-creation of a day in the life of a consumer.

It is valuable in media research because they tell media planners exactly what programs and ads the consumers watch.

Beeper diaries are used as a way to randomize the recording of activities.

Other Qualitative Methods

Cognitive psychologist have learned that human beings think more in images than words.

Researchers try through pictures to uncover mental processes that guide consumer behavior.

Some scholars believe that the conventional wisdom about consumer research, such as using interviews and focus groups that rely on talking to people and grilling them about their tastes and buying habits, is only good for getting back predictable answers.

Other Qualitative Methods

Methods: Fill-in-the-Blanks (填空 ) Purpose-driven Games ( 目的導向的遊戲 ) Story elicitation ( 說故事 ) Artifact creation (居家事物的描繪 ), e.g. life collages (生活

拼湊 ), day mapping ( 一天生活描述 ), and construction of instruction books (指導手冊的建構 ).

Photo elicitation ( 看圖說故事 ) Photo sorts ( 照片分類 ) Metaphors (隱喻 )

Photo Sort 照片歸類法是由美國最大的廣告代理公司－環球 BBDO 公司

(BBDO Worldwide) 開發出來的一種已經註冊成商標的技術。 在測試中，受試者通過研究人員特殊安排的一組照片來表述他們

對品牌的感受。 例如， BBDO與啤酒市場上的 100名目標消費者進行了面談，這些人是男性，年齡在 21 ～ 29歲之間，每週至少喝 6瓶啤酒。使用照片歸類法，調查人員向每一位受測試者出示了 98張照片，要求他們將每張照片上的人與其可能選擇的啤酒品牌對應起來。結果，受訪者認為喝巴德 (Bud)啤酒的人看起來是粗魯暴躁的藍領工人。相比之下，喝米勒啤酒的人是有教養而且和善的高級藍領工人。

讓一周至少喝 6瓶啤酒的人歸類，哪些人喝什麼啤酒，這樣很容易給商品定位。

Validity & Reliability

Validity means that the research actually measures what it says it measures.

Reliability means that you can run the same test again and get the same answer.

Creative Strategy Development

Advertising campaigns Copy platform (文案大綱、文案規範 ) The search for the major selling idea

Unique selling proposition Creating a brand image Finding the inherent drama Positioning

Advertising Campaigns

IntegratedIntegrated

InterrelatedInterrelated CoordinatedCoordinated

In Different MediaIn Different Media Over a Time Period

Over a Time Period

IntegratedIntegrated

InterrelatedInterrelated CoordinatedCoordinated

In Different MediaIn Different Media

Marketing Communication

Activities

Marketing Communication

Activities

Centered on a Theme or IdeaCentered on a Theme or Idea

Advertising Campaigns

“ The ultimate driving machine”

“ The ultimate driving machine”

BMWBMW

“Marlboro country”

“Marlboro country”

MillerLite

MillerLite

“ The breakfast of champions”

“ The breakfast of champions”

General Mills, Wheaties

General Mills, WheatiesBMWBMWPhilip MorrisPhilip Morris

The central message that will be communicated

in all of the various IMC activities

The central message that will be communicated

in all of the various IMC activities

Case: 全聯福利中心 2006 – 我們省下錢，給你更便宜的價格

找不到篇 豪華旗艦店篇

2007 – 便宜一樣有好貨 便宜背後的真相 面紙篇 洗髮精篇 米果篇

Top 10 Advertising Slogans of the Century

© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

1. De Beers Diamonds are forever

2. Nike Just do it!

3. Coca Cola The pause that refreshes

4. Miller Lite Tastes great, less filling

5. Avis We try harder

6. Maxwell House Good to the last drop

7. Wheaties Breakfast of champions

8. Clairol Does she . . . or doesn’t she?

9. Morton Salt When it rains it pours

10. Wendy’s Where’s the beef?

Company or BrandCompany or Brand Campaign ThemeCampaign Theme

Copy Platform

The written copy platform specifies the basic elements of the creative strategy.

Different agencies may call this document a creative platform, work plan, creative brief, creative blueprint, or creative contract.

Copy Platform

6. Supporting information and requirements6. Supporting information and requirements

5. Creative strategy statement5. Creative strategy statement

4. Selling idea or key benefits to communicate4. Selling idea or key benefits to communicate

3. Specify target audience3. Specify target audience

2. Advertising and communications objectives2. Advertising and communications objectives

1. Basic problem advertising must address1. Basic problem advertising must address

5. Creative strategy statement5. Creative strategy statement

4. Selling idea or key benefits to communicate4. Selling idea or key benefits to communicate

3. Specify target audience3. Specify target audience

2. Advertising and communications objectives2. Advertising and communications objectives

1. Basic problem advertising must address1. Basic problem advertising must address

Major Selling Ideas

Positioning the Brand

Positioning the Brand

Use a UniqueSelling PositionUse a Unique

Selling Position

Create the Brand Image

Create the Brand ImagePositioningPositioning Find the Inherent Drama

Find the Inherent Drama

Create a Brand Image

Create a Brand Image

Use a UniqueSelling Proposition

Use a UniqueSelling Proposition

Seeking the Major Idea

Seeking the Major Idea

Perspectives of Great Ad Men on the Major Selling Idea

Brand image or personality is particularly important when brands are similar

Brand image or personality is particularly important when brands are similar

“Every ad must contribute to the complex symbol that is the brand image.”

“Every ad must contribute to the complex symbol that is the brand image.”

Brand image or personality is particularly important when brands are similar

Brand image or personality is particularly important when brands are similar

David OgilvyDavid Ogilvy

Find the inherent drama or characteristic of the product that makes consumers buy it

Find the inherent drama or characteristic of the product that makes consumers buy it

“(Inherent drama) is often hard to find but it is always there, and once found it is the most interesting and believable of all advertising appeals.”

“(Inherent drama) is often hard to find but it is always there, and once found it is the most interesting and believable of all advertising appeals.”

Leo BurnettLeo Burnett

Creating a Brand Image

Often used for products such as soft drinks, perfume, liquor, clothing, airlines

Often used for products such as soft drinks, perfume, liquor, clothing, airlines

The creativity sales strategy is based on a strong, memorable brand identity through image advertisingimage advertising

The creativity sales strategy is based on a strong, memorable brand identity through image advertisingimage advertising

Used when competing brands are so similar it is difficult to find or create a unique attribute

Used when competing brands are so similar it is difficult to find or create a unique attribute

The creativity sales strategy is based on a strong, memorable brand identity through image advertisingimage advertising

The creativity sales strategy is based on a strong, memorable brand identity through image advertisingimage advertising

Used when competing brands are so similar it is difficult to find or create a unique attribute

Used when competing brands are so similar it is difficult to find or create a unique attribute

Reebok Uses Image Advertising

Finding Inherent Drama

Inherent Drama

Inherent Drama

Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellogg

Messages generally presented in a warm, emotional way Hallmark, Maytag, Kellogg

Focus on consumer benefits with an emphasis on the dramatic element in expressing them

Focus on consumer benefits with an emphasis on the dramatic element in expressing them

Messages generally presented in a warm, emotional way McDonald’s, Maytag, Kellogg

Messages generally presented in a warm, emotional way McDonald’s, Maytag, Kellogg

Unique Selling Proposition

Buy this product or service and you will benefit this way or enjoy this reward

Buy this product or service and you will benefit this way or enjoy this reward

Must be unique to this brand or claim; something rivals can't or don't offer

Must be unique to this brand or claim; something rivals can't or don't offer

UniqueUniqueBenefitBenefit UniqueUniqueBenefitBenefit

Unique Selling Proposition

Unique Selling Proposition

The promise must be strong enough or attractive enough to move people

The promise must be strong enough or attractive enough to move people

PotentPotent

Case: Holiday Inn Express

Target: about 40 million men, ages 25-45, who travel a lot – three or more nights per month on business.

They don’t care about chocolate mints or their pillow.

They do want: (1) clean rooms, (2) a good breakfast, and (3) a decent shower.

“Stay Smart” campaign: You Do Your Best Thinking in the Shower.

Positioning

Establish a particular place in the customer’s mind for the product or service

Establish a particular place in the customer’s mind for the product or service

Establish a particular place in the customer’s mind for the product or service

Establish a particular place in the customer’s mind for the product or service

PositioningPositioning

Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved, e.g. Pennzoil – 1, 2.

Based on product attributes/ benefits, price/quality, use or application, type of user, problem solved, e.g. Pennzoil – 1, 2.

Positioning Maps

Differentiation Variables to Gain Competitive Advantage

Product Services Personnel Channel Image

Form Ordering ease

Competence Coverage Symbols

Features Delivery Courtesy Expertise Media

Performance Installation Credibility Performance Atmosphere

Conformance Customer training

Reliability Events

Durability Customer consulting

Responsive-ness

Case: 好自在 1980年代中期推出織優朗表層、蝶翼系列產品 1990年推出的絲薄系列其他特色–瞬潔鎖濕中心、特有氣味淨化、柔細綿柔表層、栱型設計。

好自在 蘇菲 靠得住

康乃馨

一般 6.0 元 /片 3.33 元 /片

2.25 元 /片

3.25 元 /片

量多 6.6 元 /片 5.27 元 /片

2.77 元 /片

3.93 元 /片

夜用 7.7 元 /片 6.25 元 /片

3.44 元 /片

4.64 元 /片

Case: 舒酸定 2002年，葛蘭素史克從嬌生買下舒酸定品牌。 主要競爭對手之定位：黑人－亮白；高露潔－防蛀。 舒酸定之定位：抗敏感→專業牙醫師推薦。 不論是電視廣告、平面廣告和公車廣告等，全都離不

開「專業牙醫師推薦」的品牌印象。 獨特的行銷通路：由 5 人組成的業務團隊，默默走遍

台灣的牙醫診所，向牙醫解說產品成分，提出國外醫師研究舒酸定的文獻報告，取得牙醫的認可，也會在牙醫診所發放大量的試用品，讓患者試用，進而透過牙醫的專業權威傳播，推薦舒酸定這項產品。

Case: 舒酸定 舒酸定的行銷預算分配，是採媒體和牙醫通路並行。電視廣告仍

是舒酸定最主要的媒體投資。在牙醫診所的通路上，葛蘭素史克也不馬虎，每年花在牙醫診所的陳列物、試用品或是促銷包，也和媒體投資不相上下。

不停研究消費者可能接觸的媒體環境，如歇腳亭、貴族世家。 「抗敏感牙膏」目前在整體牙膏市場，大概是將近 20% 的比例。舒酸定在這一塊坐穩了第一名的寶座，維持著七、八成的市佔率。

整體市佔率：黑人－ 36%；高露潔－ 33%； 舒酸定－ 32% 。

Case: Sonic Vox vs. I Am T-Pain

Sonic Vox I Am T-Pain

Four Major Positioning Errors

Underpositioning, e.g. Shiseido. Overpositioning, e.g. Cartier. Confused positioning, e.g. Kmart’s “upscale

discounter” vs. Wal-Mart’s “Always low prices. Always!”.

Doubtful positioning, e.g. 非常可樂 .