the process of advertising research. objectives to review the planning process to understand the...
TRANSCRIPT
The Process of Advertising Research
Objectives To review the planning process
To understand the role of research in the context of advertising planning
Communications Planning: A Systematic Process Each step builds the foundation for future
decisions
and may provide feedback for decisions made in earlier steps
Research supports risk-avoidance and decision confidence
The Business Problem Most product-related research initiatives
begin with a problem in mind.
These business “problems” or “challenges” relate to marketer’s concerns about some element of product marketing Product Price Place Promotions
Research Process for Addressing Communications Problems The fact that a business problem exists
opens an opportunity for research solutions
3 Stages of the Process Preliminary Discussions & Agreement Planning & Data Collection Application
Preliminary Discussions & Agreements Happens between the marketer and that
organization responsible for implementing research
Marketer gives direction, input about the issues affecting the product/brand
Conversation can also be initiated by the advertising agency
No research is actually conducted until agreement about direction is reached
Preliminary Discussion & Agreements Stage Stage concludes with an understanding
between the marketer and the research agent
Agreement about what the research challenge is
And where efforts, budgets will be allocated
3 Categories of Research-Related Problems Selection of Alternatives
Problems & Opportunities
Knowledge & Understanding
Selection of Alternatives/Evaluation of Alternative Actions Problems A ‘this or that’ category of problem
The problem defines a need for research to help select the best alternative
Ex: Which product package will be most effective – Package A or Package B?
Ex. Which ad spokesperson will have most credibility among the target market?
Problems & Opportunities Problems Category of problem that is focused on
gaining a better understanding about past business performance outcomes… sales, profits, volume, share, distribution, etc.
…or about future business actions sales, profits, volume, share, distribution, etc.
Problems & Opportunities Problem Issues This category defines a need for research
to help bring clarity to what already happened or to what may happen…
Ex: Do opportunities exist to extend Nintendo’s base of users targeted based on gender?
Ex: Sales of male cosmetics experienced seasonal declines in the last year. What was the reason for this?
Knowledge & Understanding Problems Category of problem dedicated to building
information for the sake of becoming more competitive or more sophisticated about product marketing
Issues related to this categories can be specific to the product, the consumer, or the general societal trends
Knowledge & Understanding Problem Issues
Ex.: How would our target react to our brand of potato chips if we repositioned it as a “healthy snacking alternative?”
Ex. How are online social networks changing the way teens become aware of our brand?
Research Problem StatementA research problem statement comes
as a result of careful discussions about what the issue is affecting the
product/brand (problem definition) why research is needed (justification) what research should find (informational
needs)
Planning & Data Collection Identify the type of research
Access current knowledge through secondary research
If necessary, conduct primary research Exploratory research (Qualitative) Descriptive research (Quantitative) Experimental research (“Cause and Effect”)
Planning & Data Collection Research Method
Design the research instrumentation
Sampling Probability vs. Non-probability sample
Planning & Data Collection Budget and Timing
Get research proposal approved prior to research implementation
Collect Data
Application Analyze data
Interpret data and make recommendation(s)
Post-presentation decision making by management
Advertising Planning With An Account Planner’s Mindset Advertising planners represent a
hybrid between the account manager and the research analyst
Account Management Account management supervises the
work flow & budget allocations on the advertising account
They are the brand business experts who are grounded in brand performance and brand outputs (sales, profits, etc.)
Their counterparts on the company side is the brand manager
Research Analysts Agency researchers are experts in
planning, implementing, and reporting research efforts
They are masters at asking the right questions so they generate insights that will answer brand questions
They are more data-centered than brand-centered.
The Account Planner Account Planners represent the voice
of the consumer
They are less business-driven than people-curious
They see their jobs as being social anthropologists and “insight-miners”