Research and Account Planning: The Quest forIntelligence and insight
Advertising Research Strategic EvaluationExploratory Creative Media Before After Execution Execution
Strategic Research versus Evaluative ResearchStrategic Research covers all the issues that lead tothe actual caution of advertising. Is an information gathering process that enhancesthe design of a creative strategy.Evaluative Research assesses the effectiveness ofyou decision.
Information Sources to Advertisers Government Organizations Trade associations Secondary Research Suppliers Secondary Information on the Internet Primary Research Suppliers
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.
Who Organizes the Fact? Qualitative Data Quantitative Data
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
The Strategy Document Market Objective The Product The Target Audience Promise and Support Brand PersonalityStrategy Statement – that distills the documents main point
Evaluative Research Seven Types of Research Method1.Memory Test2.Persuasion Test3.Direct Response Counts4.Communication Test5.Frame – by – Frame Test6.In – Market Test7.Brand Tracking
Research Challenges Globalization – advertiser are becomingunceasingly more global New Media Technology – the change ofthree on-air television networks to a plethora ofcable channels changed television programaudiences, and television programming,television advertising. Virtual Research – measuring theeffectiveness of Ads in interactive media is achallenges.