Research: Gathering Information for Advertising Planning

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What is Marketing Research? It is information gathered about a particular market or market segment It does: Help identify customer needs and market segments Provide information necessary for developing new products and devising marketing strategies Enable managers to assess the effectiveness of marketing programs and promotional activities Have use in financial planning, economic forecasting and quality control

It is information gathered about a particular market or market segment

It does:

Help identify customer needs and market segments

Provide information necessary for developing new products and devising marketing strategies

Enable managers to assess the effectiveness of marketing programs and promotional activities

Have use in financial planning, economic forecasting and quality control

What is Advertising Research? While marketing research provides the information necessary to make marketing decisions, advertising research uncovers the information needed for making advertising decisions. By definition, it is the systematic gathering and analysis of information to help develop or evaluate advertising strategies, individual ads, and whole campaigns

While marketing research provides the information necessary to make marketing decisions, advertising research uncovers the information needed for making advertising decisions.

By definition, it is the systematic gathering and analysis of information to help develop or evaluate advertising strategies, individual ads, and whole campaigns

Types of Advertising Research Advertising Strategy Research: Product Concept Target Market Selection Media Selection Message Element Selection Creative Concept Research Pre-testing of ads Post-testing of ads

Advertising Strategy Research:

Product Concept

Target Market Selection

Media Selection

Message Element Selection

Creative Concept Research

Pre-testing of ads

Post-testing of ads

Steps in the Research Process Analyzing the Situation and Defining the Problem Conducting Informal (Exploratory Research) Establishing Research Objectives Conducting Formal Research Interpreting and Reporting the Findings

Analyzing the Situation and Defining the Problem

Conducting Informal (Exploratory Research)

Establishing Research Objectives

Conducting Formal Research

Interpreting and Reporting the Findings

Basic Methods of Qualitative Research Projective Research Intensive Techniques: In-depth interview Focus Group

Projective Research

Intensive Techniques:

In-depth interview

Focus Group

Basic Methods of Quantitative Research Observation Method Experiment Survey

Observation Method

Experiment

Survey

Basic Methods for Testing Ads Pre-testing methods Direct questioning Post-testing methods Attitude tests

Pre-testing methods

Direct questioning

Post-testing methods

Attitude tests

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