Toexamine how advertisers gather intelligence about the marketplace and how they apply their findings to marketing and advertising decision making.
It is the systematic procedures for gathering, analyzing new information. Provides the information necessary for developing new products and devising market strategies and it enables managers to assess the effectiveness of marketing programs and promotional activities.
Also useful in financial planning, economic forecasting and quality control. It help managers make marketing decisions. Identify consumer needs and market segments.
Uncovers the information needed for making advertising decisions. It is the systematic gathering and analysis of information to help develop or evaluate advertising strategies, individual ads, and whole campaigns.
Advertising Strategy Research- used to help define the product concept or to assist in the selection of target markets, advertising messages, or media vehicles. Creative Concept Research- measures the target audience’s acceptance of different creative ideas at the concepts stage.
Pretesting of Ads- used to diagnose possible communication problems before a campaign begins. Posttesting of Ads- enables marketers to evaluate a campaign after it runs.
Advertising Creative Pretesting Posttesting Strategy Concept Research ResearchTiming Before creative Before agency Before finish After Works begins production artwork and campaign has begins photography runResearch Products concept Concept Print Testing AdvertisingProblem definition testing TV Storyboard Effectiveness Target audience Name testing pretesting Consumer selection Slogan Testing Radio attitudes Media selection Commercial change Message element Pretesting Sales Increases selectionTechniqu Consumer Attitude Free Consumer Aided recalles and Usage Studies Association juries Unaided recall Media Studies Tests Match Attitude test Qualitative Samples Inquiry test Interviews Portfolio Test Sales test Statement Storyboard comparison test
Product Concept Target Audience Communication Media Creative Message
Product Concept- kind f information that can lead to an effective positioning strategy for the brand Target Audience Selection – researching which markets are most important to product sales and targeting those where it can focus its resources to achieve adverting dominance
Media Selection - it is use to develop media strategies, select media vehicles and evaluates the results Message Element Selection - it is the final component of advertising strategy.
1. Situation analysis and problem definition2. Informal (exploratory research)3. Construction of research objectives4. Formal research5. Interpretation and reporting of findings
1. Analyzing the situation and Defining the problem › Marketing Information System – set of procedures designed to generate a continuous, orderly flow of information for use in marketing decisions.
2. Conducting Informal Research › This will help the researchers to learn more about the market, the competition, and the business environment, and to better define the problem. › Primary Data › Secondary Data
3. Establishing Research Objectives › Market Share › Research Objectives
4. Conducting Formal Research › Two types of formal Research 1. Qualitative Research Projective Techniques Intensive Techniques Ethnographic Research
Two types of formal Research2. Quantitative Research › Observation › Experiment › Survey
Considerationsin conducting formal Quantitative Research › Validity and Reliability Validity - refers to the degree to which our test is truly measuring what we intended it to measure. - often called generalizability Reliability – synonymous with consistency.
Probability Samples › Referred as random samples › Everyone has an equal opportunity to be selected Non- probability Samples › Convenience samples › Respondents are selected based on their availability
Effective questionnaire must have the following attributes › Focus › Brevity › clarity
Four common types of questions: › Open – ended › Dichotomous › Multiple choice › Scale
List specific research objectives Write short questionnaire State questions clearly Write a rough draft first Use a short opening statement Put the respondent at ease Structure questions so they flow logically Avoid questions that are leading Include few questions that cross – check earlier answers Put the demographic question Pretest the questionnaire