CLASS Objectives Describe the role of account planners Discuss how research helps advertisers select markets, messages, & media vehicles Explain the methods used in qualitative and quantitative research Describe the types of advertising testing Define and explain the concepts of validity and reliability
Account planner = consumer advocate Works with the account manager on account planning The account planner . . . Nurtures relationship between consumer and brand Ensures that advertising is relevant to target audience Monitors creative development, tests finished product Puts the consumer, not the advertiser, at the center of the process
Why do research? One full-page, full color ad in People costs about $170,000. One 30-second spot on Sunday Night Football costs $340,000. Without research, you’re guessing… and gambling your budget.
What Is Marketing Research? Identifies consumer needs and market segments Provides the information necessary for developing new products and devising marketing strategies Enables managers to assess the effectiveness of marketing programs and promotional activities Photo: xprojectmanagement.com
What Is advertising Research? Demonstrates how people perceive a company’s products Provides information about what brand or company image is perceived as most credible Illustrates what ads offer the greatest appeal to an audience Photo: limonlive.wordpress.com
Example of advertising research The Prediction: UW-Eau Claire Super Bowl research http://www.youtube.com/watch?v=-GHAO-3HCFU The Result: USA Today Super Bowl ad rankings http://www.usatoday.com/money/advertising/admeter/2011-02-07-2011-ad-meter-chart_N.htm?loc=interstitialskip
Advertising strategy research Media Selection Product Concept Target Audience Selection Message Element Selection Media research measures the reach & effective-ness of media. Match media to target audience habits. The bundle of values that encompasses utilitarian and symbolic benefits to the consumer Strategy Research Consumers’ attitudes unveiled in research indicate what messages to include in ads. The primary users of the product: demographics, psychographics, geography, purchase behavior.
Product concept: Holiday Inn Express is an affordable hotel choice that delivers the basics well without forcing unneeded luxuries on guests.
Target audience: “Drive-ups,” frequent travelers without big travel budgets who generally chose a hotel at the end of a day without a reservation. Predominantly male group who work hard and smart and want to save on travel budgets. Believed competitive chains were ignoring them.
Message elements: “Stay smart.” HIE is the smart choice.
Media selection: Drive-ups focused on cable news & sports. Ads aired on ESPN, CNN, and the Weather Channel.
CASE STUDY: Holiday inn express The relatively small budget for this fresh, unexpected campaign was maximized by using limited media and capitalizing on some positive PR. Meltdown: http://www.youtube.com/watch?v=8dOHEw8izno&NR=1 Rodeo Clown: http://www.youtube.com/watch?v=lgX7i0C-IK4 http://juicingtheorange.com/
Creative concept, testing After the advertising strategy is determined, the next step is developing creative concepts. Those concepts are then tested for consumer affinity. http://www.animaticmedia.com/portfolio.aspx
Formal research There are 2 types of formal research, the method marketers have of gathering data directly from the marketplace. Qualitative research (feelings):Research that tries to determine market variables according to unquantifiable criteria such as attitudes, beliefs, and lifestyle. Quantitative research (facts): Research that tries to determine market variables according to reliable, hard statistics about specific market conditions or situations.
Qualitative Methods Projective Techniques In-Depth Interviews FocusGroups One-on-one session with carefully planned questions about individual’s feelings and motivations. Indirect questions: What kind of people do you think shop here? Group interview with 6+ member s of the target audience to discuss the production/situation.
Focus group example: weatherchem A focus group conducted about salad dressing packaging. http://www.youtube.com/watch?v=MuiI7BFhQl4
Quantitative Methods Survey Experiment Observation Researchers monitor consumers’ actions. UPC codes allow instant data collection. Researcher gains information by questioning current or prospective customers. Researcher offers different stimuli to test group and control group. Primarily new products.
Observational method Envirosell’s video observation of shopping habits
AttitudeTests Direct Questioning RecallTests Central Location Tests InquiryTests ClutterTests SalesTests Ad Testing Methods Pretesting Posttesting
Case studies: v8 and got milk? When V8 sales declined, the company and their agency, FCB/ Leber Katz, embarked on an advertising campaign to reenergize the brand. http://www.aef.com/on_campus/classroom/educational_materials/1751
Issues in Advertising Research SamplingMethod Validity QuestionnaireDevelopment Reliability Data Tabulation& Analysis InternationalData Collection QuantitativeResearchConsiderations
Reliability/validity diagram Validity: the degree to which our test is truly measuring what we intend it to measure Reliability: consistent results each time the test is administered
Survey results are only as good as the questions being asked.