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Mcom 341-10 Research, Acct Planning
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Mcom 341-10 Research, Acct Planning

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  • 1. Account Planning and Research
  • 2. 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
  • 3. 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
  • 4. 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.
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. Applying Advertising Research
  • 9. 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.
  • 10. CASE STUDY: holiday inn express
    • Ad Agency: Fallon Worldwide
    • 11. Product concept: Holiday Inn Express is an affordable hotel choice that delivers the basics well without forcing unneeded luxuries on guests.
    • 12. 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.
    • 13. Message elements: “Stay smart.” HIE is the smart choice.
    • 14. 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/
  • 15. 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
  • 16. 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.
  • 17. 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.
  • 18. Focus group example: weatherchem
    A focus group conducted about salad dressing packaging.
    http://www.youtube.com/watch?v=MuiI7BFhQl4
  • 19. 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.
  • 20. Observational method
    Envirosell’s video observation of shopping habits
  • 21. AttitudeTests
    Direct Questioning
    RecallTests
    Central Location Tests
    InquiryTests
    ClutterTests
    SalesTests
    Ad Testing Methods
    Pretesting
    Posttesting
  • 22. 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
  • 23. Issues in Advertising Research
    SamplingMethod
    Validity
    QuestionnaireDevelopment
    Reliability
    Data Tabulation& Analysis
    InternationalData Collection
    QuantitativeResearchConsiderations
  • 24. 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
  • 25. Survey results are only as good as the questions being asked.
    Questionnaire bias

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