Your SlideShare is downloading. ×
Adv 435 ch 2 research
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Adv 435 ch 2 research

91
views

Published on


0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
91
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Advertising Campaigns
    Chapter 2 Research
  • 2. Understanding Consumers and Clients
    Situation Analysis (background)
    Company
    Consumer
    Market
  • 3. Understanding Consumers and Clients
    Situation Analysis (cont.)
    Product
    Competition
  • 4. Understanding Consumers and Clients
    Secondary Research
    MRI/Simmons
    Google/Yahoo
    Hoovers
    Company/Industry Web
  • 5. Analysis and Insight
    Objectivity – What you
    Need vs. Want to know
    Insight
    • Psychographics – Why consumers act or don’t!
  • Analysis and Insight
    Leads to:
    SWOT
    Brand Audit
    Problems/Oppts
  • 6. Company Analysis
    SALES & PROFITS
    • Trends 5 yr min
    • 7. Series of “Why’s”
    • 8. Compare to:
    • 9. Competition/Industry/Economy
  • Company Analysis
    Research Industry:
  • Consumer Analysis
    Research Industry:
    Simmons and MRI demographics:
    • Provides Target Audience data and
    • 14. Heavy, Medium and Light users
    Vals 2 Psychographics:
    • Primary Motivation & Resources
    • 15. Some discrepancies
  • VALS2
    http://www.strategicbusinessinsights.com/vals/presurvey.shtml
  • 16. Consumer Analysis
    Strategies:
    • Heavy User
    • 17. Medium & Light Users
    • 18. Super Heavy Users
  • Consumer Analysis
    Heavy User
    • Carve out Niche
    • 19. Beware of Advertising “for” leading brand(s)
  • Consumer Analysis
    Medium & Light Users
    • Try to Increase Usage
    • 20. Value Meals, Value Sizes
  • Consumer Analysis
    Super Heavy Users
    • Double Large Sandwiches
    • 21. Extra Large Fries & Drinks
    • 22. More food prizes in games
  • Consumer Analysis
    Strategies
    • National or Regional or Local
    • 23. Based on Indices and Budget
  • Consumer Analysis
    Brand Loyalty
    Simmons Buying Style Categories
  • 24. Consumer Analysis
    Brand Loyal
  • Consumer Analysis
    Economy Minded
  • Consumer Analysis
    Planners
  • Consumer Analysis
    Conformists
    • Foods (Skim Milk, low fat, low cal)
  • Consumer Analysis
    Impulsive
  • Consumer Analysis
    Cautious
  • Consumer Analysis
    Experimenters
  • Consumer Analysis
    Style Conscious
  • Consumer Analysis
    Ecologists
    Ad Believers
  • 41. Consumer Analysis
    - Brand Loyal - Economy - Planner
    • Conformist - Impulsive - Cautious
    - Experimenter - Style
    - Ecology - Ad Believer
    Styles can vary for same person
    Ex: Impulsive for gum, loyal to Juicyfruit
    Ad Believers
  • 42. Consumer Analysis
    - Brand Loyal - Economy - Planner
    • Conformist - Impulsive - Cautious
    - Experimenter - Style
    - Ecology - Ad Believer
    Take each category and find a brand that applies for you.
    Ad Believers
  • 43. Consumer Analysis
    Motivations
  • 44. Consumer Analysis
    Motivations
    How do they think
  • Consumer Analysis
    Motivations
    How do they feel
    • Attitude about category/brand
    • 48. Like/dislike and why
    • 49. Trust to deliver benefits
    • 50. Preference & why/why not
    • 51. Image they associate with brand
  • Consumer Analysis
    Motivations
    How do they use product
  • Consumer Analysis
    Motivations
    How do they use product
    • Options/Alternatives
    • 55. Maybe use more?
    • 56. How/When/Why
  • Consumer Analysis
    Consumers buy for:
    • Need/want satisfaction
    • 57. Solves problems which differ by age & gender
    • 58. Curiosity
    • 59. Aspirations or self regard
    • 60. Likes brand or advertising
  • Consumer Analysis
    Means End Theory
    • Use products to achieve specific end
    • 61. These ends are defined by consumers values
    • 62. Less focus on attributes, more on how it makes them feel
  • Consumer Analysis
    Means End Theory
    Functional Consequences
    • Leaves hair soft, silky, manageable
    Psychological Consequences
    • People will admire your hair
    • 63. He’ll want to lose his fingers in your hair
  • Consumer Analysis
    Benefit Segmentation
    (Media & Message)
    • Stick to specific benefit
    • 64. Prevents cavities (Crest)
    • 65. Fresher Breath (Aquafresh)
    • 66. Tastes Good (Colgate)