Advertising Class Baruch College Week 6 Presebntation


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Advertising Class Baruch College Week 6 Presebntation

  1. 1. AdvertisingAdvertising MKTMKT00350035
  2. 2. Chapter 6:Chapter 6: Account Planning &Account Planning & ResearchResearch
  3. 3. Know The Industry  Having ONE client in an industry makes it easier to land new accounts in that industry.  Knowing the industry makes it easier to land additional work from a large client.  You know the market, competitors, consumer likes, needs, preferences and trends.
  4. 4. Know The Industry  To create truly compelling messaging, you HAVE to know your target market’s challenges, personalities and their lifestyles INTIMATELY.
  5. 5. Holiday inn express stay smart ad campaign by the Fallon Agency
  6. 6. Holiday inn express stay smart ad campaign by the Fallon Agency
  7. 7. Account Planner  Account Planner as Consumer Advocate.  Jeff Goody Budweiser lizards & Got Milk? Campaigns believes everything an agency does should be geared to getting inside the consumer’s head to figure out what they think to best influence them.  Stanley Pollit described ad planners as: “the architects and guardians of their client’s brands the detectives who uncovered long- hidden clues in the data and gently coerced consumers into revealing their inner secrets…”
  8. 8. Account Planner  Nurture the relationship between the consumer and the brand.  Ensures that the ad strategy and executions are relevant to the target audience.  Jon Steele summarized the Ad Planner’s mission: “They need to be able to take information of all sorts, shuffle it around, and rearrange it in new patterns until something interesting emerges.”
  9. 9. The Need forThe Need for ResearchResearch
  10. 10. Research  Advertisers spend $ millions creating messages they hope will resonate with consumers/prospects then place it where they think consumers will notice it.  You MUST know who your target is, what they like/need, how they feel, and what media they interact with.  This is why we RESEARCH!
  11. 11. What’s Market Research  Gather, record, analyze information.  Helps identify consumer needs.  Helps to understand your target segment(s.)  Provides information to develop new products/offer new services.  Delivers the data needed to assess an ad campaign’s effectiveness.
  12. 12. What’s Ad Research  How do consumers feel about your products/services?  How does your target segment feel about your competitors?  What brand or image would be most credible?  What ads (messages) have the greatest appeal? Is your advertising “LIKABLE?”  Uncovers the information needed to make advertising decisions.  Make your advertising sales effective.
  13. 13. What’s TheWhat’s The Difference?Difference?
  14. 14. Viewers control whatViewers control what they watch. If theythey watch. If they don’t LIKE yourdon’t LIKE your campaign, they won’tcampaign, they won’t watch it.
  15. 15. Ad Strategy ResearchAd Strategy Research
  16. 16. Ad Strategy Research  Four (4) Considerations: • Product Concept. • Target Audience. • Media Alternatives. • Message Elements.
  17. 17. Product ConceptProduct Concept
  18. 18. Product Concept  The set of values that include the utilitarian and symbolic benefits to the intended consumer.  The information needed that helps create a positioning strategy for the brand.  Define how consumers should think/feel about your product.
  19. 19. Motorcycles
  20. 20. Target AudienceTarget Audience SelectionSelection
  21. 21. Target Audience Selection  No market contains EVERYONE.  Develop a profile of a brand’s target market/ideal customer.  By defining your target market, you ensure you maximize your reach to the largest group of potential customers.
  22. 22. Media Alternatives /Media Alternatives / SelectionSelection
  23. 23. Media Selection  Requires media research notably syndicated research services: • Nielsen • Arbitron • Experian Simmons • Standard Rate & Data
  24. 24. Message ElementMessage Element SelectionSelection
  25. 25. Message Element  To find favorable ad messages, we HAVE to study consumer likes & dislikes, in relation to brands and products.  Conductive qualitative consumer attitude surveys.  Use concept testingconcept testing to decide which message elements might be most successful.
  26. 26. Let’s Survey OurLet’s Survey Our Class For ElementClass For Element SelectionSelection
  27. 27. Research:Research: QualitativeQualitative V.SV.S QuantitativeQuantitative
  28. 28. Testing AdsTesting Ads
  29. 29. Pre-Testing Ads  Pretesting to increase the likelihood of preparing the most effective ad.  Reduces chances of having unintended consequences/ impacts to your target segment.
  30. 30. Conducting ResearchConducting Research
  31. 31. A Five Step Process  Situation analysis & problem definition.  Informal exploratory research.  Define research objectives.  Conduct formal research.  Interpret & report findings.
  32. 32. Analyze the Situation  Marketing Information System is required.  Difficult to accomplish when you lack systems and processes to gather information.
  33. 33. Conduct Informal Research  Use exploratory information to learn more about the market, competition & business environment.  Primary vs Secondary Research.
  34. 34. Research Objectives  Research objectives help the advertiser to identify who their ideal customers are, and clarify consumer perceptions of the company, its products and services.
  35. 35. Formal Research  Collecting primary data directly from the market place about a specific problem or issue.  Projective techniquesProjective techniques to understand people’s underlying/ subconscious feelings, attitudes, opinions, needs and motives.
  36. 36. Interpret Findings  Interpret and report the data.  Final reporting must make the findings clear to management and relevant to the organization’s advertising needs.