This chapter discusses how advertisers use research in various stages of the advertising process. It describes how account planners represent consumers to ensure advertising is relevant. It also explains how anthropology, sociology, and psychology inform advertising by providing insights into consumer behavior, values, lifestyles, and motivations. Finally, it outlines the common steps in advertising research, including developing strategies, testing executions, and evaluating campaigns.

1. Chapter 15
Research in Advertising
Kleppner’s
Advertising
Procedure, 18e
Lane * King * Reichart

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Learning Objectives
• Discuss how advertisers use research.
• Explain the role of the account planner.
• Understand anthropology, sociology, and
psychology as they relate to advertising.
• Discuss values, lifestyle, and life-stage
research.
• Describe the research steps in advertising.
• Explain types of advertising research.

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What message will consumers
take from this ad?

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Functions of Advertising Research
To help identify consumers
To help look for new ideas in products or services
To help improve what is offered in products
To pinpoint causes of possible problems
To monitor activities
To help in communications development

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Account Planners
• Account planners have the role of
representing the consumer in the agency and
making research usable to ensure that the
advertising is strategically and executionally
relevant to the target audience.

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Basic Considerations in
Marketing Research
• Maintaining a consumer-behavior perspective
• Being sure the right questions are being
asked
• Using appropriate research techniques and
controls
• Presenting the research findings in a clear,
comprehensible format that leads to action

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Anthropologists Study
Commonalities Across Cultures
• Body adornment
• Cooking
• Courtship
• Food taboos
• Gift giving
• Language
• Marriage
• Status

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Sociology and Advertising
Social class and stratification
Trend watching
Cohort analysis
Life-stage research
Consumption research

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Exhibit 15.6 Testing Power
of a Lifestyle Appeal

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Psychology and Advertising
Motivation Cognition Learning

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Exhibit 15.7 VALS Lifestyle Categories
Innovators
Most Resources
Least Resources
Thinkers
Believers
Survivors
Ideals Achievement Self-Expression
Achievers
Strivers
Experiencers
Makers

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MindBase Consumer Segments
• I am Expressive.
• I am Driven.
• I am At Capacity.
• I am Rock Steady.
• I am Down to Earth.
• I am Sophisticated.
• I Measure Twice.
• I am Devoted.

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To which MindBase segment,
would this ad appeal?

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Sources of Data
from the Marketing Environment
Universal Product Code
Single-Source Data
Database Marketers
Internet Data

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Steps in Advertising Research
1: Advertising strategy development
2: Advertising execution development
3: Evaluating pretesting executions
4: Campaign evaluation

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Exhibit 15.11 Situation Analysis
Market
Sales
Geography
Pricing
Distribution
Trends
Product
Sales/share
Profit
Distribution
Pricing
Strengths/Weaknesses
Competition
Spending
Position
Strategy
Consumer
Demos
Psychos
Lifestyles
Attitudes
Usage

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Exhibit 15.12 Brand Trial/
Awareness Ratios: Strategic Options

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Focus Group Research
• A qualitative
research
interviewing
method using in-
depth interviews
with a group.

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Concept Testing
• Concept testing is a method to determine the
best of a number of possible appeals to use in
advertising; testing attempts to separate good
and bad ideas; and providing insight into
factors motivating acceptance or rejection.

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Stages of Copy Testing
• Rough copy research needed to determine if
copy is effectively achieving message goals
• Finished copy research done to evaluate how
well production process has achieved
communication and attitude effects

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Forms of Testing
• Concept testing
– Card concept test
– Poster test
– Layout test
• Finished print test
• Finished commercial
test
• Unfinished
commercial test
– Animatics
– Photomatics
– Liveamatics
– Ripamatics

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Readership

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This ad would score well on a Starch
Readership test among football fans

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Starch Readership Test Classifications
Noted Reader
Associated Reader
Read Most

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For Discussion
• Why are sociology, psychology, and
anthropology important to advertising?
• What kind of research is used in advertising
execution development?
• What is the role of the account planner?