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