Mcom 341-10 Research, Acct Planning


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Mcom 341-10 Research, Acct Planning

  1. 1. Account Planning and Research<br />
  2. 2. 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 />
  3. 3. 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 />
  4. 4. 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 />
  5. 5. 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:<br />
  6. 6. 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:<br />
  7. 7. Example of advertising research<br />The Prediction: <br />UW-Eau Claire Super Bowl research<br /><br />The Result: <br />USA Today Super Bowl ad rankings<br /><br />
  8. 8. Applying Advertising Research<br />
  9. 9. 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 />
  10. 10. CASE STUDY: holiday inn express<br /><ul><li>Ad Agency: Fallon Worldwide
  11. 11. Product concept: Holiday Inn Express is an affordable hotel choice that delivers the basics well without forcing unneeded luxuries on guests.
  12. 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. 13. Message elements: “Stay smart.” HIE is the smart choice.
  14. 14. 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:<br />Rodeo Clown:<br /><br /><br />
  15. 15. 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 /><br />
  16. 16. 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 />
  17. 17. 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 />
  18. 18. Focus group example: weatherchem<br />A focus group conducted about salad dressing packaging.<br /><br />
  19. 19. 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 />
  20. 20. Observational method<br />Envirosell’s video observation of shopping habits<br />
  21. 21. AttitudeTests<br />Direct Questioning<br />RecallTests<br />Central Location Tests<br />InquiryTests<br />ClutterTests<br />SalesTests<br />Ad Testing Methods<br />Pretesting<br />Posttesting<br />
  22. 22. 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 /><br />
  23. 23. Issues in Advertising Research<br />SamplingMethod<br />Validity<br />QuestionnaireDevelopment<br />Reliability<br />Data Tabulation& Analysis<br />InternationalData Collection<br />QuantitativeResearchConsiderations<br />
  24. 24. 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 />
  25. 25. Survey results are only as good as the questions being asked. <br /><ul><li>Focus
  26. 26. Brevity
  27. 27. Clarity</li></ul>Questionnaire bias<br />