Advertising Research
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In this presentation, we will discuss about the importance and process of advertising research with various pros and cons. To know more about Welingkar School’s Distance Learning Program and courses offered, visit: http://www.welingkaronline.org/distance-learning/online-mba.html
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Advertising Research
- 1. Chapter No. 3 Page No. 24 Advertising and Sales Promotion Management ADVERTISING RESEARCH ADVERTISING RESEARCH ADVERTISER: HAS TO BE SURE ABOUT TARGETING AND SEGMENTING MUST UNDERSTAND WHAT MAKES THE CONSUMER BUY FIND OUT WHETHER THE RIGHT AUDIENCE WATCHES THE SPONSORED PROGRAMME WHAT IS THE EFFECT OF ADS ON SALES
- 2. Chapter No. 3 Page No. 25 Advertising and Sales Promotion Management ADVERTISING RESEARCH SCOPE OF MARKETING RESEARCH AREAS COVERED FOR THE PURPOSE OF ADVERTISING AND OTHER MARKETING DECISIONS ADVERTISING RESEARCH PRODUCT RESEARCH CONSUMER RESEARCH SALES RESEARCH CORPORATE RESEARCH
- 3. Chapter No. 3 Page No. 26 Advertising and Sales Promotion Management ADVERTISING RESEARCH JUDGING EFFECTIVENESS OF ADVERTISING “A RELEVANT PROMISE OR BENEFIT CONVINCINGLY COMMUNICATED, AWARENESS OF THE AD AMONGST THE TARGET AUDIENCE IS NOT ENOUGH. THE KEY MEASURE IS PERSUASION TO RELATE SALES WITH EFFECTIVENESS”. =SPIELMAN
- 4. Chapter No. 3 Page No. 26 Advertising and Sales Promotion Management ADVERTISING RESEARCH RESEARCH PROCEDURE SEQUENCE DEFINE THE PROBLEM AND SET RESEARCH GOALS IDENTIFY SOURCE OF DATA ANALYZE SECONDARY DATA IDENTIFY THE SAMPLE COLLECT DATA ANALYZE THE DATA, PRESENT THE RESULTS
- 5. Chapter No. 3 Page No. 27 Advertising and Sales Promotion Management ADVERTISING RESEARCH PROBLEM DEFINITION AND RESEARCH GOALS TYPICAL RESEARCH GOALS ARE: TO MEASURE AWARENESS ABOUT OUR PRODUCTS IN THE TARGET AUDIENCE AFTER 2 MONTHS CAMPAIGN TO ASSESS ATTITUDE OF CONSUMERS TO RIVAL PRODUCTS TO ASSESS WHICH AD CONCEPT IS MORE EFFECTIVE.
- 6. Chapter No. 3 Page No. 28 Advertising and Sales Promotion Management ADVERTISING RESEARCH RESEARCH APPLICATION RESEARCH CAN BE USED IN THE FOLLOWING STAGES TO ASSESS EFFECTIVENESS OF OUR ADS OPPORTUNITIES AND GOALS PLANS AND MESSAGES ADVERTISING EFFECTIVENESS
- 7. Chapter No. 3 Page No. 30 Advertising and Sales Promotion Management ADVERTISING RESEARCH RESEARCH QUALITY RESEARCH QUALITY IS A RESULT OF SYSTEMATIC RESEARCH DESIGN, EXPERTISE AND JUDGEMENT RESEARCH CAN BE BOTH VALID AND RELIABLE OR BOTH NON - VALID AND NON - RELIABLE SOMETIMES IT IS VALID BUT NOT RELIABLE , AND SOMETIMES IT IS RELIABLE BUT NOT VALID.
- 8. Chapter No. 3 Page No. 30 Advertising and Sales Promotion Management ADVERTISING RESEARCH RESEARCH QUALITY RELIABILITY AND VALIDITY OF RESEARCH IS AFFECTED BY: FAULTY RESEARCH DESIGN SAMPLING ERROR FAULTY QUESTIONNAIRE WRONG INTERPRETATION OF ANSWERS BIAS TO SHOW DISTORTIONS IN RESEARCH
- 9. Chapter No. 3 Page No. 31 Advertising and Sales Promotion Management ADVERTISING RESEARCH CONSUMER RESEARCH WHILE DOING PRODUCT-LED ANSWERS RESEARCH, THE FOCUS SHOULD BE CONSUMER IT CALLS FOR RESEARCH BASED ON SOCIOLOGY, ANTHROPOLOGY AND BEHAVIOURAL SCIENCES.
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