Advertising Research
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a presentation on role of marketing research in advertising. it talks about how important MR is for an advertiser on all aspects whether it is selection of media or communication of message.
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Advertising Research
- 1. Role of Marketing Research in Advertising Advertising Research - Nitesh Jaiswal
- 2. •Research in advertising is a specialized form of marketing research conducted to improve the efficiency of advertising. •A subset of marketing research.
- 3. • Research is - Finding out what you don’t know. • Advertising works WELL when You KNOW your Customer CUSTOMER!
- 4. kNOW your customer 1) The Target Audience 2) Factors that motivate Purchase Behavior 3) Unique Characteristics of the Brand
- 5. Target audience: Demographics: What are the different observable characteristics of your buyers? What social groups are they a part of? i.e. family lifecycle: bachelor, married with no children (DINKS: Double Income, No Kids), full-nest or solitary survivor. Psychographics: What motivates your prospects to buy your products and services? What are their key needs and challenges? These might include characteristics such as optimistic, environmentalist, safety- conscious, value- oriented, status-driven.
- 7. Factors that motivate Purchase behavior • Motivation • Rank order LOW CALORIES CALCIUM CONTENT
- 8. Unique selling proposition • USP has 3 parts: • Each ad must make a proposition -- "Buy this product and you get these benefits". • The proposition must be unique -- something that your competitors do not, cannot or will not offer. • The proposition must sell -- it must be something prospects really want. • Domino’s Pizza: “Fresh, hot pizza delivered in 30 minutes or less — or it’s free.” • FedEx: “When your package absolutely, positively has to get there overnight” • M&M’s: “The milk chocolate melts in your mouth, not in your hand”
- 9. INTERVIEWING should be A LUXURY • Gain insight • One Page Questionnaire • Pre-Test (6-8 respondents) • Ask the Right People • Be Thorough • Control - Never let your respondents fill out the questionnaires by themselves • Direct questions - Direct answers.
- 10. INTERVIEWING should be A LUXURY • Gain insight • One Page Questionnaire • Pre-Test (6-8 respondents) • Ask the Right People • Be Thorough • Control - Never let your respondents fill out the questionnaires by themselves • Direct questions - Direct answers.