Marketing Research and Advertising Campaigns

1. DESIGN FOR PRODUCTION
SANGEETA JAIN

2. LECTURE 1 MARKETING RESEARCH AND
ADVERTISING CAMPAIGNS

3. WHAT IS DESIGN?
Design is the process and art of combining text
and graphics and communicating a message
effectively through any type of visual
communication.

4. WHAT IS THE PROCESS OF DESIGN?
1. Marketing Research = defining the problem
2. Advertising Campaign = seeking insight
3. Creative Strategy = choosing the best solution
4. Prototyping = communicating the solution
5. Production = implementing the solution

5. IN THIS LECTURE, WE WILL LOOK AT…
1. Marketing Research = defining the problem
2. Advertising Campaign = seeking insight
3. Creative Strategy = choosing the best solution
4. Prototyping = communicating the solution
5. Production = implementing the solution

6. § Ernst Keller (1891-1968) was the Pioneer of Swiss Graphic
Design. According to Keller, the solution to a design problem
should emerge from its content.
§ This is where the marketing research steps in…Through
research one can better understand the content and context
of the product and/or service to be advertised thus increasing
the probability of the success of design.
§ Marketing Research: is systematic investigative method used
to gather, record and interpret information pertaining to the
brand, consumers and competitors.
MARKETING RESEARCH

7. § Much like the scientific method, marketing research asks
questions. It can cover a broad spectrum of activities
ranging from creating a short customer satisfaction
questionnaire to complex ones that require assistance
from a professional market research firm.
§ Regardless of the size of the market research, marketing
research provides the basis for problem solving and
decision making. It helps to set realistic targets and
develop effective strategies.
MARKETING RESEARCH

8. MARKETING RESEARCH – THE BRAND

9. § Brand: A brand is a name, term, design, symbol, or any other
feature that identifies one seller's good or service as distinct
from those of other sellers. A good brand communicates a
clear message about what it stands for and how it differs from
competitors. It also reinforces the same message consistently
each time the customers’ experience it.
§ Brand Research and Analysis: It pins down the current state
of a brand. It not only helps to understand the brand but also
the context surrounding it. This process may reveal a strong
brand or it may shed light on missing areas.
MARKETING RESEARCH – THE BRAND

10. Points to consider for Brand Research & Analysis:
– How/where/why did the brand start?
– Different aspects of the brand such as image of the
brand, tagline, service, features, packaging, pricing,
advertising etc.
– The tone of the brand
– The company culture
– The industry and the market for it
– How the consumers perceive the brand?
– How does the brand perceive the consumers?
MARKETING RESEARCH – THE BRAND

11. MARKETING RESEARCH – THE CUSTOMERS

12. • The marketing research of the customers can help understand
existing customers and also identify potential customers and
profile the customers in a group called as Target Audience.
• Target Audience: is a section of the population that is
identified as likely to be most interested in buying or being
associated with a product. It is the market segment at whom
an advertising message or campaign is aimed.
• The characteristics that identify a the target audience are
called Demographics. Demographics include age, education
level, family size, household income, etc.
MARKETING RESEARCH – THE CUSTOMERS

13. Points to consider for Target Audience Research & Analysis:
– Age
– Gender
– Education
– Occupation
– Skills
– Language
– Location
– Culture
– Lifestyle
– Needs and interests
– Purchasing characteristics
MARKETING RESEARCH – THE CUSTOMERS

14. MARKETING RESEARCH – THE COMPETITORS

15. • Competitor: is the one who competes with another, as in
sports or business; a rival. In business, a company in the
same industry or a similar industry which offers a same
or similar product or service.
• Competitor Analysis: helps to know about an existing or
potential competitor, to be able to think like that
competitor so the brand or company's competitive
strategy can be effectively formulated.
MARKETING RESEARCH – THE COMPETITORS

16. Points to consider for Competitor Research & Analysis:
– Who are the competitors?
– Features and pricing of their product/service
– Their marketing and promotional strategy
– Their strength(s) and weakness(s)
– The threats they may pose to your brand
– Get information on how your competitors operate
– Learn how customers compare you with your competitors
– Analyze three of your most important competitors
MARKETING RESEARCH – THE COMPETITORS

17. The entrance of new competitors is likely when:
– There are high profit margins in the industry
– There is future growth potential
– Companies competing in a related product/market
– Companies using related technologies
– Companies already targeting your prime market segment
but with unrelated products
– Companies from other geographical areas with similar
products
– Consider the new competitors in your report
MARKETING RESEARCH – THE COMPETITORS

18. MARKETING RESEARCH – PROBLEM STATEMENT

19. A problem is nothing but the
perceived gap between the existing
state and a desired state.
PROBLEM STATEMENT

20. § The problem statement defines the problem, helps to
clarify the current situation and its severity. It is NOT a
hurdle but it provides and opportunity for innovation. It
helps to set the goal of the design project!
§ When problem statements are well written, people
readily grasp and understand what you are trying to
accomplish.
§ The problem is a paragraph or more in length. It
describes the problem you are aiming to solve.
MARKETING RESEARCH – PROBLEM STATEMENT

21. EXAMPLES:
§ A company designing and manufacturing educational
games have recently found that sales of its games have
fallen.
§ A bank has been successful in reaching their targets for
savings accounts and now want to extend their range of
services to customers.
§ A local supermarket has recently been getting complaints
about the packaging of shampoos.

22. MARKETING RESEARCH – USP

23. MARKETING RESEARCH – USP
• USP (Unique Selling Point): Real or perceived benefit of a good
or service that differentiates it from the competing brands and
gives its buyer a logical reason to prefer it over other brands.
USP is often a critical component of a promotional theme around
which an advertising campaign is built.
• USP is what sets you and your business apart from your
competition. It can be an actual fact or a perceived difference or
specialty. Every business needs one.
• USP helps to focus on the key benefits that can sell your brand
and to improve the effectiveness of your brand’s promotion and
sales activities.

24. Points to help determine the USP of your brand:
– List the distinctive features/benefits of the brand
– Identify aspects that your competitors cannot imitate.
– Answer customer's key question:
• "What's in it for me?”
• “What’s different about it?”
– Communicate the USP clearly to customers
MARKETING RESEARCH – USP

25. • Domino's Pizza: "You get fresh, hot pizza
delivered to your door in 30-minutes or less…or
it's free.”
• M&M's: "Melts in your mouth, not in your hand.”
• Qantas: “You’re the reason we fly”.
EXAMPLES…

26. EXAMPLES…
h"p://brandtruth.com.au/2012/08/23/can-­‐the-­‐
commonwealth-­‐banks-­‐can-­‐beat-­‐the-­‐other-­‐big-­‐four-­‐banks/
READ MORE

27. ADVERTISING CAMPAIGN
An advertising campaign is a series of
advertisement designs that share a single idea and
theme. They may appear in different media
channels at different time frames.

28. • The role of Marketing Research in Advertising Campaign:
– To know the product or service and its positioning in the market
– To determine which market segments to target
– To understand the customers’ perceptions of the product or service
– To gain perspective on how a product/service fits into their lifestyle
– To identify the target audience
– To elevate the communication with them
– To assess the existing and potential competition
– To make a sales pitch for the product/service accordingly
– To transform the information into advertising and design strategies
– To use the media channel appropriate to the target audience
– To improve decision-making capabilities and reduce the risk
MARKETING RESEARCH & ADVERTISING CAMPAIGN

29. ASSESSMENT TASK 1 PART 1

30. Write a research report that includes the following:
– Key features of brand/product/service/market segment
– Target audience/purchasing characteristics
– Competitors - present and future
– The Central Idea (The Creative Strategy)
– Media strategy for PRINT Advertising
– Time schedule for PRINT Advertising
– Budget requirements for PRINT Advertising
– Legal/ethical constraints
– Resources/Credits
ASSESSMENT TASK 1 PART 1

31. § Select any ONE product or service from mashable.com
§ Conduct a Marketing Research for it.
§ Research the brand, the target audience, existing and
potential competitors as discussed above.
§ Analyze your findings. Describe the problem statement
and determine the USP of the product or service.
§ You can use images to support the text.
WEEK 1. START WITH…