This document outlines the process of advertising research. It discusses the objectives of research in supporting advertising planning decisions. The research process involves three stages: preliminary discussions to define the business problem, planning and data collection to gather insights, and applying the findings. Research helps address different types of problems such as selecting alternatives, identifying opportunities, and building knowledge. The goal is to generate a research problem statement and design a methodology to inform recommendations that aid marketing decisions.

1. The Process of
Advertising Research

2. Objectives
 To review the planning process
 To understand the role of research in the
context of advertising planning

3. Communications Planning: A
Systematic Process
 Each step builds the foundation for future
decisions
 and may provide feedback for decisions
made in earlier steps
 Research supports risk-avoidance and
decision confidence

4. The Business Problem
 Most product-related research initiatives
begin with a problem in mind.
 These business “problems” or “challenges”
relate to marketer’s concerns about some
element of product marketing
 Product
 Price
 Place
 Promotions

5. Research Process for Addressing
Communications Problems
 The fact that a business problem exists
opens an opportunity for research
solutions
 3 Stages of the Process
 Preliminary Discussions & Agreement
 Planning & Data Collection
 Application

6. Preliminary Discussions & Agreements
 Happens between the marketer and that
organization responsible for implementing
research
 Marketer gives direction, input about the issues
affecting the product/brand
 Conversation can also be initiated by the
advertising agency
 No research is actually conducted until agreement
about direction is reached

7. Preliminary Discussion & Agreements
Stage
 Stage concludes with an understanding
between the marketer and the research
agent
 Agreement about what the research
challenge is
 And where efforts, budgets will be
allocated

8. 3 Categories of Research-Related
Problems
 Selection of Alternatives
 Problems & Opportunities
 Knowledge & Understanding

9. Selection of Alternatives/Evaluation of
Alternative Actions Problems
 A ‘this or that’ category of problem
 The problem defines a need for research to
help select the best alternative
Ex: Which product package will be most effective
– Package A or Package B?
Ex. Which ad spokesperson will have most
credibility among the target market?

10. Problems & Opportunities Problems
 Category of problem that is focused on
gaining a better understanding about past
business performance outcomes…
 sales, profits, volume, share, distribution, etc.
 …or about future business actions
 sales, profits, volume, share, distribution, etc.

11. Problems & Opportunities Problem
Issues
 This category defines a need for research
to help bring clarity to what already
happened or to what may happen…
Ex: Do opportunities exist to extend
Nintendo’s base of users targeted based on
gender?
Ex: Sales of male cosmetics experienced
seasonal declines in the last year. What was
the reason for this?

12. Knowledge & Understanding Problems
 Category of problem dedicated to building
information for the sake of becoming more
competitive or more sophisticated about
product marketing
 Issues related to this categories can be
specific to the product, the consumer, or
the general societal trends

13. Knowledge & Understanding Problem
Issues
Ex.: How would our target react to
our brand of potato chips if we
repositioned it as a “healthy snacking
alternative?”
Ex. How are online social networks
changing the way teens become
aware of our brand?

14. Research Problem Statement
A research problem statement comes
as a result of careful discussions
about
 what the issue is affecting the
product/brand (problem definition)
 why research is needed (justification)
 what research should find (informational
needs)

15. Planning & Data Collection
 Identify the type of research
 Access current knowledge through
secondary research
 If necessary, conduct primary research
 Exploratory research (Qualitative)
 Descriptive research (Quantitative)
 Experimental research (“Cause and Effect”)

16. Planning & Data Collection
 Research Method
 Design the research instrumentation
 Sampling
 Probability vs. Non-probability sample

17. Planning & Data Collection
 Budget and Timing
 Get research proposal approved prior
to research implementation
 Collect Data

18. Application
 Analyze data
 Interpret data and make
recommendation(s)
 Post-presentation decision making by
management

19. Advertising Planning With An
Account Planner’s Mindset
 Advertising planners represent a
hybrid between the account manager
and the research analyst

20. Account Management
 Account management supervises the
work flow & budget allocations on the
advertising account
 They are the brand business experts
who are grounded in brand performance
and brand outputs (sales, profits, etc.)
 Their counterparts on the company side
is the brand manager

21. Research Analysts
 Agency researchers are experts in
planning, implementing, and reporting
research efforts
 They are masters at asking the right
questions so they generate insights that
will answer brand questions
 They are more data-centered than
brand-centered.

22. The Account Planner
 Account Planners represent the voice
of the consumer
 They are less business-driven than
people-curious
 They see their jobs as being social
anthropologists and “insight-miners”