1. Chapter 6
1/ Uses of research:
To Obtain Market Information
To Gain a Consumer Insight
To Obtain Media Research
To Help During Message Development
2/ Types of research:
Secondary:
Government Organizations
Trade Associations
Secondary Research Suppliers
Info on the Internet
Library Research
Primary research:
Suppliers: AC Nielsen(TV ratings)/Arbitron(radio)/mediamark-MRI (package goods)/Simmon
Quantitative
Qualitative
3/Quantitative: survey question
Question must clearly and unambiguously obtain the desired info
Questions should be worded in such a way that the subs can understand
2 types of questions:
Open-ended
Closed-ended ****
Questions:
Make it clear
Keep it short
Focus on the purpose of the research
No double-barreled questions
Avoid biased words or terms
Avoid leading questions
No highly detailed info questions
No potentially embarrassing questions
Types of question:
Likert question (points for level of agree or disagree) – best way to get attitudes
Multiple choice
Rating scale
Semantic differential scale
Rank-ordering
Check list-check all that apply-make sure to have other
2. Fill in the blank
4/Qualitative research
Focus group: to understand attitudes and behaviors-the most efficient question is WHY?
– peel off the layers-pick the core – 6 to 12 ppl at the same time-moderator leads the
respondent-helps develop questionnaire items for survey or to test preliminary ideas or
plans
In depth interview: one on one - Provide a deeper understand in attitudes of ppl-plan on 1
hour and video record if possible-make a list of ab 50 questions-look for insights
Friendship group: in depth interview w/ 2 other friends
Pantry study: explore the kitchen-look for products
Observational and ethnographic studies: spend a few hours with the subjects and record
in natural setting-have them respond to yr selected topic-use interview to obtain the most
from yr subs-edit video and show parts to customer
Story elicitation: observation ab a pics
Cartoons: create a situation and draw a cartoon and leave bubbles for ppl to fill in
Collage creation: clippings of pics and words then let ppl make a collage ab the brand,
product, idea-have pal describe what they put in and why-understand feelings and
emotions *****
6/Mintel
7/MRI
Chapter 7:
Ads campaign outline
1/ Strategic Planning
The process of determining objectives, deciding on strategies, and implementing the tactics.
Objectives - what you want to accomplish
Strategies - how to accomplish the objectives
Tactics - elements that make the plan come to life
2/The Advertising Plan
Matches the right market with the right message and presents it in the right medium to reach
the audience
Advertising Objectives
Target Audience Analysis
Competitive Analysis
Brand Image and Personality
Product Position
3/Element of the Ad Plan
Targeting the Audience
Message Strategy
Media Strategy
4/ Situation analysis
3. Company and Brand Background
Brand Evaluation
Statement of the problem
SWOT analysis
5/ Strategy: a carefully designed plan to murder the competition.
Premise:
Must have a killer instinct
Includes consumer’s needs
NOT be filled with stiff predictable language
NEVEr address the whole world – be specific
Must not be interchangeable with that of another products
6/ Consumer Insights: a profile of a personr’s life style – including their VALUES, leisure
time, activities, etc.
Quality Of Life Value (Demonstrates how the brand enhances the target market’s quality of
life)
Our Core Values
A sense of belonging
Excitement
Fun and Enjoyment
Warm Relationship
Self-Fulfillment
7/ Brand Insights
Determining the Advertising Strategy
Product Benefit
Relevant Distinguishing Benefit
What the brand has that no other brand has
If you buy ___ you will get ___ .
A unique offering
USP
REMEMBER: We don’t buy features, we buy benefits
9/Creative Plan
Creative Strategy or Creative Concept
Tone and Manner of Advertisements
Examples of Advertisements
Production Plans
10/Media Strategy
Media Objectives
