Adv 435 ch 2 research

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Adv 435 ch 2 research

  1. 1. Advertising Campaigns<br />Chapter 2 Research<br />
  2. 2. Understanding Consumers and Clients<br />Situation Analysis (background)<br />Company<br />Consumer<br />Market<br />
  3. 3. Understanding Consumers and Clients<br />Situation Analysis (cont.)<br />Product<br />Competition<br />
  4. 4. Understanding Consumers and Clients<br />Secondary Research<br />MRI/Simmons<br />Google/Yahoo<br />Hoovers<br />Company/Industry Web <br />
  5. 5. Analysis and Insight<br /> Objectivity – What you<br />Need vs. Want to know<br />Insight <br /><ul><li>Psychographics – Why consumers act or don’t!</li></li></ul><li>Analysis and Insight<br />Leads to:<br /> SWOT<br /> Brand Audit<br /> Problems/Oppts<br />
  6. 6. Company Analysis<br />SALES & PROFITS<br /><ul><li>Trends 5 yr min
  7. 7. Series of “Why’s”
  8. 8. Compare to:
  9. 9. Competition/Industry/Economy</li></li></ul><li>Company Analysis<br />Research Industry:<br /><ul><li> ABI/Inform Articles
  10. 10. EBSCO’s Business Source
  11. 11. Lexis Nexis
  12. 12. Ad Age and ADWEEK
  13. 13. S & P</li></li></ul><li>Consumer Analysis<br />Research Industry:<br /> Simmons and MRI demographics:<br /><ul><li>Provides Target Audience data and
  14. 14. Heavy, Medium and Light users</li></ul>Vals 2 Psychographics:<br /><ul><li>Primary Motivation & Resources
  15. 15. Some discrepancies</li></li></ul><li>VALS2<br />http://www.strategicbusinessinsights.com/vals/presurvey.shtml<br />
  16. 16. Consumer Analysis<br />Strategies:<br /><ul><li>Heavy User
  17. 17. Medium & Light Users
  18. 18. Super Heavy Users</li></li></ul><li>Consumer Analysis<br />Heavy User<br /><ul><li>Carve out Niche
  19. 19. Beware of Advertising “for” leading brand(s)</li></li></ul><li>Consumer Analysis<br />Medium & Light Users<br /><ul><li>Try to Increase Usage
  20. 20. Value Meals, Value Sizes</li></li></ul><li>Consumer Analysis<br />Super Heavy Users<br /><ul><li>Double Large Sandwiches
  21. 21. Extra Large Fries & Drinks
  22. 22. More food prizes in games</li></li></ul><li>Consumer Analysis<br />Strategies<br /><ul><li>National or Regional or Local
  23. 23. Based on Indices and Budget</li></li></ul><li>Consumer Analysis<br />Brand Loyalty<br />Simmons Buying Style Categories<br />
  24. 24. Consumer Analysis<br />Brand Loyal<br /><ul><li>Teas
  25. 25. Liquor
  26. 26. Cigarettes</li></li></ul><li>Consumer Analysis<br />Economy Minded<br /><ul><li>Soda
  27. 27. Health and Beauty Aids
  28. 28. Gas</li></li></ul><li>Consumer Analysis<br />Planners<br /><ul><li>Cars
  29. 29. Electronics
  30. 30. Housing</li></li></ul><li>Consumer Analysis<br />Conformists<br /><ul><li>Foods (Skim Milk, low fat, low cal)</li></li></ul><li>Consumer Analysis<br />Impulsive<br /><ul><li>Candy
  31. 31. Magazines
  32. 32. Ice Cream</li></li></ul><li>Consumer Analysis<br />Cautious<br /><ul><li>Home Repairs
  33. 33. Car Repairs
  34. 34. HVAC
  35. 35. Investments</li></li></ul><li>Consumer Analysis<br />Experimenters<br /><ul><li>Perfume
  36. 36. After Shave
  37. 37. Flavors and scents</li></li></ul><li>Consumer Analysis<br />Style Conscious<br /><ul><li>Clothes
  38. 38. Home Décor
  39. 39. Shoes
  40. 40. Accessories</li></li></ul><li>Consumer Analysis<br />Ecologists<br />Ad Believers<br />
  41. 41. Consumer Analysis<br />- Brand Loyal - Economy - Planner<br /><ul><li>Conformist - Impulsive - Cautious </li></ul>- Experimenter - Style<br />- Ecology - Ad Believer<br />Styles can vary for same person<br />Ex: Impulsive for gum, loyal to Juicyfruit<br />Ad Believers<br />
  42. 42. Consumer Analysis<br />- Brand Loyal - Economy - Planner<br /><ul><li>Conformist - Impulsive - Cautious </li></ul>- Experimenter - Style<br />- Ecology - Ad Believer<br />Take each category and find a brand that applies for you.<br />Ad Believers<br />
  43. 43. Consumer Analysis<br />Motivations<br />
  44. 44. Consumer Analysis<br />Motivations<br />How do they think<br /><ul><li>Awareness
  45. 45. Features & Benefits
  46. 46. How it works
  47. 47. Qualities</li></li></ul><li>Consumer Analysis<br />Motivations<br />How do they feel<br /><ul><li>Attitude about category/brand
  48. 48. Like/dislike and why
  49. 49. Trust to deliver benefits
  50. 50. Preference & why/why not
  51. 51. Image they associate with brand</li></li></ul><li>Consumer Analysis<br />Motivations<br />How do they use product<br /><ul><li>How
  52. 52. Where
  53. 53. When
  54. 54. Why</li></li></ul><li>Consumer Analysis<br />Motivations<br />How do they use product<br /><ul><li>Options/Alternatives
  55. 55. Maybe use more?
  56. 56. How/When/Why</li></li></ul><li>Consumer Analysis<br />Consumers buy for:<br /><ul><li>Need/want satisfaction
  57. 57. Solves problems which differ by age & gender
  58. 58. Curiosity
  59. 59. Aspirations or self regard
  60. 60. Likes brand or advertising</li></li></ul><li>Consumer Analysis<br />Means End Theory<br /><ul><li>Use products to achieve specific end
  61. 61. These ends are defined by consumers values
  62. 62. Less focus on attributes, more on how it makes them feel</li></li></ul><li>Consumer Analysis<br />Means End Theory<br />Functional Consequences<br /><ul><li>Leaves hair soft, silky, manageable</li></ul>Psychological Consequences<br /><ul><li>People will admire your hair
  63. 63. He’ll want to lose his fingers in your hair</li></li></ul><li>Consumer Analysis<br />Benefit Segmentation<br />(Media & Message)<br /><ul><li>Stick to specific benefit
  64. 64. Prevents cavities (Crest)
  65. 65. Fresher Breath (Aquafresh)
  66. 66. Tastes Good (Colgate)</li>

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