Transcript class 8 notes

Advertising Principles
and Practices
Strategic Research
6-2
Questions We’ll Answer
• What are the types of strategic research
and how are they used?
• What are the most common research
methods used in advertising?
• What are the key challenges facing
advertising research??
6-3
Got Milk?
• Reading for Homework.
• What was the key consumer insight?
• Due next Tuesday, no need to read before the
test.
6-4
Holiday Inn Express Stays Smart
• What kind of research
results led to an upgrade
of all Holiday Inn
Express\ bathrooms?
Holiday Inn Express
• Holiday Inn Express
6-6
Types of Research
• Secondary Research
– Background research using available published information
– Sources include government organizations, trade
associations, secondary research suppliers, secondary
information on the Internet
• Primary Research
– Information collected for the first time from original sources,
such as primary research suppliers
– A.C. Neilsen, Simmons Market Research Bureau (SMRB),
Mediamark Research Inc. (MRI).
– Proprietary vs. Syndicated
Hyperlink to http://
6-7
Categories of Research Tools
• Quantitative Research
– Delivers numerical data such as numbers of users and
purchases, their attitudes and knowledge, their
exposure to ads, and other market-related
information
– Use large sample sizes (100–1,000) and random
sampling
• Qualitative Research
– Explores underlying reasons for consumer behavior
– Tools include observation, ethnographic studies, indepth interviews, and case studies
– Used early in the process
– Generating insights
6-8
Categories of Research Tools
• Experimental Research
– Scientifically tests hypotheses by comparing
different message treatments and how
people respond to them.
– Reactions may be electronically recorded
using MRI, perceptual analyzer, or EEG
machines, or eye-scan tracking devices to
measure emotional responses.
6-9
Who am I?
6-10
Ways of Contact-Quant
• Survey Research
– Quantitative method; ask
many people the same
questions
– Researches select a random
sample to represent the entire
group (population)
– Methods include telephone,
door to door, internet, mail
6-11
Sample MRI Consumer
Media Report
6-12
+
MRI +
How to use Mediamark
3-***
+
Accessing MRI +
+
+
Register for Free
+
+
Product, Candy
+
Spreadsheet
+
What do the numbers mean?
Base Counts
(Total ‘000) - In
the Fall 2009
study there were
2,225,887 (000)
total people
surveyed.
Pct Across- out of
the total
population
surveyed, 2%
chewed Bazooka
in the last
months.
Index-% more likely
than the general
population to chew
Bazooka.
Proj ‘000- projected to
the full population,
4,505,000 have
chewed Bazooka in
the last 6 months.
Pct Down- Out of all
the people who
chewed Bazooka, 19%
graduated college.
Homework
• Login to MRI+
• Tell me: How are Red Bull and Diet Coke
different in terms of purchaser’s sex, income,
and geography?
• e-mail to Alex
6-21
Ways of Contact
• In-depth Interviews
– A qualitative method using
one-on-one interviews asking
open-ended questions
– Flexible and unstructured
• Focus Groups
– A qualitative method in which
a small group of users or
potential gather around a
table (or online) to discuss a
topic (product, brand, or ad)
– Directed by a moderator,
6-22
Dodge Focus Group
6-23
Ways of Contact
• Observation Research
– A qualitative method using
video, audio, and cameras
to record consumers’
behavior where they live,
work, shop and play.
– Closer and more personal
than quantitative research
Principle:
Direct observation and ethnographic research reveal
what people actually do, rather than what they say
they do, but they also lack the ability to explain
why these people do what they do.
6-24
Ways of Contact
• Ethnographic Research
– A qualitative method in which
the researcher becomes
involved in the lives and culture
of a group being studied.
– Families may videotape their
lives or a researcher may go to a
rally.
• Diaries
– Consumer are asked to record
activities, such as media usage.
– Provides a more realistic, normal
representation than surveys or
interviews.
6-25
Observation Case Study
• Activision “Aggressors”
6-26
Design Personas
• Tina Ferraro-Smith (SAP): Telesales agent with
personal goals, such as putting clients first and
going home in a decent mood.
• Stanley (JP Morgan): Savvy investor who won’t
be satisfies by simple account summary and
wants advanced portfolio details.
6-28
Exam #1
• Chs 1-6 and Class Notes
• Format:
– 4 short answer (12pts)
– 18 MC (54 pts)
– 15 TF (15 pts)
– 4 essay (18 pts)
– Reflection (1pt)
– Extra Credit (1pt)
6-29
Exam #1 Tips
• 75% what we covered in class or
homework.
• 25% important stuff from the book.
• Read the case studies in the front and the
hands-on cases at the end (matter of
practice boxes, etc.)
• Read the essay questions carefully.
Beware of the word “specifically”
6-30
Some Important Things
• Definitions
• Models (How advertising works;
Psychographic and behavioral)
• Branding and differentiation
• Demographics/psychographics; Types of
research
6-31
Not important
• Full History of Advertising
• Details of how advertising is regulated (except
chart in class).
6-32