Transcript Chapter 2 - Southeastern Louisiana University

Seminar 228.443:
Advertising
Dr. Teri Shaffer
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Research
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Review IMC campaign outline
Introduction
Situation analysis
Research techniques
SWOT analysis
Advertising research
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IMC Campaign Outline
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Introduction
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Executive summary or overview is provided
Situation analysis (research)
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Advertising problems
Advertising opportunities
SWOT analysis
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Strengths
Weaknesses
Opportunities
Threats
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IMC Campaign Outline
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Key strategy decisions
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Advertising objectives
Target audience
Competitive product advantage
Product image and personality
Product position
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IMC Campaign Outline
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The creative plan
The media plan
The communication plan
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Sales promotion
Trade promotion
Direct marketing
Other promotional tools
Public relations/publicity
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IMC Campaign Outline
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Implementation
Evaluation
Budget
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Introduction
• Executive summary
• Page or less
• Key elements of plan
• Overview
• 1 to 2 pages
• More detailed
• Outlines plan and important ideas of each
part
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Situation Analysis
• Background information
• Researching and reviewing
• Current state of business
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Value of Research:
Case Study (Bergh & Katz 1999)
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Situation
• 1980s market for heavyweight bikes
shrinking
• Confident w/core customer
(traditional biker)
• Concerned about “rubbies”
(rich, urban bikers)
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Research Issue
• Find the universal thread of appeal for its
bikers
• To reach other markets
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Research Program
• Series of focus groups
• Current owners
• Prospective owners
• Competitors’ customers
• Collages of their feelings
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Focus Group Results
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Themes to emerge:
Enjoyment
Outdoors
Freedom
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Survey
• 16,000 motorcycle owners
• Psychological inventory
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Customer Types
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Adventure-loving traditionalists
Sensitive pragmatists
Stylish status seekers
Laid-back campers
Classy capitalists
Cool-headed loners
Cocky misfits
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Universal Themes
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Attributes that attracted Harley owners:
Independence
Freedom
Power
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Additional Finding
• High degree of brand loyalty
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Ad Depicting Themes
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Result of Research
• Gave company confidence to expand
marketing efforts
• 1996 sales grew to 105,000 from 30,000
in 1985
• Still has a waiting list
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Conducting Research for
Situation Analysis
Suggestions
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Product Research
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Uses
Packaging
Quality
Price
Unit of sale
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Brand image
Distinctive features
Distribution
Positioning
Product life cycle
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Company Research
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Reputation
Image
Resources
Philosophies
Mission
Culture
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Consumer/Stakeholder
Research
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Who buys product?
When do they buy it?
How often do they buy it?
How do they use it?
Attitudes and perceptions about the
product?
• What is their buying behavior?
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Analyze the Market
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Best markets for the product
Who and where are best prospects
Demographic characteristics
Psychographics (lifestyles and interests)
Degree of product usage (80/20 rule)
Accessibility of market
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Analyze the Competitive
Situation
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Track activities of competitors
Market share
Product features
New products
Positioning
Targeting strategies
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Competitive Analysis
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Current and past advertising strategies
Media expenditures
Advertising schedules
Distinctive features of their product
Competitive advantages
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Research Techniques
• Exploratory/secondary
• Primary
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Secondary
• Internal
• External
• Government
• Trade associations
• Syndicated services
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LEXIS®NEXIS®
• Access to
information
data-bases
• Claritas
REZIDE
• www.claritas
.com
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Syndicated Services
• Simmons Market Research Bureau (SMRB)
http://www.smrb.com
• National Consumer Survey
• Kids Study
• Teen Study
• CompPro
• On-Line Study
• Hispanic Study
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Mediamark Research Inc.
(MRI)
• http://www.mediamark.com
• MRI New media
• Syndicated Internet Research
• Custom Web Surveys
• Kiosk Surveys
• http://mediamark.com/mri/doc/
mrinewmedia.html
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Competitive Monitoring:
Syndicated Services
• http://www.cmr.com
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Syndicated Services
• http://www.nielsen.com
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ACNielsen Media
Measurement
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ACNielsen Retail
Measurement Services
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ACNielsen Worldwide
Consumer Panel Services
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Secondary
• Internet
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Web Sites for Advertising
Research
• BusinessWire (www.businesswire.com)
• Census Bureau (www.census.gov)
• Hoover’s Online (www.hoovers.com)
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Source of Information
• American
Demographics
• International
Directory of
Marketing Research
Companies and
Services
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Primary
• Proprietary Study
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Product Testing
• Product usage test
• Taste test
• Laboratory test
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Experience Surveys
• Informal discussions
with persons who
have experience with
the subject
• Internal/external to
the organization
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Focus Groups
• “A group interview that tries to stimulate
people to talk candidly about some topics or
products.”
• Good for idea generation,
• Concept testing,
• Understanding
the target market...
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History of Focus Groups
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In-Depth Interviews
• “A one-to-one encounter whereby
issues related to advertising are
explored”
• Sometimes associated with product
testing
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Other Techniques
• Harvard University professor Gerald
Zaltman uses ‘metaphor labs’
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Observation Techniques
• Record
observations
• Without
questioning
them
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Observational Research
• “Describe or count overt behavior”
• Aisle studies
• Mystery shopping
• Physiological measuring devices
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Mechanical Devices Include:
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“People meters” on TVs
Psychogalvanometer
Tachistoscope
Eye tracking monitors
Pupilometer
Response latency
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Appropriate Conditions for
Use of Observation
• Short time
interval
• Public behavior
• Faulty recall
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Experimental Research
• “Research which involves
manipulation of at least one variable
while controlling all other variables
that might affect the outcome.”
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Survey Research
• “A type of research which uses
structured interview forms to ask
large numbers of people the same
questions”
• Can survey personal characteristics,
attitudes, preferences, and behavior
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1. Ranking Scale
• Rank from top to bottom
• Is used extensively for copy testing
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Example
• Rank the following magazine
advertisements in order of believability
where 1 is most believable and 3 is least
believable
• Ad X
• Ad Y
• Ad Z
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2. Likert Scales
• Use a measuring scale indicating a
level of agreement or disagreement
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Example
• “I enjoy eating Mexican food”
• Strongly Agree
1...2...3...4...5
Strongly Disagree
• “The employees at XYZ Bank are very
friendly”
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SA
A
Un
D
SD
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3. Semantic Differential
Scale
• “A scale which uses opposite-end
adjective pairs primarily for brand
and image studies.”
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Example
• “XYZ Bank is....”
• Efficient __
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__Inefficient
• Up-todate
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Conser’ve
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Friendly
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• Unfriendly__
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4. Top of Mind Awareness
(TOMA)
• “...research that is based on the
premise that everybody has levels of
preferences in their minds”
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Example
• “Name for me the first three brands
of toothpaste that come into your
mind”
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Crest....…....23%
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Colgate.......15%
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Aquafresh….8%
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Ultrabrite....2%
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Use Findings from the Situational
Analysis to Develop a SWOT
Analysis
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SWOT Analysis
S
Things the company does well.
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Things the company does not do well.
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Conditions in the external environment
that favor strengths.
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Conditions in the external environment
that do not relate to existing strengths
or favor areas of current weakness.
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Slide
4-6
Table
4.1
SWOTs of SWOT Issues
Internal Environment
Strengths
Weaknesses
Financial Resources
Lack of Strategic Direction
Well-known brands
High Costs
Technological Skills
Obsolete Facilities
External Environment
Opportunities
Threats
Potential New Markets
New Competition
Potential New Products
Slow Market Growth
Falling International Trade
Barriers
New Regulations
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Advertising Research
Wells, Burnett, Moriarty 2000
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Strategic vs Evaluative
• Strategic covers all issues that lead to the
actual creation of advertising
• Evaluative assesses the effectiveness
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Strategic Advertising
Research
• Target audience analysis
• Message research (pretest)
• Concept testing
• Copy testing
• Media audience research
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Target Audience Analysis
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Who the audience is
Characteristics
Consumption behaviors
Media habits
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B2B
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Competition
• Part of audience analysis
• Importance of competitive offerings in the
mind of the target audience
• Small company may make a clipping file
• Large company may use syndicated
research services
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Message Research
• Examines characteristics of advertising
message
• Its impact on target audience before it
runs in media
• Concept testing
• Copy testing
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Concept Testing
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Evaluate advertising concept
To improve upon it
Core concept = major benefits of product
Positioning concept = major benefits and
secondary benefits
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Core Concept
• Secret by Proctor & Gamble
• Comfortable to apply to body because it goes
on dry
• Contains pleasant feminine scent
• Provides the wearer with effective, all-day
protection
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Positioning Concept
“Goes on drier than roll-ons, so it feels good on
a woman’s underarm.
Secret Solid is different. It goes on drier than
wet, sticky roll-ons, so it feels more comfortable
when a woman puts it on.
And Secret Solid gives you effective, all-day
protection that’s strong enough for a man, yet
its pleasant, feminine scent tells you it’s made
for a woman.”
Secret Solid Anitperspirant
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Copy Testing
• Systematic examination
• Effect of the ad’s verbal & visual elements
• On target audience
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Copy Testing Measures
• Recall---remembers ad
• Persuasion---brand choice, purchase
interest, & overall brand rating
• Copy playback---repeat copy
• Brand salience---awareness of brand
• Commercial reaction---liking for ad
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Liking for the Ad
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Media Audience Research
• Investigate the ability of the media to
reach the target audience
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Syndicated Services
• Nielsen Media
Research’s National
Television Index
(NTI)
• Nielsen Station Index
(NSI)
• http://www.nielsen.
com
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Syndicated Services
• Radio’s All
Dimension
Audience
Research
• RADAR®
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Single-source Data
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Nielsen’s Scantrack®
Media exposure & purchases
Arbitron’s ScanAmerica®
Scanning wands in homes
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BehaviorScan®
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Advertising Research
• Evaluative
• Posttest
• Message effectiveness
• Media effectiveness
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Evaluation Research
Methods
Memory Tests
Persuasion Tests
Wells, Burnett, Moriarty 2000
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Persuasion Tests
Persuasion Test
Attitude Change Test
Step 1
Consumers Are
Asked If They’d
Buy a Brand
Step 2
Consumers Are
Exposed to an
Ad for That Brand
Wells, Burnett, Moriarty 2000
Step 3
Consumers Are
Asked Again
about Purchase
Intentions
Step 4
Results Are
Analyzed
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Evaluation Research
Methods
Memory Tests
Persuasion Tests
Direct-Response
Counts
Wells, Burnett, Moriarty 2000
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Evaluation Research
Methods: Direct Response
Request a Direct Response Via
a:
Toll-Free Number,
Coupon,
Web site,
Offer embedded in the body
copy
Count Number of Sales or
Requests.
Wells, Burnett, Moriarty 2000
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Evaluation Research
Methods
Memory Tests
Persuasion Tests
Direct-Response
Counts
Communication
Tests
Wells, Burnett, Moriarty 2000
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Evaluation Research
Methods: Communication
Communication Tests
Did ad deliver the message it was
intended to deliver?
Did ad deliver any messages it was not intended
to deliver?
How did representatives of the target
audience react to the message, etc.?
Wells, Burnett, Moriarty 2000
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Evaluation Research
Methods
Brand Tracking
Memory Tests
In-Market Tests
Persuasion Tests
Frame-by-Frame
Tests
Direct-Response
Counts
Communication
Tests
Wells, Burnett, Moriarty 2000
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Evaluation Research
Methods
Frame-by-Frame
In-Market Tests
Brand Tracking
Viewers Watch &
Respond to a TV
Commercial by
1) Turning a Dial,
2) Pressing
Numbers on a
Keypad, or 3)
Wearing
Electrodes.
Evaluate
Advertisements
by Measuring
Their Influence
on Sales.
Following Brands
From Rejection
Through Levels
Of Acceptance
For Every Brand
In a Market.
Seldom Used
With
Individual Ads.
May Use Simulated
Test Markets
Wells, Burnett, Moriarty 2000
Tracking the
Brand is More
Important than
Tracking the Ad.
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