Transcript Advertising and Prom..

ADVERTISING AND PROMOTION
RESEARCH
Marketing 3344
KEY DEFINITIONS
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Advertising and Brand Promotion Research:
Any research that helps in the development, execution or evaluation of
advertising and promotion.
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Account Planning:
A broader view than traditional research that introduces data earlier in
the development process and relies on a wider variety of research
techniques.
ADVERTISING AND PROMOTION RESEARCH
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Used to assist in determining market segments
Plays a key role in helping creatives understand the
audience
Used to make go/no go ad decisions and when to
pull ads
Used to evaluate agency performance
KEY ISSUES IN ADVERTISING AND
PROMOTION RESEARCH
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Reliability: The research method produces
consistent findings over time.
Validity: The information generated is relevant
to the research questions being investigated.
Trustworthiness: Usually applied to qualitative
data; does the data seem to make sense?
Meaningfulness: An assessment of limitations
of the data.
ADVERTISING AND IBP RESEARCH
1.
Developmental research (before ads are made)
2.
Copy research (as ads are begin finished)
3.
Results-oriented research (while the ads are running)
STAGE ONE: DEVELOPMENTAL
ADVERTISING AND IBP RESEARCH
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Concept Testing: Designed to screen the quality of new ideas or
concepts.
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Audience Profiling: Creatives need to know as much as they can
about the people to whom their ads will speak. Profiles present the
creative staff with a fine-grained picture of the target audience, and its
needs, wants, and motivations.
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Real Usage (what the consumer really wants): Qualitative research
methods are being used to discover how consumers really use brands
and why.
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Focus groups: Brainstorming session with target customers (6-12) to
come up with new insights about the brand. Focus groups offer the
opportunity to gather in-depth data.
MORE DEVELOPMENTAL ADVERTISING
AND IBP RESEARCH METHODS
Other methods include:
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Projective Techniques
Association Tests
Dialogue Balloons
Story Construction
Sentence and picture completion
Zaltman Metaphor Elicitation Technique (ZMET)
Field Tests—including “cool hunts”
DEVELOPMENTAL ADVERTISING RESEARCH
METHODS: OTHER SOURCES OF INFORMATION
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Internal company sources
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Government data sources
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Commercial sources
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Professional publications
The Internet
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STAGE TWO: COPY RESEARCH
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Research on the actual ads
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Used to judge the ads and promotion text
finished or unfinished
Often referred to as “evaluative research”
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MOTIVES AND EXPECTATIONS
FOR COPY RESEARCH
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Account team wants assurance that the ad does what it is
supposed to do.
The client wants to see how well a particular ad scores
against the average commercial of its type (a “normative
test.”)
Creatives don’t like copy testing because it creates a report
card and “artists” resent getting report cards from people in
suits. (Who wouldn’t?)
Copy testing research is a good idea most of the time--it can
yield important data that management can use to
determine the suitability of an ad.
EVALUATIVE CRITERIA AND
METHODS IN COPY RESEARCH
“Getting It.”
1.
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Communications Test
2.
What do they remember?
3.
Cognitive Residue
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Thought listings
Recall: Aided, unaided, claim, related
Recognition testing
Implicit memory measures
EVALUATIVE CRITERIA AND
METHODS IN COPY RESEARCH
4.
Knowledge—consumer brand claim or belief
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5.
Attitude Change
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6.
Attitude Studies
Resonance Tests
Frame by Frame Tests
Physiological Changes
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7.
Communication tests
Surveys
Eye Tracking
Voice Analysis
Behavioral Intent
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Pilot Testing
Split cable transmission
(CON’T)
Ad in Context Example
What sort of
problems would
these two ads create
in the advertising
research process?
STATE THREE: RESULTS ORIENTED
RESEARCH
1.
Tracking Studies
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2.
Direct Response
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Inquiry/direct response measures through mail,
phone, internet
Estimated Sales Derived from Research
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4.
Assess attitude, knowledge, behavioral intent and
behavior over time
Advertising and promotions differ greatly
Internet is ideal given “click-throughs”
Multiple factors can effect sales
All-in-One Single Source Data
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Links shopping to media use through store
scanners
ACCOUNT PLANNING VERSUS
ADVERTISING RESEARCH
Planning differs from traditional research in 3 ways:
Account Planner
Ad Researcher
An account planner works
with an account executive
Research handled by the ad
research department
Researchers put in more
prominent role
Researchers involved when
needed
Emphasize qualitative and
naturalistic research
Emphasize quantitative
research
ONE LAST THOUGHT ON MESSAGE
TESTING
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No single method is perfect
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Researchers are employing more
naturalistic methods to understand how
people use media
WHAT WE NEED
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Advertisements and promotions are complex
social text—are recall and recognition
appropriate tests?
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Research is not “magic truth”
It is difficult to match research methods with
real world situations
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Ad in Context Example
How is this ad
“social text”
and what sort
of research
method can
capture its
meaning?