Transcript Contemporary Advertising

McGraw-Hill/Irwin
© 2004 The McGraw-Hill Companies, Inc. All rights reserved.
Chapter 7
Research: Gathering Information
for Advertising Planning
Examines how
advertisers gain
information about the
marketplace and how
they apply their
findings to marketing
and advertising
decision making
Insert Internet
Ad p. 207
HERE
Objectives
Discuss how research
locates market segments
and ID’s markets
Differentiate formal and
informal research and
primary v secondary data
Recognize the important
issues in creating survey
questionnaires
Debate the pros and
cons of advertising
testing
Explain the basic steps in
the research process
Explain the methods
used in qualitative and
quantitative research
Explain the concepts of
reliability and validity
Explain the challenges
international advertisers
face in collecting
research data abroad
Need for Research in Marketing and
Advertising
What is marketing research?
What is advertising research?
Applying Research to Advertising
Decision Making
Adv
strategy
Ad
pretestin
g
Advertising
Research
Creative
Concept
Researc
h
Ad
Posttesting
Applying Research to Advertising
Decision Making
Advertising Strategy
Research
Media
Selection
Product
Concept
Message
Element
Selection
Target
Audience
Selection
Applying Research to Advertising
Decision Making
Developing Creative
Concepts
Pretesting and
Posttesting
Advertising Strategy
Research
Applying Research to Advertising
Decision Making
Purpose of Testing:
To help make important
decisions about:
Merchandise
Pretesting and
Posttesting
Markets
Motives
Messages
Media
Overall results
Steps in the Research Process
Situation analysis and
problem definition
Informal (exploratory)
research
Primary data
Secondary data
Internal secondary data
External secondary data
Steps in the Research Process
Situation analysis and
problem definition
Informal (exploratory)
research
Construction of
research objectives
Formal research
Qualitative
Quantitative
Steps in the Research Process
Situation analysis and
problem definition
Informal (exploratory)
research
Construction of
research objectives
Formal research
Interpretation and
reporting of findings
Basic Methods of Qualitative Research
In-depth
Interview
Projective
Techniques
Focus
Group
Basic Methods of Quantitative Research
Experiment
Observation
method
Survey
Basic Methods for Testing Ads
Challenge
of pretesting
Pretesting methods
Direct questioning
Halo effects
Central location tests
Clutter tests
Posttesting methods
Aided recall
Unaided recall
Attitude tests
Challenge of
posttesting
Inquiry tests
Sales tests
Important Issues in Advertising
Research
Considerations in conducting formal
quantitative research
Validity
Reliability
Results are free of bias
Reflect true nature of market
Repeatability
Sampling Methods
Universe
Sample
Random probability samples
Nonprobability samples
Sample unit
How Questionnaires are Designed
Effective survey
questions
Focus
Brevity
Clarity
Common question
types
Open-ended
Dichotomous
Multiple choice
Scale