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Advertising

Research

Objectives

To review the IMC planning process

To understand the role of research in the


context of marketing and advertising
planning

Communications Planning:
A Systematic Process

Each step builds the foundation for future


decisions

and may provide feedback for decisions


made in earlier steps

Research supports risk-avoidance and


decision confidence

A Review of the IMC


Planning Process: Step 1
Situation

Analysis

Summarizes the brands current


circumstances

Identifies factors that might affect


future marketing/advertising success

Generally, information gathered through


secondary research
See Fig. 1.1, Ch1

Recall: Situation Analysis


Sections
Company Analysis
Product/Brand Analysis
Competitive Analysis

Product-focus
sections

(Macro-)Environmental Analysis

Social
Legal
Economic
Political
Technological

External
variables

A Review of the IMC


Planning Process
Situation

Analysis

Summarizes the brands current


circumstances

Identifies factors that might affect


future marketing/advertising success

Generally, information gathered through


secondary research
See Fig. 1.1, Ch1

Research as Part of IMC


Planning Process
Situation

Analysis Questions:

Industry Trends
Market

size and growth trends


Sales by category type

Competitive Environment
Who

are the leading companies?


What is their share? Sales? Distribution?

Recall: Situation Analysis


Sections (cont.)
Target Market/
Consumer facts

Consumer Analysis
Market Analysis

Note: Text

Target Audience Analysis


-

General consumer trends


The targets relationship w/ product/brand

Research as Part of IMC


Planning Process
The

Consumer

(Target

Audience Analysis)
What are their usage behaviors in the
product category?
What are their purchase behaviors?
What are their
attitudes/beliefs/perceptions about the
brand?
Changes in last 5 years?

Research as Part of IMC


Planning Process
Problems

and Opportunities

Brand Positioning
A statement of the niche the brand can most
successfully fulfill
How should we distinguish our brand from our
competitors?

Research as Part of IMC


Planning Process

Essential Message

Otherwise known as the IMC strategy


What is our message?

Creative Evaluation

Communication testing designed to identify strengths


and weaknesses of advertisements prior to production
What is the best means for communicating the
message?

Research as Part of IMC


Planning Process

Media Analysis & Placement

Research conducted to ensure that the target


audience sees or hears the message

Where should advertising be concentrated? In


which media?
National or regional placement?
How should it be scheduled?

Research as Part of IMC


Planning Process

Campaign Tracking

The evaluation component of the plan


Assesses our success or failure in achieving
planned objectives
Did we accomplish IMC objectives?
Did the media plan deliver on levels of
exposure?

Other Uses for Research In


Marketing

Product naming

Packaging design

Distribution strategy determination

Analyze sales trends, marketplace


performance

The Research Players: Who


Conducts Research?

Information Users

Brand managers

Research specialists

Internal research departments of companies


Advertising agency research departments

Research suppliers

Customized research: retained on a project-byproject basis


Syndicated research firms (A.C. Nielsen, SMRB,
etc.)

The Research Players: Who


Conducts Research?

Field services

Data collection specialists


Sub-contract labor who may specialize in any
one or all of the following:
Research design
Project management
Qualitative site selection
Recruiting
Training
Data collection
Etc.

The Research Players: Who


Conducts Research?

Support Services

Data management (editing, coding, data entry,


etc.)
Data interpretation
Reporting
General consulting

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