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Part 2: Planning and Strategy

Chapter 6
 
 
 
j Chapter Key Points
jj
esearch: The Quest for jntelligence and
jnsight
jjj The Uses of
esearch
j
esearch Methods Used in Advertising
Planning

esearch Challenges

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h iscuss the types of strategic research
h jdentify the four uses of research in advertising
h
ist the common research methods used in
advertising
h plain the key challenges facing advertising
research

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h Market research
± Compiles information about the product, product
category, and other details of the marketing
situation
h Consumer research
± Used to identify people who are in the market for
the product

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h Advertising research
± Focuses on all the elements of advertising
h jMC research
± Used to assemble information in planning the use
of a variety of marketing communication tools
h Strategic research
± Uncovers critical information that becomes the
basis for strategic planning decisions

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h Secondary h ackground research

that uses available

esearch published information
about a topic
h Primary

esearch
h Quantitative and
Qualitative

esearch
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h Secondary h jnformation that is

collected for the first

esearch time from original
h Primary sources

esearch h Primary research
suppliers
h Quantitative and
Qualitative

esearch
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h Secondary h Quantitative research

± elivers numerical data

esearch h Qualitative research
h Primary ± Provides insight

esearch
h Quantitative and
Qualitative

esearch
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h
esearch departments Uses for
esearch

collect and disseminate 1 Market information
secondary research data 2 Consumer insight
and conduct primary research
research
3 Media research
h There is an increased
need for research-based 4 Message development
information in 5 valuation research
advertising planning

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h Market h
esearch used to gather

information about a
information particular market
h Consumer h jncludes consumer
insight research perceptions of the
brand, product category,
h Media research and competitors¶ brands
h Message
development and
evaluation
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h Market h The creative team and

media planners need to
information know as much as they
h Consumer can, in as much depth
insight research and detail as possible,
about the people they
h Media research are trying to reach
h Message
development and
evaluation
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h Market h athers information

about all the possible
information media and marketing
communication tools
h Consumer that might be used to
insight research deliver a message
h Media research h
esearchers match that
information to what is
h Message known about the target
audience
development and
evaluation
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h Market h Concept testing

± Used in the development
information of the message strategy
h Consumer to evaluate the relative
power of various creative
insight research ideas

h Media research h Copy testing

± Used to evaluate the
h Message relative effectiveness of
development and various approaches to the
sales message
evaluation
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h ackground research
± Used to familiarize advertising planners with the
market situation
h The brand eperience
h Competitive analysis
h An advertising audit
h Content analysis
h Semiotic analysis

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h Consumer research   
± Used to better h jn person
understand how users,
prospects, and nonusers
h Telephone
of a brand think and h Mail
behave h The jnternet
± Uses both qualitative and
quantitative methods
h Cable T
h Computer kiosk in a
mall or store

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h Quantitative method h Qualitative method
that uses structured conducted one-on-one
interviews to ask large using open-ended
numbers of people the questions that require
same set of questions respondents to generate
their own answers

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 !
  " 
  


h A group of users or h Takes researchers into

potential users who natural settings where
gather together to they note the behavior
discuss a topic of consumers
h Useful in testing ideas
or eploring various
alternatives in message
strategy development

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$

h jnvolves the researcher h Consumers record their
in living the lives of the activities
people being studied h They tell media
h as the advantage of or planners what programs
revealing what people and ads the consumers
actually do, not what watched
they say they do

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 Methods
h jmaginative ways h Fill-in-the-blanks
qualitative researchers h Purpose-driven games
get insights h Story elicitation
h
esearchers try to h Artifact creation
uncover the mental h Photo elicitation
processes that guide h Photo sorts
consumer behavior h Metaphors

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h alidity h
eliability
± The research actually ±
esearchers can run the
measures what it says it same test again and get
measures the same answer



%"&  '
  


1 Test hypotheses
2 et information
3 et insights

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h lobalization
h ew media technology
h jnternet and virtual research
h mbedded research
h jnsightful analysis

—