Presentation on theme: "Advertising & Promotion Research 7. Objectives 1.Purpose/Methods of Ad Research 2.Secondary Data Sources (Yahoogle?!) 3.Purpose/Methods of Copy Research."— Presentation transcript:
Objectives 1.Purpose/Methods of Ad Research 2.Secondary Data Sources (Yahoogle?!) 3.Purpose/Methods of Copy Research
Key Definitions 1.Advertising & Promotion Research: Any research that helps in the development, execution or evaluation of advertising & promotion. 2.Account Planning A broader view than traditional research that introduces data earlier in the development process & relies on a wider variety of research techniques.
Advertising & Promotion Research 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 & when to pull ads Used to evaluate agency performance
Key Issues in Advertising & Promotion Research 1.Reliability: The research method produces consistent findings over time 2.Validity: The information generated is relevant to the research questions being investigated 3.Trustworthiness: Usually applied to qualitative data; does the data seem to make sense? 4.Meaningfulness: An assessment of limitations of the data
Purposes of Developmental Advertising Research Idea Generation. An agency often invents new, meaningful ways of presenting a brand to a target audience Concept Testing seeks feedback designed to screen quality of new ideas or concepts Audience Definition. Once a target segment have been identified, planning proceeds with developing a meaningful message Audience Profiling. Creatives need to know as much as they can about the people to whom their ads will speak
Developmental Advertising Research Methods Focus Groups Brainstorming session with 6 to 12 customers May involve projective techniques – Allow consumers to project thoughts & feelings onto neutral stimuli May also use association tests – Ask consumers to express thoughts or feelings after hearing a brand or seeing a logo
An Interesting Focus Group I like the Green Bottle- it speaks to me. Its not easy being green. I think the bottle should be more yellow.
Developmental Advertising Research Methods Other methods include Projective Techniques Association Tests Dialogue Balloons Story Construction Sentence & picture completion Zaltman Metaphor Elicitation Technique (ZMET)
Developmental Advertising Research Methods (cont) More methods include Field Work – Embedded consumption: Learn from the experiences of the consumer through direct observation – Creative brief: outline of essential creative ideas – Cool Hunts On the prowl for what is cool
Developmental Advertising Research Methods (cont) Internal company sources Government data sources Commercial sources Professional publications The Internet
Copy Research Research on the actual ads Used to judge the ads against a standard Sometimes a source of agency conflict
Motives & Expectations in Copy Research Account team wants assurance that the ad does what it is supposed to do The client wants to see how well an ad scores against average commercial of its type Creatives dont like message testing because it creates a report card & artists resent getting report cards from people in suits (Who wouldnt?) Despite the politics involved, message-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 in Copy Research Getting It – Do consumers understand the ad? Knowledge – Tests of recall & recognition Attitude change – Determine where a brand stands Feelings & emotions Physiological changes – Changes in eye movements or respiration Behavioral intent – Do people say they will buy the product Actual Behavior – Did people buy the product?
What sort of feelings & emotions do you think research would uncover for this ad?
Copy Research Methods Communication Tests – Are consumers getting the message? Resonance Tests – To what extent does the ad ring true? Thought Listings – Determine the thoughts that occur during exposure Recall Tests – How much does the viewer remember from the message?
Copy Research Methods (cont) Recognition Tests – Do people remember seeing an ad or sponsor? Attitude Change Studies – Measure attitudes before & after exposure Frame by Frame tests – Tracks emotional responses within an ad Physiological Tests – Eye tracking, psychogalvanometer, voice response analysis
Copy Research Methods (cont) Pilot Testing – Split cable, split run, split list Direct Response – Track consumer inquiries or direct responses Single Source Data – Use UPC product codes to track behavior from the TV to the checkout counter
Account Planning versus Advertising Research Planning differs from traditional research in 3 ways: Account PlannerAd 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 & naturalistic research Emphasize quantitative research
Another thought on testing No single method is perfect Researchers are employing more naturalistic methods to understand how people use media (& products)
What we need Ad research could do with some changes West coast agencies & British agencies have embraced qualitative methods Ads are now often viewed as complex social texts rather than equivalent of high school debates
Audience definition is an important part of the advertising/promotion research process. Any ideas on the audience for this ad?
Review/?s 1.Purpose/Methods of Ad Research 2.Secondary Data Sources (Yahoogle?!) 3.Purpose/Methods of Copy Research