1. Research and Evaluation Plan

2. The Components of Advertising Research

3. Strategic vs. Evaluative Research
Strategic research is an extension of the situation analysis and is used to help develop creative designs and media plans.
Evaluative research measures how well the advertiser has reached their goals.

4. Strategic Research
Information-Gathering Process that Enhances the Design of a Creative Strategy Secondary Research Primary Research
Government
Organizations
Primary
Research Suppliers
Trade
Associations
Simmons Market
Research Bureau
Secondary
Research Suppliers
Mediamark
Research, Inc.
Secondary Info.
on the Internet

5. Strategic Research

6. Evaluation Research Methods
Brand Tracking
Memory Tests
In-Market Tests
Persuasion Tests
Frame-by-Frame
Tests
Direct-Response
Counts
Communication
Tests

7. Remember Having Seen It Before
Memory Tests
Recall Tests
Ask Questions
After Ad Has Run
Unaided or
Aided Recall
Recognition Tests
Show Ad & Ask If People
Remember Having Seen It Before

8. Assessing Persuasion Tests
Attitude Change Test
Persuasion Tests
Step 1
Consumers Are
Asked If They’d
Buy a Brand
Step 2
Consumers Are
Exposed to an
Ad for That Brand
Step 3
Consumers Are
Asked Again
about Purchase
Intentions
Step 4
Results Are
Analyzed
Audience Composition
Environment
Brand Familiarity
Cost
Assessing Persuasion Tests

9. Evaluation Research Methods
Did ad deliver the message it was
Intended to deliver?
Did ad deliver any messages it was not intended to deliver?
How did representatives of the target audience react to the message, etc.?
Direct-Response Counts
Communication Tests
Request a Direct Response Via a:
Toll-Free Number,
Coupon,
Web site,
Offer embedded in the body copy
Count Number of Sales or Requests.

10. Evaluation Research Methods
Frame-by-Frame
Viewers Watch &
Respond to a TV
Commercial by
1) Turning a Dial,
2) Pressing
Numbers on a
Keypad, or 3)
Wearing
Electrodes.
In-Market Tests
Evaluate
Advertisements
by Measuring
Their Influence
on Sales.
Seldom Used
With
Individual Ads.
May Use Simulated
Test Markets
Brand Tracking
Following Brands
From Rejection
Through Levels
Of Acceptance
For Every Brand
In a Market.
Tracking the
Brand is More
Important than
Tracking the Ad.

11. Testing Creative Research
Test the ad’s success
Define expectations
Measure the effect
Pre-test
Post-test

12. Summary Research used most often:
To help identify consumers
To help look for new ideas in products or services
To help improve what is offered in product or services
To help pinpoint causes of special problems
To monitor activities
To help in communications development
To study promotional tools
It is much less expensive to test concepts and ads prior to buying expensive media schedules.