1. Chapter 6 Strategic Research Research in advertising Types of research
Uses of research
Research methods in advertising
Choosing a research method

2. Research in Advertising
Market research: Product, product category, competitors, marketing environment
Consumer research: Characteristics, attitudes, interests, motivations of target audience
Advertising research: Copy, media
Strategic research: Background information needed to make a decision on advertising

3. Types of Research Secondary research Primary research
Quantitative research => how many?
Qualitative research => why?
Experimental research

4. Uses of Research In order to get information about: market,
consumer insight,
media environment,
message development,
evaluation of the campaign

5. Research Methods Background research
Used to familiarize advertising planners with the market situation
The brand experience (Going through all the experiences that a typical consumer has while buying and using the product)
Competitive analysis
An advertising audit (collecting every piece of advertising of the brand and its competitors)
Content analysis (trying to understand how competitors are thinking in order to suggest new ideas)
Semiotic analysis (trying to understand the deeper meanings of the signs and symbols in the adv.)
Customer contact conversations (feedback through customer service, technical service, or telemarketing call)

6. Research Methods Consumer research
Used to better understand how users, prospects, and nonusers of a brand think and behave
Ways of contact (person, telephone, internet, mail…)
Survey research (questionaires)
In-depth interviews (open ended questions)
Focus groups
Observation research
Etnographic research
Diaries

7. Choosing a Research Method
Validity
The research actually measures what it says it measures
Reliability
Researchers can run the same test again and get the same answer