1 © 2009 South-Western, a part of Cengage Learning Chapter 7 Advertising and Promotion Research PPT 7-1

2 PPT 7-2 Key Definitions  Advertising and Brand Promotion Research: Any research that helps in the development, execution or evaluation of advertising and promotion.  Account Planning: A broader view than traditional research that introduces data earlier in the development process and relies on a wider variety of research techniques.

3 PPT 7-3 Advertising and 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 and when to pull ads  Used to evaluate agency performance

4 PPT 7-4 Key Issues in Advertising and Promotion Research  Reliability: The research method produces consistent findings over time.  Validity: The information generated is relevant to the research questions being investigated.  Trustworthiness: Usually applied to qualitative data; does the data seem to make sense?  Meaningfulness: An assessment of limitations of the data.

5 PPT 7-5 Advertising and IBP Research 1.Developmental research (before ads are made) 2.Copy research (as ads are begin finished) 3.Results-oriented research (while the ads are running)

6 PPT 7-6 Stage One: Developmental Advertising and IBP Research  Concept Testing: Designed to screen the quality of new ideas or concepts.  Audience Profiling: Creatives need to know as much as they can about the people to whom their ads will speak. Profiles present the creative staff with a fine-grained picture of the target audience, and its needs, wants, and motivations.  Real Usage (what the consumer really wants): Qualitative research methods are being used to discover how consumers really use brands and why.  Focus groups: Brainstorming session with target customers (6- 12) to come up with new insights about the brand. Focus groups offer the opportunity to gather in-depth data.

7 PPT 7-7 More Developmental Advertising and IBP Research Methods Other methods include:  Projective Techniques  Association Tests  Dialogue Balloons  Story Construction  Sentence and picture completion  Zaltman Metaphor Elicitation Technique (ZMET)  Field Tests—including “cool hunts”

8 PPT 7-8 Developmental Advertising Research Methods: Other Sources of Information  Internal company sources  Government data sources  Commercial sources  Professional publications  The Internet

9 PPT 7-9 Stage Two: Copy Research  Research on the actual ads  Used to judge the ads and promotion text finished or unfinished  Often referred to as “evaluative research”

10 Motives and Expectations for Copy Research  Account team wants assurance that the ad does what it is supposed to do.  The client wants to see how well a particular ad scores against the average commercial of its type (a “normative test.”  Creatives don’t like copy testing because it creates a report card and “artists” resent getting report cards from people in suits. (Who wouldn’t?)  Copy 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. PPT 7-10

11 PPT 7-11 Evaluative Criteria and Methods in Copy Research 1.“Getting It.”  Communications Test 2.What do they remember? 3.Cognitive Residue  Thought listings  Recall: Aided, unaided, claim, related  Recognition testing  Implicit memory measures

12 PPT 7-12 Evaluative Criteria and Methods in Copy Research (con’t) 4.Knowledge—consumer brand claim or belief  Communication tests  Surveys 5.Attitude Change  Attitude Studies  Resonance Tests  Frame by Frame Tests 6.Physiological Changes  Eye Tracking  Voice Analysis 7.Behavioral Intent  Pilot Testing  Split cable transmission

13 What sort of problems would these two ads create in the advertising research process? PPT 7-13 Ad in Context Example

14 PPT 7-14 State Three: Results Oriented Research 1.Tracking Studies  Assess attitude, knowledge, behavioral intent and behavior over time 2.Direct Response  Inquiry/direct response measures through mail, phone, internet 3.Estimated Sales Derived from Research  Advertising and promotions differ greatly  Internet is ideal given “click throughs”  Multiple factors can effect sales 4.All-in-One Single Source Data  Links shopping to media use through store scanners

15 PPT 7-15 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 and naturalistic research Emphasize quantitative research

16 PPT 7-16 One last thought on message testing  No single method is perfect  Researchers are employing more naturalistic methods to understand how people use media

17 PPT 7-17 What we need  Advertisements and promotions are complex social text—are recall and recognition appropriate tests?  Research is not “magic truth”  It is difficult to match research methods with real world situations

18 How is this ad “social text” and what sort of research method can capture its meaning? PPT 7-18 Ad in Context Example