Dr. H. Ronald Moser Cumberland University Kleppner’s Advertising Procedure Dr. H. Ronald Moser Cumberland University

Chapter 15 Research in Advertising Kleppner’s Advertising Procedure, 18e Lane * King * Reichart

Learning Objectives Discuss how advertisers use research. Explain the role of the account planner. Understand anthropology, sociology, and psychology as they relate to advertising. Discuss values, lifestyle, and life-stage research. Describe the research steps in advertising. Explain types of advertising research.

Research in Advertising In this chapter, we look at the various types of available research—product, market, consumer, advertising strategy, and message research—to answer the advertiser’s question of: What consumer need does our product or service satisfy? How does it satisfy differently from and/or better than our competitors’ product or service? How can we reach consumers? To create effective advertising, one key question you need to address early is what motivates the consumer?

What Message Will Consumers Take From This Ad?

Research Is An Information Tool – Functions of Advertising Research Research is and should be used to help improve an advertiser’s effectiveness and profitability by staying in touch with the consumer. Research is used most often in the following ways: To help identify consumers. To help look for new ideas in products or services. To help improve what is offered in products. To pinpoint causes of possible problems. To monitor activities. To help in communications development.

Account/brand Planners and Consumer Insights – Some Generalizations Account Planners have the role of representing the consumer in the agency and making research usable to ensure that the advertising is strategically and executionally relevant to the target audience. When Account Planners fulfill expectations of what their role is during creative development, their key benefit to the creative team is in their providing a consumer-focused advertising strategy that persuasively talks to the targeted audience. By using research to stay in touch with prospects, and advertiser should improve effectiveness and profitability.

Account/brand Planners and Consumer Insights – Some Generalizations The Account Planners must do all of the following: Discern not just who buys specific brands, but why and which specific brands are bought. The Account Planners should be responsible for all brand research. The Account Planners should understand and represent the target audience. The Account Planners should provide insight that moves the discussion from I think to I know. The Account Planners normally do not control the budget. The role of Account Planner was developed in England.

Basic Considerations in Marketing Research – Some Generalizations Some basic considerations in undertaking market research include all of the following: Maintaining a consumer-behavior perspective. Being sure the right questions are being asked. Using appropriate research techniques and controls. Presenting the research findings in a clear, comprehensible format that leads to action. Considerations such as ensuring the consumer is represented on the research panel would not be a basic consideration in undertaking market research.

Anthropologists Study Commonalities Across Cultures – Some Generalizations Today, marketers employ anthropologists and ethnographers who use direct observation to understand consumer behavior. For advertising purposes, if you were to hire an anthropologist or ethnographer, they would be expected to study the emotional connection between their consumer values and your product. Some companies use cameras to record observations of consumers. Companies send researchers with handheld cameras into homes to get up-close pictures of how people behave in various aspects of their lives.

What Kind of Research is Needed – Sociology and Advertising Advertisers use sociological research to predict the profitability of product purchases by various consumer groups. For advertising, a sociologist would use one of the following research techniques: Social Class and Stratification. Trend Watching. Cohort Analysis. Life-Stage Research. Consumption Research.

What Kind of Research is Needed – Sociology and Advertising Advertisers use sociological research to predict the profitability of product purchases by various consumer groups. For advertising, a sociologist would use one of the following research techniques: Social Class and Stratification – Advertisers have learned that people aspire to be like people in the social class immediately above them. Trend Watching – There are two categories: micro and macro. Generally, young people set them. Cooking schools show a desire to host dinner parties like previous generations. The Macarena and Beanie Babies were fads.

What Kind of Research is Needed – Sociology and Advertising Advertisers use sociological research to predict the profitability of product purchases by various consumer groups. For advertising, a sociologist would use one of the following research techniques: Cohort Analysis – If you are looking at consumers’ lifelong values and preferences in order to develop strategies for products they will use later life, you are using this technique. Life-Stage Research – Similar to family life-cycle research, life-stage research looks at crucial points in consumer’s livers (see Exhibit 15.6).

Exhibit 15.6. Testing Power of a Lifestyle Appeal – Sociology and Advertising EXHIBIT 15.6. An Advertiser May Test The Power Of This Lifestyle Appeal.

What Kind of Research is Needed – Sociology and Advertising Advertisers use sociological research to predict the profitability of product purchases by various consumer groups. For advertising, a sociologist would use one of the following research techniques: Consumption Research – Advertisers often find it useful to study consumers’ consumption patterns to help them learn more about their target audience.

What Kind of Research is Needed – Psychology and Advertising Psychology is the study of human behavior and its causes. Here we look at three psychological concepts of importance to consumer behavior which are listed below: Motivation Cognition Learning

What Kind of Research is Needed – Psychology and Advertising Psychology is the study of human behavior and its causes. Here we look at three psychological concepts of importance to consumer behavior which are listed below: Motivation – Here Psychologists study drives, urges, wishes, or desires that initiate buying behavior. Cognition – Here is an area in which all the mental phenomena (perception, memory, judging, thinking) are grouped.

What Kind of Research is Needed – Psychology and Advertising Psychology is the study of human behavior and its causes. Here we look at three psychological concepts of importance to consumer behavior which are listed below: Learning – Learning refers to those changes in behavior relative to external stimuli conditions that occur over time.

What Kind of Research is Needed – Psychology and Advertising – Values and Lifestyle Values and Lifestyles –The research company that popularized psychographic segmentation developed Values and LifeStyle (VALS) classification system. SRI Consulting Business Intelligence’s VALS are designed to predict consumer behavior by profiling the psychology and demographics of U.S. consumers. VALS classifies consumers along the resources and primary motivation dimension (see Exhibit 15.7). Using VALS typology, advertisers can do all of the following: Refine product concepts. Segment particular markets. Develop marketing strategies. Position services and products. Using VALS typology, advertisers normally cannot aid in short-term decision-making.

Exhibit 15.7 VALS Lifestyle Categories – What Kind of Research is Needed – Psychology and Advertising Advertisers can use the VALS typology to segment particular markets, develop market strategies, refine product concepts, position products and service, develop advertising and media campaigns, and guide long-range planning. Most Resources Innovators Ideals Achievement Self-Expression Thinkers Achievers Experiencers Believers Strivers Makers Least Resources Survivors

I am Expressive. I am Down to Earth. I am Driven. I am Sophisticated. What Kind of Research is Needed – Psychology and Advertising – MindBase Consumer Segments Yankelovich’s MindBase, a segmenting tool, identified eight major consumer groups with shared life attitudes and motivations and an understanding of consumers’ generation cohorts. These eight groups are each divided into three subgroups that reflect distinctions in how they react in the marketplace and to marketers’ efforts. Here are the eight major MindBase segments: I am Expressive. I am Driven. I am At Capacity. I am Rock Steady. I am Down to Earth. I am Sophisticated. I Measure Twice. I am Devoted.

Exhibit 15.8. To Which MindBase Segment Would THIS Ad Appeal?

Marketing Environment – Sources of Data From the Marketing Environment Companies and agencies that need to make crucial integrated-marketing communication decisions can accumulate data faster today through the use of all of the following technology: Universal Product Code Single-Source Data Database Marketers Internet Data

Marketing Environment – Sources of Data from the Marketing Environment Companies and agencies that need to make crucial integrated-marketing communication decisions can accumulate data faster today through the use of all of the following technology: Universal Product Code – When the grocer scans a price into the register at the checkout, that information is instantly available to the retailer. Single-Source Data – When retailer tracking scanner data are integrated with household panel data on purchase patterns and advertisement exposure, researchers are conducting this kind of data.

Marketing Environment – Sources of Data From the Marketing Environment Companies and agencies that need to make crucial integrated-marketing communication decisions can accumulate data faster today through the use of all of the following technology: Database Marketers – Database marketers use sweepstakes entries, rebate information, merchandise orders, free-product offers, request for new-product information, and purchase information to build consumer databases telling them a great deal about how consumers live.

Marketing Environment – Sources of Data From the Marketing Environment Companies and agencies that need to make crucial integrated-marketing communication decisions can accumulate data faster today through the use of all of the following technology: Internet Data – Online and internet data research shouldn’t completely replace traditional marketing research, but harnessing the Internet improves the research process. Web-based research should be part of the mix (see Exhibit 15.10. in your text book).

The Series of Research Steps in Advertising The term advertising research is broadly defined as including research that contributes to all four stages of the advertising process listed below: 1: Advertising Strategy Development 2: Advertising Execution Development 3: Evaluating Pretesting Executions 4: Campaign Evaluation

The Series of Research Steps in Advertising The term advertising research is broadly defined as including research that contributes to all four stages of the advertising process listed below: 1: Advertising Strategy Development – Research tries to answer many questions such as who is the market and what does it want? What is the competition we are specifying? What communication do we want our selected market to get from our advertising? How will we reach the person selected as our market? 2: Advertising Execution Development – If you are the account planner needing to conduct exploratory research so your creative people will more clearly know and understand the language used by the targeted prospects, you are in the Advertising Strategy Development stage.

The Series of Research Steps in Advertising The term advertising research is broadly defined as including research that contributes to all four stages of the advertising process listed below: 3: Evaluating Pretesting Executions – Pretesting is the stage of advertising research at which advertising ideas are tested. Partly because of the finality of much pretesting, it is The most controversial kind of advertising research. 4: Campaign Evaluation – Campaign evaluation usually involves a tracking study to measure the performance of a campaign.

Information isn’t enough by itself to answer marketing problems. The Series of Research Steps in Advertising –Translating Information Into Strategy Information isn’t enough by itself to answer marketing problems. According to Jack Dempsey, respected researcher from McCann-Erickson, information acquires value when the strategies examine it from a point of view that is relevant to the marketing and advertising issues. Researchers have to get involved in all the data at their disposal and, it necessary, fill in some gaps by acquiring more information. The secret of effective strategy formation lies in a thorough analysis of how your prospective customers behavior.

The Series of Research Steps in Advertising – Market, Product, Competitive And Consumer Research Basic information is gathered and analyzed to determine the marketing strategy for a product or service, projected sales, the source of business, pricing and distribution factors, geographic information, and how to develop data to identify the size and nature of the product category. A situation analysis helps to define clearly the market in which the product or service competes (see Exhibit 15.11). The amounts and kinds of information required will vary according to the product category and marketing situation. Exhibit 15.12 outlines strategic choices indicated by different levels of brand trial and awareness.

Strengths/Weaknesses Exhibit 15.11. Situation Analysis – The Series of Research Steps in Advertising Market Sales Geography Pricing Distribution Trends Product Sales/share Profit Distribution Pricing Strengths/Weaknesses Competition Spending Position Strategy Consumer Demos Psychos Lifestyles Attitudes Usage

Exhibit 15.12. Brand Trial/Awareness Ratios: Strategic Options – The Series of Research Steps in Advertising

The Series of Research Steps in Advertising – Focus Group Research A Focus Group Research is a qualitative research interviewing method using in-depth interviews with a group. The following are characteristic of Focus Group Research: Trained moderator leads a group, usually of prime prospects. Interviews last for up to two hours. Clients can watch the interview from behind a one-way mirror. Groups can be videotaped for later review.

The Series of Research Steps in Advertising – Concept Testing And Pretest Research Concept Testing is a method to determine the best of a number of possible appeals to use in advertising; testing attempts to separate good and bad ideas; and providing insight into factors motivating acceptance or rejection. Pretest Research – The client wants assurances that the advertising proposed will be effective. In pretesting, a particular advertisement passes or fails or is selected as being better than others. In general, there are two levels of research aimed at helping advertisers determine how well an advertisement will perform. Copy testing is done in two stages. (Over)

Stages of Copy Testing are: The Series of Research Steps in Advertising – Concept Testing And Pretest Research – Stages of Copy Testing Stages of Copy Testing are: Rough copy research needed to determine if copy is effectively achieving message goals. Finished copy research done to evaluate how well production process has achieved communication and attitude effects (see Exhibit 15.13. in your text). An example of a variable that could be evaluated in pretesting would be the ability to predict the success or failure of an ad.

Testing Creative Research A good copy-testing system is based on a model of human response to communications, which includes all the following: The reception of the stimulus. The comprehension of the stimulus. The response of the stimulus. The reception of, comprehension of and response to the stimulus. The response to psychological standards would not be a good example of a copy-testing system.

Testing Creative Research – Forms of Testing Each advertiser and agency use similar but modified steps in the testing of creative research. The following are examples of this process: Concept testing Card concept test Poster test Layout test Finished print test Finished commercial test Unfinished commercial test Animatics Photomatics Liveamatics

Testing Creative Research – Forms of Testing Each advertiser and agency use similar but modified steps in the testing of creative research. The following are examples of this process: Concept testing Card Concept Tests – Here creative strategies are presented to respondents in the form of a headline followed by a paragraph of body copy on a plain white card. Poster Tests – Post Tests are similar to card tests except that small posters containing simplified illustrations and short copy are used rather than plan cards without illustrations. Layout Tests – Here we are showing a rough copy of a print advertisement to respondents. Our customers are our #1 priority

Testing Creative Research – Forms of Testing Each advertiser and agency use similar but modified steps in the testing of creative research. The following are examples of this process: Finished Print Tests and Finished Commercial Tests – Finished print tests can take may forms; they measure the finished advertisement as it will appear in print. Prospects may preview a magazine during one-on-one interviews in high-traffic malls. Respondents are questioned regarding unaided, aided, and related recall of the test advertisement. Next prospects are asked to focus on the test advertisement only and are probed for reactions. Agencies are furnished with diagnostic data to improve the advertisement.

Testing Creative Research – Forms of Testing Each advertiser and agency use similar but modified steps in the testing of creative research. The following are examples of this process: Unfinished Commercial Tests – Generally, Commercial Testing falls into one of three categories: Animatics – Animatics is artwork, either cartoons or realistic drawings, that are computer generated or hand drawn. Photomatics – Photomatics are photographs shot in sequence on films. Liveamatics – Liveamatics involves filming or taping live talent and is very close to finished commercial. Readership is not a form of Commercial Testing. (Over)

Testing Creative Research – Readership

Testing Creative Research – Readership Advertisers face mounting competition both in the market and on the printed page. It is important to have the ability to determine if an advertisement has been seen. One such readership service that supplies this kind of information is the Starch Readership Service from Roper Starch. For an individual advertiser, the readership report has the capability to do all of the following: Identity types of layouts that attract and retain the highest readership. Compare current advertisements with those of competitors. Compare current campaign against previous campaigns. Compare readership data of their ads in a given magazine issue to the norm for ads with the same size and color in the same product category.

The following are ways Starch Readership Tests are classified: Testing Creative Research – Readership – Starch Readership Test Classifications The following are ways Starch Readership Tests are classified: Noted Reader – A Noted Reader is a person who remembers having previously seen the advertisement in the issue being studied. Associated Reader – An Associated Reader is a person who not only noted the advertisement but also saw or read some part of it that clearly indicated the brand or advertiser. Read Most – Starch Readership Services classifies respondents who read half or more of the written material in the ad under scrutiny as Read Most.

Testing Creative Research – Readership – Starch Readership Test Classifications Clients receive Adnorm data with the Starch Readership Reports. Adnorms enable advertises to compare readership data of their advertisement in a given magazine issue to the norm for advertisements of the same size and color in the same product category. These data can help advertisers identify the types of layouts that attract and retain the highest readership as well as the level of engagement consumers have with their ad in a specific magazine. They can also compare current advertisements against those of competitors, compare the current campaign against previous campaigns, compare the current campaign against a competitor’s previous campaign, and compare current advertisements against the Adnorm tables Exhibit 15.15.

This ad would score well on a Starch Readership test among football fans EXHIBIT 15.15. This Ad Would Likely Score Well On a Starch Readership Test Among Football fans.

The End! THEY WILL BE THERE! WHAT ABOUT THOSE REVIEW QUESTIONS? “S” DRIVE