Account Planning and Research Chapter 06 McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.
Learning Objectives LO1: Describe the role of account planners in advertising agencies. LO2: Discuss how research can help advertisers select target markets, media vehicles, and advertising message LO3: Explain the basic steps in the marketing research process. 6-2
Learning Objectives LO4: Explain the common methods used in qualitative and quantitative research. LO5: Evaluate the challenges of pretesting and posttesting advertising LO6: Identify issues that can affect the accuracy and usability of quantitative research. 6-3
Research in Marketing & Advertising What is Market Research – Identify customer needs & market segments – Provides information to develop new products – Devise marketing strategies – enables managers to assess effectiveness of marketing activities 6-4
Research in Marketing & Advertising What is Advertising Research – uncovers the information needed for making advertising decisions. – the systematic gathering and analysis of information to help develop or evaluate advertising strategies, individual ads, and entire campaigns 6-5
Research in Marketing & Advertising Advertising Research Categories – Advertising Strategy Research – Creative Concept Research – Pretesting of Ads – Post-testing of Ads 6-6
Research in Marketing & Advertising Advertising Strategy Research – Product Concept – Audience Selection – Media Selection – Message Element Selection 6-7
Research in Marketing & Advertising Pretesting & Postesting – Pretesting testing an ad’s contents to avoid surprise (negative) reactions – Post-testing testing ad’s effectiveness 6-8
Steps in the Research Process 1.Analyze the situation & define the problem 2.Conduct informal, exploratory research 3.Establish research objectives 4.Conduct Formal Research 5.Interpret and Report the Findings 6-9
Steps in the Research Process Qualitative vs. Quantitative techniques 6-10
Issues in Advertising Research Validity & Reliability – Validity free of bias & reflect the true status of the market – Reliability repeatable with the same results 6-11
Issues in Advertising Research Sampling Methods – Probability (Random) samples everyone in the universe being studies has an equal chance of being selected – Nonprobability (Convenience) samples respondents are selected because they are readily available (and volunteer) 6-12
Issues in Advertising Research Constructing a Questionnaire – Poorly design can bias and/or affect results – Consider: “What kind of soap do you use?” kind as in brand, type, size? dish soap, hand soap, etc? 6-13
Issues in Advertising Research Constructing a Questionnaire – Questionnaires can and should be pretested use a small subsample to detect confusing or ambiguous questions make revisions based on results 6-14
Issues in Advertising Research Data tabulation & analysis – Data must be validated, edited, coded, & tabulated – Answers have to be checked for inconsistencies – Programs like SPSS and MINITAB help with some of this process 6-15