Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice 1 Strategic Research Part 2: Planning and Strategy Chapter 6

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-2 Key Points Discuss the types of strategic research Identify the four uses of research in advertising List the common research methods used in advertising

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-3 What is Research? To find information (casual or formal)

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-4 Use of Research in Advertising Planning

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-5 Uses of Research Market information brand, product category, market share, market growth, product life cycle, sales volume, etc.

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-6 Uses of Research Consumer insight demographic, psychographic, behavior information of the target audience

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-7 Uses of Research Media research media and marketing communication tools used by the target audience

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-8 Uses of Research Message development and evaluation Concept testing evaluate the relative power of various creative ideas Copy testing effectiveness of various approaches to the sales message

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-9 Types of Research Secondary Research Background research that uses available published information about a topic e.g. sales report, annual report, complaint letter, trade articles Sources: Govt organization, Trade Association, Website

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-10 Types of Research Primary Research Information that is collected for the first time from original sources Specific problem e.g. sales decrease, attitude Primary research suppliers e.g. AC Nielson

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-11 Quantitative Research delivers numerical data (WHAT) e.g. What are the features of the product that they like most? What do you do on the weekend? Characteristics -large sample size ( ) -random sampling Quantitative and Qualitative Research

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-12 Asia – Home of Fast Food Fans

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-13 Quantitative and Qualitative Research Qualitative research provides insight into the underlying reasons for how consumers behave and why. (Why and how) e.g. Why do you like the brand? How do you perceive the brand?

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-14 Research Methods Background research Used to familiarize advertising planners with the market situation The brand experience: go through all experiences a typical consumers has Competitive analysis: analyze the competitors An advertising audit: analyze ad and IMC of the brand and competitors Content analysis: slogan, images, appeal in ad Semiotic analysis: sign,symbol

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-15 Research Methods Consumer research Used to better understand how users, prospects, and nonusers of a brand think and behave Uses both qualitative and quantitative methods Ways of Contact In person Telephone Mail The Internet Cable TV Computer kiosk in a mall or store

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-16 Consumer Research (continued) Survey Research Quantitative method that uses structured interviews to ask large numbers of people the same set of questions

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-17 Consumer Research (continued) Focus Groups A group of users or potential users (8-10) who gather together to discuss a topic Useful in testing ideas or exploring various alternatives in message strategy development

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-18 In-depth Interviews Qualitative method conducted one-on-one using open-ended questions that require respondents to generate their own answers Consumer Research (continued)

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-19 Observation Research Takes researchers into natural settings where they note the behavior of consumers Consumer Research (continued)

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-20 Consumer Research (continued) Ethnographic Research Involves the researcher in living the lives of the people being studied Has the advantage of or revealing what people actually do, not what they say they do Diaries Consumers record their activities They tell media planners what programs and ads the consumers watched

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-21 Consumer Research (concluded) Qualitative methods Imaginative ways qualitative researchers get insights Researchers try to uncover the mental processes that guide consumer behavior Methods Fill-in-the-blanks Purpose-driven games Story elicitation Artifact creation Photo elicitation Photo sorts Metaphors

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-22 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

Wells, Moriarty, Burnett & Lwin - Xth EditionADVERTISING Principles and Effective IMC Practice1-23 Exercise: Survey VS Focus group Lay’s preference 8 volunteers