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

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

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

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

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)

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

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