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

2. 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.
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3. What message will consumers take from this ad?
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4. Functions of Advertising Research
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
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5. Account Planners
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.
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6. Basic Considerations in Marketing Research
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
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7. Anthropologists Study Commonalities Across Cultures
Body adornment
Cooking
Courtship
Food taboos
Gift giving
Language
Marriage
Status
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8. Sociology and Advertising
Social class and stratification
Trend watching
Cohort analysis
Life-stage research
Consumption research
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9. Exhibit 15.6 Testing Power of a Lifestyle Appeal
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10. Psychology and Advertising
Motivation
Cognition
Learning
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11. Exhibit 15.7 VALS Lifestyle Categories
Most Resources
Innovators
Ideals
Achievement
Self-Expression
Thinkers
Achievers
Experiencers
Believers
Strivers
Makers
Least Resources
Survivors
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12. MindBase Consumer 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.
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13. To which MindBase segment, would this ad appeal?
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14. Sources of Data from the Marketing Environment
Universal Product Code
Single-Source Data
Database Marketers
Internet Data
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15. Steps in Advertising Research
1: Advertising strategy development
2: Advertising execution development
3: Evaluating pretesting executions
4: Campaign evaluation
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16. Exhibit 15.11 Situation Analysis
Market
Sales
Geography
Pricing
Distribution
Trends
Product
Sales/share
Profit
Distribution
Pricing
Strengths/Weaknesses
Competition
Spending
Position
Strategy
Consumer
Demos
Psychos
Lifestyles
Attitudes
Usage
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17. Exhibit 15.12 Brand Trial/ Awareness Ratios: Strategic Options
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18. Focus Group Research
A qualitative research interviewing method using in-depth interviews with a group.
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19. Concept Testing
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.
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20. Stages of Copy Testing
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
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21. Forms of Testing Concept testing Finished print test
Card concept test
Poster test
Layout test
Finished print test
Finished commercial test
Unfinished commercial test
Animatics
Photomatics
Liveamatics
Ripamatics
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22. Readership
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23. This ad would score well on a Starch Readership test among football fans
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24. Starch Readership Test Classifications
Noted Reader
Associated Reader
Read Most
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25. For Discussion
Why are sociology, psychology, and anthropology important to advertising?
What kind of research is used in advertising execution development?
What is the role of the account planner?
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