1. Account Planning and Research
chapter six
Account Planning and Research
McGraw-Hill/Irwin
Essentials of Contemporary Advertising
Copyright © The McGraw-Hill Companies, Inc. All rights reserved.

2. Objectives_1 Describe the role of Account Planners
Discuss how research helps advertisers select target markets, advertising messages, and media vehicles
Explain the basic steps in the research process

3. Objectives_2
Discuss the differences between formal and informal research and primary and secondary data
Explain the methods used in qualitative and quantitative research
Define and explain the concepts of validity and reliability

4. Objectives_3
Recognize the important issues in creating survey questionnaires
Explain the challenges international advertisers face in collecting research data abroad
Debate the pros and cons of advertising testing

5. The Role of the Account Planner
Account planners represent the consumer in the advertising process

6. Advertising Research Strategy Research Creative Concept Research
Posttesting of Ads
Pretesting of Ads

7. Focus of Advertising Strategy Research
Product
Concept
Target
Selection
Message
Selection
Media
Selection
Good marketing research is based on sound reasoning because reasoning is essential for producing scientific results. This slide introduces the scientific method and its essential tenets. The scientific method guides our approach to problem-solving.
An important term in the list is empirical. Empirical testing denotes observations and propositions based on sensory experiences and/or derived from such experience by methods of inductive logic, including mathematics and statistics. Researchers using this approach attempt to describe, explain, and make predictions by relying on information gained through observation.
The scientific method is described as a puzzle-solving activity.

8. What Customers Want
Using marketing research, Healthtex discovered that customers wanted practical clothing for their children

9. Exhibit 6-2 Steps in the Research Process
Situation analysis and problem definition
Informal (exploratory) research
Construction of research objectives
Formal research
Interpretation and reporting of findings

10. External Secondary Data Sources
Library reference materials
Government publications
Trade association publications
Publications by research organizations
Consumer/ business publications
Computer database services
Internet search engines

11. Source of Secondary Data

12. Qualitative Research
Utilizes focus groups and in-depth interviews (among other techniques)
Asks: Why? In what way?
Relies upon interviewer to probe for insights
Questions evolve throughout process
Uses mall sample sizes
Provides deep insights

13. Focus Group Research

14. Quantitative Research
Utilizes surveys and experiments
Asks: How many? How much?
May/ may not involve interviewers
Questions developed prior to data collection
Large sample sizes
Provide generalizable data

15. Observation Method

16. Exhibit 6-4 Comparison of Survey Data Collection Methods
Interview
Telephone
Mail
Internet
Cost
High
Medium
Low
Time
Sample size
Small
Large
Data quantity/ respondent
Dispersed sample No
Maybe
Yes
Degree of interviewer bias
None
Potential for nonresponse bias

17. Pretesting Methods - Print
Direct questioning
Focus group
Order-of-merit test
Paired-comparison method
Portfolio test
Mock magazine
Perceptual meaning study
Direct-mail test

18. Pretesting Methods - Broadcast
Central location test
Clutter test
Trailer test
Theater test
Live telecast test
Sales experiment

19. Pretesting Methods: Physiological Testing
Pupilometric device
Eye-movement camera
Galvanometer
Voice-pitch analysis
Brain-pattern analysis

20. Posttesting Methods Unaided and Aided Recall Attitude Tests
Inquiry Tests
Sales Tests
This slide presents the functions served by hypotheses.

21. Exhibit 6-6 Reliability/Validity Diagram
Using the analogy of a dartboard, the bull’s eye is the actual value of some measure with a population. The closer the darts are, the higher the reliability.

22. Sampling Methods
Probability
Samples
Non-Probability
Samples

23. Asking Questions

24. Key Terms_1 Account planner Advertising research
Advertising strategy research
Attitude test
Central location test
Clutter test
Direct questioning
Experimental method
Focus group
Intensive techniques

25. Key Terms_2 Marketing information system Marketing research
Media research
Formal research
Halo effect
In-depth interview
Informal research
Inquiry tests
Nonprobability samples
Observation method
Posttesting
Pretesting
Primary data

26. Key Terms_3 Probability samples Projective techniques
Qualitative research
Quantitative research
Recall tests
Reliability
Sales tests
Sample
Secondary data
Survey
Test market
Universal Product Code
Universe
Validity