1. Advertising & Promotion Research

2. Bellwork/Opening 8/31 Pretend you work for Under Armor. You have been working the last week with them and their STP strategy. Write three sentences appropriately using terminology learned from last week. You may use your notes or what’s on the board to jog your memory. Be prepared to share.

3. Bellwork/Opening 9/1 1.What do you know about parking meters? 2.What do you know about the Walt Disney Company?

4. The "New Coke" Debacle What did Coca-Cola executives fail to do?

5. The reason Coke changed it’s original formula to New Coke was because after thousands of blind taste tests, consumers almost always preferred Pepsi They confused the taste tests cultural reality Coke possessed cultural meaning way beyond simple taste

6. Never EVER confuse a brand with a product The blind taste tests were about a product The market reaction of real consumers was about a brand; a brand that had ENORMOUS cultural meaning

7. Successful Rebranding Examples due to Research!Successful Rebranding Examples due to Research!

8. Advertising & Promotion (Ad/Pro) Research Any research that helps in the development, execution, or evaluation of ad/pro. To be considered “Good Research” it must move one closer to producing EFFECTIVE (there’s that word again…..) advertising.

9. Ad/Pro Research Research comes into the advertising process at several points: Used to assist in determining which segment of the market to target. To understand the audience members to whom the ads will speak and which “buttons to push” To make go/no-go decisions Evaluating the performance of an ad/pro.

10. BEFORE WE BEGIN Research must be: Reliable Valid Trustworthy Meaningful

11. Purposes of Developmental Ad/Pro Research Idea Generation: An ad agency is often called on to invent new yet meaningful ways of presenting a brand to a target audience. (common in repositioning…..) Let’s try it… Let’s have a business meeting.

12. PRETEND You work for C-Money Advertising. IPS Group, a parking meter company, has asked us to take a look at their current product and brand image. Walt Disney Company, a multinational mass media entertainment company, has asked us to look at their current programming and/or amusement parks brand image.

13. PRETEND Roles for Idea Generation: Artists (3 or more)- Responsible for drawing and rough sketches of product ideas Scribes (3 or more)- Responsible for writing ideas down that the group designs. Statistics (3 or more)- Responsible for quick fact searches for the group. Task Keepers (3 or more)- Responsible for listing future to-do tasks for group.

14. PRETEND The Essential Questions:The Essential Questions: Is there a market segment that is being underserved? What ideas do we have about the product to continue to satisfy our customers and/or to reach an unaddressed segment? The Ultimate Question:The Ultimate Question: Where does an advertiser get ideas for new and meaningful ways to portray a brand?

15. PRETEND What things should we consider? (As we discuss, write notes about these things) Current target market? (the pie) Specialty types of segments? (the slices) General consumers vs. Industrial consumers? Revenue? Technology?

16. PRETEND Now that we have discussed and generated new ideas…. Let’s revisit:Now that we have discussed and generated new ideas…. Let’s revisit: The Ultimate Question:The Ultimate Question: Where does an advertiser get ideas for new and meaningful ways to portray a brand? What research can we do to provide enough evidence to support our suggestions?

17. Purposes of Developmental Ad/Pro Research Concept Testing- seeks feedback designed to screen the quality of new ideas or concepts. What are some questions we would ask the target market (pie) as a whole or particular market segment (slice)?

18. Closing What things were we analyzing today during our meeting? What things about the set up of our meeting were helpful? We will be having more business meetings, what could we have done differently or should we work on? What market terminology was used today?