Research Flashcards
Why is there a need for research?
Don’t waste money; don’t throw money, advertising is expensive
Know what consumers want, have faith it will perform
Identify consumer needs Identify market segments Develop new products Design marketing strategies Assess effectiveness of marketing programs
Marketing research
Marketing research provides information necessary to
Make marketing decisions
Systematic gathering and analysis of information to help develop and evaluate advertising strategies, individual ads, and entire campaigns
Advertising research
This provides the information necessary to make advertising decisions
Advertising research
Advertising research types (in order they happen)
- Strategy determination
- Creative concept development
- Pre-testing
- Post-testing
Done before creative work begins
Strategy determination
Product concept
Target audience selection
Media selection
Message element selection
Strategy determination
Consumers perceptions of brand/product or service as a bundle of values
Are we satisfying/meeting their needs?
Leads to effective positioning strategy
Product concept
Who are the heavy users?
Are there any untapped groups?
Target audience selection
What media are our consumers watching/reading/visiting
When are they watching/reading/surfing
Media selection
How do we create a clear message that will inform/persuade/etc.
What’s the big idea?
Message element selection
Ad has not been made yet
Measures the target audiences acceptance of different creative ideas at the concept stage
Done before agency production begins
May include concept testing, name testing, slogan testing
Creative concept research
Testing the effectiveness of an advertisement for gaps or flaws in message content before recommending it to clients
Done before finished artwork and photography
Is it believable? Interesting? Likeable? Memorable? Persuasive?
Pretesting ads
3 challenges of pretesting
Artificial setting
Interviewer
Demand responses
Testing the effectiveness of an advertisement after it has been run
Tests finished ads under actual market conditions
Is it memorable? Changing attitudes? Affecting sales?
Posttesting ads
5 posttesting methods
Unaided recall Aided recall Attitude tests Inquiry tests Sales tests
What advertisements can you recall?
Unaided recall
Do you remember seeing this ad?
Aided recall
Measuring changes after a campaign
Better than recall tests for measuring sales effectives
Attitude tests
Readers must respond (800 numbers, websites, etc,) to get something (additional info, free samples, etc)
Inquiry tests
Past sales versus current sales
Sales tests
Challenges of recall tests
Measure what they notice, not what they buy
Challenges of inquiry tests
Do they reflect sincere interest?
Challenges of sales tests
Only useful when advertising is the dominant marketing communication
Other factors can affect
Strategy research (4)
Product concept
Media selection
Target audience selection
Message element selection
Creative concept research may include (3)
Concept testing
Name testing
Slogan testing
