Test 1 - Ch 5 Flashcards
Poets
creatives people - Copywriters, graphic designers, directors
Suits
Non creative people - Sales representatives, data analyst, business
Advertising and Promotion Research
Any research that helps in the development, execution or evaluation of advertising and promotion.
Used to assist in determining market segments
Plays a key role in helping creatives understand the audience
Used to make go/no go ad decisions and when to pull ads
Used to evaluate agency performance
Account Planning
A broader view than traditional research that introduces data earlier in the development process and relies on a wider variety of research techniques.
Account planners represent the consumer in the advertising process
What Customers Want
Using marketing research - Healthtex discovered that customers wanted practical clothing for their children.
Key Issues in Advertising and Promotion Research
Reliabiltiy, Validity, Trustworthiness
Reliability
The research method produces consistent findings over time.
Validity
The information generated is relevant to the research questions being investigated.
Trustworthiness
Usually applied to qualitative data; does the data seem to make sense?
The Scope of Advertising and IBP Research
• 1. Developmental Advertising and IBP Research (before ads are made)
• 2. Copy Research (as ads are being finished) – the text, no images
• 3. Results-oriented Research (after the ads are running)
IBP Research definition
Integrated Brand Promotion
Purposes of Developmental Advertising Research
Idea Generation, Concept Testing, Audience Definition & Profiling
Idea Generation
An agency is often called on to invent new, meaningful, ways of presenting a brand to a target audience.
Concept Testing
Seeks feedback to screen the quality of new ideas or concepts.
Audience Definition & Profiling
• Once a target segment has been identified, advertising planning can proceed with developing a message that will be meaningful to the consumers.
• Profiles present the creative staff with a fine-grained picture of the target audience, and its needs, wants, and motivations.
• Creatives need to know as much as they can about the people to whom their ads will speak.
Developmental Advertising Research Methods
- Focus Groups
- Projective Techniques
- Association Tests – what do you associate your feelings
- Dialogue Balloons -
- Story Construction
- Sentence and picture completion
- Zaltman Metaphor Elicitation Technique (ZMET)
- Field Work
Focus Groups
Brainstorming session with 6 to 12 customers
Projective techniques
o Allow consumers to project thoughts and feelings onto neutral stimuli.
o Instead of asking the question directly, redirect the question to a neutral group (do you have bad breath? To -> how many of your friends have bad breath?)
Association tests
Ask consumers to express thoughts or feelings after hearing a brand or seeing a logo.
Field work
o Embedded consumption: Learn from the experiences of the consumer through direct observation.
o “Cool Hunts” On the prowl for what is cool.
Sources of Information
• 1. Internal company sources
• 2. Government data sources
• 3. Commercial sources
• 4. Professional publications
• 5. The Internet – Not reliable or trustworthy
Copy Research
Research on the actual ads
Used to judge the ads against a standard
Sometimes a source of agency conflict – Poets vs Suits
Motives and Expectations in Copy Research
Account team wants assurance that the ad does what it is supposed to do.
The client wants to see how well a particular ad scores against the average commercial of its type.
Creatives don’t like message testing because it creates a report card and “artists” resent getting report cards from people in suits.
Copy-testing research is a good idea most of the time - it can yield important data that management can use to determine the suitability of an ad.
Evaluative Criteria in Copy Research 1.“Getting It.”
Do targeted consumers understand the ad?
Evaluative Criteria in Copy Research 2. Knowledge
Tests of recall and recognition
Evaluative Criteria in Copy Research 3. Attitude change
Determine where a brand stands
Evaluative Criteria in Copy Research 4. Feelings and emotions
happy, angry, sad, scared
Evaluative Criteria in Copy Research 5. Physiological changes
Changes in eye movements or respiration. Body changes (pulse rates, breathing, voice, eyes)
Evaluative Criteria in Copy Research 6. Behavioral intent
Do people say they will buy the product
Evaluative Criteria in Copy Research 7. Actual Behavior
Did people buy the product?
Copy Research Methods 1. Communication Tests
Are consumers getting the message?
Copy Research Methods 2. Resonance Tests
To what extent does the ad ring true?
Copy Research Methods 3. Thought Listings
Determine the thoughts that occur during exposure.
Copy Research Methods 4. Recall Tests
How much does the viewer remember from the message?
Copy Research Methods 5. Recognition Tests
Do people remember seeing an ad or sponsor?
Copy Research Methods 6. Attitude Change Studies
Measure attitudes before and after exposure
Copy Research Methods 7. Frame by Frame tests
Tracks emotional responses within an ad
Copy Research Methods 8. Physiological Tests
Eye tracking, psychogalvanometer, voice response analysis, etc.
Copy Research Methods 9. Pilot Testing
Split cable, split run, split list
Copy Research Methods 10. Direct Response
Track consumer inquiries or direct responses
Copy Research Methods 11. Single Source Data
Use UPC product codes to track behavior from the TV to the checkout counter
