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Research Matters. The Case for Advertising Research. Marketing vs Advertising Research. Marketing Identify needs Market segments New products Strategies. Advertising Perception Competition Image Appeal Message. Why test Ads?. Increases effectiveness Catches gaps or flaws

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Research matters

Research Matters

The Case for Advertising Research


Marketing vs advertising research

Marketing vs Advertising Research

  • Marketing

    • Identify needs

    • Market segments

    • New products

    • Strategies

  • Advertising

    • Perception

    • Competition

    • Image

    • Appeal

    • Message


Why test ads

Why test Ads?

  • Increases effectiveness

  • Catches gaps or flaws

  • Clarity of message

  • Intent


Role of research

Role of Research

  • Decision Support System

  • What’s hot? What’s not?

  • Keep marketers in touch with customers

  • Key role in helping understand audience

  • Used to make go/no go decisions and when to pull a campaign


Research steps

Research Steps

  • Identify the problem (or opportunity)

    • Most difficult and important

    • Be clear on what the research is to accomplish

    • Develop research questions: What do you want to know?

    • Develop objectives: what do you want the data to tell you?


Step 2 research methods

Step 2: Research Methods

  • Plan Research Design and collect data

    • Evaluate Secondary Data

      • Quick and cost effective

      • May be out of date

      • Not in line with your objectives

      • If info still needed move on to Primary Data

    • Need to do own research

      • What now?


Step 2 research methods1

Step 2: Research Methods

2a. Plan Research Design (select research method)

  • Flows naturally from RQs

  • Qualitative vs quantitative

    • Focus groups, in depth interviews, observation

    • Surveys, experiments

  • In person, mail or via Internet

    • Response rate

    • Biases


Step 2 research methods2

Step 2: Research Methods

2b. Qualitative: Interviews, Focus Groups

  • May involve projective techniques

    • Thoughts and feelings

  • Association tests

    • Thoughts and feelings after a stimuli

  • One on one vs 6-12 customers

    2c. Experiments

  • Causation

  • Two or more groups differing on one variable/item


Step 3 clean analyze data

Step 3: Clean & Analyze Data

  • Clean

    • Descriptives, Frequencies, missing cases

  • Analyze

    • Regression

    • Hypothesis testing (t-tests, mean comparison)

    • SEM

    • Cross tabs

    • Association

    • Coding


Spss sas lisrel amos invivo

SPSS, SAS, Lisrel, AMOS, InVivo


Data must be

Data MUST be:

  • Reliable: consistent over time

  • Valid: relevant to RQs

  • Trustworthy: does it make sense?

  • Meaningful: know the limitations


Steps 5 6

Steps 5 & 6

  • Prepare/Present Report

    • Tailor to audience

    • Connect results to objectives

    • Where do we go from here?

  • Follow up

    • Decisions

    • Improvements

    • When to test again


Research matters

  • Revitalize brand and increase sales

  • Used research to find a new direction and reposition the brand

  • Shifted from kids to “rejuvenile” adults as TM

    • Comfort food

  • Research insights led to edgy humor, mischevious fun

  • Sales doubled the target rate

  • Best regarded snack brand from 41st to 34th

  • Won Grand Ogilvy winner – Best in show


Developmental advertising research

Developmental Advertising Research

  • Idea Generation

  • Concept Testing

  • Audience Definition

  • Audience Profiling


Techniques

Techniques

  • Focus Groups

  • Projective Techniques

  • Association Tests

  • Dialogue Balloons

  • Story Construction

  • Sentence and picture completion

  • Zaltman Metaphor Elicitation Technique

  • Field Work (observational)


Copy research

Copy Research

  • Research actual ads

  • Ad does what it is supposed to do

  • How ad scores

  • Agency conflict

    • Creatives are “artists” and view this as a “grade”

  • Should always be done


Copy research1

Copy Research

What to look for:

Techniques:

Communication tests

Resonance tests

Recall tests

Recognition

Attitude change

Frame by frame

Thought listings

Eye, voice, psychogalvanometer

Pilot Testing

Direct Response

Single Source Data

  • Getting it

  • Knowledge: Recall and Recognition

  • Attitude

  • Feelings and emotions

  • Physiological changes: eye movement, etc.

  • Behavioral intent

  • Actual behavior


Things to remember

Things to remember

  • No method is perfect

    • But do find the best method for you

  • Results are guidelines not absolutes

  • They still need to be interpreted

  • “Choose wisely”


New trends neuromarketing

New Trends: Neuromarketing

  • Study brain response to different ads via fMRI

  • Example: Cigarette ad reactions by smokers and non smokers

    • “non-users hadn't built up resistance to these kinds of ads, and as a result their craving for unhealthy snacks and drinking actually increased”

    • Non smokers were more susceptible to cigarette ads than smokers


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