Advertising & Promotion Research Dr. Close. Role of Research. Defined as: “ the planning, collecting, and analyzing information to improve marketing decisions. ” A decision Support System (DSS) Keep isolated marketing managers in touch with markets. What ’ s hot? What ’ s not?
Advertising & Promotion Research
2. Plan Research Design & Collect Data
Plan to gather data: surveys
2b. If primary data, have to collect data yourself
Marketing Research Process
Plan to gather data: novel methods
2b. Depth interviews & Focus Groups
I like the Green Bottle- it speaks to me. It’s not easy being green.
I think the bottle should be more yellow.
Plan to gather data: experiments
3. Analyze the data (not just interesting)
4. Clean/Interpret data
5.Prepare/Present Report or Manuscript
Planning differs from traditional research in 3 ways:
Besides the traditional research methods discussed, developmental ad methods include:
More methods include
What sort of “feelings & emotions” do you think research would uncover for this ad?
Audience definition is an important part of the advertising/promotion research process. Any ideas on the audience for this ad?