Objectives for Doing Research • To help define positioning and strategy • To provide a basis for making decisions about campaign ideas • To provide a basis for final decisions about the suitability of a campaign to run • To help advertisers understand the impact of advertising after it has run
When To Research?: Planning Stage Research • The objectives at this stage are to identify • At whom should the advertising be aimed? • Helps marketers develop a “richer” target market profile • What makes our product unique? • Important attributes; usage occasion; etc.
Distinguishing Target Markets from Market Segments • A market segment is a sub-population of a target market • Members of a market segment share similarities with members within the group • However, they differ on a specific criteria from the larger target market
Criteria For Segmentation • Unique • Important distinctions can be made in terms of targeting variables • Sizable • The segment is large enough to be profitable • Reachable • Consumers in the segment can be reached by an appropriate marketing mix
When To Research?: Planning Stage Research • What is the product/brand’s intended effect on the target market? • Helps marketers identify benefits to the target market • Helps to develop a brand positioning
Facilitated with Consumer Insights • A “nugget” of information that helps the marketer understand the consumer more deeply, simply, or clearly • It has the potential to competitively distinguish one brand from another
Where Do They Come From? • Insights originate from a consumer perspective • Opportunities for generating insights may include: • experience • attitudes • values • needs • perceptions • feelings • Others
Discovering Brand Positioning Opportunities • Research facilitates discovering of the brand positioning opportunity • That point or place where a the consumer insight connects with the brand insight • An understanding of what the brand offers that the consumer values
When To Research?: Planning Stage Research • What is marketing communication’s intended effect on the target audience? • What should be said? (message) • How should it be said? (tone, delivery) • Where/when should it be said (media placement)
When To Research?: Campaign Development • During the pre-testing stage, research can facilitate direction in terms of • Creative Ideation • Conceptual development (roughs) • Copy development (communication)
When To Research?: Copy Testing Stage • Do marketing communications address the proposed communication strategy? • Recall: Jenny Craig Example • “Willpower in my pocket”
When To Research?: Post-testing • After advertising or marketing communication exposure, results should be tracked against marketing and communication objects to aid in understanding what worked and what didn’t.
Caveats for Research • Advertising’s effectiveness can not be evaluated in a vacuum (remember there are intervening variables) • Copy testing is an aid to decisions, it should not be the decision in an of itself.