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Maximizing Marketing Success with Research

Learn how research plays a crucial role in marketing and advertising planning, guiding decisions based on consumer needs, preferences, and behavior. Discover key research questions for marketers and advertisers, and delve into case studies highlighting the impact of research on product success and audience engagement. Explore reasons for conducting research, types of research categories, and examples of basic, applied, and methodological research findings in the dynamic world of marketing and advertising.

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Maximizing Marketing Success with Research

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  1. http://www.jou.ufl.edu/faculty/cmorton/ADV3500F08.htm

  2. An Overview of Research’s Role in Marketing & Advertising Planning

  3. Marketing Planning… • Is a process that entails the conception, pricing, promotion, and distribution (4Ps) of ideas, goods, and services

  4. Philosophies of Product Marketing • Production Concept • “If we make it, they will come” • Product Concept • “If we make it different, they will come” • Selling Concept • They’re not going to come without a push

  5. The ‘Relationship’ Marketing Concept • “Find out what they need/want, then make it happen” philosophy • Based on companies building deeper relationships with customers… • …by creating products that satisfy the desires of consumers after the needs of the TM has been determined

  6. Typical Research Questions for Marketers • Who should the target market be? • What are their needs/wants? • What do they think about our product/brand?

  7. Advertising Planning’s Role in Product Marketing • Involve the consumer throughout the promotions development process • Logic: Ads and promotions that work do so because they understand the consumer… • …and can speak to him/her in a way that resonates

  8. Typical Research Questions for Advertisers • Who is the target audience? • What media should we use? • What message should we use?

  9. Enter Research… • Through marketing and advertising research we can come to better understand issues that will be important for marketing and advertising to consumers…

  10. Understanding to Be Gained • Background Situation • Product’s intended purpose • (how it works, what makes it unique) • Consumer Behavior • Who uses it, what do they think about it, what is their ‘relationship’ with it • Cultural Trends Driving the Product’s Success

  11. Walt Disney World vs. Universal Studios Florida

  12. Case Overview • Universal’s Product Problem: • Gate traffic into Universal was declining were being lost to Magic Kingdom, Epcot, Sea World • Due to misperceptions about Universal’s product offering

  13. Case Overview • Research was used to understand the differences between visitor’s emotional experiences between Disney World and Universal Studios Florida • Purpose: To identify a point of difference or unique selling point to potential visitors

  14. Case Overview Research techniques used • Guided Imagery • Word/Picture Sort • Laddering • Venue Intercept (malls, restaurants)

  15. Case Overview: Findings • Different emotional ‘payoffs- are experienced • Universal associated with ‘escape’ and ‘thrill’ for both parents & kids • Family life stage plays into vacationer needs and wants

  16. Case Overview: Results • Based on the research findings, a campaign was developed to target the emotional needs of the consumer base • In one year, Universal more than doubled its gate sales over the year before

  17. Reasons We Conduct Research • Reduce risk • Provide information that will help us make marketing and advertising decisions • Learning what worked, what did not, and why

  18. Reasons We May Not • Management has already decided on a direction • The market opportunity has passed • Lack of time/resources

  19. Reasons We May Not • Lack of agreement on what information is needed • Costs outweigh the benefits • Information already exists

  20. 3 Broad Categories of Research • Basic • Applied • Methodological

  21. Broad Areas of Research • Basic Research • Provides information about a phenomenon • Tests a theory or hypothesis • But, does not attempt to solve a specific marketing problem for a specificmarketer

  22. Examples of Basic Research Findings • Research conducted on magazine advertising shows that when advertising clutter increases, news stand sales decrease

  23. Examples of Basic Research Findings • “Mud slinging” in political races negatively affects voters’ evaluations of the “targeted” candidate, but not the sponsoring candidate

  24. Broad Areas of Research • Applied Research • Problem-specific research • Meant to help marketing managers solve specific problems

  25. Example of an Applied Research Hypothesis • Increasing the price of our laundry detergent from $3 to $3.50 will result in more favorable evaluations of the product’s image

  26. Example of an Applied Research Hypothesis • Consumer demand for our product will increase when coupons are introduced to the market for a limited time period

  27. Broad Areas of Research • Methodological Research • Research for the purpose of improving the process of gathering information

  28. Example of a Methodological Research Question • Is television viewership data more reliably gathered with diaries or people-meters?

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