1 / 11

Strategic Insights in Advertising Research

Explore psychological and behavioral influences on consumer decisions, the consumer decision process, and the importance of consumer research in advertising planning. Discover strategic research methods, challenges, and key points.

nelson
Download Presentation

Strategic Insights in Advertising Research

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Strategic Research Lecture 9

  2. Recap • Psychological Influences that Motivate Consumers • Behavioral Influences on Consumer Decisions • The Consumer Decision Process • Segmenting and Targeting

  3. Chapter Outline • Chapter Key Points • Research: The Quest for Intelligence and Insight • Consumer Research • Consumer Research Process • Uses of Research • Research Methods Used in Advertising Planning • Choosing Research Methods

  4. Key Points • Discuss the types of strategic research • Identify the four uses of research in advertising • List the common research methods used in advertising • Explain the key challenges facing advertising research

  5. Research: The Quest for Intelligence and Insight • Market research • Compiles information about the product, product category, and other details of the marketing situation • Consumer research • Used to identify people who are in the market for the product

  6. Research: The Quest for Intelligence and Insight • Advertising research • Focuses on all the elements of advertising • IMC research • Used to assemble information in planning the use of a variety of marketing communication tools • Strategic research • Uncovers critical information that becomes the basis for strategic planning decisions

  7. Consumer Research • Consumer Research Paradigms • Quantitative Research (Positivism) • Qualitative Research (Interpretivism) • Triangulation (Qualitative + Quantitative)

  8. Consumer Research Process

  9. Consumer Research Process (Contd...)

  10. Summary • Chapter Key Points • Research: The Quest for Intelligence and Insight • Consumer Research • Consumer Research Process

  11. References • Wells, W., Burnett, J. and Moriarty, S. (2006), Advertising Principles and Practice, Prentice-Hall, New Delhi, ND. • Schiffman, L.G. and Kanuk, L.L. (2011) Consumer Behavior, 7th Ed, Prentice Hall.

More Related