Strategic research
Download
1 / 16

Strategic Research - PowerPoint PPT Presentation


  • 131 Views
  • Uploaded on

Strategic Research. Part 2: Planning and Strategy Chapter 6. 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 how account planning works.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Strategic Research' - susan


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.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Strategic research l.jpg

Strategic Research

Part 2: Planning and Strategy

Chapter 6


Key points l.jpg
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 how account planning works


Research the quest for intelligence and insight l.jpg
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


Research the quest for intelligence and insight4 l.jpg
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


Types of research l.jpg

Secondary Research

Primary Research

Quantitative and Qualitative Research

Background research that uses available published information about a topic

Types of Research


Types of research6 l.jpg

Secondary Research

Primary Research

Quantitative and Qualitative Research

Information that is collected for the first time from original sources

Primary research suppliers

Types of Research


Types of research7 l.jpg

Secondary Research

Primary Research

Quantitative and Qualitative Research

Quantitative research

Delivers numerical data

Qualitative research

Provides insight

Types of Research


Uses of research l.jpg

Research departments collect and disseminate secondary research data and conduct primary research

There is an increased need for research-based information in advertising planning

Uses for Research

Market information

Consumer insight research

Media research

Message development

Evaluation research

Uses of Research


Uses of research9 l.jpg

Market information research data and conduct primary research

Consumer insight research

Media research

Message development and evaluation

Research used to gather information about a particular market

Includes consumer perceptions of the brand, product category, and competitors’ brands

Uses of Research


Uses of research10 l.jpg

Market information research data and conduct primary research

Consumer insight research

Media research

Message development and evaluation

The creative team and media planners need to know as much as they can, in as much depth and detail as possible, about the people they are trying to reach

Uses of Research


Uses of research11 l.jpg

Market information research data and conduct primary research

Consumer insight research

Media research

Message development and evaluation

Gathers information about all the possible media and marketing communication tools that might be used to deliver a message

Researchers match that information to what is known about the target audience

Uses of Research


Uses of research12 l.jpg

Market information research data and conduct primary research

Consumer insight research

Media research

Message development and evaluation

Concept testing

Used in the development of the message strategy to evaluate the relative power of various creative ideas

Copy testing

Used to evaluate the relative effectiveness of various approaches to the sales message

Uses of Research


Account planning what is it l.jpg

Account planner research data and conduct primary research

A person in an agency who uses account planning to research a brand and its customer relationships in order to devise advertising message strategies that are effective in addressing consumer needs and wants

Account Planner Tasks

Understand brand

Understand audience relationship

Articulate strategies

Prepare creative briefs

Evaluate effectiveness

Account Planning: What is It?


Account planning what is it14 l.jpg

The Research Foundation research data and conduct primary research

Consumer Insight

The Communication Brief

Used in three phases of the advertising planning process

Strategy generation

Creative development

Campaign evaluation

Account Planning: What is It?


Account planning what is it15 l.jpg

The Research Foundation research data and conduct primary research

Consumer Insight

The Communication Brief

Intersects with the interests of the customer and the brand features

Insight mining

Realistic response objective?

Causes of nonresponse?

Barriers to desired response?

Motivation to respond?

Role of each element in the communication mix

Account Planning: What is It?


Account planning what is it16 l.jpg

The Research Foundation research data and conduct primary research

Consumer Insight

The Communication Brief

Explains the consumer insight and summarizes the basic strategy decisions

Six major parts:

Marketing objective

Product

Target audience

The promise and support

Brand personality

Strategy statement

Account Planning: What is It?


ad