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Strategic Research
Part 2: Planning and Strategy
Chapter 6
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Chapter Outline
I. Chapter Key Points
II. Research: The Quest forIntelligence and
InsightIII. The Uses ofResearch
IV. Research Methods Used in Advertising
PlanningV. Research Challenges
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Key Points
Discuss the types of strategic research
Identify the four uses of research in advertising
List the common research methods used inadvertising
Explain the key challenges facing advertising
research
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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
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Research: The Quest for Intelligence
and Insight Advertising research
Focuses on all the elements of advertising
IMC researchUsed 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
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Types of Research
Secondary
Research
Primary
Research
Quantitative andQualitative
Research
Background research
that uses available
published information
about a topic
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Types of Research
SecondaryResearch
PrimaryResearch
Quantitative and
QualitativeResearch
Information that is
collected for the first
time from original
sources
Primary research
suppliers
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Types of Research
Secondary
Research
Primary
Research
Quantitative andQualitative
Research
Quantitative research
Delivers numerical data
Qualitative research
Provides insight
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Uses of Research
Research departments
collect and disseminate
secondary research data
and conduct primaryresearch
There is an increased
need for research-based
information in
advertising planning
Uses forResearch
1. Market information
2. Consumer insight
research
3. Media research
4. Message development
5. Evaluation research
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Uses of Research
Marketinformation
Consumerinsight research
Media research
Messagedevelopment andevaluation
Research used to gather
information about a
particular market
Includes consumer
perceptions of the
brand, product category,
and competitors brands
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Uses of Research
Marketinformation
Consumerinsight research
Media research
Messagedevelopment andevaluation
The creative team and
media planners need to
know as much as they
can, in as much depthand detail as possible,
about the people they
are trying to reach
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Uses of Research
Marketinformation
Consumerinsight research
Media research
Messagedevelopment andevaluation
Gathers informationabout all the possiblemedia and marketing
communication toolsthat might be used todeliver a message
Researchers match that
information to what isknown about the targetaudience
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Uses of Research
Marketinformation
Consumerinsight research
Media research
Messagedevelopment andevaluation
Concept testing
Used in the development
of the message strategy
to evaluate the relativepower of various creative
ideas
Copy testing
Used to evaluate therelative effectiveness of
various approaches to the
sales message
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Research Methods
Background research
Used to familiarize advertising planners with the
market situation
The brand experience
Competitive analysis
An advertising audit
Content analysis
Semiotic analysis
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Research Methods
Consumer research
Used to better
understand how users,
prospects, and nonusersof a brand think and
behave
Uses both qualitative and
quantitative methods
Ways ofContact
In person
Telephone
The Internet
Cable TV
Computer kiosk in a
mall or store
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Consumer Research (continued)
Survey Research
Quantitative method
that uses structured
interviews to ask large
numbers of people the
same set of questions
In-depth Interviews
Qualitative method
conducted one-on-one
using open-ended
questions that require
respondents to generate
their own answers
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Consumer Research (continued)
Ethnographic Research
Involves the researcher
in living the lives of the
people being studied
Has the advantage of or
revealing what people
actually do, not what
they say they do
Diaries
Consumers record their
activities
They tell media
planners what programs
and ads the consumers
watched
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Choosing a Research Method
Validity
The research actually
measures what it says it
measures
Reliability
Researchers can run the
same test again and get
the same answer
Three Big Objectives in Advertising Research
1. Test hypotheses
2. G
et information3. Get insights
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Research Challenges
Globalization
New media technology
Internet and virtual research Embedded research
Insightful analysis
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