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chapter7
Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinContemporary Advertising, 11e
Research: Gathering Information for
Advertising Planning
How advertisers gain information about the marketplace and apply their findings
Chapter
7-3
Chapter 7 Objectives
Discuss how research locates market segments
and identifies markets
Explain the basic steps in the research process
Differentiate formal/ informal research and
primary/secondary data
Explain the methods used in qualitative and
quantitative research
Explain the concepts of reliability and validityRecognize important issues
in creating surveys Explain the challenges international advertisers
face collecting dataDebate the pros and cons
of ad testing
7-4Need for Research:What is Marketing Research?
Functions
Consumer Needs& Market Segments
Product Development
Assess Effectiveness
Financial Planning
Quality Control
Purposes
Recruit NewCustomers
Retain CurrentCustomers
Regain LostCustomers
7-5Need for Research:What is Marketing Research?
ACNielsen adfor its market research services
7-6
Applying Advertising Research
Insert ex. 7-2, p. 212, Research Categories
Position = centered horiz., 1.5” vertical
Size = 8.3” WIDE
Resolution: 300 dpi
7-7
Applying Advertising Research
Target Audience Selection
Message-Element Selection
Media Selection
Product Concept
Strategy Research
7-8
Insert ex. 7-3, p. 216, Media Categories
Position = centered horiz., 3.1” vertical
Size = 8.3” WIDE
Resolution: 300 dpi
Maintain animation
Applying Advertising Research:Pretesting and Posttesting
Merchandise Markets
Motives Messages
Media Results
Testing helpsmake importantdecisions about
7-9
Qualitative
Quantitative
External
Internal
Steps in the Research Process
1. Analyze Situation & Define Problem
3. Establish Research Objectives
Primary Data
Secondary Data
4. Conduct Formal Research
5. Interpret & Report Findings
2. Conduct Informal (Exploratory) Research
7-10Steps in the Research Process:Qualitative Methods
FocusGroups
Projective Techniques
In-Depth Interviews
7-11Steps in the Research Process:Qualitative Methods
Bissell’s “Life Testimonials” ad campaign used anthropological research to identify market segments
7-12Steps in the Research Process:Quantitative Methods
SurveyExperiment
Observation
7-13Steps in the Research Process:Quantitative Methods
Envirosell’s video observation of shopping habits
7-14
AttitudeTests
RecallTests
InquiryTests
SalesTests
Direct Questioning
Central Location Tests
ClutterTests
Steps in the Research Process:Testing Methods
Pretesting Posttesting
7-15
Issues in Advertising Research
Validity
Reliability
InternationalData Collection
Data Tabulation& Analysis
QuestionnaireDevelopment
SamplingMethod
QuantitativeResearch
Considerations
7-16
Issues in Advertising Research
Reliability/validity diagram
Insert ex. 7-8, p. 227
Reliability/validity diagram
Position = 2.9” horiz., 1.5” vertical
Size = 4.6” TALL
Resolution = 300 dpi
7-17Issues inAd ResearchPersonal Questionnaire
Insert ex. 7-9, p. 230
Personal Questionnaire
Position = 0.35” horiz., 0.4” vertical
Size = 4.6” WIDE
Resolution = 300 dpi