Advertising Promotion Research 7 Objectives PurposeMethods of Ad Research Secondary Data Sources (Yahoogle?!) PurposeMethods of Copy Research Key Definitions Advertising Promotion Research: Any research that helps in the development,
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Presentation Transcript
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Advertising & Promotion Research 7<br>
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Objectives Purpose/Methods of Ad Research
Secondary Data Sources (Yahoogle?!)
Purpose/Methods of Copy Research<br>
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Key Definitions Advertising & Promotion Research:
Any research that helps in the development, execution or evaluation of advertising & promotion.
2. Account Planning
A broader view than traditional research that introduces data earlier in the development process & relies on a wider variety of research techniques.<br>
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Advertising & Promotion Research Used to assist in determining market segments
Plays a key role in helping creatives understand the audience
Used to make go/no go ad decisions & when to pull ads
Used to evaluate agency performance<br>
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Key Issues in Advertising & Promotion Research Reliability: The research method produces consistent findings over time
Validity: The information generated is relevant to the research questions being investigated
Trustworthiness: Usually applied to qualitative data; does the data seem to make sense?
Meaningfulness: An assessment of limitations of the data<br>
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Purposes of Developmental Advertising Research Idea Generation. An agency often invents new, meaningful ways of presenting a brand to a target audience
Concept Testing seeks feedback designed to screen quality of new ideas or concepts
Audience Definition. Once a target segment have been identified, planning proceeds with developing a meaningful message
Audience Profiling. Creatives need to know as much as they can about the people to whom their ads will speak<br>
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Developmental Advertising Research Methods Focus Groups
Brainstorming session with 6 to 12 customers
May involve projective techniques
Allow consumers to project thoughts & feelings onto neutral stimuli
May also use association tests
Ask consumers to express thoughts or feelings after hearing a brand or seeing a logo<br>
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An Interesting Focus Group I like the Green Bottle- it speaks to me. It’s not easy being green. I think the bottle should be more yellow.<br>
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Developmental Advertising Research Methods Other methods include
Projective Techniques
Association Tests
Dialogue Balloons
Story Construction
Sentence & picture completion
Zaltman Metaphor Elicitation Technique (ZMET)<br>
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Developmental Advertising Research Methods (con’t) More methods include
Field Work
Embedded consumption: Learn from the experiences of the consumer through direct observation
Creative brief: outline of essential creative ideas
“Cool Hunts”
On the prowl for what is cool<br>
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Developmental Advertising Research Methods (con’t) Internal company sources
Government data sources
Commercial sources
Professional publications
The Internet<br>
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Copy Research Research on the actual ads
Used to judge the ads against a standard
Sometimes a source of agency conflict<br>
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Motives & Expectations in Copy Research Account team wants assurance that the ad does what it is supposed to do
The client wants to see how well an ad scores against average commercial of its type
Creatives don’t like message testing because it creates a report card & “artists” resent getting report cards from people in suits (Who wouldn’t?)
Despite the politics involved, message-testing research is a good idea most of the time--it can yield important data that management can use to determine the suitability of an ad<br>
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Check your Spelling. Twice.<br>
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Evaluative Criteria in Copy Research “Getting It”
Do consumers understand the ad?
Knowledge
Tests of recall & recognition
Attitude change
Determine where a brand stands
Feelings & emotions
Physiological changes
Changes in eye movements or respiration
Behavioral intent
Do people say they will buy the product
Actual Behavior
Did people buy the product?<br>
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What sort of “feelings & emotions” do you think research would uncover for this ad?<br>
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Copy Research Methods Communication Tests
Are consumers getting the message?
Resonance Tests
To what extent does the ad ring true?
Thought Listings
Determine the thoughts that occur during exposure
Recall Tests
How much does the viewer remember from the message?<br>
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Copy Research Methods (con’t) Recognition Tests
Do people remember seeing an ad or sponsor?
Attitude Change Studies
Measure attitudes before & after exposure
Frame by Frame tests
Tracks emotional responses within an ad
Copy Research Methods (con’t) Pilot Testing
Split cable, split run, split list
Direct Response
Track consumer inquiries or direct responses
Single Source Data
Use UPC product codes to track behavior from the TV to the checkout counter<br>
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Account Planning versus Advertising Research Planning differs from traditional research in 3 ways:<br>
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Another thought on testing No single method is perfect
Researchers are employing more naturalistic methods to understand how people use media (& products)<br>
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What we need Ad research could do with some changes
West coast agencies & British agencies have embraced qualitative methods
Ads are now often viewed as complex social texts rather than equivalent of high school debates<br>
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Audience definition is an important part of the advertising/promotion research process. Any ideas on the audience for this ad?<br>
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Review/?s Purpose/Methods of Ad Research
Secondary Data Sources (Yahoogle?!)
Purpose/Methods of Copy Research<br>
