Tom Duncan “Principles of Advertising and IMC” 2 nd ed.

1. Chapter Eleven Chapter Name Advertising Research Modular: Afjal Hossain Assistant Professor Department of Marketing Patuakhali Science & Technology University Tom Duncan “Principles of Advertising and IMC” 2nd ed.

2. Chapter Outline • Chapter Key Points: Types of research • Research: The Quest for Intelligence and Insight • The Uses of Research • Research Methods Used in Advertising Planning • Issues in Advertising Research • Applying Advertising Research • Steps of Advertising Research • Research Challenges Tom Duncan “Principles of Advertising and IMC” 2nd ed.

3. 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 Tom Duncan “Principles of Advertising and IMC” 2nd ed.

4. 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 Tom Duncan “Principles of Advertising and IMC” 2nd ed.

5. Types of Research • Secondary Research • Primary Research • Quantitative and Qualitative Research • Background research that uses available published information about a topic Tom Duncan “Principles of Advertising and IMC” 2nd ed.

6. Types of Research • Secondary Research • Primary Research • Quantitative and Qualitative Research • Information that is collected for the first time from original sources • Primary research suppliers Tom Duncan “Principles of Advertising and IMC” 2nd ed.

7. Types of Research • Secondary Research • Primary Research • Quantitative and Qualitative Research • Quantitative research • Delivers numerical data • Qualitative research • Provides insight Tom Duncan “Principles of Advertising and IMC” 2nd ed.

8. Uses of Research • 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 Tom Duncan “Principles of Advertising and IMC” 2nd ed.

9. Uses of Research • Market information • 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 Tom Duncan “Principles of Advertising and IMC” 2nd ed.

10. Uses of Research • Market information • 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 Tom Duncan “Principles of Advertising and IMC” 2nd ed.

11. Uses of Research • Market information • 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 Tom Duncan “Principles of Advertising and IMC” 2nd ed.

12. Uses of Research • Market information • 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 Tom Duncan “Principles of Advertising and IMC” 2nd ed.

13. 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 Tom Duncan “Principles of Advertising and IMC” 2nd ed.

14. Research Methods • Consumer research • Used to better understand how users, prospects, and nonusers of a brand think and behave • Uses both qualitative and quantitative methods Ways of Contact • In person • Telephone • Mail • The Internet • Cable TV • Computer kiosk in a mall or store Tom Duncan “Principles of Advertising and IMC” 2nd ed.

15. 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 Tom Duncan “Principles of Advertising and IMC” 2nd ed.

16. Consumer Research (continued) Focus Groups • A group of users or potential users who gather together to discuss a topic • Useful in testing ideas or exploring various alternatives in message strategy development Observation Research • Takes researchers into natural settings where they note the behavior of consumers Tom Duncan “Principles of Advertising and IMC” 2nd ed.

17. 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 Tom Duncan “Principles of Advertising and IMC” 2nd ed.

18. Consumer Research (concluded) Qualitative methods • Imaginative ways qualitative researchers get insights • Researchers try to uncover the mental processes that guide consumer behavior Methods • Fill-in-the-blanks • Purpose-driven games • Story elicitation • Artifact creation • Photo elicitation • Photo sorts • Metaphors Tom Duncan “Principles of Advertising and IMC” 2nd ed.

19. 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 • Test hypotheses • Get information • Get insights Tom Duncan “Principles of Advertising and IMC” 2nd ed.

20. 2. SamplingMethod 3. Validity 1. QuestionnaireDevelopment 4. Reliability 6. Data Tabulation& Analysis 5. InternationalData Collection Issues in Advertising Research QuantitativeResearchConsiderations Tom Duncan “Principles of Advertising and IMC” 2nd ed.

21. Issues inAd Research Personal Questionnaire Tom Duncan “Principles of Advertising and IMC” 2nd ed.

22. Issues in Advertising Research Insert ex. 7-8, p. 227 Reliability/validity diagram Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution = 300 dpi Reliability/validity diagram Tom Duncan “Principles of Advertising and IMC” 2nd ed.

23. Product Concept Media Selection Target Audience Selection Message-Element Selection Applying Advertising Research Strategy Research Tom Duncan “Principles of Advertising and IMC” 2nd ed.

24. Applying Advertising Research Insert ex. 7-2, p. 212, Research Categories Position = centered horiz., 1.5” vertical Size = 8.3” WIDE Resolution: 300 dpi Tom Duncan “Principles of Advertising and IMC” 2nd ed.

25. 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 Testing helpsmake importantdecisions about Merchandise Markets Motives Messages Media Results Tom Duncan “Principles of Advertising and IMC” 2nd ed.

26. Primary Data Internal Secondary Data External Qualitative Quantitative Steps in the Research Process 1. Analyze Situation & Define Problem 2. Conduct Informal (Exploratory) Research 3. Establish Research Objectives 4. Conduct Formal Research 5. Interpret & Report Findings Tom Duncan “Principles of Advertising and IMC” 2nd ed.

27. In-Depth Interviews Projective Techniques FocusGroups Steps in the Research Process:Qualitative Methods Tom Duncan “Principles of Advertising and IMC” 2nd ed.

28. Steps in the Research Process:Qualitative Methods Bissell’s “Life Testimonials” ad campaign used anthropological research to identify market segments Tom Duncan “Principles of Advertising and IMC” 2nd ed.

29. Experiment Survey Observation Steps in the Research Process:Quantitative Methods Tom Duncan “Principles of Advertising and IMC” 2nd ed.

30. Steps in the Research Process:Quantitative Methods Envirosell’s video observation of shopping habits Tom Duncan “Principles of Advertising and IMC” 2nd ed.

31. Direct Questioning AttitudeTests Central Location Tests RecallTests ClutterTests Inquiry Tests SalesTests Steps in the Research Process:Testing Methods Posttesting Pretesting Tom Duncan “Principles of Advertising and IMC” 2nd ed.

32. Research Challenges • Globalization • New media technology • Internet and virtual research • Embedded research • Insightful analysis Tom Duncan “Principles of Advertising and IMC” 2nd ed.