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Chapter 7 Research: Gathering Information for Advertising Planning

Chapter 7 Research: Gathering Information for Advertising Planning. Chapter Overview. How advertisers gain information about the marketplace and then apply their findings. Chapter Objectives. Discuss how research locates market segments and target markets.

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Chapter 7 Research: Gathering Information for Advertising Planning

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  1. Chapter 7Research: Gathering Information for Advertising Planning

  2. Chapter Overview How advertisers gain information about the marketplace and then apply their findings

  3. Chapter Objectives Discuss how research locates market segments and target markets Define and explain validity and reliability Explain the steps in the research process Recognize issues in creating survey questionnaires Discuss differences between formal/informal research and primary/secondary data Explain the challenges in collecting research data abroad Explain the methods used in qualitative and quantitative research Debate the pros and cons of advertising testing

  4. What is Marketing Research? Functions Purposes Consumer Needs& Market Segments Recruit NewCustomers Product Development Retain CurrentCustomers Assess Effectiveness Financial Planning Regain LostCustomers Quality Control

  5. What is Marketing Research? Nielsen ad for market research services

  6. Applying Advertising Research

  7. Applying Advertising Research Product Concept Media Selection Target Audience Selection Message-Element Selection Strategy Research

  8. Concept Pretesting & Post-testing Pretesting Decisions Post-test Decisions Merchandise Whether and how to continue Markets What to change Motives Messages How much to spend in the future Media

  9. Media Categories

  10. Steps in the Research Process Primary Data Internal Secondary Data External Qualitative Quantitative 1. Analyze situation and define problem 2. Conduct informal (exploratory) research 3. Establish research objectives 4. Conduct formal research 5. Interpret and report findings

  11. Qualitative Methods:Intensive techniques In-Depth Interviews Projective Techniques Observation, Experimentation, Surveys FocusGroups Feelings, attitudes, interests, opinions, needs, motives Interaction reveals true feelings and behavior

  12. Qualitative Methods A focus group is especially effective when used in conjunction with market surveys

  13. Quantitative Methods Experiment Survey Observation

  14. Quantitative Methods The Universal Product Code (UPC) label allows measurement of advertising response

  15. Quantitative Methods Envirosell uses cameras to capture in-store consumer shopping habits

  16. Methods for Pretesting Ads Print Ads Portfolio test Direct questioning Mock magazine Focus group Perceptual meaning study Order-of-merit test Paired comparison Direct mail test

  17. Methods for Pretesting Ads Broadcast Advertising Central location projection test Live telecast test Trailer test Sales experiment Theater test

  18. Methods for Pretesting Ads Physiological Testing Pupilometric device Voice pitch analysis Eye movement camera Brain pattern analysis Galvanometer

  19. Post-testing Methods Post-testing Aided recall (recognition-readership) Unaided recall Aptitude tests Inquiry tests Sales tests

  20. Issues in Advertising Research SamplingMethod Validity QuestionnaireDevelopment Reliability Data Tabulation& Analysis InternationalData Collection QuantitativeResearchConsiderations

  21. Issues in Advertising Research Reliability/Validity Diagram

  22. International Data Research Challenges Higher expense Control and direction Language and culture Longer lead times Lack of standardization

  23. Developing Effective Questionnaires List specific objectives Start with easy questions Keep them short Logical flow to questions State questions clearly No leading questions Write a rough draft Use cross-checking Short opening statement End with demographics Pretest the questionnaire

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