jou.ufl/faculty/cmorton/ADV3500F08.htm

1. http://www.jou.ufl.edu/faculty/cmorton/ADV3500F08.htm

2. An Overview of Research’s Role in Marketing & Advertising Planning

3. Marketing Planning… • Is a process that entails the conception, pricing, promotion, and distribution (4Ps) of ideas, goods, and services

4. Philosophies of Product Marketing • Production Concept • “If we make it, they will come” • Product Concept • “If we make it different, they will come” • Selling Concept • They’re not going to come without a push

5. The ‘Relationship’ Marketing Concept • “Find out what they need/want, then make it happen” philosophy • Based on companies building deeper relationships with customers… • …by creating products that satisfy the desires of consumers after the needs of the TM has been determined

6. Typical Research Questions for Marketers • Who should the target market be? • What are their needs/wants? • What do they think about our product/brand?

7. Advertising Planning’s Role in Product Marketing • Involve the consumer throughout the promotions development process • Logic: Ads and promotions that work do so because they understand the consumer… • …and can speak to him/her in a way that resonates

8. Typical Research Questions for Advertisers • Who is the target audience? • What media should we use? • What message should we use?

9. Enter Research… • Through marketing and advertising research we can come to better understand issues that will be important for marketing and advertising to consumers…

10. Understanding to Be Gained • Background Situation • Product’s intended purpose • (how it works, what makes it unique) • Consumer Behavior • Who uses it, what do they think about it, what is their ‘relationship’ with it • Cultural Trends Driving the Product’s Success

11. Walt Disney World vs. Universal Studios Florida

12. Case Overview • Universal’s Product Problem: • Gate traffic into Universal was declining were being lost to Magic Kingdom, Epcot, Sea World • Due to misperceptions about Universal’s product offering

13. Case Overview • Research was used to understand the differences between visitor’s emotional experiences between Disney World and Universal Studios Florida • Purpose: To identify a point of difference or unique selling point to potential visitors

14. Case Overview Research techniques used • Guided Imagery • Word/Picture Sort • Laddering • Venue Intercept (malls, restaurants)

15. Case Overview: Findings • Different emotional ‘payoffs- are experienced • Universal associated with ‘escape’ and ‘thrill’ for both parents & kids • Family life stage plays into vacationer needs and wants

16. Case Overview: Results • Based on the research findings, a campaign was developed to target the emotional needs of the consumer base • In one year, Universal more than doubled its gate sales over the year before

17. Reasons We Conduct Research • Reduce risk • Provide information that will help us make marketing and advertising decisions • Learning what worked, what did not, and why

18. Reasons We May Not • Management has already decided on a direction • The market opportunity has passed • Lack of time/resources

19. Reasons We May Not • Lack of agreement on what information is needed • Costs outweigh the benefits • Information already exists

20. 3 Broad Categories of Research • Basic • Applied • Methodological

21. Broad Areas of Research • Basic Research • Provides information about a phenomenon • Tests a theory or hypothesis • But, does not attempt to solve a specific marketing problem for a specificmarketer

22. Examples of Basic Research Findings • Research conducted on magazine advertising shows that when advertising clutter increases, news stand sales decrease

23. Examples of Basic Research Findings • “Mud slinging” in political races negatively affects voters’ evaluations of the “targeted” candidate, but not the sponsoring candidate

24. Broad Areas of Research • Applied Research • Problem-specific research • Meant to help marketing managers solve specific problems

25. Example of an Applied Research Hypothesis • Increasing the price of our laundry detergent from $3 to $3.50 will result in more favorable evaluations of the product’s image

26. Example of an Applied Research Hypothesis • Consumer demand for our product will increase when coupons are introduced to the market for a limited time period

27. Broad Areas of Research • Methodological Research • Research for the purpose of improving the process of gathering information

28. Example of a Methodological Research Question • Is television viewership data more reliably gathered with diaries or people-meters?