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Strategic Research

Strategic Research. Part 2: Planning and Strategy Chapter 6. Key Points. Discuss the types of strategic research Identify the four uses of research in advertising List the common research methods used in advertising. Research: The Quest for Intelligence and Insight. Market research

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Strategic Research

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  1. Strategic Research Part 2: Planning and Strategy Chapter 6

  2. Key Points • Discuss the types of strategic research • Identify the four uses of research in advertising • List the common research methods used in advertising

  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

  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

  5. Secondary Research Primary Research Quantitative and Qualitative Research Background research that uses available published information about a topic Types of Research

  6. Secondary Research Primary Research Quantitative and Qualitative Research Information that is collected for the first time from original sources Primary research suppliers Types of Research

  7. Secondary Research Primary Research Quantitative and Qualitative Research Quantitative research Delivers numerical data Qualitative research Provides insight Types of Research

  8. 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 Uses of Research

  9. 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 Uses of Research

  10. 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 Uses of Research

  11. 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 Uses of Research

  12. 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 Uses of Research

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