1 / 16

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 Explain how account planning works.

susan
Download Presentation

Strategic Research

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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 • Explain how account planning works

  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

  13. Account planner A person in an agency who uses account planning to research a brand and its customer relationships in order to devise advertising message strategies that are effective in addressing consumer needs and wants Account Planner Tasks Understand brand Understand audience relationship Articulate strategies Prepare creative briefs Evaluate effectiveness Account Planning: What is It?

  14. The Research Foundation Consumer Insight The Communication Brief Used in three phases of the advertising planning process Strategy generation Creative development Campaign evaluation Account Planning: What is It?

  15. The Research Foundation Consumer Insight The Communication Brief Intersects with the interests of the customer and the brand features Insight mining Realistic response objective? Causes of nonresponse? Barriers to desired response? Motivation to respond? Role of each element in the communication mix Account Planning: What is It?

  16. The Research Foundation Consumer Insight The Communication Brief Explains the consumer insight and summarizes the basic strategy decisions Six major parts: Marketing objective Product Target audience The promise and support Brand personality Strategy statement Account Planning: What is It?

More Related