7thaug pglecture4 (2)

8/3/2019 7thaug pglecture4 (2)

1/31

Dr. Jyotinder Kaur Chaddah

Lecture -4&5


2/31

How people buy products and use them can

be assessed by watching them.

How people negotiate rates can also give

interesting insights on their buyingbehaviour.


3/31

This includes the method of collecting data,

sample design, and construction of the data

collection instrument. Data can be collected

by observing behaviour, experimenting at ashopping place, or through surveys by

questioning a cross section of people.


4/31

If a marketer wishes to test the packaging

of a shampoo in three kinds of

containers(flat, round or Square) to map

consumer preference, she/he then place oneof each kind in three similar department

stores, the price of each container being

equal.

The shape that is picked up faster, canprovide insights about consumer preference

for shape.


5/31

Ariel campaign (a woman refusing to buy

double the quantity of a detergent at half

the price against her chosen brand , Ariel ) is

said to be based on a real recording of abuyers behavior, which was later adapted

into a television commercial.

Toyota, in an observational research, found

that customers saw cars as object of art, soit worked this theme into the early

advertisements of its Lexus model.


6/31

Advertising research generally focuses on

gathering information that helps to reduce

the uncertainty and risk associated with

advertising, which invariably includesconsumer attitudes towards products,

consumer reactions to various advertising

startegies and messages, information about

competitiors ad spends and information

about media audiences.


7/31

Promotional research looks into the

usefulness of promotional materials.

Promotional research helps marketers

understand consumer psychology vis-a visvarious promotional offers.

It also gives insights about when to introduce

a promotion and when to withdraw.


8/31

Goodyear Tyres on the occasion of the fifth

centenary celebrations of the founder of

sikhism, brought out Gurbani Cassettes which

were given to truck drivers in north India,where thousand of truck drivers follow the

sikh religion.

Concept of a super woman


9/31

Target Market Research

Competitive Activity Research

Positioning research

Pre-test message research

Post test message research

Audience Research


10/31

A product needs to be promoted to

prospective customers. Who are they, where

are they located? What are their attitude,

behaviour and media habits? Such questions need to be answered before

an advertising campaign is launched.

Infact there is no phenomenon called the

average consumer any more.


11/31

Markets today are fragmented and complex,

comprising small, niche buyers who possess

distinctive habits, characteristics and

attitudes. Advertisers use consumer segmentation

research to identify and understand the

groups of consumers that comprise the

market place for a particular product orservice.


12/31

Different consumer segments have different

media habits and receptivity to different

types of promotional efforts.

Hence identification of specific segmentsmedia preferences helps a media planner

better match media selection with target

audiences media habits.


13/31

The target market research seeks to gain the

following insights about people:their level of

product usage,their important identifying

characteristics and their media usagepatterns.

These can be pinpointed by rather simple

question such as , How many grams of

coffee does your family consumer weekly?


14/31

Some advertisers ask consumers to keep

diaries or record of their product purchases

for a specified time. Data gathered this way

is used to categorize consumers on a scale,

from heavy users, to light to non users.


15/31

Competitive activity research is alsoreferred to as situation analysis research.The findings provide situations in whichadvertising decisions will be made.

The aim of competitive activity research is tolearn how much money competitors arespending and on which media. This alsocovers competitors creative strategies and

their execution. This helps company makethe advertising budget, do media selection,and render creative strategies to gain acompetitive edge.


16/31

Positioning research is brand specific. Hence

it is customized in nature.

Perceptual Mapping helps the advertiser to

find out about the following :-The number of dimensions consumers use to

distinguish between brands or products.

-The nature and characteristics of these

dimensions, that is , the specific attributesor dimensions that consumers use to make

distinctions among products.


17/31

-The location of actual brands as well as

ideal brands, on these dimensions

This reveals consumers evaluation of

advertisers product Vs other product Vs theideal product on dimensions of importance

and the brands most direct competition from

consumers point of view.

This exercise providers advertisers a basis fordeciding whether future advertising should

reinforce or seek to change the brands

current positioning.


18/31

Ad campaigns are cost intensive.

The objective of pre testing the campaign is

to ensure that the message is understood by

potential consumers the way it is desired tobe.

The usual method followed by the agency is

to show several advertisements to a group of

consumers and seek their responses to theadvertisements.


19/31

The researcher aims at knowing what the

copy meant to the potential consumer, what

they learned, what the recall was, and their

immediate reactions to the illustration or

copy.

Some advertisers go with the final

advertisement for the test, while others do it

at rough layout stage. Eg Cadillac that ZIGs


20/31

Pre testing can be done on a focus group of

potential users.

Researchers sometimes measure consumers

physical responses to proposedadvertisements by using mechanical devices.

Eye Movement cameras identify the first

spot that the reader focus on when they look

at a print advertisement and furthermovement.


21/31

Pupil meters measure pupil dilation as

respondents view a print or televised program

and show their involuntary reactions.

Brainwave scanners show brainwave activity as

research subjects are shown the advertisements.

Galvanic devices record perspiration

Simulated atmosphere is created with recorded

programs interspersed with commercials to

enable potential consumers to view them

without a bias in a normal setting.


22/31

Post test message research is conducted

durring or after the advertisements have

appeared in the media. The methods are

generally the same as pre test.

Aim is to determine whether the

advertisements that proved effective

(according to a specific definition) in a pre-

test with a small group are also as effectivewhen released in the mass media for a wider

audience and under normal settings.


23/31

The aim is to gauge effectiveness of

advertisements, often determined by recal,

measuring memory or awareness of

advertising slogans.

Post test research is done with large number

of readers and viewers.


24/31

Another kind of Post test is referred to as

Recognition testing

In this test, print media readers and

television viewers are asked whether theyremember having seen the advertisemenet

and whether they remember the name of the

company sponsoring it . They are asked to

reply in Yes or No Interviews are held mostly in the homes of

the respondents.


25/31

Change in brand awareness of a respondent

before and after a campaign.

This is a bit difficult as it is difficult to know

about various other influences on awarenessthat include friends, family, competitive

advertising, observation or media reportage.


26/31

Audience research aims at gathering

information about the size and composition

of audiences of media vehicles. Media

Planners use this information to select

appropriate vehicles for advertisement

messages.

Audience research is also important to

understand the heterogeneity of the socialgroups.


27/31

SP measurement is part of marketing

research.

It aims at measuring consumer perception of

the value of promotions that includediscounts, coupons, giveaways, frequency

programs, or contests.

The biggest decision challenge for the

consumer generally is whether to avail of,for Eg. Rs 5 off on a newly launched

shampoo or pay Rs 5 more for the shampoo

he or she uses.


28/31

When the product offer extra quantity or buyone get one free , the average consumerprefers to go for the product he or she uses.

Sometimes the assured prize may or may not

be perceived worthy of the product itaccompanies.

LG electronics, a Korean electronic giant,announced its pataka phodo contest The

assured prize was a T shirt(approx cost Rs50).This was not attractive enough offer forconsumers who were spending thousands ofRupees on electronic items.


29/31

Researchers generally use focus groups or

ballots to gauge consumer perceptions on

promotions. The ballot method lists out

various options on papers that are then

mailed to prospective consumers asking them

to rank their preferences and mail the ballot

paper back to them.


30/31

Marketers first try to survey the trade channel to

gauge traders enthusiasm for various promotional

options. Being part of the market they have a good

understanding of consumer psychology and

competitive activity.

The promotions aimed at the trade community mustbe pre tested. A survey of key retailers and what

they would perceive as a good promotion must be

undertaken.


31/31

If a sales target is set and if a promotional

activity meets it, it is considered successful.

The quantitative measure for coupons is the

number of coupons redeemed. For sweepstakes or lottery, it would be

number of Consumers who entered the

contest.

Eg Pepsi

Date post:	07-Apr-2018
Category:	Documents
Upload:	denis-samuel
View:	220 times
Download:	0 times

7thaug pglecture4 (2)

Documents