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The Process of
Advertising Research
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Objectives
To review the planning process
To understand the role of research in thecontext of advertising planning
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Communications Planning: A
Systematic Process
Each step builds the foundation for futuredecisions
and may provide feedback for decisionsmade in earlier steps
Research supports risk-avoidance anddecision confidence
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The Business Problem
Most product-related research initiativesbegin with a problem in mind.
These business ³problems´ or ³challenges´ relate to marketer¶s concerns about someelement of product marketing Product
Price Place
Promotions
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Research Process for Addressing
Communications Problems
The fact that a business problem existsopens an opportunity for researchsolutions
3 Stages of the Process
Preliminary Discussions & Agreement
Planning & Data Collection Application
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Preliminary Discussions & Agreements
Happens between the marketer and thatorganization responsible for implementingresearch
Marketer gives direction, input about the issuesaffecting the product/brand
Conversation can also be initiated by the
advertising agency
No research is actually conducted untilagreement about direction is reached
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Preliminary Discussion & Agreements
Stage
Stage concludes with an understandingbetween the marketer and the researchagent
Agreement about what the researchchallenge is
And where efforts, budgets will beallocated
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3 Categories of Research-Related
Problems
Selection of Alternatives
Problems & Opportunities
Knowledge & Understanding
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Selection of Alternatives/Evaluation of
Alternative Actions Problems
A µthis or that¶ category of problem
The problem defines a need for research tohelp select the best alternative
Ex: Which product package will be most effective
± Package A or Package B?
Ex. Which ad spokesperson will have mostcredibility among the target market?
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Problems & Opportunities Problems
Category of problem that is focused ongaining a better understanding about pastbusiness performance outcomes«
sales, profits, volume, share, distribution, etc.
«or about future business actions
sales, profits, volume, share, distribution, etc.
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Problems & Opportunities Problem
Issues
This category defines a need for researchto help bring clarity to what alreadyhappened or to what may happen«
Ex: Do opportunities exist to extendNintendo¶s base of users targeted based ongender?
Ex: Sales of male cosmetics experiencedseasonal declines in the last year. What wasthe reason for this?
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K nowledge & Understanding Problems
Category of problem dedicated to buildinginformation for the sake of becoming morecompetitive or more sophisticated about
product marketing
Issues related to this categories can be
specific to the product, the consumer, orthe general societal trends
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K nowledge & Understanding Problem
Issues
Ex.: How would our target react toour brand of potato chips if werepositioned it as a ³healthy snackingalternative?´
Ex. How are online social networkschanging the way teens becomeaware of our brand?
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Research Problem Statement
A research problem statement comesas a result of careful discussionsabout
what the issue is affecting theproduct/brand (problem definition)
why research is needed (justification)
what research should find (informationalneeds)
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Planning & Data Collection
Identify the type of research
Access current knowledge throughsecondary research
If necessary, conduct primary research
Exploratory research (Qualitative)
Descriptive research (Quantitative) Experimental research (³Cause and Effect´)
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Planning & Data Collection
Research Method
Design the research instrumentation
Sampling
Probability vs. Non-probability sample
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Planning & Data Collection
Budget and Timing
Get research proposal approved priorto research implementation
Collect Data
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Application
Analyze data
Interpret data and makerecommendation(s)
Post-presentation decision making bymanagement
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Advertising Planning With An
Account Planner·s Mindset
Advertising planners represent ahybrid between the account managerand the research analyst
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Account Management
Account management supervises thework flow & budget allocations on theadvertising account
They are the brand business expertswho are grounded in brand performanceand brand outputs (sales, profits, etc.)
Their counterparts on the company sideis the brand manager
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Research Analysts
Agency researchers are experts inplanning, implementing, and reportingresearch efforts
They are masters at asking the rightquestions so they generate insights thatwill answer brand questions
They are more data-centered thanbrand-centered.
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The Account Planner
Account Planners represent the voiceof the consumer
They are less business-driven thanpeople-curious
They see their jobs as being socialanthropologists and ³insight-miners´