Advertising 10 Research

8/7/2019 Advertising 10 Research

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Advertising ResearchAnd DAGMAR


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Relationship between

Advertising and DAGMAR Advertising efforts can bring results wh can

be measured

DAGMAR =DefiningAdvertisingGoals

forMeasuredAdvertisingResults


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Advertising Research imp As it discusses behavior pattern of people

under different circumstances

Tries to

>>locate group behavior,

>>group leadership tensions,

>>aggression dynamics, authority and itsobedience or conformity to rules or systems.


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MR tells product acceptance levels, brand

awareness levels, top of mind recall +

modifications needed in the products

A significant part of market research is Ad

research is

Which concentrates on type of ad campaign,

ideal time for launch, limitations of product


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Purpose of advertising is To change perception and attitudes towards

products, ideas and people.

Research social influences, perceptions,

group behavior. Is major factor in creating

ad campaign wh can change or reinforce

attitudes, thus orient behavior pattern.


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Media research is conducted To establish suitability of a particular

medium

Some ads have coupons etc responses

give idea about readership, correctness of

media


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Ad Research tells adsers about Type of creativity

The language, dialect that wld stimulate the

segment

Acceptance level of campaign, and can beused to determine frequency of insertions in

media Ad research tries to correct any gaps in the

selected market segment


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To make best impact Research ensures ad is

>>creatively acceptable,

>>in the right media

>>with correct frequency

>>for the chosen segment


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Nescafe ad

Research showed women enjoyed coffee

during break in work (at home or office)

Ad opens with woman enjoying a mugful

Later on men are shown not to ignore

50% of population


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Ad research show how To place correct ads

In the right places

At appropriate time

For most effectiveness, efficiency


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Research Methods

Primary Research

Secondary Research


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Primary Research

Collect info from actual customers

Greater the sample, the more the accuracy


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Secondary Research

Data already available

Sources of data such as : Firms own

records, press, trade associations (FICCI,

CII, Assochem), government publications,

research organizations (ORG-MARG,

IMRB), trade publications, internationalpress, international trade organizations and

associations, UN and allied bodies


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How is research conducted? Testing research methods is done by

Preliminary Research (PR). Small sample,

only validates reasons, objs, creativity of

campaign

After PR, adsers like to find out

likes/dislikes of customers, reasons.Research is done by survey interviewing

customer groups.


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Ad research can also be conducted by

observation observe shoppers at retail

outlets


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Methodolgy Define research obj, List out problems for wh answers are reqd

Questions should be short, clear for right response

Emphasis on foll areas:>Time/money should be proportionate to objective ofresearch>Research results wld at best give indicators for decisionmaking, not perfect answers

>Going thru exact methods by researchers in detail willmake u less vulnerable to problems (due to subjectivity orresearchers)>Be specific what has to be done, rather than leave it toresearchers

>Research budget need careful analysis


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Secondary research data is available fr

avariety of sources cos own records,

trade or govt pubs, research firms like OR

etc

Secondary data is valuable info and its

analysis can give right direction for advtgand mktg; it cld take less time and effort &

prove to be useful


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Find the right sample size. Sample selection

can be done thru:

Probability sample

Sample random sample

Stratified random sample

Cluster sample

N

on-probability sample Judgement sample

Convenience sample


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Result of ad research can be showngeographically

Ad research can be done before launch. Canhelp in media planning, copy testing, testmarketing of product

Ad research during campaign focuses ondealer audit, sales analysis or customersresponse based on contests or reply coupons


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After campaign, (as per DAGMAR)

research is done to assess effectiveness of

campaign (vis--vis obj).

Customer panel surveys are also conducted


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Data collection can be done by In depth interviews

Focus groups


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Qs can be of 2 types Simple, straightforward - quantitative

Qualitative emotional, sentimental,

creative answers


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Surveys, observations, experiments with

questionnaires, checklists and plans can

help in completing surveys

Then comes analysis and reporting

If there is major divergence , the re-look at

methods, sample


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Guidelines Ask basic Qs about demographics. For income

specify range - Rs 5000-10,000 etc, age 18-25,

26- 35 etc Qs can have 2 ans (Did u buy watch yourself,

yes or no?)

Multiple choice Qs (who advised to buy watch,

father, mother, uncle or cousin?) Like scale Qs (tick a)strongly agree, b) disagree,

c)neutral etc)

Differential scale (the hotel is large ------ small,

modern -------outmoded etc)


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Qs on imp of product extremely imp, very

imp, not very imp, not at all imp etc

Intentions to buy sure to buy, may not,

will never buy

Open-ended Qs -(What do u think of our

hotel?

Aided recalls


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The Research steps :

Set goals for research

Find sources of secondary info/data

Analyze secondary data

Plan sample for primary research

Data collection Data analysis and report

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Advertising 10 Research

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