chapter7

Copyright © 2008 by the McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinContemporary Advertising, 11e

Research: Gathering Information for

Advertising Planning

How advertisers gain information about the marketplace and apply their findings

Chapter

7-3

Chapter 7 Objectives

Discuss how research locates market segments

and identifies markets

Explain the basic steps in the research process

Differentiate formal/ informal research and

primary/secondary data

Explain the methods used in qualitative and

quantitative research

Explain the concepts of reliability and validityRecognize important issues

in creating surveys Explain the challenges international advertisers

face collecting dataDebate the pros and cons

of ad testing

7-4Need for Research:What is Marketing Research?

Functions

Consumer Needs& Market Segments

Product Development

Assess Effectiveness

Financial Planning

Quality Control

Purposes

Recruit NewCustomers

Retain CurrentCustomers

Regain LostCustomers

7-5Need for Research:What is Marketing Research?

ACNielsen adfor its market research services

7-6

Applying Advertising Research

Insert ex. 7-2, p. 212, Research Categories

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7-7

Applying Advertising Research

Target Audience Selection

Message-Element Selection

Media Selection

Product Concept

Strategy Research

7-8

Insert ex. 7-3, p. 216, Media Categories

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Maintain animation

Applying Advertising Research:Pretesting and Posttesting

Merchandise Markets

Motives Messages

Media Results

Testing helpsmake importantdecisions about

7-9

Qualitative

Quantitative

External

Internal

Steps in the Research Process

1. Analyze Situation & Define Problem

3. Establish Research Objectives

Primary Data

Secondary Data

4. Conduct Formal Research

5. Interpret & Report Findings

2. Conduct Informal (Exploratory) Research

7-10Steps in the Research Process:Qualitative Methods

FocusGroups

Projective Techniques

In-Depth Interviews

7-11Steps in the Research Process:Qualitative Methods

Bissell’s “Life Testimonials” ad campaign used anthropological research to identify market segments

7-12Steps in the Research Process:Quantitative Methods

SurveyExperiment

Observation

7-13Steps in the Research Process:Quantitative Methods

Envirosell’s video observation of shopping habits

7-14

AttitudeTests

RecallTests

InquiryTests

SalesTests

Direct Questioning

Central Location Tests

ClutterTests

Steps in the Research Process:Testing Methods

Pretesting Posttesting

7-15

Issues in Advertising Research

Validity

Reliability

InternationalData Collection

Data Tabulation& Analysis

QuestionnaireDevelopment

SamplingMethod

QuantitativeResearch

Considerations

7-16

Issues in Advertising Research

Reliability/validity diagram

Insert ex. 7-8, p. 227

Reliability/validity diagram

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7-17Issues inAd ResearchPersonal Questionnaire

Insert ex. 7-9, p. 230

Personal Questionnaire

Position = 0.35” horiz., 0.4” vertical

Size = 4.6” WIDE

Resolution = 300 dpi