chapter six

Account Planning and

Research

McGraw-Hill/IrwinEssentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.

6-2

Objectives_1

Describe the role of Account Planners Discuss how research helps advertisers

select target markets, advertising messages, and media vehicles

Explain the basic steps in the research process

6-3

Objectives_2

Discuss the differences between formal and informal research and primary and secondary data

Explain the methods used in qualitative and quantitative research

Define and explain the concepts of validity and reliability

6-4

Objectives_3

Recognize the important issues in creating survey questionnaires

Explain the challenges international advertisers face in collecting research data abroad

Debate the pros and cons of advertising testing

6-5

The Role of the Account Planner

Account planners represent the consumer in the advertising process

6-6

Advertising Research

Strategy Research

Posttesting of Ads

Creative Concept Research

Pretesting of Ads

6-7

Focus of Advertising Strategy Research

Product Concept

Target Selection

Message Selection

Media Selection

6-8

What Customers Want

Using marketing research, Healthtex discovered that customers wanted practical clothing for their children

6-9

Exhibit 6-2 Steps in the Research Process

Situation analysis and problem definition

Informal (exploratory) research

Construction of research objectives

Formal research

Interpretation and reporting of findings

6-10

External Secondary Data Sources

Library reference materials

Government publications

Trade association publications

Publications by research organizations

Consumer/ business publications

Computer database services

Internet search engines

6-11

Source of Secondary Data

6-12

Qualitative Research

Utilizes focus groups and in-depth interviews (among other techniques)

Asks: Why? In what way? Relies upon interviewer to probe for

insights Questions evolve throughout process Uses mall sample sizes Provides deep insights

6-13

Focus Group Research

6-14

Quantitative Research

Utilizes surveys and experiments Asks: How many? How much? May/ may not involve interviewers Questions developed prior to data

collection Large sample sizes Provide generalizable data

6-15

Observation Method

6-16

Exhibit 6-4 Comparison of Survey Data Collection Methods

Interview Telephone Mail Internet

Cost High Medium Low Low

Time Medium Low High Medium

Sample size Small Medium Large Large

Data quantity/ respondent

High Medium Low Low

Dispersed sample No Maybe Yes Yes

Degree of interviewer bias

High Medium None None

Potential for nonresponse bias

Low Low High Medium

6-17

Pretesting Methods - Print

Direct questioning Focus group Order-of-merit test Paired-comparison method Portfolio test Mock magazine Perceptual meaning study Direct-mail test

6-18

Pretesting Methods - Broadcast

Central location test Clutter test Trailer test Theater test Live telecast test Sales experiment

6-19

Pretesting Methods: Physiological Testing

Pupilometric device Eye-movement camera Galvanometer Voice-pitch analysis Brain-pattern analysis

6-20

Posttesting Methods

Unaided and Aided Recall

Attitude Tests

Inquiry Tests Sales Tests

6-21

Exhibit 6-6 Reliability/Validity Diagram

Using the analogy of a dartboard, the bull’s eye is the

actual value of some measure with a population. The

closer the darts are, the higher the

reliability.

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Sampling Methods

Probability

Samples

Non-Probability

Samples

6-23

Asking Questions

6-24

Key Terms_1

Account planner Advertising research Advertising strategy

research Attitude test Central location test

Clutter test Direct questioning Experimental

method Focus group Intensive techniques

6-25

Key Terms_2

Marketing information system

Marketing research

Media research Formal research Halo effect In-depth interview

Informal research Inquiry tests Nonprobability

samples Observation method Posttesting Pretesting Primary data

6-26

Key Terms_3

Probability samples

Projective techniques

Qualitative research

Quantitative research

Recall tests Reliability

Sales tests Sample Secondary data Survey Test market Universal Product

Code Universe Validity