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An Overview of Research’s An Overview of Research’s Role in Marketing & Role in Marketing & Advertising PlanningAdvertising Planning

Marketing Planning…Marketing Planning…

Is a process that entails the conception, pricing, promotion, and distribution (4Ps) of ideas, goods, and services

Philosophies of Product Philosophies of Product MarketingMarketing

Production Concept“If we make it, they will come”

Product Concept“If we make it different, they will come”

Selling ConceptThey’re not going to come without a push

The The ‘Relationship‘Relationship’ Marketing ’ Marketing ConceptConcept

“Find out what they need/want, then make it happen” philosophy

Based on companies building deeper relationships with customers…

…by creating products that satisfy the desires of consumers after the needs of the TM has been determined

Typical Research Typical Research Questions for MarketersQuestions for Marketers

Who should the target market be?

What are their needs/wants?

What do they think about our product/brand?

Advertising Advertising PlanningPlanning’s Role in ’s Role in Product MarketingProduct Marketing

Involve the consumer throughout the promotions development process

Logic: Ads and promotions that work do so because they understand the consumer…

…and can speak to him/her in a way that resonates

Typical Research Typical Research Questions for AdvertisersQuestions for Advertisers

Who is the target audience?

What media should we use?

What message should we use?

Enter Research… Enter Research…

Through marketing and advertising research we can come to better understand issues that will be important for marketing and advertising to consumers…

Understanding to Be GainedUnderstanding to Be Gained

Background Situation Product’s intended purpose

(how it works, what makes it unique)

Consumer Behavior Who uses it, what do they think about it, what is their

‘relationship’ with it

Cultural Trends Driving the Product’s Success

Walt Disney World vs. Walt Disney World vs. Universal Studios FloridaUniversal Studios Florida

Case OverviewCase Overview

Universal’s Product Problem: Gate traffic into Universal was declining were

being lost to Magic Kingdom, Epcot, Sea World

Due to misperceptions about Universal’s product offering

Case OverviewCase Overview

Research was used to understand the differences between visitor’s emotional experiences between Disney World and Universal Studios Florida

Purpose: To identify a point of difference or unique selling point to potential visitors

Case OverviewCase Overview

Research techniques used

Guided Imagery

Word/Picture Sort

Laddering

Venue Intercept (malls, restaurants)

Case Overview: FindingsCase Overview: Findings

Different emotional ‘payoffs- are experiencedUniversal associated with ‘escape’ and

‘thrill’ for both parents & kids

Family life stage plays into vacationer needs and wants

Case Overview: ResultsCase Overview: Results

Based on the research findings, a campaign was developed to target the emotional needs of the consumer base

In one year, Universal more than doubled its gate sales over the year before

Reasons We Conduct Reasons We Conduct ResearchResearch

Reduce risk

Provide information that will help us make marketing and advertising decisions

Learning what worked, what did not, and why

Reasons We May NotReasons We May Not

Management has already decided on a direction

The market opportunity has passed

Lack of time/resources

Reasons We May NotReasons We May Not

Lack of agreement on what information is needed

Costs outweigh the benefits

Information already exists

3 Broad Categories of 3 Broad Categories of ResearchResearch

Basic

Applied

Methodological

Broad Areas of ResearchBroad Areas of Research

Basic ResearchProvides information about a

phenomenonTests a theory or hypothesisBut, does not attempt to solve a

specific marketing problem for a specific marketer

Examples of Basic Research Examples of Basic Research FindingsFindings

Research conducted on magazine advertising shows that when advertising clutter increases, news stand sales decrease

Examples of Basic Research Examples of Basic Research FindingsFindings

“Mud slinging” in political races negatively affects voters’ evaluations of the “targeted” candidate, but not the sponsoring candidate

Broad Areas of ResearchBroad Areas of Research

Applied ResearchProblem-specific researchMeant to help marketing managers

solve specific problems

Example of an Applied Example of an Applied Research HypothesisResearch Hypothesis

Increasing the price of our laundry detergent from $3 to $3.50 will result in more favorable evaluations of the product’s image

Example of an Applied Example of an Applied Research HypothesisResearch Hypothesis

Consumer demand for our product will increase when coupons are introduced to the market for a limited time period

Broad Areas of ResearchBroad Areas of Research

Methodological ResearchResearch for the purpose of

improving the process of gathering information

Example of a Methodological Example of a Methodological Research QuestionResearch Question

Is television viewership data more reliably gathered with diaries or people-meters?