ADV 421 Advertising Research Marcom Process/ IMC Perley Isaac Reed School of Journalism

Sammy Lee 1

ADV 421 Advertising Research

Marcom Process/IMC

Perley Isaac Reed School of JournalismPerley Isaac Reed School of Journalism

Sammy Lee West Virginia University 2

Trivia Questions Out of 100 new products launched in the US,

how many products will remain in the market after 1 year?

Out of 100 new products launched in the US, how many product launches are considered “successful” after 1 year?

How many are successful campaigns? One average, Americans are exposed to 400-

500 ads (excluding online ads) per day

Out of 100 advertising campaigns, how many campaigns are considered successful? Less than 50 Less than 30 Less than 10 Less than 5 Could be just one 1



“New Coke” Fiasco 1986 was a centennial year for Coke Coke was losing market share despite the fact that

Coke was outspending Pepsi by $100M annually Pepsi had been using “Pepsi Challenge” theme for

years and in mid-1980s, the campaign paid off In April 1985, Coke introduced “New Coke,” which

tasted similar to Pepsi Prior to the introduction, a series of consumer tests

and test-marketing were done; all favored the introduction

Within a few months of introduction, Coke pulled out “New Coke” from the market


“New Coke” Fiasco What’s up with New Coke?

Research myopia “Scientific research can answer all the questions” Coke spent $4M with 200,000 interviews

Research mistakes Taste test: “Pepsi Challenge”

one sip (Pepsi’s blind-test) vs. a glass (Coke’s blind-test)

Factors research may have not empirically accounted for

Consumer loyalty, sentimental value FGI vs. Survey

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Suppose this! Suppose you are a marketer of an energy drink brand. You have

just received information that your competitor is planning to launch a new brand in the market and it may impact your market share.

Your management has decided to launch a product that can compete with the competitor’s new product and given the task to you.

List the things you have to do as a marketer. What do you have to know for your task.


Suppose this! Suppose you are a CD in an agency. You’ve been working on an

energy drink campaign more than a month, but have not come up with any good ideas. You realize that you need to do some research. What do you have to do and what do you need to know?

What do you have to do?

What do you need to know?



Brief Marketing ProcessBusiness PlanBusiness Plan

PProduct Dev’troduct Dev’t

Mkt’g PlanMkt’g Plan

PPlacelace PPricingricing PPromotionromotion

SPSP PRPR ADAD DMDM PSPS

Agency BriefAgency Brief

SP PlanSP Plan PR PlanPR Plan AD PlanAD Plan DM PlanDM Plan

MarCom ImplementationMarCom Implementation

ResultsResults

Fee

db

ack

Fee

db

ack

4Ps


Brief Advertising ProcessAgency BriefAgency Brief

Situation AnalysisSituation Analysis

CustomerCustomer CompanyCompany CompetitionCompetition

ObjectivesObjectives

Segmentation/TargetingSegmentation/Targeting

Creative StrategyCreative Strategy

Media AnalysisMedia Analysis

Creative DevelopmentCreative Development

ImplementationImplementation

EvaluationEvaluation

Why do professors have to do research?

1. To make money

2. To be happy

3. Because they have to

4. To brag about their research to students

5. All of the above

6. None of the above



Public vs. Private Research

Public (basic; academic) Research

Private (applied; industry) Research

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Type of Research


Public vs. Private (Industry) Research*Public Private

Focus Theory, Process,

Results

Results

Goals UnderstandingBuilding knowledge

Facilitation of

decision

Beneficiary Society (public) Institution (proprietary)

Cost Typically minimal Typically costly

* Relative explanations

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ADV 421 Advertising Research Marcom Process/ IMC Perley Isaac Reed School of Journalism

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