ADVERISING RESEARCH PROCESS

8/7/2019 ADVERISING RESEARCH PROCESS

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The Process of

Advertising Research



Objectives

To review the planning process

To understand the role of research in thecontext of advertising planning



Communications Planning: A

Systematic Process

Each step builds the foundation for futuredecisions

and may provide feedback for decisionsmade in earlier steps

Research supports risk-avoidance anddecision confidence



The Business Problem

Most product-related research initiativesbegin with a problem in mind.

These business ³problems´ or ³challenges´ relate to marketer¶s concerns about someelement of product marketing Product

Price Place

Promotions



Research Process for Addressing

Communications Problems

The fact that a business problem existsopens an opportunity for researchsolutions

3 Stages of the Process

Preliminary Discussions & Agreement

Planning & Data Collection Application



Preliminary Discussions & Agreements

Happens between the marketer and thatorganization responsible for implementingresearch

Marketer gives direction, input about the issuesaffecting the product/brand

Conversation can also be initiated by the

advertising agency

No research is actually conducted untilagreement about direction is reached



Preliminary Discussion & Agreements

Stage

Stage concludes with an understandingbetween the marketer and the researchagent

Agreement about what the researchchallenge is

And where efforts, budgets will beallocated



3 Categories of Research-Related

Problems

Selection of Alternatives

Problems & Opportunities

Knowledge & Understanding



Selection of Alternatives/Evaluation of

Alternative Actions Problems

A µthis or that¶ category of problem

The problem defines a need for research tohelp select the best alternative

Ex: Which product package will be most effective

± Package A or Package B?

Ex. Which ad spokesperson will have mostcredibility among the target market?



Problems & Opportunities Problems

Category of problem that is focused ongaining a better understanding about pastbusiness performance outcomes«

sales, profits, volume, share, distribution, etc.

«or about future business actions

sales, profits, volume, share, distribution, etc.



Problems & Opportunities Problem

Issues

This category defines a need for researchto help bring clarity to what alreadyhappened or to what may happen«

Ex: Do opportunities exist to extendNintendo¶s base of users targeted based ongender?

Ex: Sales of male cosmetics experiencedseasonal declines in the last year. What wasthe reason for this?



K nowledge & Understanding Problems

Category of problem dedicated to buildinginformation for the sake of becoming morecompetitive or more sophisticated about

product marketing

Issues related to this categories can be

specific to the product, the consumer, orthe general societal trends



K nowledge & Understanding Problem

Issues

Ex.: How would our target react toour brand of potato chips if werepositioned it as a ³healthy snackingalternative?´

Ex. How are online social networkschanging the way teens becomeaware of our brand?



Research Problem Statement

A research problem statement comesas a result of careful discussionsabout

what the issue is affecting theproduct/brand (problem definition)

why research is needed (justification)

what research should find (informationalneeds)



Planning & Data Collection

Identify the type of research

Access current knowledge throughsecondary research

If necessary, conduct primary research

Exploratory research (Qualitative)

Descriptive research (Quantitative) Experimental research (³Cause and Effect´)




Research Method

Design the research instrumentation

Sampling

Probability vs. Non-probability sample




Budget and Timing

Get research proposal approved priorto research implementation

Collect Data



Application

Analyze data

Interpret data and makerecommendation(s)

Post-presentation decision making bymanagement



Advertising Planning With An

Account Planner·s Mindset

Advertising planners represent ahybrid between the account managerand the research analyst



Account Management

Account management supervises thework flow & budget allocations on theadvertising account

They are the brand business expertswho are grounded in brand performanceand brand outputs (sales, profits, etc.)

Their counterparts on the company sideis the brand manager



Research Analysts

Agency researchers are experts inplanning, implementing, and reportingresearch efforts

They are masters at asking the rightquestions so they generate insights thatwill answer brand questions

They are more data-centered thanbrand-centered.



The Account Planner

Account Planners represent the voiceof the consumer

They are less business-driven thanpeople-curious

They see their jobs as being socialanthropologists and ³insight-miners´

ADVERISING RESEARCH PROCESS

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