Communication and Advertising Research
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Transcript of Communication and Advertising Research
A Brief Introduction to Communication Research
Purpose
1. Minimize risks and creates alternatives 2. Allows examination through the consumer’s perspective3. Increases the potential success of the final output
A Brief Introduction to Communication Research
Goal
1. Discover consumers reaction and its reason2. Strengths and Weaknesses3. Potentials and Limitations
Preparing for Communication Research
1. Creation of test advertisements2. Specification of respondent rharacteristics3. Selection of research methodology4. Construction of the communication
questionnaire
Strategic Advertising Planning and the role of research
• To improve decision-making in each stage of advertising planning process
• Situation analysis or strategic research is first
PRODUCT TESTING
– Product concept=consumer needs assesment
– Product prototype=translation of the motivating product concept into a physical sensory form
• Product Test and Product Positioning Relationship– “tangibilizing the intangible”--“see and to make concrete”
• What it does• What it is• Whom it serves• What it means to the consumers
• Product Concept Testing– Exposure to concept card– Opportunity to position the product in their own
terms– Rating specific aspects & overall rating
• Product Prototype Testing
• Blind VS Identified Testing
• On-the-spot VS Home-Placement Testing
• Central Location VS House-to-House Testing
• Monadic VS Paired Comparison VS Monadic Sequential Testing
• In-House VS Field VS Expert Testing
• Immediate VS Extended Usage Testing
Brand Name Testing and New Product Introduction
• In introducing a new product, branding is important
• The Brand Name is often referred to as a symbolic’s dress
• A wrong name diverts the market attention to an irrelevancy
So, What Is the Right Name For My Brand?
• A Brand Name is right when it effectively performs two marketing functions:– The name gives recognizability to the product– The name lends a positive, relevant meaning to
the new product
• Other considerations in choosing the right name:– The name should hinder competitors from
imitating it once it has been established
– Avoid names that are mere products deciptors (e.g. “Easy-Off”, “Zippo”)
– The ideographic character of their language must be considered in developing and in promoting a brand name
Testing the Generated Brand Names
• Each name in the list must initially be screened
1. Is this the kind of brand name that will hinder competitors from imitating it once it becomes established?
2. Is this name a mere product descriptor of what this new product is or does
3. Language-ideographic
Brand Name and Brand Equity
• BRAND EQUITY:– The goodwill adhering to brand name– The incremental cash flow resulting from the
product with brand name versus that which would result without brand name
– The added value that a brand endows a product (with the brand define as) a name, symbol, or mark that enhances the value of product beyond its functional purpose
– Consumers’ reactions to an element of the marketing mix for the brand in comparison with their reactions to the same marketing mix element attributed to a fictitiously named or unnamed version of the product
Brand Equity Determinants and Major Contributory Factors
• “Dimension of Brand Equity” –Keller (1993)1. Brand equity is a function of brand
awareness and brand image2. Brand awareness has two component
elements: brand recall and brand recognition3. Brand image is more complex4. The major brand association types are
attributes, benefits, and attitudes
5. Attribute-type brand associations are non-product and product related ones
6. Benefit-type brand associations are functional, experiential, and symbolic
7. Functional and experiential benefits “correspond to the product-related attributes,” while symbolic benefits “correspond to non-product-related attributes”
8. Brand attributes are closely related to product-related attributes and benefits since attributes are “salient beliefs” that consumers have about “the extent to which the brand has certain attributes or benefits”
• Reduced eight-variable1. Brand recall and brand recognition for brand
awareness2. For brand image,
a. The favorabilityb. The strengthc. The uniqueness of brand associations with:
i. Product-related attributes that include functional and experiential benefits
ii. Non-product-related attributes that include symbolic beliefs
MEASUREMENT
• Brand Awareness– Brand Recall• Consumers’ ability to retrieve the brand when given the
product category, that needs fulfilled by the category, or some other type of probe as a cue• UAI – total brand awareness
– Brand Recognition• Consumers’ ability to confirm prior exposure to the
brand when given the brand as a cue• UAI – brand aided awareness
– UAI data: obtain total awareness– UAI’s total awareness becomes the measure of
brand awarenss
MEASUREMENT
• Brand Image (Brand Association)– Favorability
• if consumers believe it is good that the brand has those attributes or image
– Strength• How much a person thinks about information, and on…
the manner in which a person thinks about the information
– Uniqueness• Provides insight into the extent to which brand
associations are not shared with other brands
Chapter 9: Package Testing
A Brief History of Packaging- Decade of Mass Marketing-Coca Cola’s bottle-Cosmetics Industry
Packaging in Today’s standpoint -Packaging as a major element in the
marketing mix, now as product variable
Chapter 9: Package Testing
Variables in the Decision1. Product’s Target market Segment2. Container a given format needs
Chapter 9: Package Testing
The Format Decision and its Research Support The Key factors are1. Market Segmentations2. The Analysis of Market Segment
Chapter 9: Package Testing
Package-Container Decision and Its Research Support
1. The packaging as the point-of-purchase salesman to the buying consumer.
2. The retailers are concerned with the entire packaging.
Chapter 9: Package Testing
Package Testing with Consumers -Packaging Dimension – the visible and other
tangible characteristic of a package 1. The packaging material
2. The color of the package3. Its label, shape, copy, size, weight, symbols and scent.
Chapter 9: Package Testing
A. Functions at the point of purchase 1. Attract 2. Recognition 3. Brand Distinctiveness 4. Product Description 5. Exposure 6. Point-of-purchase promotion7. Safety
Chapter 9: Package Testing
Functions while in use 1. Safe Usage 2. Convenience 3. Lengthen the shelf life
Chapter 9: Package Testing
Functions after Product Usage 1. To serve others uses after consumptions 2. Assure social and ecological safety
Ad Copy Testing
• the study of advertising prior to launching it • predicts the effectiveness of an ad
• Ad Copy Pre-testing: before the advertising campaign breakout• Ad Post-test: after the advertising campaign breakout
Pre-testing criteria
1. ad test effectiveness -principle of test generalizability in the downside
2. pre-testing cost
3. pre-testing speed
Survey Research Group (SRG)
-“a standardized advertising copy research system”
-to have a realistic market setting
Ad Effectiveness1. Persuasion effectiveness
% of the people choosing the TVC in the
second raffle - % of the people choosing the TVC in the
first raffle
2. Ad awareness effectiveness unaided awareness + product category aided awareness + brand aided awareness
3. Ad recall effectiveness- recall score
4. Ad copy comprehension effectiveness
5. Comparative overall ad image effectiveness- average rating
6. Attitude toward the ad effectiveness- % of liking
7. Set of three specific ad image effectiveness
- appeal, believability, understandability
8. Advertised product image effectiveness
9. Purchase interest effectiveness
ADD+IMPACT’S EFFECTIVENESS MEASURES
• What were your ideas and thoughts? How do you feel towards the test ad copy?
• What was the ad all about?
• According to what you have understood, what was the ad trying to communicate about the brand?
• What was the name of the brand and product advertised?
Statements respondents use to rate the ADVERTISEMENT:
• “I liked/disliked the ad.”• “The people in the ad are my kind of people.”• “It’s jingle is one that I would remember.”• “I was offended by this ad.”
Statements respondents use to rate the advertised BRAND:
• “That ad left me a good feeling about the brand.”
• “That brand really suits my lifestyle.”• “That ad made me want to try the brand.”
TEST AD COPY SUMMARY POSITION GRID
AD COPYWITH POTENTIALS
EFFECTIVEAD COPY
AD COPYTHAT LEAVES
AUDIENCE UNTOUCHED
AD COPY THAT LEAVES
AUDIENCE ENTERTAINEDN
on
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nd
ed
vs
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on
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d
N o n - a t t e n t i v e v s . a t t e n t i v e
NON-BONDED vs BONDED
ATTENTIVE vs NON-ATTENTIVE
11 PREDICTIVE AND DIAGNOSTIC BONDING
FACTORS
12 PREDICTIVE AND DIAGNOSTIC
ATTENTION FACTORS
Ad Post-Testing
• Ad post-testing – effectiveness of Media and Copy
• -initial part of an Ad tracking study
Post-Testing Techniques
• DAR (Day-after-Recall) gathers ad recall effectiveness data via interviews with a random sample of qualified members of the TV commercial audience. Conducts interviews a day after the airing of the TV commercial.
• PAE (Post-Ad Effectiveness) – This post-test gathers DAR and UAI type of ad effectiveness data via interviews with representative respondents of the ad’s target audience. The data collection takes place three to six months after the campaign’s breakout date
• -considers an ad effective when it initiates within each target audience member an internal change beyond ad awareness and recall.
• PAE effectiveness measures• Brand awareness measure• advertising awareness• measures of advertising images
• ad recall measure = media weight + ad copy• brand recognition, copy ownership
effectiveness – to what extent the major copy points in its ad are property of the brand
• measures of brand images• brand-trial usage measure• two alternative measures of brand share of
market
• media weight – combination of media mix and media schedule
• ad recall effectiveness – percent of the post-tested consumers who are able to remember at least one item in what the ad said or showed
• brand images measurement – how consumers rate the brand on a set of product attributes
experience-based – product over advertisingperception-based – advertising over productcredence-based – consumers are unable to test
the truth by their senses or experience
• Test Marketing Study – This approach consists of two data gathering studies:
• monthly retail trade audits for measuring the ad’s sales effectiveness
• series of quarterly consumer surveys for measuring the program’s ad awareness, recall, ad and brand attitude and image effectiveness
Ad Tracking Studies
• ad exposure – advertising media task• media – distributor of an ad campaign’s
messages• -distribution efforts to make the messages
available to the target audience
Title
• ad processing – audience’s immediate response to the ad
• ad communication proper – incidence among the target audience of the campaign’s target responses
Tracking Exposure and Processing Effects
• Ad awareness – “proof that people attended to the ad”
• Ad recall – “proof that people processes the ad in relation to the brand
• Cut through – correct association of the brand with the advertisement
• -ad recall and brand copy ownership
• 1. Executional cut-through - percent of consumers who describe at least one things from the ad execution for the brand that uniquely identifies the recall resulting from an exposure to that particular ad
• 2. Branded cut-through – percent of consumers who attributed the ad to the brand whether or not they described the ad execution
Media Research for the Exposure Stage
• -advertiser and agency side• -ad message distribution whose concern is ad
placement and availability
Reach, Frequency, GRP
• GRP (Gross Rating Points)– used as measurement for media exposure
• Multiplicative combi of reach and frequency• Reach – number or percent of media audience
who have been exposed to the ad once during a four-week perioid
• Frequency –average number of times a member of the media audience has been exposed to the ad during the same period