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
Sammy Lee West Virginia University 3
Sammy Lee West Virginia University 4
“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
Sammy Lee West Virginia University 5
“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.
Sammy Lee West Virginia University 6
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?
Sammy Lee West Virginia University 7
Sammy Lee West Virginia University 8
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
Sammy Lee West Virginia University 9
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
Sammy Lee West Virginia University 10
Sammy Lee West Virginia University 11
Public vs. Private Research
Public (basic; academic) Research
Private (applied; industry) Research
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Type of Research
Sammy Lee West Virginia University 12
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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