Download Chapter 6

chapter six
Account
Planning and
Research
McGraw-Hill/Irwin
Essentials of Contemporary Advertising
Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Objectives_1
 Describe the role of Account Planners
 Discuss how research helps advertisers
select target markets, advertising
messages, and media vehicles
 Explain the basic steps in the research
process
6-2
Objectives_2
 Discuss the differences between formal and
informal research and primary and secondary
data
 Explain the methods used in qualitative and
quantitative research
 Define and explain the concepts of validity
and reliability
6-3
Objectives_3
 Recognize the important issues in
creating survey questionnaires
 Explain the challenges international
advertisers face in collecting research
data abroad
 Debate the pros and cons of advertising
testing
6-4
The Role of the Account Planner
Account
planners
represent the
consumer in
the advertising
process
6-5
Advertising Research
Strategy Research
Creative Concept
Research
Posttesting of Ads
Pretesting of Ads
6-6
Focus of Advertising Strategy
Research
Product
Concept
Target
Selection
Message
Selection
Media
Selection
6-7
What Customers Want
Using marketing research, Healthtex discovered that
customers wanted practical clothing for their children
6-8
Exhibit 6-2 Steps in the Research Process
Situation analysis and problem definition
Informal (exploratory) research
Construction of research objectives
Formal research
Interpretation and reporting of findings
6-9
External Secondary
Data Sources
 Library reference
materials
 Government
publications
 Trade association
publications
 Publications by
research
organizations
 Consumer/ business
publications
 Computer database
services
 Internet search
engines
6-10
Source of Secondary Data
6-11
Qualitative Research
 Utilizes focus groups and in-depth
interviews (among other techniques)
 Asks: Why? In what way?
 Relies upon interviewer to probe for
insights
 Questions evolve throughout process
 Uses mall sample sizes
 Provides deep insights
6-12
Focus Group Research
6-13
Quantitative Research




Utilizes surveys and experiments
Asks: How many? How much?
May/ may not involve interviewers
Questions developed prior to data
collection
 Large sample sizes
 Provide generalizable data
6-14
Observation Method
6-15
Exhibit 6-4 Comparison of Survey Data
Collection Methods
Interview
Telephone
Mail
Internet
Cost
High
Medium
Low
Low
Time
Medium
Low
High
Medium
Sample size
Small
Medium
Large
Large
Data quantity/
respondent
High
Medium
Low
Low
Dispersed sample
No
Maybe
Yes
Yes
Degree of
interviewer bias
High
Medium
None
None
Potential for
nonresponse bias
Low
Low
High
Medium
6-16
Pretesting Methods - Print








Direct questioning
Focus group
Order-of-merit test
Paired-comparison method
Portfolio test
Mock magazine
Perceptual meaning study
Direct-mail test
6-17
Pretesting Methods - Broadcast






Central location test
Clutter test
Trailer test
Theater test
Live telecast test
Sales experiment
6-18
Pretesting Methods:
Physiological Testing





Pupilometric device
Eye-movement camera
Galvanometer
Voice-pitch analysis
Brain-pattern analysis
6-19
Posttesting Methods
Unaided and
Aided Recall
Attitude Tests
Inquiry Tests
Sales Tests
6-20
Exhibit 6-6
Reliability/Validity Diagram
Using the analogy of
a dartboard, the
bull’s eye is the
actual value of some
measure with a
population. The
closer the darts are,
the higher the
reliability.
6-21
Sampling Methods
Probability
Samples
Non-Probability
Samples
6-22
Asking Questions
6-23
Key Terms_1
 Account planner
 Advertising research
 Advertising strategy
research
 Attitude test
 Central location test
 Clutter test
 Direct questioning
 Experimental
method
 Focus group
 Intensive techniques
6-24
Key Terms_2
 Marketing
information
system
 Marketing
research
 Media research
 Formal research
 Halo effect
 In-depth interview
 Informal research
 Inquiry tests
 Nonprobability
samples
 Observation method
 Posttesting
 Pretesting
 Primary data
6-25
Key Terms_3
 Probability
samples
 Projective
techniques
 Qualitative
research
 Quantitative
research
 Recall tests
 Reliability






Sales tests
Sample
Secondary data
Survey
Test market
Universal Product
Code
 Universe
 Validity
6-26