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Chapter 5
Research and Account Planning
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Learning Objectives
Learn about different types of
advertising research approaches.
Learn about account planning.
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Advertising Copy Testing and
Diagnosis
Copy Testing Decisions

Whether you should copy-test

When you should copy-test

Measures used in copy testing

Advertising objective based measures

Communication effects models
Categories of Advertising
Research
Timing
Research
Problem
Techniques
Category 1:
Advertising
Strategy Research
Category 2:
Creative Concept
Research
Category 3:
Pretesting
Category 4:
Postesting
•Before creative
work begins
•Before agency
production
begins
•Before creative
work begins
•After campaign
has run
•Product concept
definition
•Target audience
selection
•Message-element
selection
•Concept testing
•Name testing
•Slogan testing
•Product concept
definition
•Target audience
selection
•Message-element
selection
•Advertising
effectiveness
•Consumer
attitude change
•Sales increases
•Before creative
work begins
•Free-association
tests
•Qualitative
interviews
•Statementcomparison tests
•Consumer Juries
•Matched samples
•Portfolio tests
•Storyboard test
•Mechanical devices
•Psychological
rating scales
•Aided recall
•Unaided recall
•Sales tests
•Inquiry tests
•Attitude tests
The Components of Advertising
Research (Fig. 5.1)
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Strategic Vs. Evaluative
Research & Marketing Research
Strategic research is an extension of the
marketing strategy and is used to help develop
creative designs and media plans.
Evaluative research measures how well the
advertiser has reached its goals.
Marketing research is used to identify consumer
needs, develop new products, evaluate pricing
levels, assess distribution methods, and test the
effectiveness of various promotional strategies.
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Advertising Research
Strategy research

Product concept research


Target audience research


Identification, characteristics, appropriate
appeals
Media audience research


Product features or positioning
Appropriate media selection (e.g., Nielsen)
Message element research

Consumer reactions to various message
elements
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Strategic Research
Information-Gathering Process that Enhances the
Design of a Creative Strategy
Secondary Research
Primary Research
Government
Organizations
Primary
Research Suppliers
Trade
Associations
Simmons Market
Research Bureau
Secondary
Research Suppliers
Mediamark
Research, Inc.
Secondary Info.
on the Internet
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The Strategy Document
(Creative Brief)
The Outcome of Strategic Research is Called a Strategy
Document or Creative Brief.
The Marketing Objective
The Product
The Target Audience
The Promise
The Brand Personality
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Methods of Obtaining Feedback
in the Response Hierarchy
Effectiveness Tests
Steps in Persuasion Process
Circulation Reach
Exposure/Presentation
Listener, reader
viewer recognition
Attention
Recall Checklists
Comprehension
Brand Attitudes
Purchase intent
Message acceptance/
Yielding
Recall over time
Retention
Inventory, point of
Purchase consumer
Panel
Purchase behavior
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Diagnostic Research
Early Feedback
Methods
Contact Methods
i.e. in person
Survey Research
i.e. population or sample
Observation Research
i.e. people-watching
Use of Metaphors
i.e. images, not words
Content Analysis
i.e. audits of competitors'
advertisements
In-Depth Interviews
i.e. one-on-one
Focus Groups
i.e. group in-depth
interviews
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Evaluative Research
Evaluative research is used to make final go/no go
decisions about finished or nearly finished ads.
Advertisers hope it will provide a valid measure of
effectiveness, however:




There are many truths in numbers,
Advertising is only one part of the overall marketing
campaign,
Advertising has many purposes,
Evaluative research methods change all the time.
Important to evaluate advertising since the average
30-second commercial shown on national TV costs
about $200,000 to make.
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Advertising Copy Testing and Diagnosis
The Advertising Used
Frequency of Exposure
How it’s Shown
Where the Exposure Occurs
How Respondents are Obtained
Geographic Scope
Alternative Measures of Persuasion
Bases of Comparison and Evaluation
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Evaluation Research Methods
Brand Tracking
Memory Tests
In-Market Tests
Persuasion Tests
Frame-by-Frame
Tests
Direct-Response
Counts
Communication
Tests
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Suppliers of Evaluative
Research
Supplier
Medium
Methods
ASI Market Research,
Inc New York, NY
Television, print
Recall Persuasion
Bruzzone Research
Co.
Alameda, CA
Television
Recognition
Burke Marketing
Research
Cincinnati, OH
Television, print
Recall Persuasion
In-Market sales
Communications
Workshop Inc.
Chicago, IL
Television, print, radio
Communications Test
Suppliers of Evaluative
Research
Supplier
Medium
Methods
Diagnostic Research
Inc.
Television, print, radio
Communications Test
Gallup and Robinson,
Inc.
Princeton, NJ
Television, print
Recall Persuasion
Information
Resources Inc.
Chicago, IL
Television
In-market sales
Starch INRA Hooper,
Inc.
Mamaroneck, NY
Print
Recognition
Memory Tests
Recall Tests (e.g., DAR)
Ask Questions
After Ad Has Run
Unaided or
Aided Recall
May be a Reliable,
But Not Valid Test
Recognition Tests (e.g., Bruzzone, Starch)
Show Ad & Ask If People
Remember Having Seen It Before
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Persuasion Tests
Persuasion Test
Attitude Change Test
Step 1
Consumers Are
Asked If They’d
Buy a Brand
Step 2
Consumers Are
Exposed to an
Ad for That Brand
Audience Composition
Environment
Step 3
Consumers Are
Asked Again
about Purchase
Intentions
Brand Familiarity
Assessing Persuasion Tests
Step 4
Results Are
Analyzed
Cost
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An Example of Persuasion Tests
ARS Persuasion Score
 Ad
copy must be distinctive
- Brand Differentiation
 Ad
weight without persuasiveness is
insufficient
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Evaluation Research Methods
Direct-Response Counts
Communication Tests
Request a Direct Response
Via a:
Did ad deliver the message it was
Intended to deliver?
Toll-Free Number,
Coupon,
Did ad deliver any messages it was
not intended to deliver?
Web site,
Offer embedded in the
body copy
How did representatives of the
target audience react to the
message, etc.?
Count Number of Sales or
Requests.
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Evaluation Research Methods
Frame-by-Frame
In-Market Tests
Brand Tracking
Viewers Watch &
Respond to a TV
Commercial by
1) Turning a Dial,
2) Pressing
Numbers on a
Keypad, or 3)
Wearing
Electrodes.
Evaluate
Advertisements
by Measuring
Their Influence
on Sales.
Following Brands
From Rejection
Through Levels
Of Acceptance
For Every Brand
In a Market.
Seldom Used
With
Individual Ads.
May Use Simulated
Test Markets
Tracking the
Brand is More
Important than
Tracking the Ad.
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Example of Ad Tracking
Children’s Campaign Ad Tracking
80
70
Problem Solution
60
Main Creative
Element
Main Character
50
40
30
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Proven Campaign
10
0
Year 1
Year 2
Year 3
Year 4
Year 5
Account Planning
An account planner is essentially the account
team’s primary contact with the outside
world; the person who, through personal
background, knowledge of all the pertinent
information, and overall experience, is able to
bring a strong consumer focus to all
advertising decisions.
(AAAA’s definition of the account planner)
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Researcher vs. Acct Planner
Researchers are principally concerned with
measurement and analysis; research is about
what has been and what it is.
Account planners are more concerned with
insights and synthesis; account planning is
about what will and could be.
Account planning practiced at TBWA
Chiat/Day, Goodby, Silverstein & Partners,
DDB Needham, and JWT in the States.
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Review
Learn about different types of
advertising research approaches.
Learn about account planning.
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