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Strategic Research Part 2: Planning and Strategy Chapter 6 Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1 Key Points Discuss the types of strategic research Identify the four uses of research in advertising List the common research methods used in advertising Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-2 What is Research? To find information (casual or formal) Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-3 Use of Research in Advertising Planning Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-4 Uses of Research Market information Wells, Moriarty, Burnett & Lwin - Xth Edition brand, product category, market share, market growth, product life cycle, sales volume, etc. ADVERTISING Principles and Effective IMC Practice 1-5 Uses of Research Consumer insight Wells, Moriarty, Burnett & Lwin - Xth Edition demographic, psychographic, behavior information of the target audience ADVERTISING Principles and Effective IMC Practice 1-6 Uses of Research Media research Wells, Moriarty, Burnett & Lwin - Xth Edition media and marketing communication tools used by the target audience ADVERTISING Principles and Effective IMC Practice 1-7 Uses of Research Message development and evaluation Concept testing evaluate the relative power of various creative ideas Copy testing effectiveness of various approaches to the sales message Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-8 Types of Research Secondary Research Wells, Moriarty, Burnett & Lwin - Xth Edition Background research that uses available published information about a topic e.g. sales report, annual report, complaint letter, trade articles Sources: Govt organization, Trade Association, Website ADVERTISING Principles and Effective IMC Practice 1-9 Types of Research Primary Research Wells, Moriarty, Burnett & Lwin - Xth Edition Information that is collected for the first time from original sources Specific problem e.g. sales decrease, attitude Primary research suppliers e.g. AC Nielson ADVERTISING Principles and Effective IMC Practice 1-10 Quantitative and Qualitative Research Quantitative Research delivers numerical data (WHAT) e.g. What are the features of the product that they like most? What do you do on the weekend? Characteristics -large sample size (100-1000) -random sampling Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-11 Asia – Home of Fast Food Fans Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-12 Quantitative and Qualitative Research Qualitative research provides insight into the underlying reasons for how consumers behave and why. (Why and how) e.g. Why do you like the brand? How do you perceive the brand? Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-13 Research Methods Background research Used to familiarize advertising planners with the market situation The brand experience: go through all experiences a typical consumers has Competitive analysis: analyze the competitors An advertising audit: analyze ad and IMC of the brand and competitors Content analysis: slogan, images, appeal in ad Semiotic analysis: sign,symbol Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-14 Research Methods Consumer research Used to better understand how users, prospects, and nonusers of a brand think and behave Uses both qualitative and quantitative methods Wells, Moriarty, Burnett & Lwin - Xth Edition Ways of Contact In person Telephone Mail The Internet Cable TV Computer kiosk in a mall or store ADVERTISING Principles and Effective IMC Practice 1-15 Consumer Research (continued) Survey Research Quantitative method that uses structured interviews to ask large numbers of people the same set of questions Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-16 Consumer Research (continued) Focus Groups A group of users or potential users (8-10) who gather together to discuss a topic Useful in testing ideas or exploring various alternatives in message strategy development Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-17 Consumer Research (continued) In-depth Interviews Qualitative method conducted one-on-one using open-ended questions that require respondents to generate their own answers Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-18 Consumer Research (continued) Observation Research Takes researchers into natural settings where they note the behavior of consumers Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-19 Consumer Research (continued) Ethnographic Research Involves the researcher in living the lives of the people being studied Has the advantage of or revealing what people actually do, not what they say they do Wells, Moriarty, Burnett & Lwin - Xth Edition Diaries Consumers record their activities They tell media planners what programs and ads the consumers watched ADVERTISING Principles and Effective IMC Practice 1-20 Consumer Research (concluded) Qualitative methods Imaginative ways qualitative researchers get insights Researchers try to uncover the mental processes that guide consumer behavior Wells, Moriarty, Burnett & Lwin - Xth Edition Methods Fill-in-the-blanks Purpose-driven games Story elicitation Artifact creation Photo elicitation Photo sorts Metaphors ADVERTISING Principles and Effective IMC Practice 1-21 Choosing a Research Method Validity Reliability The research actually measures what it says it measures Wells, Moriarty, Burnett & Lwin - Xth Edition Researchers can run the same test again and get the same answer ADVERTISING Principles and Effective IMC Practice 1-22 Exercise: Survey VS Focus group Lay’s preference 8 volunteers Wells, Moriarty, Burnett & Lwin - Xth Edition ADVERTISING Principles and Effective IMC Practice 1-23