Download Strategic Research

Strategic Research
Part 2: Planning and Strategy
Chapter 6
Key Points
• Discuss the types of strategic research
• Identify the four uses of research in advertising
• List the common research methods used in
advertising
• Explain how account planning works
6-2
Research: The Quest for Intelligence
and Insight
• Market research
– Compiles information about the product, product
category, and other details of the marketing
situation
• Consumer research
– Used to identify people who are in the market for
the product
6-3
Research: The Quest for Intelligence
and Insight
• Advertising research
– Focuses on all the elements of advertising
• IMC research
– Used to assemble information in planning the use
of a variety of marketing communication tools
• Strategic research
– Uncovers critical information that becomes the
basis for strategic planning decisions
6-4
Types of Research
• Secondary
Research
• Primary
Research
• Quantitative and
Qualitative
Research
• Background research
that uses available
published information
about a topic
6-5
Types of Research
• Secondary
Research
• Primary
Research
• Quantitative and
Qualitative
Research
• Information that is
collected for the first
time from original
sources
• Primary research
suppliers
6-6
Types of Research
• Secondary
Research
• Primary
Research
• Quantitative and
Qualitative
Research
• Quantitative research
– Delivers numerical data
• Qualitative research
– Provides insight
6-7
Uses of Research
• Research departments
collect and disseminate
secondary research data
and conduct primary
research
• There is an increased
need for research-based
information in
advertising planning
1.
2.
3.
4.
5.
Uses for Research
Market information
Consumer insight
research
Media research
Message development
Evaluation research
6-8
Uses of Research
• Market
information
• Consumer
insight research
• Media research
• Message
development and
evaluation
• Research used to gather
information about a
particular market
• Includes consumer
perceptions of the
brand, product category,
and competitors’ brands
6-9
Uses of Research
• Market
information
• Consumer
insight research
• Media research
• Message
development and
evaluation
• The creative team and
media planners need to
know as much as they
can, in as much depth
and detail as possible,
about the people they
are trying to reach
6-10
Uses of Research
• Market
information
• Consumer
insight research
• Media research
• Message
development and
evaluation
• Gathers information
about all the possible
media and marketing
communication tools
that might be used to
deliver a message
• Researchers match that
information to what is
known about the target
audience
6-11
Uses of Research
• Market
information
• Consumer
insight research
• Media research
• Message
development and
evaluation
• Concept testing
– Used in the development
of the message strategy
to evaluate the relative
power of various creative
ideas
• Copy testing
– Used to evaluate the
relative effectiveness of
various approaches to the
sales message
6-12
Account Planning: What is It?
• Account planner
– A person in an agency
who uses account
planning to research a
brand and its customer
relationships in order to
devise advertising
message strategies that
are effective in
addressing consumer
needs and wants
Account Planner Tasks
1. Understand brand
2. Understand audience
relationship
3. Articulate strategies
4. Prepare creative
briefs
5. Evaluate
effectiveness
6-13
Account Planning: What is It?
• The Research
Foundation
• Consumer
Insight
• The
Communication
Brief
• Used in three phases of
the advertising planning
process
– Strategy generation
– Creative development
– Campaign evaluation
6-14
Account Planning: What is It?
• The Research
Foundation
• Consumer
Insight
• The
Communication
Brief
• Intersects with the
interests of the customer
and the brand features
• Insight mining
–
–
–
–
–
Realistic response objective?
Causes of nonresponse?
Barriers to desired response?
Motivation to respond?
Role of each element in the
communication mix
6-15
Account Planning: What is It?
• The Research
Foundation
• Consumer
Insight
• The
Communication
Brief
• Explains the consumer
insight and summarizes
the basic strategy
decisions
• Six major parts:
–
–
–
–
–
–
Marketing objective
Product
Target audience
The promise and support
Brand personality
Strategy statement
6-16