Advertising Research 10-15-07

Advertising Research 10-15-07 - Advertising Research...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Advertising Research Strategy research Creative concept research Posttesting of Ads Pretesting of Ads Focus of Advertising Strategy Research Product Concept Target Selection Message Selection Media Selection Account Planner Account planners represent the consumers in the advertising process Situation Analysis Analyze the situation and define the problem What are industry trends? Are they changing? What is the competitive environment? Who are the category leaders? Who is our competition? Who do we want to compete with? How are others positioned? How are we positioned? Identify others’ advertising strategies Target Audience Analysis General consumer trends o What changes can be seen in consumer lifestyles? Product specific analysis
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
o What are the characteristics of the consumers? o How do we examine these groups? o What are the opportunities within each segment? Consumer Insight Research
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 03/19/2008 for the course ADV 205 taught by Professor Bukovac during the Fall '08 term at Michigan State University.

Page1 / 6

Advertising Research 10-15-07 - Advertising Research...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online