ADVDMKTopic14

ADVDMKTopic14 - Topic 14 Advertising Research The Complete Ad Campaign Through research an advertiser can better understand what will be useful in

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Topic 14 – Advertising Research; The Complete Ad Campaign Through research an advertiser can better understand what will be useful in an advertisement and increase the probability of making good choices. Marketing research is defined as the systematic gathering, recording, and interpretation of information related to all marketing mix variables. Advertising research is a specialized form of marketing research that focuses on the planning, preparation, and placement of advertising and is conducted by an ad agency. There are several points at which research can assist the process: assisting the marketer in determining which segment of the market to target; determining which segment of the market to target; helping creatives understand the audience members to whom the ad will speak; making a go or no-go decision to determine whether to run an ad or pull it and perhaps even evaluate the performance of the agency. Critics of the process are concerned with that fact that much research does not consider: reliability (that is if the methods generate consistent findings over time), validity (the information generated is relevant to the research questions being investigated), trustworthiness (can data collection process be trusted), and meaningful (what does the research mean). Early in the process, developmental advertising research is used to generate advertising opportunities and messages. This helps the creatives and account team determine the target audience’s language/profile and provides critical information used by creatives in the production phase. One of the key methods is focus groups , a brainstorming session with 4 to 8 target customers and a monitor. From such research came the small sized Jell-O cups as well as the tag line “ring around the collar”. Projective techniques allow customers to project thought and feelings in an indirect way. Most common of these are association tests and sentence of picture completion but trustworthiness and validity of such techniques are in question. Concept tests seek feedback designed to screen the quality of a new idea using consumers as the judge. Sometimes these are part of the agenda of a focus group to get quick feedback on a new product or ad idea. Another form of research, idea generation , is designed to assist in developing new ways of presenting a good or service. It may be a repositioning strategy (i.e., Disney positioned theme parks as adult vacation alternatives for couples whose children have grown up). Often times these ideas come from qualitative research involving observation of customers, brainstorming with customers, extended interviews of customers, as well as customer complaints. Environmental analysis generates information on the uncontrollable variables in the business environment and tries to assess the potential influence of social/cultural trends, economics, how politics/economics may influence the consumer and environment into which ads will be used. Information gathered includes: demographic characteristics (i.e., population density, age
Background image of page 1

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

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 04/03/2012 for the course MKT 363 taught by Professor Lieliesy during the Spring '12 term at Rutgers.

Page1 / 7

ADVDMKTopic14 - Topic 14 Advertising Research The Complete Ad Campaign Through research an advertiser can better understand what will be useful in

This preview shows document pages 1 - 2. Sign up to view the full document.

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