Research and Evaluation Plan

The Components of Advertising Research

Strategic vs. Evaluative Research

Strategic research is an extension of the situation analysis and is used to help develop creative designs and media plans.

Evaluative research measures how well the advertiser has reached their goals.

Primary Research Suppliers

Primary Research Suppliers

Simmons MarketResearch Bureau

Simmons MarketResearch Bureau

MediamarkResearch, Inc.

MediamarkResearch, Inc.

Government Organizations

Government Organizations

TradeAssociations

TradeAssociations

Secondary Research Suppliers

Secondary Research Suppliers

Strategic ResearchInformation-Gathering Process that Enhances the

Design of a Creative Strategy Secondary Research Primary Research

Secondary Info.on the Internet

Secondary Info.on the Internet

Strategic Research

Contact M ethodsi.e . in p e rson

Survey Researchi.e . p op u la tion o r sam p le

Observation Researchi.e . p eop le -w atch in g

Use of M etaphorsi.e . im ag es , n o t w ord s

Content Analysisi.e . au d its o f com p etito rs '

ad vert isem en ts

In-Depth Interview si.e . on e-on -on e

Focus G roupsi.e . g rou p in -d ep th

in te rview s

E arly F eedbackM ethods

Direct-ResponseCounts

Direct-ResponseCounts

Brand TrackingBrand Tracking Memory TestsMemory Tests

Persuasion TestsPersuasion Tests

CommunicationTests

CommunicationTests

Frame-by-FrameTests

Frame-by-FrameTests

In-Market TestsIn-Market Tests

Evaluation Research Methods

Ask Questions After Ad Has Run

Ask Questions After Ad Has Run

Unaided orAided Recall

Unaided orAided Recall

Recall TestsRecall Tests

Show Ad & Ask If People Remember Having Seen It Before

Show Ad & Ask If People Remember Having Seen It Before

Recognition TestsRecognition Tests

Memory Tests

Persuasion TestAttitude Change Test

Persuasion TestAttitude Change Test

Audience Composition Audience Composition Environment Environment Brand FamiliarityBrand Familiarity

Step 1Consumers Are Asked If They’d

Buy a Brand

Step 2Consumers AreExposed to an

Ad for That Brand

Step 3Consumers Are

Asked Again about Purchase

Intentions

CostCost

Persuasion Tests

Assessing Persuasion Tests

Step 4Results Are

Analyzed

Did ad deliver the message it wasIntended to deliver?

Did ad deliver the message it wasIntended to deliver?

Did ad deliver any messages it was not intended to deliver?

Did ad deliver any messages it was not intended to deliver?

How did representatives of the target audience react to the

message, etc.?

How did representatives of the target audience react to the

message, etc.?

Direct-Response CountsDirect-Response Counts

Evaluation Research Methods

Communication TestsCommunication Tests

Request a Direct Response Via a:

Toll-Free Number,

Coupon,

Web site,

Offer embedded in the body copy

Count Number of Sales or Requests.

Frame-by-Frame

Viewers Watch &Respond to a TVCommercial by

1) Turning a Dial, 2) Pressing

Numbers on aKeypad, or 3)

Wearing Electrodes.

Frame-by-Frame

Viewers Watch &Respond to a TVCommercial by

1) Turning a Dial, 2) Pressing

Numbers on aKeypad, or 3)

Wearing Electrodes.

In-Market Tests

EvaluateAdvertisements by Measuring Their Influence

on Sales.

Seldom UsedWith

Individual Ads.

May Use Simulated Test Markets

In-Market Tests

EvaluateAdvertisements by Measuring Their Influence

on Sales.

Seldom UsedWith

Individual Ads.

May Use Simulated Test Markets

Brand Tracking

Following BrandsFrom RejectionThrough LevelsOf Acceptance For Every Brand

In a Market.

Tracking the Brand is MoreImportant than

Tracking the Ad.

Brand Tracking

Following BrandsFrom RejectionThrough LevelsOf Acceptance For Every Brand

In a Market.

Tracking the Brand is MoreImportant than

Tracking the Ad.

Evaluation Research Methods

Testing Creative Research

Test the ad’s success

Define expectations

Measure the effect

Pre-test

Post-test

SummaryResearch used most often: To help identify consumers To help look for new ideas in products or services To help improve what is offered in product or services To help pinpoint causes of special problems To monitor activities To help in communications development To study promotional tools

It is much less expensive to test concepts and ads prior to buying expensive media schedules.