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Learning Objectives
Learn about different types of advertising research approaches.
Learn about account planning.
Advertising Copy Testing and Diagnosis
Copy Testing DecisionsWhether you should copy-test
When you should copy-test
Measures used in copy testingAdvertising objective based measures
Communication effects models
Categories of Advertising Research
Timing
Category 1: Advertising Strategy Research
Techniques
•Before creative work begins
•Consumer Juries•Matched samples•Portfolio tests•Storyboard test•Mechanical devices•Psychological rating scales
Category 2: Creative Concept Research
Category 3: Pretesting
Category 4: Postesting
Research Problem
•Product concept definition•Target audience selection•Message-element selection
•Before creative work begins
•Before agency production begins
•Concept testing•Name testing•Slogan testing
•Free-association tests•Qualitative interviews•Statement- comparison tests
•Before creative work begins
•Product concept definition•Target audience selection•Message-element selection
•After campaign has run
•Advertising effectiveness•Consumer attitude change•Sales increases
•Aided recall•Unaided recall•Sales tests•Inquiry tests•Attitude tests
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Strategic Vs. Evaluative Research & Marketing Research
Strategic research is an extension of the marketing strategy and is used to help develop creative designs and media plans.
Evaluative research measures how well the advertiser has reached its goals.
Marketing research is used to identify consumer needs, develop new products, evaluate pricing levels, assess distribution methods, and test the effectiveness of various promotional strategies.
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Advertising ResearchStrategy researchProduct concept research
Product features or positioningTarget audience research
Identification, characteristics, appropriate appeals
Media audience researchAppropriate media selection (e.g., Nielsen)
Message element researchConsumer reactions to various message
elements
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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
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The Marketing ObjectiveThe Marketing Objective
The ProductThe Product
The Target AudienceThe Target Audience
The PromiseThe Promise
The Brand PersonalityThe Brand Personality
The Strategy Document (Creative Brief)
The Outcome of Strategic Research is Called a Strategy Document or Creative Brief.
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Methods of Obtaining Feedback in the Response Hierarchy
Circulation Reach
Listener, readerviewer recognition
Recall Checklists
Brand AttitudesPurchase intent
Recall over time
Inventory, point of Purchase consumer Panel
Exposure/Presentation
Attention
Comprehension
Message acceptance/Yielding
Retention
Purchase behavior
Effectiveness Tests Steps in Persuasion Process
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Diagnostic 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
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Evaluative ResearchEvaluative research is used to make final go/no go decisions about finished or nearly finished ads.Advertisers hope it will provide a valid measure of effectiveness, however: There are many truths in numbers, Advertising is only one part of the overall marketing
campaign, Advertising has many purposes, Evaluative research methods change all the time.
Important to evaluate advertising since the average 30-second commercial shown on national TV costs about $200,000 to make.
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Advertising Copy Testing and Diagnosis
The Advertising Used
Frequency of Exposure
How it’s Shown
Where the Exposure Occurs
How Respondents are Obtained
Geographic Scope
Alternative Measures of Persuasion
Bases of Comparison and Evaluation
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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
Suppliers of Evaluative Research
Supplier Medium Methods
ASI Market Research,Inc New York, NY
Television, print Recall Persuasion
Bruzzone ResearchCo.Alameda, CA
Television Recognition
Burke MarketingResearchCincinnati, OH
Television, print Recall PersuasionIn-Market sales
CommunicationsWorkshop Inc.Chicago, IL
Television, print, radio Communications Test
Suppliers of Evaluative Research
Supplier Medium Methods
Diagnostic ResearchInc.
Television, print, radio Communications Test
Gallup and Robinson,Inc.Princeton, NJ
Television, print Recall Persuasion
InformationResources Inc.Chicago, IL
Television In-market sales
Starch INRA Hooper,Inc.Mamaroneck, NY
Print Recognition
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Ask Questions After Ad Has Run
Ask Questions After Ad Has Run
Unaided orAided Recall
Unaided orAided Recall
Recall Tests (e.g., DAR)Recall Tests (e.g., DAR)
May be a Reliable,But Not Valid Test
May be a Reliable,But Not Valid Test
Show Ad & Ask If People Remember Having Seen It Before
Show Ad & Ask If People Remember Having Seen It Before
Recognition Tests (e.g., Bruzzone, Starch)Recognition Tests (e.g., Bruzzone, Starch)
Memory Tests
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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
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An Example of Persuasion Tests
ARS Persuasion Score
Ad copy must be distinctive
- Brand Differentiation
Ad weight without persuasiveness is
insufficient
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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.
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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
Example of Ad Tracking
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10
20
30
40
50
60
70
80
Year 1 Year 2 Year 3 Year 4 Year 5
Problem Solution
Main CreativeElement
Main Character
Proven Campaign
Children’s Campaign Ad Tracking
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Account Planning
An account planner is essentially the account team’s primary contact with the outside world; the person who, through personal background, knowledge of all the pertinent information, and overall experience, is able to bring a strong consumer focus to all advertising decisions.
(AAAA’s definition of the account planner)
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Researcher vs. Acct Planner
Researchers are principally concerned with measurement and analysis; research is about what has been and what it is.
Account planners are more concerned with insights and synthesis; account planning is about what will and could be.
Account planning practiced at TBWA Chiat/Day, Goodby, Silverstein & Partners, DDB Needham, and JWT in the States.
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