Part 2: Planning and Strategy Chapter 6 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

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

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

Types of Research Secondary Research Primary Research Quantitative and Qualitative Research Background research that uses available published information about a topic

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

Types of Research Secondary Research Primary Research Quantitative and Qualitative Research Quantitative research Delivers numerical data Qualitative research Provides insight

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 Uses for Research Market information Consumer insight research Media research Message development Evaluation research

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

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

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

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