Outline Consumer behavior Social and cultural influences on consumers Psychological influences on consumers The decision process Chapter 5 Account Planning.

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Presentation transcript:

Outline Consumer behavior Social and cultural influences on consumers Psychological influences on consumers The decision process Chapter 5 Account Planning and Research

Chapter 5: Account Planning and Research 2 Research and Account Planning: The Quest for Intelligence Sources of information Role of experience Strategic and evaluative research

Chapter 5: Account Planning and Research 3 Strategic Research Begins with secondary research End users of secondary and primary research Sources of secondary research Primary research suppliers

Chapter 5: Account Planning and Research 4 Strategic Research Organization History of advertising research Types of data Account planning

Chapter 5: Account Planning and Research 5 The Strategy Document Marketing objectives The product The target audience The brand personality The promise

Chapter 5: Account Planning and Research 6 Evaluative Research Before Execution Message evaluation research Methods of contact Survey research Observation research

Chapter 5: Account Planning and Research 7 Evaluative Research Before Execution Cognitive psychology and the use of metaphor Communication assessment

Chapter 5: Account Planning and Research 8 Evaluative Research Before Execution Content analysis of competing ads Readability tests Test marketing Physiological measures

Chapter 5: Account Planning and Research 9 Evaluative Research During Execution Coincidental surveys Attitude tests Tracking studies

Chapter 5: Account Planning and Research 10 Evaluative Research After Execution Memory tests Frame-by-frame tests Persuasion tests Brand tracking Direct-response counts In-market tests Brand tracking

Chapter 5: Account Planning and Research 11 Implications of Evaluative Research Proper research process in advertising? What can be realistically expected from ad agencies? Can measures of effectiveness be improved?

Chapter 5: Account Planning and Research 12 Research Challenges Globalization New media technology Virtual research Embedded research