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.

Strategic Research Information-Gathering Process that Enhances the Design of a Creative Strategy Secondary Research Primary Research Government Organizations Primary Research Suppliers Trade Associations Simmons Market Research Bureau Secondary Research Suppliers Mediamark Research, Inc. Secondary Info. on the Internet

Strategic Research

Evaluation Research Methods Brand Tracking Memory Tests In-Market Tests Persuasion Tests Frame-by-Frame Tests Direct-Response Counts Communication Tests

Remember Having Seen It Before Memory Tests Recall Tests Ask Questions After Ad Has Run Unaided or Aided Recall Recognition Tests Show Ad & Ask If People Remember Having Seen It Before

Assessing Persuasion Tests Attitude Change Test Persuasion Tests Step 1 Consumers Are Asked If They’d Buy a Brand Step 2 Consumers Are Exposed to an Ad for That Brand Step 3 Consumers Are Asked Again about Purchase Intentions Step 4 Results Are Analyzed Audience Composition Environment Brand Familiarity Cost Assessing Persuasion Tests

Evaluation Research Methods Did ad deliver the message it was 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.? Direct-Response Counts Communication 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.

Evaluation Research Methods Frame-by-Frame Viewers Watch & Respond to a TV Commercial by 1) Turning a Dial, 2) Pressing Numbers on a Keypad, or 3) Wearing Electrodes. In-Market Tests Evaluate Advertisements by Measuring Their Influence on Sales. Seldom Used With Individual Ads. May Use Simulated Test Markets Brand Tracking Following Brands From Rejection Through Levels Of Acceptance For Every Brand In a Market. Tracking the Brand is More Important than Tracking the Ad.

Testing Creative Research Test the ad’s success Define expectations Measure the effect Pre-test Post-test

Summary Research 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.