1 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 7 1 Advertising and Promotion Research 7 1 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Key Perspectives Traditional Advertising and Brand Promotion Research –Any research that helps in the development, execution or evaluation of advertising and promotion A New Perspective –The Account Planning System –Greater research outsourcing –More naturalistic and socio-cultural methods 7 2

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Advertising and Promotion Research Used to assist in determining market segments Plays a key role in helping creatives understand the audience Used to make go/no go ad decisions and when to pull ads Used to evaluate agency performance 7 3

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Key Issues in Advertising and Promotion Research Reliability: The research method produces consistent findings over time. Validity: The information generated is relevant to the research questions being investigated. Trustworthiness: Usually applied to qualitative data; does the data seem to make sense? Meaningfulness: An assessment of limitations of the data. 7 4

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. The Scope of Advertising and IBP Research 1. Developmental Advertising and IBP Research (before ads are made) 2. Copy Research (as ads are being finished) 3. Results-oriented Research (after the ads are running) 7 5

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Stage One: Developmental Advertising and IBP Research Design Thinking: Advertisers and marketers think like designers. Concept Testing: Designed to screen the quality of new ideas or concepts. Audience Profiling: Creatives need to know as much as they can about the people to whom their ads will speak. Profiles present the creative staff with a fine-grained picture of the target audience, and its needs, wants, and motivations. Focus groups: Brainstorming session with target customers (6-12) to come up with new insights about the brand. Focus groups offer the opportunity to gather in-depth data. 7 6

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Developmental Advertising Research Methods: Other Sources of Information Internal company sources Government data sources Commercial sources Professional publications 7 9

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Stage Two: Copy Research (Evaluative Research) Research on the actual ads Used to judge the ads and promotion text finished or unfinished Often referred to as “evaluative research” 7 10

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Motives and Expectations for Copy Research Account team wants assurance that the ad does what it is supposed to do. The client wants to see how well a particular ad scores against the average commercial of its type (a “normative test”). Creatives don’t like copy testing because it creates a report card and “artists” resent getting report cards from people in suits. (Who wouldn’t?) Copy testing research is a good idea most of the time—it can yield important data that management can use to determine the suitability of an ad. 7 11

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Evaluative Criteria and Methods in Copy Research “Getting It” - Communications Test What do they remember? - Not a good predictor of sales Cognitive Residue - Thought listings/cognitive response analysis - Recall: Aided, unaided, claim, related - Recognition testing - Implicit memory measures 7 12

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Evaluate Criteria and Methods in Copy Research (con’t) Knowledge—consumer brand claim or belief o Communication tests o Surveys Attitude Change o Attitude Studies Feelings and Emotion o Resonance Tests o Frame-by-Frame Tests Physiological Changes o Eye Tracking o Voice Analysis Behavioral Intent 7 13

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Stage Three: Results 1. Tracking Studies Assess attitude, knowledge, behavioral intent and behavior over time 2. Direct Response Inquiry/direct response measures through mail, phone, and Internet 3. Estimated Sales Derived from Advertising Advertising and promotions differ greatly Internet is ideal given “click throughs” Multiple factors can effect sales 4. All-in-One Single Source Data Links shopping to media use through store scanners 7 15

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