Download presentation
Presentation is loading. Please wait.
1
Chapter 15 Research in Advertising
Kleppner’s Advertising Procedure, 18e Lane * King * Reichart
2
Learning Objectives Discuss how advertisers use research.
Explain the role of the account planner. Understand anthropology, sociology, and psychology as they relate to advertising. Discuss values, lifestyle, and life-stage research. Describe the research steps in advertising. Explain types of advertising research. Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
3
What message will consumers take from this ad?
Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
4
Functions of Advertising Research
To help identify consumers To help look for new ideas in products or services To help improve what is offered in products To pinpoint causes of possible problems To monitor activities To help in communications development Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
5
Account Planners Account planners have the role of representing the consumer in the agency and making research usable to ensure that the advertising is strategically and executionally relevant to the target audience. Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
6
Basic Considerations in Marketing Research
Maintaining a consumer-behavior perspective Being sure the right questions are being asked Using appropriate research techniques and controls Presenting the research findings in a clear, comprehensible format that leads to action Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
7
Anthropologists Study Commonalities Across Cultures
Body adornment Cooking Courtship Food taboos Gift giving Language Marriage Status Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
8
Sociology and Advertising
Social class and stratification Trend watching Cohort analysis Life-stage research Consumption research Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
9
Exhibit 15.6 Testing Power of a Lifestyle Appeal
Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
10
Psychology and Advertising
Motivation Cognition Learning Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
11
Exhibit 15.7 VALS Lifestyle Categories
Most Resources Innovators Ideals Achievement Self-Expression Thinkers Achievers Experiencers Believers Strivers Makers Least Resources Survivors Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
12
MindBase Consumer Segments
I am Expressive. I am Driven. I am At Capacity. I am Rock Steady. I am Down to Earth. I am Sophisticated. I Measure Twice. I am Devoted. Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
13
To which MindBase segment, would this ad appeal?
Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
14
Sources of Data from the Marketing Environment
Universal Product Code Single-Source Data Database Marketers Internet Data Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
15
Steps in Advertising Research
1: Advertising strategy development 2: Advertising execution development 3: Evaluating pretesting executions 4: Campaign evaluation Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
16
Exhibit 15.11 Situation Analysis
Market Sales Geography Pricing Distribution Trends Product Sales/share Profit Distribution Pricing Strengths/Weaknesses Competition Spending Position Strategy Consumer Demos Psychos Lifestyles Attitudes Usage Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
17
Exhibit 15.12 Brand Trial/ Awareness Ratios: Strategic Options
Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
18
Focus Group Research A qualitative research interviewing method using in-depth interviews with a group. Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
19
Concept Testing Concept testing is a method to determine the best of a number of possible appeals to use in advertising; testing attempts to separate good and bad ideas; and providing insight into factors motivating acceptance or rejection. Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
20
Stages of Copy Testing Rough copy research needed to determine if copy is effectively achieving message goals Finished copy research done to evaluate how well production process has achieved communication and attitude effects Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
21
Forms of Testing Concept testing Finished print test
Card concept test Poster test Layout test Finished print test Finished commercial test Unfinished commercial test Animatics Photomatics Liveamatics Ripamatics Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
22
Readership Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
23
This ad would score well on a Starch Readership test among football fans
Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
24
Starch Readership Test Classifications
Noted Reader Associated Reader Read Most Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
25
For Discussion Why are sociology, psychology, and anthropology important to advertising? What kind of research is used in advertising execution development? What is the role of the account planner? Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall
Similar presentations
© 2025 SlidePlayer.com. Inc.
All rights reserved.