1. Part 2: Planning and Strategy Chapter 6
Strategic Research
Part 2: Planning and Strategy
Chapter 6

2. Key Points Discuss the types of strategic research
Identify the four uses of research in advertising
List the common research methods used in advertising

3. 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

4. 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

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

6. 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

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

8. 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

9. 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

10. 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

11. 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

12. 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