1. ADV 421 Advertising Research Advertising Research Process Perley Isaac Reed School of Journalism
Sammy Lee

2. West Virginia University
Types of Research
Secondary
Primary
Qualitative
Case Studies
Historic
FGI
In-depth Interviews
Ethnography
Quantitative
Internal Data
External Data
Syndicated Data
Gov’t Data
Content Analysis
Surveys
Experiments
West Virginia University

3. Brief Advertising Process
Agency briefing
Situation Analysis
Customer
Company
Competition
“What” to say?
Objectives
Segmentation/Targeting
Creative Strategy
“How” to say?
Creative Development
“Where” & “When”?
Media Strategy
Implementation
Evaluation
Sammy Lee
West Virginia University

4. West Virginia University
Research by Stage
Situation Analysis
Positioning
Segmentation
Secondary research
Primary research
Concept testing
Copy
testing
Effectiveness
testing
Communication
testing
Concept
development
Production
Before
placement
After
placement
Experiments
Experiments
Surveys
FGs*
FGs
In-depth interviews
Experiments
Finished ad
Media Research
Primary research
West Virginia University

5. Research by Stage Verizon Wireless Situation Analysis Positioning
Segmentation
Secondary research
Primary research
Coverage
Connectivity
Price
This is the message
“Connectivity”
This is the positioning
“Connect anywhere”
This is the target
People who hate call drops
West Virginia University

6. Research by Stage Concept Testing message positioning target
“Connectivity”
“Connect anywhere”
People who hate call drops
Concept development
Concept
Testing
1. “Test Man”
2. “I Hear You”
West Virginia University

7. Research by Stage Communication Testing Copy Testing message
positioning
target
“Connectivity”
“Connect anywhere”
People who hate call drops
“Test Man”
Communication
Testing
Slogan
Headline
Model
Tone & Manner
Copy
Testing
West Virginia University

8. Research by Stage Copy Testing message positioning target
“Connectivity”
“Connect anywhere”
People who hate call drops
“Test Man”
Copy
Testing
Slogan
Headline
Model
Tone & Manner
West Virginia University

9. Research by Stage Effectiveness Testing Campaign objectives message
positioning
target
“Connectivity”
“Connect anywhere”
People who hate call drops
“Test Man”
Effectiveness
Testing
West Virginia University

10. West Virginia University
Who conducts research?
Clients
Brand/Marketing managers
Research department
Agency
Account people
Creative people
Media people
Field Services
Research Suppliers
Syndicated research firms: A.C. Nielsen, ABC, MRI
Sammy Lee
West Virginia University