1. Chapter 5 Account Planning and Research
Strategic Research
Begins with secondary research (government, trade, supplier, Internet)
Primary research
The Account Planning Process
Qualitative versus quantitative data
Account planner interprets information

2. The promise and support
The Strategy Document
Marketing objectives
The product
The target audience
The brand personality
The promise and support

3. Marketing objectives Reviews the competition
Establishes a goal for the campaign
Corporate (profit, growth, ROI, reputation)
Sales Targets (specific, quantitative, realistic goals to be achieved in a specified period of time)
Includes
Past and present sales figures
Market shares of brand and competitors
Competitor advertising and promotional resources, tactics, practices
Other relevant information

4. The product Section includes Results of surveys
Consumer perceptions of the brand and its competitors
Tests of or reactions to advertisements, promotions, retail displays, and packaging of brand and competitors

5. The target audience Includes:
Demographic and psychographic description of the campaign’s target audience
Demographic data reveal the age, income, education, gender, and location of targets
Psychographic information comes from surveys, in-depth interviews, observational research and focus groups

6. Brand personality Brands have personalities
Ads for brands with winning personalities seek to perpetuate that personality
Ads for brands with less desirable personalities work to remedy the problem
Personalities can be elicited by:
Asking consumers what the brand would be like if it were an animal or person

7. The promise
Ads promise a reward for buying or using the advertised product or service
Promise section tells writers and art directors which reward ads should promise
Support section lists facts about the brand’s attributes that will make the promise most acceptable to users

8. Evaluative Research Before Execution
Message development research
Survey research
Observation research
Cognitive psychology and the use of metaphor
Communication assessment
Content analysis of competing ads
Readability tests
Test marketing
Physiological measures

9. Evaluative Research During Execution
Coincidental surveys
Attitude tests
Tracking studies
Wave analysis
Consumer diaries
Pantry checks
Single-source tracking

10. Evaluative Research After Execution
Memory tests (recall/recognition)
Persuasion tests
Direct-response counts
Frame-by-frame tests
In-market tests
Brand tracking

11. Evaluative Research After Execution