1. Outline Consumer behavior Social and cultural influences on consumers Psychological influences on consumers The decision process Chapter 5 Account Planning and Research

2. Chapter 5: Account Planning and Research 2 Research and Account Planning: The Quest for Intelligence Sources of information Role of experience Strategic and evaluative research

3. Chapter 5: Account Planning and Research 3 Strategic Research Begins with secondary research End users of secondary and primary research Sources of secondary research Primary research suppliers

4. Chapter 5: Account Planning and Research 4 Strategic Research Organization History of advertising research Types of data Account planning

5. Chapter 5: Account Planning and Research 5 The Strategy Document Marketing objectives The product The target audience The brand personality The promise

6. Chapter 5: Account Planning and Research 6 Evaluative Research Before Execution Message evaluation research Methods of contact Survey research Observation research

7. Chapter 5: Account Planning and Research 7 Evaluative Research Before Execution Cognitive psychology and the use of metaphor Communication assessment

8. Chapter 5: Account Planning and Research 8 Evaluative Research Before Execution Content analysis of competing ads Readability tests Test marketing Physiological measures

9. Chapter 5: Account Planning and Research 9 Evaluative Research During Execution Coincidental surveys Attitude tests Tracking studies

10. Chapter 5: Account Planning and Research 10 Evaluative Research After Execution Memory tests Frame-by-frame tests Persuasion tests Brand tracking Direct-response counts In-market tests Brand tracking

11. Chapter 5: Account Planning and Research 11 Implications of Evaluative Research Proper research process in advertising? What can be realistically expected from ad agencies? Can measures of effectiveness be improved?

12. Chapter 5: Account Planning and Research 12 Research Challenges Globalization New media technology Virtual research Embedded research