1. The Process of Advertising Research

2. Objectives To review the planning process
To understand the role of research in the context of advertising planning

3. Communications Planning: A Systematic Process
Each step builds the foundation for future decisions
and may provide feedback for decisions made in earlier steps
Research supports risk-avoidance and decision confidence

4. The Business Problem
Most product-related research initiatives begin with a problem in mind.
These business “problems” or “challenges” relate to marketer’s concerns about some element of product marketing
Product
Price
Place
Promotions

5. Research Process for Addressing Communications Problems
The fact that a business problem exists opens an opportunity for research solutions
3 Stages of the Process
Preliminary Discussions & Agreement
Planning & Data Collection
Application

6. Preliminary Discussions & Agreements
Happens between the marketer and that organization responsible for implementing research
Marketer gives direction, input about the issues affecting the product/brand
Conversation can also be initiated by the advertising agency
No research is actually conducted until agreement about direction is reached

7. Preliminary Discussion & Agreements Stage
Stage concludes with an understanding between the marketer and the research agent
Agreement about what the research challenge is
And where efforts, budgets will be allocated

8. 3 Categories of Research-Related Problems
Selection of Alternatives
Problems & Opportunities
Knowledge & Understanding

9. Selection of Alternatives/Evaluation of Alternative Actions Problems
A ‘this or that’ category of problem
The problem defines a need for research to help select the best alternative
Ex: Which product package will be most effective – Package A or Package B?
Ex. Which ad spokesperson will have most credibility among the target market?

10. Problems & Opportunities Problems
Category of problem that is focused on gaining a better understanding about past business performance outcomes…
sales, profits, volume, share, distribution, etc.
…or about future business actions

11. Problems & Opportunities Problem Issues
This category defines a need for research to help bring clarity to what already happened or to what may happen…
Ex: Do opportunities exist to extend Nintendo’s base of users targeted based on gender?
Ex: Sales of male cosmetics experienced seasonal declines in the last year. What was the reason for this?

12. Knowledge & Understanding Problems
Category of problem dedicated to building information for the sake of becoming more competitive or more sophisticated about product marketing
Issues related to this categories can be specific to the product, the consumer, or the general societal trends

13. Knowledge & Understanding Problem Issues
Ex.: How would our target react to our brand of potato chips if we repositioned it as a “healthy snacking alternative?”
Ex. How are online social networks changing the way teens become aware of our brand?

14. Research Problem Statement
A research problem statement comes as a result of careful discussions about
what the issue is affecting the product/brand (problem definition)
why research is needed (justification)
what research should find (informational needs)

15. Planning & Data Collection
Identify the type of research
Access current knowledge through secondary research
If necessary, conduct primary research
Exploratory research (Qualitative)
Descriptive research (Quantitative)
Experimental research (“Cause and Effect”)
Secondary research data gathered for research other than the present one.
Primary research- Collection of original, often proprietary data specifically collected for the identified problem.
Exploratory research is used when we do not have enough information to clearly identify the problem and we need “qualitative” information rather than descriptive statistics.
Descriptive research is used when we have a clear understanding of the research question(s) and we want descriptive statistics (averages and percentages) which tell us how many and to what degree persons in our target population hold certain beliefs or behaviors. Generalizable to a larger population.
Experimental research may be necessary if you want the specifics about how a campaign will work in a controlled situation. Consider test market situations.

16. Planning & Data Collection
Research Method
Design the research instrumentation
Sampling
Probability vs. Non-probability sample
Research Method:
-Telephone survey, mail survey, electronic survey
- Face to face interview, etc.

17. Planning & Data Collection
Budget and Timing
Get research proposal approved prior to research implementation
Collect Data
Program Evaluation and Review Technique (PERT) planning schedule

18. Application Analyze data Interpret data and make recommendation(s)
Post-presentation decision making by management

19. Advertising Planning With An Account Planner’s Mindset
Advertising planners represent a hybrid between the account manager and the research analyst

20. Account Management
Account management supervises the work flow & budget allocations on the advertising account
They are the brand business experts who are grounded in brand performance and brand outputs (sales, profits, etc.)
Their counterparts on the company side is the brand manager

21. Research Analysts
Agency researchers are experts in planning, implementing, and reporting research efforts
They are masters at asking the right questions so they generate insights that will answer brand questions
They are more data-centered than brand-centered.

22. The Account Planner
Account Planners represent the voice of the consumer
They are less business-driven than people-curious
They see their jobs as being social anthropologists and “insight-miners”