1. Research and Account Planning
Chapter 5
Research and Account Planning

2. Learning Objectives
Learn about different types of advertising research approaches.
Learn about account planning.

3. Advertising Copy Testing and Diagnosis
Copy Testing Decisions
Whether you should copy-test
When you should copy-test
Measures used in copy testing
Advertising objective based measures
Communication effects models

4. Categories of Advertising Research
Timing
Category 1: Advertising
Strategy Research
Techniques
•Before creative
work begins
•Consumer Juries
•Matched samples
•Portfolio tests
•Storyboard test
•Mechanical devices
•Psychological
rating scales
Category 2: Creative Concept Research
Category 3:
Pretesting
Category 4:
Postesting
Research Problem
•Product concept
definition
•Target audience
selection
•Message-element
•Before agency
production
begins
•Concept testing
•Name testing
•Slogan testing
•Free-association
tests
•Qualitative
interviews
•Statement-
comparison tests
•After campaign has run
•Advertising
effectiveness
•Consumer
attitude change
•Sales increases
•Aided recall
•Unaided recall
•Sales tests
•Inquiry tests
•Attitude tests

5. The Components of Advertising Research (Fig. 5.1)

6. Strategic Vs. Evaluative Research & Marketing Research
Strategic research is an extension of the marketing strategy and is used to help develop creative designs and media plans.
Evaluative research measures how well the advertiser has reached its goals.
Marketing research is used to identify consumer needs, develop new products, evaluate pricing levels, assess distribution methods, and test the effectiveness of various promotional strategies.

7. Advertising Research Strategy research Product concept research
Product features or positioning
Target audience research
Identification, characteristics, appropriate appeals
Media audience research
Appropriate media selection (e.g., Nielsen)
Message element research
Consumer reactions to various message elements

8. Strategic Research
Information-Gathering Process that Enhances the Design of a Creative Strategy Secondary Research Primary Research
Government
Organizations
Primary
Research Suppliers
Trade
Associations
Simmons Market
Research Bureau
Secondary
Research Suppliers
Mediamark
Research, Inc.
Secondary Info.
on the Internet

9. The Strategy Document (Creative Brief)
The Marketing Objective
The Product
The Strategy Document (Creative Brief)
The Target Audience
The Promise
The Outcome of Strategic Research is Called a Strategy Document or Creative Brief.
The Brand Personality

10. Methods of Obtaining Feedback in the Response Hierarchy
Steps in Persuasion Process
Effectiveness Tests
Circulation Reach
Listener, reader
viewer recognition
Recall Checklists
Brand Attitudes
Purchase intent
Recall over time
Inventory, point of
Purchase consumer
Panel
Exposure/Presentation
Attention
Comprehension
Message acceptance/
Yielding
Retention
Purchase behavior

11. Diagnostic Research

12. Evaluative Research
Evaluative research is used to make final go/no go decisions about finished or nearly finished ads.
Advertisers hope it will provide a valid measure of effectiveness, however:
There are many truths in numbers,
Advertising is only one part of the overall marketing campaign,
Advertising has many purposes,
Evaluative research methods change all the time.
Important to evaluate advertising since the average 30-second commercial shown on national TV costs about $200,000 to make.

13. Advertising Copy Testing and Diagnosis
The Advertising Used
Frequency of Exposure
How it’s Shown
Where the Exposure Occurs
How Respondents are Obtained
Geographic Scope
Alternative Measures of Persuasion
Bases of Comparison and Evaluation

14. Evaluation Research Methods
Brand Tracking
Memory Tests
In-Market Tests
Persuasion Tests
Frame-by-Frame
Tests
Direct-Response
Counts
Communication
Tests

15. Suppliers of Evaluative Research

16. Suppliers of Evaluative Research

17. Memory Tests Recall Tests (e.g., DAR)
Ask Questions
After Ad Has Run
Unaided or
Aided Recall
May be a Reliable,
But Not Valid Test
Recognition Tests (e.g., Bruzzone, Starch)
Show Ad & Ask If People
Remember Having Seen It Before

18. Assessing Persuasion Tests
Attitude Change Test
Persuasion Tests
Step 1
Consumers Are
Asked If They’d
Buy a Brand
Step 2
Consumers Are
Exposed to an
Ad for That Brand
Step 3
Consumers Are
Asked Again
about Purchase
Intentions
Step 4
Results Are
Analyzed
Audience Composition
Environment
Brand Familiarity
Cost
Assessing Persuasion Tests

19. An Example of Persuasion Tests
ARS Persuasion Score
Ad copy must be distinctive
- Brand Differentiation
Ad weight without persuasiveness is insufficient

20. Evaluation Research Methods
Did ad deliver the message it was
Intended to deliver?
Did ad deliver any messages it was not intended to deliver?
How did representatives of the target audience react to the message, etc.?
Direct-Response Counts
Communication Tests
Request a Direct Response Via a:
Toll-Free Number,
Coupon,
Web site,
Offer embedded in the body copy
Count Number of Sales or Requests.

21. Evaluation Research Methods
Frame-by-Frame
Viewers Watch &
Respond to a TV
Commercial by
1) Turning a Dial,
2) Pressing
Numbers on a
Keypad, or 3)
Wearing
Electrodes.
In-Market Tests
Evaluate
Advertisements
by Measuring
Their Influence
on Sales.
Seldom Used
With
Individual Ads.
May Use Simulated
Test Markets
Brand Tracking
Following Brands
From Rejection
Through Levels
Of Acceptance
For Every Brand
In a Market.
Tracking the
Brand is More
Important than
Tracking the Ad.

22. Example of Ad Tracking
Children’s Campaign Ad Tracking

23. Account Planning
An account planner is essentially the account team’s primary contact with the outside world; the person who, through personal background, knowledge of all the pertinent information, and overall experience, is able to bring a strong consumer focus to all advertising decisions.
(AAAA’s definition of the account planner)

24. Researcher vs. Acct Planner
Researchers are principally concerned with measurement and analysis; research is about what has been and what it is.
Account planners are more concerned with insights and synthesis; account planning is about what will and could be.
Account planning practiced at TBWA Chiat/Day, Goodby, Silverstein & Partners, DDB Needham, and JWT in the States.

25. Review Learn about different types of advertising research approaches.
Learn about account planning.