2. Account Planning and Research

3. Chapter 6 Objectives Describe the role of account planners
Discuss how research helps advertisers select markets, messages, & media vehicles
Explain the basic steps in the research process
Discuss the differences between formal and informal research & primary and secondary data
Explain the methods used in qualitative and quantitative research
Define and explain the concepts of validity and reliability
Recognize the important issues in creating survey questionnaires
Explain the challenges international advertisers face collecting data
Debate the pros and cons of advertising testing

4. The Account Planner as Consumer Advocate
Nurtures relationship between consumer and brand
Assures that advertising is relevant to target audience
Brings a wealth of information to the planning process

5. Need for Research: What Is Marketing Research?
Function
Identifies consumer needs and market segments
Provides the information necessary for developing new products and devising marketing strategies
Enables managers to assess the effectiveness of marketing programs and promotional activities

6. Need for Research: What Is Marketing Research?
Informa ad for its research services

7. Applying Advertising Research

8. Applying Advertising Research
Product Concept
Media Selection
Strategy Research
Target Audience Selection
Message Element Selection

9. Steps in the Research Process
1. Analyze Situation & Define Problem
2. Conduct Informal (Exploratory) Research
Primary Data
Internal
Secondary Data
External
3. Establish Research Objectives
4. Conduct Formal Research
Qualitative
Quantitative
5. Interpret & Report Findings

10. Steps in the Research Process: Qualitative Methods
In-Depth Interviews
Projective Techniques
Focus Groups

11. Steps in the Research Process: Qualitative Methods
Bissell’s “Life Testimonials” ad campaign used anthropological research to identify market segments

12. Steps in the Research Process: Quantitative Methods
Experiment
Survey
Observation

13. Steps in the Research Process: Quantitative Methods
Envirosell’s video observation of shopping habits

14. Steps in the Research Process: Testing Methods
Pretesting
Posttesting
Clutter Tests
Direct Questioning
Central Location Tests
Recall Tests
Inquiry Tests
Sales Tests
Attitude Tests

15. Issues in Advertising Research
Sampling Method
Validity
Questionnaire Development
Quantitative Research Considerations
Reliability
Data Tabulation & Analysis
International Data Collection

16. Issues in Advertising Research
Reliability/ validity diagram

17. Issues in Ad Research
Personal Questionnaire