Advertising and Promotion Research

Key Definitions
Advertising and Promotion Research:


Any research that helps in the development, execution or evaluation of advertising and promotion. A broader view than traditional research that introduces data earlier in the development process and relies on a wider variety of research techniques.

Account Planning


Advertising and Promotion Research

Used to assist in determining market segments Plays a key role in helping creatives understand the audience Used to make go/no go ad decisions and when to pull ads Used to evaluate agency performance

Key Issues in Advertising and Promotion Research

Reliability: The research method produces consistent findings over time. Validity: The information generated is relevant to the research questions being investigated. Trustworthiness: Usually applied to qualitative data; does the data seem to make sense? Meaningfulness: An assessment of limitations of the data.

Purposes of Developmental Advertising Research

Idea Generation


An agency is often called on to invent new, meaningful, ways of presenting a brand to a target audience. Seeks feedback to screen the quality of new ideas or concepts. Once a target segment have been identified, advertising planning can proceed with a developing a message that will be meaningful to the consumers. Creatives need to know as much as they can about the people to whom their ads will speak.

Concept Testing


Audience Definition


Audience Profiling


Developmental Advertising Research Methods

Focus Groups
 

Brainstorming session with 6 to 12 customers May involve projective techniques

Allow consumers to project thoughts and feelings onto neutral stimuli

May also use association tests

Ask consumers to express thoughts or feelings after hearing a brand or seeing a logo

Developmental Advertising Research Methods (contd)

More methods include


Field Work
Embedded consumption: Learn from the experiences of the consumer through direct observation Creative brief: an outline of essential creative ideas

Developmental Advertising Research Methods (contd)

Internal company sources Government data sources Commercial sources Professional publications The Internet

Copy Research
Research on the actual ads Used to judge the ads against a standard Sometimes a source of agency conflict

What sort of feelings and emotions do you think research would uncover for this ad?