Chapter 15

Research in Advertising
Functions of Advertising Research

To help identify consumers

To help look for new ideas in products or services

To help improve what is offered in products

To pinpoint causes of possible problems

To monitor activities

To help in communications development

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Account Planners

• Account planners have the role of

representing the consumer in the agency and
making research usable to ensure that the
advertising is strategically and executionally
relevant to the target audience.

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Basic Considerations in
Marketing Research
• Maintaining a consumer-behavior perspective
• Being sure the right questions are being
asked
• Using appropriate research techniques and
controls
• Presenting the research findings in a clear,
comprehensible format that leads to action

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Sociology and Advertising

Social class and stratification

Trend watching

Life-stage research

Consumption research

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Psychology and Advertising

Motivation Cognition Learning

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Exhibit 15.7 VALS Lifestyle Categories

Most Resources
Innovators

Ideals Achievement Self-Expression

Thinkers Achievers Experiencers

Believers Strivers Makers

Least Resources
Survivors
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MindBase Consumer Segments

• I am Expressive. • I am Down to Earth.

• I am Driven. • I am Sophisticated.
• I am At Capacity. • I Measure Twice.
• I am Rock Steady. • I am Devoted.

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To which MindBase segment,
would this ad appeal?

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Sources of Data
from the Marketing Environment

Universal Product Code

Single-Source Data

Database Marketers

Internet Data

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Steps in Advertising Research

1: Advertising strategy development

2: Advertising execution development

3: Evaluating pretesting executions

4: Campaign evaluation

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Exhibit 15.11 Situation Analysis

Market Product
Sales Sales/share
Geography Profit
Pricing Distribution
Distribution Pricing
Trends Strengths/Weaknesses

Consumer
Competition Demos
Spending Psychos
Position Lifestyles
Strategy Attitudes
Usage

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Exhibit 15.12 Brand Trial/
Awareness Ratios: Strategic Options

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Focus Group Research

• A qualitative
research
interviewing
method using in-
depth interviews
with a group.

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Concept Testing

• Concept testing is a method to determine the

best of a number of possible appeals to use in
advertising; testing attempts to separate good
and bad ideas; and providing insight into
factors motivating acceptance or rejection.

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Forms of Testing

• Concept testing • Unfinished

– Card concept test commercial test
– Poster test – Animatics
– Layout test – Photomatics
• Finished print test – Liveamatics
– Ripamatics
• Finished commercial
test

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Starch Readership Test Classifications

Noted Reader

Associated Reader

Read Most

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Thank You

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