This document outlines the process of advertising research. It discusses the objectives of research in supporting advertising planning decisions. The research process involves three stages: preliminary discussions to define the business problem, planning and data collection to gather insights, and applying the findings. Research helps address different types of problems such as selecting alternatives, identifying opportunities, and building knowledge. The goal is to generate a research problem statement and design a methodology to inform recommendations that aid marketing decisions.
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
sales, profits, volume, share, distribution, etc.
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”)
16. Planning & Data Collection
Research Method
Design the research instrumentation
Sampling
Probability vs. Non-probability sample
17. Planning & Data Collection
Budget and Timing
Get research proposal approved prior
to research implementation
Collect Data
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”
Notes de l'éditeur
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.
Research Method:
-Telephone survey, mail survey, electronic survey
- Face to face interview, etc.
Program Evaluation and Review Technique (PERT) planning schedule