1. Advertising Campaigns Chapter 2 Research

2. Understanding Consumers and Clients Situation Analysis (background) Company Consumer Market

3. Understanding Consumers and Clients Situation Analysis (cont.) Product Competition

4. Understanding Consumers and Clients Secondary Research MRI/Simmons Google/Yahoo Hoovers Company/Industry Web

7. Series of “Why’s”

8. Compare to:

10. EBSCO’s Business Source

11. Lexis Nexis

12. Ad Age and ADWEEK

17. Medium & Light Users

21. Extra Large Fries & Drinks

25. Liquor

27. Health and Beauty Aids

29. Electronics

31. Magazines

33. Car Repairs

34. HVAC

36. After Shave

38. Home Décor

39. Shoes

43. Consumer Analysis Motivations

45. Features & Benefits

46. How it works

48. Like/dislike and why

49. Trust to deliver benefits

50. Preference & why/why not

52. Where

53. When

55. Maybe use more?

57. Solves problems which differ by age & gender

58. Curiosity

59. Aspirations or self regard

61. These ends are defined by consumers values

64. Prevents cavities (Crest)

65. Fresher Breath (Aquafresh)

66. Tastes Good (Colgate)