strategic research part 2: planning and strategy chapter 6

Strategic Research

Part 2: Planning and Strategy

Chapter 6

6-2

Key Points

• Discuss the types of strategic research

• Identify the four uses of research in advertising

• List the common research methods used in advertising

• Explain how account planning works

6-3

Research: The Quest for Intelligence and Insight

• Market research– Compiles information about the product, product

category, and other details of the marketing situation

• Consumer research– Used to identify people who are in the market for

the product

6-4

Research: The Quest for Intelligence and Insight

• Advertising research– Focuses on all the elements of advertising

• IMC research– Used to assemble information in planning the use

of a variety of marketing communication tools

• Strategic research– Uncovers critical information that becomes the

basis for strategic planning decisions

6-5

Types of Research

• Secondary Research

• Primary Research

• Quantitative and Qualitative Research

• Background research that uses available published information about a topic

6-6

Types of Research

• Secondary Research

• Primary Research

• Quantitative and Qualitative Research

• Information that is collected for the first time from original sources

• Primary research suppliers

6-7

Types of Research

• Secondary Research

• Primary Research

• Quantitative and Qualitative Research

• Quantitative research– Delivers numerical data

• Qualitative research– Provides insight

6-8

Uses of Research

• Research departments collect and disseminate secondary research data and conduct primary research

• There is an increased need for research-based information in advertising planning

Uses for Research

1. Market information

2. Consumer insight research

3. Media research

4. Message development

5. Evaluation research

6-9

Uses of Research

• Market information

• Consumer insight research

• Media research• Message

development and evaluation

• Research used to gather information about a particular market

• Includes consumer perceptions of the brand, product category, and competitors’ brands

6-10

Uses of Research

• Market information

• Consumer insight research

• Media research• Message

development and evaluation

• The creative team and media planners need to know as much as they can, in as much depth and detail as possible, about the people they are trying to reach

6-11

Uses of Research

• Market information

• Consumer insight research

• Media research• Message

development and evaluation

• Gathers information about all the possible media and marketing communication tools that might be used to deliver a message

• Researchers match that information to what is known about the target audience

6-12

Uses of Research

• Market information

• Consumer insight research

• Media research• Message

development and evaluation

• Concept testing– Used in the development

of the message strategy to evaluate the relative power of various creative ideas

• Copy testing– Used to evaluate the

relative effectiveness of various approaches to the sales message

6-13

Account Planning: What is It?

• Account planner– A person in an agency

who uses account planning to research a brand and its customer relationships in order to devise advertising message strategies that are effective in addressing consumer needs and wants

Account Planner Tasks

1. Understand brand

2. Understand audience relationship

3. Articulate strategies

4. Prepare creative briefs

5. Evaluate effectiveness

6-14

Account Planning: What is It?

• The Research Foundation

• Consumer Insight

• The Communication Brief

• Used in three phases of the advertising planning process– Strategy generation

– Creative development

– Campaign evaluation

6-15

Account Planning: What is It?

• The Research Foundation

• Consumer Insight

• The Communication Brief

• Intersects with the interests of the customer and the brand features

• Insight mining– Realistic response objective?

– Causes of nonresponse?

– Barriers to desired response?

– Motivation to respond?

– Role of each element in the communication mix

6-16

Account Planning: What is It?

• The Research Foundation

• Consumer Insight

• The Communication Brief

• Explains the consumer insight and summarizes the basic strategy decisions

• Six major parts:– Marketing objective– Product– Target audience– The promise and support– Brand personality– Strategy statement