Comstrat 380 1st Edition Lecture 8 Outline of Last Lecture I. Needs Vs. WantsII. Psychological Influences III. Segmented consumersIV. Segmented strategiesV. Types of segmentationsVI. PsychographicsVII. Segmentation strategiesVIII. Targeting audiences IX. Profiling the Target Audience Outline of Current Lecture I. Research used in planning advertising II. The uses of research Current LectureI. Research used in planning advertisinga. Market research compiles information about the product, the product category, competitors, and other details of the marketing environmenti. Fans of the Atlanta Braves are 67 times more likely than the rest of the population to show interest in teeth whitening, and 112 times as likely to be interested in sunscreenb. Consumer research is used to identify people who are in the market for the product c. Advertising research focuses on all the elements of advertising, message, media, evaluation, and competitors’ advertising i. Based on what the advertising has done for the brand 1. Increasing brand awareness, trial, frequency, of purchase These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.d. Qualitative researchi. explores underlying reasons for consumer behavior1. The “how” and “why”ii. Tools include1. Observation2. Ethnographic studies3. In-depth interviews4. Case studiese. Quantitative researchi. Delivers numerical data such as:1. Numbers of users and purchases2. Their attitudes and knowledge3. Their exposure to adsii. Uses large sample sized (100-1,000) and random sampling f. Experimental researchi. Scientifically tests hypotheses by comparing different message treatmentsand how people respond ii. Reactions may be electronically recorded using MRI or EEG machines, or eye-scan tracking devices to measure emotional responses II. The uses of research a. How is research used in marketing communication planning?i. Market informationii. Consumer insight researchiii. Brand informationiv. Media researchv. Message development researchvi. Advertising or IMC planvii. Evaluation research b. Market informationi. Marketing research includes:1. Surveys2. In-depth interviews3. Observation4. Focus group5. To use in developing a marketing plan and a brand communicationplanii. Market information includes consumer perceptions of the brand, product category, and competitors’ brandsiii. Brand information addresses the brand’s role and performance in the marketplace, leader, follower, or challengeriv. How do we gather information about a brand and the marketplace?1. The brand experience2. Competitive analysis 3. Marketing communication audit4. Content
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