ADV 205 1st Edition Lecture 8 Outline of Last Lecture I Product II Brand and Products III Price IV Place Outline of Current Lecture I Advertising Research II What consumers want III Steps in the research process Current Lecture Advertising Research Strategy Research o Product Concept o Target Selection General Consumer Trends What changes can be seen in the consumer lifestyles Product specific analysis What are the characteristics of the consumers How do we examine these groups What are the opportunities within each segment there will always been some section of the market that don t care about functionality they only care about looks but not main target Consumer insight research Need to know as much as possible about people we are trying to reach demographics psychographics Army Burnet Research 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 o The found that a big factor was the parents started targeting a message toward the parent and the target o Message Selection o Media Selection Competitive media Where can we get some of our messages seen What media should be used Message element selection Creative Concept Research o After ad strategy developed o Test creative concepts o Pretesting and Post testing Pretesting Research o Direct questioning o Focus group o Order of merit tests o Paired comparison method o Portfolio test o Mock magazine Post testing Research o Unaided and Aided recall call and ask if they remember seeing certain commercials aka yours o Attitude tests o Inquiry tests have people been calling in asking for more information o Sales quantity Tests What Consumers want Using marketing research Healthtex discovered that customers wanted practical clothing for their children Unique product concept for the brand We have spoken about the viral advertising and how difficult it is to reach your generation Social networking make viral advertising one form of advertising that does reach your generation Viral advertising usually edgy off color infective content and delivery method are a good match for your generation Steps in the research process 1 Analyze situation and define problem a Situation analysis i What are the industry trends ii What is the competitive environment iii Who are the category leaders iv How are the others positioned How are we positioned v Identify others advertising strategies and medias 2 Conduct informal exploratory research a Data is the key to knowing your audience An advertiser and its agency can obtain this knowledge from two basic kinds of sources each with respective advantages and disadvantages b Begin with secondary research i Exploration of all available published information ii May lead to primary research c End users i Writers art directors and producers ii Media Planners and buyers d Secondary data look at things that are already published by someone else for a different reason census library publications previous company stats i Internal to company ii External out in the world 3 Establish Research Objectives a Prior to primary research problem and objectives must be stated b MUST be specific and measurable and most have a time frame 4 Conduct formal research a Quantitative numbers how many times did you how much do you like this product on a scale of 1 to 10 b Qualitative how do you feel what does this look like c Utilize focus groups and in depth interviews d Ask why and in what way e Relies upon interviewer to probe for insights f Questions evolve throughout process g Uses small sample sizes h Provides deep insights 5 Interpret and report findings a Formality research considerations i Reliability ii Validity talking to the right people b Sampling Methods i Probability samples random ii Non probability samples convenience Secondary Research Collected for another purpose by someone else Primary Research Collected for a specific purpose by person with problem