Creative ResearchPurpose and goals, supporting academic areas, methods and types, usesHigh StakesHigh stakes for the creative team that have to come up with the campaign ideasMillion of revenue for clientsHigh cost of TV adsPaying all the media money to schedule these thingsCreative ResearchStrategic researchStudy past and current actions and behaviorsFor example, how many people in our attended target purchased our product 6 months compared to 12How well does the brand currently fit target markets?Creative Research*totally differentnot talking about past and current, but current and futurediff time framenot talking about actions and behaviors of target market, but the effectiveness of advertisingQuestion asked and answered in creative research—what kind of advertising is going to have the maximum appeal to the target market?Research into advertising, about advertising, what kind of ads should we doKey point: limit at which creative research can provide is that it can give a creative team a really good idea of what to sayCentral RoleStages in which to use creative researchDevelopment of creative strategy—figuring out general way of figuring out how to sellPretesting executions—testing your ads and showing a number of variations and have them respondEvaluating campaign—are you able to achieve creatively brand recognition and stuffStages: Evaluating CampaignGraphs can show—example: Super bowl  red means it was disliked and green means it was liked“second by second reaction graph”Spray tan ad, etc. (all ads during super bowl)Areas of study (give insight to explain how Ads work)A student of peopleA good advertiser is a student of people, who can understand how people are and how they think in a very profound wayBill BernachSociologyLife-cycle stagesAt every stage we have a certain set of needs/buying habits and preferencesAt every stage there is a different set of products that make sense and that don’tEx: teens don’t pay for rent, your money can be spent looselyLife cycle stage generates your preferencesPsychologyVALS personality types  help advertisersCategorization schemes on people, if you can accurately categorize your target market by personality you have a leg up on how to appeal to themAnthropologyIn terms of creative aspect of advertisingMeaning systemsThey have documented how compelling it is for people to buy a product about what it signifies about the owner of the productPeople give meanings to products, define themResearch in creative developmentHunt for the “insight”At this point, a creative team is after insightNo direct definition, it can be anythingThe most valuable thing for creative development to find at this stage (the beginning)It has 2 parts—they are oppositesOn one hand insight needs to be something that people typically don’t think about when they think about the productAt same time it is something that is absolutely central to the product and its useExample of insight: BBQ grills“people want great tasting food”“the griller can’t socialize”*Which of these is a better example of insight about grills?  #2 !!the second is more useful because it is not typically thought about when thinking about grillingMethods and sourcesFocus groupThrough open ended discussion some insights will come out that the creative team hadn’t known and maybe drive campaignExisting ads, focus groupsSecond way to do creative research—combine focus groups with a study of ads that are already out there, by competitors—useful because you can see if there is any patterns in the kind of approach/key selling idea (if so, you know what not to say if you want to stand out and what to do differently to stand out) and gives you a sense of what kind of approach to take (ex: they take serious approach, you do opposite)Ex: Milk seen as boring and dull compared to coke, not having milk was what the campaign was built on, Got Milk?Ethnographic researchEx: MTV market researchers visited typical fan in his home, talked to them about important issues (dealing with parents, dating, stress factors, etc.), they video this and show it to department meetings and share their insightsNot having people come to them, but actually going to their target market, trying to get insights (you can see what they wear, where they are, etc.)Key pointsCreative researchIt tries to find insights into the general creative appeal that will inform your campaign—hunting for insightKey academic areas of studySociology, anthropology, psychologyHelp with insightsKey methods and sourcesHunt for the insightADPR 3100 1st Edition Lecture 15Outline of Last Lecture I. Guest speakerOutline of Current Lecture II. Creative Researcha. Purpose and goalsb. Supporting academic areasc. Methods and typesd. UsesCurrent LectureCreative Research-Purpose and goals, supporting academic areas, methods and types, uses High Stakes- High stakes for the creative team that have to come up with the campaign ideas o Million of revenue for clients- High cost of TV ads - Paying all the media money to schedule these things  Creative Research- Strategic researcho Study past and current actions and behaviors o For example, how many people in our attended target purchased our product6 months compared to 12o How well does the brand currently fit target markets?- Creative Researcho *totally differento not talking about past and current, but current and future diff time frame o not talking about actions and behaviors of target market, but the effectiveness of advertising o Question asked and answered in creative research—what kind of advertising is going to have the maximum appeal to the target market?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 Research into advertising, about advertising, what kind of ads should we do o Key point: limit at which creative research can provide is that it can give a creative team a really good idea of what to say  Central Role  Stages in which to use creative research- Development of creative strategy—figuring out general way of figuring out how to sell - Pretesting executions—testing your ads and showing a number of variations and have them respond- Evaluating campaign—are you able to achieve creatively brand recognition and stuffStages: Evaluating Campaign - Graphs can show—example: Super bowl  red means it was