1 Chapter 5 Research and Account Planning. 2 Learning Objectives Learn about different types of advertising research approaches. Learn about account planning.

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Chapter 5

Research and Account Planning

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Learning Objectives

Learn about different types of advertising research approaches.

Learn about account planning.

Advertising Copy Testing and Diagnosis

Copy Testing DecisionsWhether you should copy-test

When you should copy-test

Measures used in copy testingAdvertising objective based measures

Communication effects models

Categories of Advertising Research

Timing

Category 1: Advertising Strategy Research

Techniques

•Before creative work begins

•Consumer Juries•Matched samples•Portfolio tests•Storyboard test•Mechanical devices•Psychological rating scales

Category 2: Creative Concept Research

Category 3: Pretesting

Category 4: Postesting

Research Problem

•Product concept definition•Target audience selection•Message-element selection

•Before creative work begins

•Before agency production begins

•Concept testing•Name testing•Slogan testing

•Free-association tests•Qualitative interviews•Statement- comparison tests

•Before creative work begins

•Product concept definition•Target audience selection•Message-element selection

•After campaign has run

•Advertising effectiveness•Consumer attitude change•Sales increases

•Aided recall•Unaided recall•Sales tests•Inquiry tests•Attitude tests

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The Components of Advertising Research (Fig. 5.1)

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Strategic Vs. Evaluative Research & Marketing Research

Strategic research is an extension of the marketing strategy and is used to help develop creative designs and media plans.

Evaluative research measures how well the advertiser has reached its goals.

Marketing research is used to identify consumer needs, develop new products, evaluate pricing levels, assess distribution methods, and test the effectiveness of various promotional strategies.

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Advertising ResearchStrategy researchProduct concept research

Product features or positioningTarget audience research

Identification, characteristics, appropriate appeals

Media audience researchAppropriate media selection (e.g., Nielsen)

Message element researchConsumer reactions to various message

elements

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Primary Research Suppliers

Primary Research Suppliers

Simmons MarketResearch Bureau

Simmons MarketResearch Bureau

MediamarkResearch, Inc.

MediamarkResearch, Inc.

Government Organizations

Government Organizations

TradeAssociations

TradeAssociations

Secondary Research Suppliers

Secondary Research Suppliers

Strategic ResearchInformation-Gathering Process that Enhances the

Design of a Creative Strategy Secondary Research Primary Research

Secondary Info.on the Internet

Secondary Info.on the Internet

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The Marketing ObjectiveThe Marketing Objective

The ProductThe Product

The Target AudienceThe Target Audience

The PromiseThe Promise

The Brand PersonalityThe Brand Personality

The Strategy Document (Creative Brief)

The Outcome of Strategic Research is Called a Strategy Document or Creative Brief.

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Methods of Obtaining Feedback in the Response Hierarchy

Circulation Reach

Listener, readerviewer recognition

Recall Checklists

Brand AttitudesPurchase intent

Recall over time

Inventory, point of Purchase consumer Panel

Exposure/Presentation

Attention

Comprehension

Message acceptance/Yielding

Retention

Purchase behavior

Effectiveness Tests Steps in Persuasion Process

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Diagnostic Research

Contact M ethodsi.e . in p e rson

Survey Researchi.e . p op u la tion o r sam p le

Observation Researchi.e . p eop le -w atch in g

Use of M etaphorsi.e . im ag es , n o t w ord s

Content Analysisi.e . au d its o f com p etito rs '

ad vert isem en ts

In-Depth Interview si.e . on e-on -on e

Focus G roupsi.e . g rou p in -d ep th

in te rview s

E arly F eedbackM ethods

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Evaluative ResearchEvaluative research is used to make final go/no go decisions about finished or nearly finished ads.Advertisers hope it will provide a valid measure of effectiveness, however: There are many truths in numbers, Advertising is only one part of the overall marketing

campaign, Advertising has many purposes, Evaluative research methods change all the time.

Important to evaluate advertising since the average 30-second commercial shown on national TV costs about $200,000 to make.

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Advertising Copy Testing and Diagnosis

The Advertising Used

Frequency of Exposure

How it’s Shown

Where the Exposure Occurs

How Respondents are Obtained

Geographic Scope

Alternative Measures of Persuasion

Bases of Comparison and Evaluation

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Direct-ResponseCounts

Direct-ResponseCounts

Brand TrackingBrand Tracking Memory TestsMemory Tests

Persuasion TestsPersuasion Tests

CommunicationTests

CommunicationTests

Frame-by-FrameTests

Frame-by-FrameTests

In-Market TestsIn-Market Tests

Evaluation Research Methods

Suppliers of Evaluative Research

Supplier Medium Methods

ASI Market Research,Inc New York, NY

Television, print Recall Persuasion

Bruzzone ResearchCo.Alameda, CA

Television Recognition

Burke MarketingResearchCincinnati, OH

Television, print Recall PersuasionIn-Market sales

CommunicationsWorkshop Inc.Chicago, IL

Television, print, radio Communications Test

Suppliers of Evaluative Research

Supplier Medium Methods

Diagnostic ResearchInc.

Television, print, radio Communications Test

Gallup and Robinson,Inc.Princeton, NJ

Television, print Recall Persuasion

InformationResources Inc.Chicago, IL

Television In-market sales

Starch INRA Hooper,Inc.Mamaroneck, NY

Print Recognition

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Ask Questions After Ad Has Run

Ask Questions After Ad Has Run

Unaided orAided Recall

Unaided orAided Recall

Recall Tests (e.g., DAR)Recall Tests (e.g., DAR)

May be a Reliable,But Not Valid Test

May be a Reliable,But Not Valid Test

Show Ad & Ask If People Remember Having Seen It Before

Show Ad & Ask If People Remember Having Seen It Before

Recognition Tests (e.g., Bruzzone, Starch)Recognition Tests (e.g., Bruzzone, Starch)

Memory Tests

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Persuasion TestAttitude Change Test

Persuasion TestAttitude Change Test

Audience Composition Audience Composition Environment Environment Brand FamiliarityBrand Familiarity

Step 1Consumers Are Asked If They’d

Buy a Brand

Step 2Consumers AreExposed to an

Ad for That Brand

Step 3Consumers Are

Asked Again about Purchase

Intentions

CostCost

Persuasion Tests

Assessing Persuasion Tests

Step 4Results Are

Analyzed

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An Example of Persuasion Tests

ARS Persuasion Score

Ad copy must be distinctive

- Brand Differentiation

Ad weight without persuasiveness is

insufficient

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Did ad deliver the message it wasIntended to deliver?

Did ad deliver the message it wasIntended to deliver?

Did ad deliver any messages it was not intended to deliver?

Did ad deliver any messages it was not intended to deliver?

How did representatives of the target audience react to the

message, etc.?

How did representatives of the target audience react to the

message, etc.?

Direct-Response CountsDirect-Response Counts

Evaluation Research Methods

Communication TestsCommunication Tests

Request a Direct Response Via a:

Toll-Free Number,

Coupon,

Web site,

Offer embedded in the body copy

Count Number of Sales or Requests.

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Frame-by-Frame

Viewers Watch &Respond to a TVCommercial by

1) Turning a Dial, 2) Pressing

Numbers on aKeypad, or 3)

Wearing Electrodes.

Frame-by-Frame

Viewers Watch &Respond to a TVCommercial by

1) Turning a Dial, 2) Pressing

Numbers on aKeypad, or 3)

Wearing Electrodes.

In-Market Tests

EvaluateAdvertisements by Measuring Their Influence

on Sales.

Seldom UsedWith

Individual Ads.

May Use Simulated Test Markets

In-Market Tests

EvaluateAdvertisements by Measuring Their Influence

on Sales.

Seldom UsedWith

Individual Ads.

May Use Simulated Test Markets

Brand Tracking

Following BrandsFrom RejectionThrough LevelsOf Acceptance For Every Brand

In a Market.

Tracking the Brand is MoreImportant than

Tracking the Ad.

Brand Tracking

Following BrandsFrom RejectionThrough LevelsOf Acceptance For Every Brand

In a Market.

Tracking the Brand is MoreImportant than

Tracking the Ad.

Evaluation Research Methods

Example of Ad Tracking

0

10

20

30

40

50

60

70

80

Year 1 Year 2 Year 3 Year 4 Year 5

Problem Solution

Main CreativeElement

Main Character

Proven Campaign

Children’s Campaign Ad Tracking

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Account Planning

An account planner is essentially the account team’s primary contact with the outside world; the person who, through personal background, knowledge of all the pertinent information, and overall experience, is able to bring a strong consumer focus to all advertising decisions.

(AAAA’s definition of the account planner)

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Researcher vs. Acct Planner

Researchers are principally concerned with measurement and analysis; research is about what has been and what it is.

Account planners are more concerned with insights and synthesis; account planning is about what will and could be.

Account planning practiced at TBWA Chiat/Day, Goodby, Silverstein & Partners, DDB Needham, and JWT in the States.

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Review

Learn about different types of advertising research approaches.

Learn about account planning.