Accounting and Planing

7/29/2019 Accounting and Planing

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Account Planning

and Research

Prof.Deepika



2

Research and Account

Planning

• Information comes from two major

sources:

– Experience

– Formal Research

• Marketing research: surveys,

interviews, focus groups, primary and

secondary data

• Market research: Gathering

information about a particular market

• Research information is combined with

and altered by the experience of

advertising professionals



3

Components of

Advertising Research



4

Strategic Research

and Evaluative Research

• Strategic research

– Information gathering process that

enhances the design at a creative strategy

level

– Covers the issues that lead to the creation

of advertising

• Evaluative research

– Assesses the effectiveness of your decisions



5

Strategic Research

• Begins with secondary research

– Exploration of all available published

information

– May lead to primary research, customized

research conducted for the first time

• End users of secondary and primary

research

– Writers, art directors, and producers – Media planners and buyers



Chapter 5: Account Planning and

Research

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Sources of Secondary

Research

• Government organizations – Census

• Trade associations

– American Association of AdvertisingAgencies

– Radio Advertising Bureau

• Secondary Research Sources

– FIND/SVP, Off-the-Shelf Publications,Dialog Information Services, Lexis- Nexis, Dow Jones News/Retrieval

• Secondary information on the Internet

– Company web sites



Chapter 5: Account Planning and

Research

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Primary Research

• Primary research suppliers – Firms that specialize in interviewing,

observing, recording, and analyzing the

behavior of those who purchase or influence the purchase of a good or service

– Well-known primary research suppliers

• A.C. Nielsen

• Simmons Market Research Bureau(SMRB)

• Mediamark Research, Inc. (MRI)



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Question

• Are the following databases developed

from primary or secondary resources?

– National television ratings

– Consumer brand’s ad awareness scores

– Household penetration levels for VCRs



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Strategic Research

Organization

• 1950s: major ad agencies had large

research departments

• 1960s and 1970s: English ad agenciesdeveloped the account planning process

• Use research to gain information about the

brand in its marketplace, consumer

perspectives, or both

• Use the research to contribute to addevelopment

• The account planning concept has

spread worldwide



10

Strategic Research

Organization

• Information comes from many

sources, including:

– Qualitative data: understand howconsumers behave and why

– Quantitative data: numerical data

• Interpreting information a task for

the account planner

– Develops and implements ad strategy – Understands the target audience and can

organize huge amounts of information



11

The Strategy

Document • Also known as a

creative brief

• Document has 5major parts

Marketing objectives

The product

The target audience

The promise

The brand personality



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Strategy Document

• Marketing objectives

– Reviews the competition

– Establishes a goal for the campaign

– Includes• Past and present sales figures

• Market shares of brand andcompetitors

• Competitor advertising and

promotional resources, tactics, practices

• Other relevant information



13

Strategy Document

• Brand personality

– Brands have personalities

• Ads for brands with winning

personalities seek to perpetuate that personality

• Ads for brands with less desirable

personalities work to remedy the

problem

– Personalities can be elicited by:• Asking consumers what the brand

would be like if it were an animal or

person



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Strategy Document

• The promise

– Ads promise a reward for

buying or using the

advertised product or service• Promise section tells

writers and art directors

which reward ads should

promise

• Support section lists factsabout the brand’s

attributes that will make

the promise most

acceptable to users



15

Evaluative Research

• Tests whether the advertising has

worked

• Used to make final go/no-go decisions

• Problem: there is no sure-effectiveness

test

– Many truths in numbers

– Advertising is only a part of the overall

campaign

– Advertising has many purposes

– Evaluative methods change all the time



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Evaluative Research

Before Execution

• Message evaluation

research

– Aids in the

development of ads

– Identifies most

promising alternatives

– May be relatively

informal or formal



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Evaluative Research

Before Execution

• Methods of contact

– In person, by telephone, by mail,

via the Internet

• Survey research

– Structured interviews to ask large

numbers of people the same

questions

• Observation research – Placing researchers in natural

settings to record the behavior of

consumers



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Evaluative Research

Before Execution

• Cognitive psychology and the use of

metaphor

– Wants and needs may be so embedded that

language is insufficient as acommunications tool

– People may think in images, not words

• Communication assessment

– One-on-one interviews – Shoppers evaluate ads in a comfortable

setting



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Evaluative Research

Before Execution

• Content analysis of competing ads – Systematic audits of competitor’s

advertisements

• Readability tests – Short words and sentences make for easier

reading

– Text is analyzed using Flesch formula

• Easy sentences average 14 words with 139

syllables per 100 words

• Test Marketing – Representative community used to test ads



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Evaluative Research

Before Execution

• Physiological measures

– Eye movement tracking

– Pupillometer

– Psychogalvanometer-A device for

determining changes in the electrical

resistance of the skin in response to

emotional stimuli

– Tachistoscope-images or visuals are shown

on the screen

• There are concerns about the validity

of these measures



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Evaluative Research

During Execution

• Coincidental surveys

• Used with broadcast media

• Attitude tests – Survey individuals exposed to the ad

• Tracking studies

• Wave analysis

• Consumer diaries• Pantry checks

• Single-source tracking



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Evaluative Research

After Execution



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Implications of Evaluative

Research

Evaluative Measures of Advertising Effectiveness

Evaluative

Measure

Strengths Weaknesses

Memory:Recall

Norms provide highreliability

Low validity as indicator of sales

Memory:

Recognition

Speed, low cost, reliability Low validity as indicator of

sales

Persuasion

tests

Speed, low cost, moderate

reliability

Problems related to audience

composition, environment,

brand familiarity, and cost



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Implications of Evaluative

Research

Evaluative Measures of Advertising Effectiveness

Evaluative

Measure

Strengths Weaknesses

Directresponse tests

Few reliability or validity problems

High cost

Frame-by-

frame tests

High validity Low reliability, high cost

In-market

tests

Relevant results Low validity

Brand

tracking

Relevant results, brand is a

better representation of

product than advertising

High cost, complex process

diminishes the importance of

ad



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Research

Challenges• Globalization

• New Media Technology

• Virtual Research• Embedded Research



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Questions

• A new radio station is moving into your

community. Management is not sure

how to position the station in this

market and has asked you to develop astudy to help them make this decision.

• What key research questions must be

asked?

• Outline a research program to answer these questions using the methods from

these lectures.

Accounting and Planing

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