Advertising Class Baruch College Week 6 Presebntation

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Chapter 6:Chapter 6:Account Account

Planning & Planning & ResearchResearch

Know The Industry Having ONE client in an industry makes

it easier to land new accounts in that industry.

Knowing the industry makes it easier to land additional work from a large client.

You know the market, competitors, consumer likes, needs, preferences and trends.

Know The Industry To create truly compelling messaging,

you HAVE to know your target market’s challenges, personalities and their lifestyles INTIMATELY.

Holiday inn express stay smart ad campaign by the Fallon Agency

Holiday inn express stay smart ad campaign by the Fallon Agency

Account Planner Account Planner as Consumer Advocate. Jeff Goody Budweiser lizards & Got Milk?

Campaigns believes everything an agency does should be geared to getting inside the consumer’s head to figure out what they think to best influence them.

Stanley Pollit described ad planners as: “the architects and guardians of their client’s brands the detectives who uncovered long-hidden clues in the data and gently coerced consumers into revealing their inner secrets…”

Account Planner Nurture the relationship between the

consumer and the brand. Ensures that the ad strategy and

executions are relevant to the target audience.

Jon Steele summarized the Ad Planner’s mission: “They need to be able to take information of all sorts, shuffle it around, and rearrange it in new patterns until something interesting emerges.”

The Need for The Need for Research Research

Research Advertisers spend $ millions creating

messages they hope will resonate with consumers/prospects then place it where they think consumers will notice it.

You MUST know who your target is, what they like/need, how they feel, and what media they interact with.

This is why we RESEARCH!

What’s Market Research Gather, record, analyze information. Helps identify consumer needs. Helps to understand your target

segment(s.) Provides information to develop new

products/offer new services. Delivers the data needed to assess an ad

campaign’s effectiveness.

What’s Ad Research How do consumers feel about your

products/services? How does your target segment feel

about your competitors? What brand or image would be most

credible? What ads (messages) have the greatest

appeal? Is your advertising “LIKABLE?” Uncovers the information needed to

make advertising decisions. Make your advertising sales effective.

What’s The What’s The Difference?Difference?

Viewers control Viewers control what they watch. what they watch. If they don’t LIKE If they don’t LIKE your campaign, your campaign,

they won’t watch they won’t watch it.it.

Ad Strategy Ad Strategy Research Research

Ad Strategy Research

Four (4) Considerations:• Product Concept.• Target Audience.• Media Alternatives.• Message Elements.

Product ConceptProduct Concept

Product Concept The set of values that include

the utilitarian and symbolic benefits to the intended consumer.

The information needed that helps create a positioning strategy for the brand.

Define how consumers should think/feel about your product.

Motorcycles

Target Audience Target Audience SelectionSelection

Target Audience Selection No market contains EVERYONE. Develop a profile of a brand’s

target market/ideal customer. By defining your target market,

you ensure you maximize your reach to the largest group of potential customers.

Media Media Alternatives / Alternatives /

SelectionSelection

Media Selection Requires media research notably

syndicated research services:• Nielsen• Arbitron• Experian Simmons• Standard Rate & Data

Message Message Element Element SelectionSelection

Message Element To find favorable ad messages,

we HAVE to study consumer likes & dislikes, in relation to brands and products.

Conductive qualitative consumer attitude surveys.

Use concept testingconcept testing to decide which message elements might be most successful.

Let’s Survey Our Let’s Survey Our Class For Class For Element Element SelectionSelection

Research:Research:QualitativeQualitative V.S V.S QuantitativeQuantitative

Testing AdsTesting Ads

Pre-Testing Ads Pretesting to increase the

likelihood of preparing the most effective ad.

Reduces chances of having unintended consequences/ impacts to your target segment.

Conducting Conducting ResearchResearch

A Five Step Process Situation analysis & problem

definition. Informal exploratory research. Define research objectives. Conduct formal research. Interpret & report findings.

Analyze the Situation Marketing Information System is

required. Difficult to accomplish when you

lack systems and processes to gather information.

Conduct Informal Research

Use exploratory information to learn more about the market, competition & business environment.

Primary vs Secondary Research.

Research Objectives Research objectives help the

advertiser to identify who their ideal customers are, and clarify consumer perceptions of the company, its products and services.

Formal Research Collecting primary data directly

from the market place about a specific problem or issue.

Projective techniques Projective techniques to understand people’s underlying/ subconscious feelings, attitudes, opinions, needs and motives.

Interpret Findings Interpret and report the data. Final reporting must make the

findings clear to management and relevant to the organization’s advertising needs.