chapter six Account Planning and Research McGraw-Hill/Irwin Essentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
Dec 26, 2015
chapter six
Account Planning and
Research
McGraw-Hill/IrwinEssentials of Contemporary Advertising Copyright © 2007 The McGraw-Hill Companies, Inc. All rights reserved.
6-2
Objectives_1
Describe the role of Account Planners Discuss how research helps advertisers
select target markets, advertising messages, and media vehicles
Explain the basic steps in the research process
6-3
Objectives_2
Discuss the differences between formal and informal research and primary and secondary data
Explain the methods used in qualitative and quantitative research
Define and explain the concepts of validity and reliability
6-4
Objectives_3
Recognize the important issues in creating survey questionnaires
Explain the challenges international advertisers face in collecting research data abroad
Debate the pros and cons of advertising testing
6-5
The Role of the Account Planner
Account planners represent the consumer in the advertising process
6-6
Advertising Research
Strategy Research
Posttesting of Ads
Creative Concept Research
Pretesting of Ads
6-7
Focus of Advertising Strategy Research
Product Concept
Target Selection
Message Selection
Media Selection
6-8
What Customers Want
Using marketing research, Healthtex discovered that customers wanted practical clothing for their children
6-9
Exhibit 6-2 Steps in the Research Process
Situation analysis and problem definition
Informal (exploratory) research
Construction of research objectives
Formal research
Interpretation and reporting of findings
6-10
External Secondary Data Sources
Library reference materials
Government publications
Trade association publications
Publications by research organizations
Consumer/ business publications
Computer database services
Internet search engines
6-12
Qualitative Research
Utilizes focus groups and in-depth interviews (among other techniques)
Asks: Why? In what way? Relies upon interviewer to probe for
insights Questions evolve throughout process Uses mall sample sizes Provides deep insights
6-14
Quantitative Research
Utilizes surveys and experiments Asks: How many? How much? May/ may not involve interviewers Questions developed prior to data
collection Large sample sizes Provide generalizable data
6-16
Exhibit 6-4 Comparison of Survey Data Collection Methods
Interview Telephone Mail Internet
Cost High Medium Low Low
Time Medium Low High Medium
Sample size Small Medium Large Large
Data quantity/ respondent
High Medium Low Low
Dispersed sample No Maybe Yes Yes
Degree of interviewer bias
High Medium None None
Potential for nonresponse bias
Low Low High Medium
6-17
Pretesting Methods - Print
Direct questioning Focus group Order-of-merit test Paired-comparison method Portfolio test Mock magazine Perceptual meaning study Direct-mail test
6-18
Pretesting Methods - Broadcast
Central location test Clutter test Trailer test Theater test Live telecast test Sales experiment
6-19
Pretesting Methods: Physiological Testing
Pupilometric device Eye-movement camera Galvanometer Voice-pitch analysis Brain-pattern analysis
6-21
Exhibit 6-6 Reliability/Validity Diagram
Using the analogy of a dartboard, the bull’s eye is the
actual value of some measure with a population. The
closer the darts are, the higher the
reliability.
6-24
Key Terms_1
Account planner Advertising research Advertising strategy
research Attitude test Central location test
Clutter test Direct questioning Experimental
method Focus group Intensive techniques
6-25
Key Terms_2
Marketing information system
Marketing research
Media research Formal research Halo effect In-depth interview
Informal research Inquiry tests Nonprobability
samples Observation method Posttesting Pretesting Primary data