Marketing Research in Advertising Campaign Planning

Advertising and Media SalesAlbina Tortbayeva

20111715

Research is - Finding out what you don’t know.

Advertising works WELL when You KNOW your

CUSTOMER!

1) The Target Audience

2) Factors that motivate Purchase Behavior

3) Unique Characteristics of the Brand

Demographics: What are the different

observable characteristics of your buyers?

What social groups are they a part of?

i.e. family lifecycle: bachelor, married with no children (DINKS: Double Income, No Kids), full-nest or solitary survivor.

Psychographics: What motivates your prospects to buy your products and services?

What are their key needs and challenges?These might include characteristics such as optimistic, environmentalist, safety-conscious, value-oriented, status-driven.

Motivation Rank order

LOW CALORIES

CALCIUM CONTENT

4 factors that motivate purchase behavior in the Office Supplies business:

1.Price2.Service3.Availability4.Convenience

USP has 3 parts: Each ad must make a proposition --

"Buy this product and you get these benefits".

The proposition must be unique -- something that your competitors do not, cannot or will not offer.

The proposition must sell -- it must be something prospects really want.

Domino’s Pizza: “Fresh, hot pizza delivered in 30 minutes or less — or it’s free.”

FedEx: “When your package absolutely, positively has to get there overnight”

M&M’s: “The milk chocolate melts in your mouth, not in your hand”

Reality of Advertising, 1961.

Worksheet for Strategy:

1)TARGET AUDIENCE: __________________________2)FACTORS THAT MOTIVATE PURCHASE BEHAVIOR:__________________________________3)UNIQUE CHARACTERISTICS OF THE BRAND:_____________________________________

RESEARCH PLAN:

1)OBJECTIVES2)STRATEGY (GROUP SESSIONS vs.ONE-on-ONE)3)METHODOLOGY (HOW, WHERE,WHEN, HOW MANY)4)SUMMARY OF FINDINGS

Gain insight One Page Questionnaire Pre-Test (6-8 respondents) Ask the Right People Be Thorough Control - Never let your respondents fill

out the questionnaires by themselves Direct questions - Direct answers. And… Don’t Just Sell – LEARN!