Pressley, Milton M. (2002) Research in Advertising.

Copyright © 2002 Prentice-Hall, Inc.

Chapter 15Chapter 15Research in AdvertisingResearch in Advertising

PowerPoint byPowerPoint byMilton M. PressleyMilton M. Pressley

University of New OrleansUniversity of New Orleans Assisted by D. CarterAssisted by D. Carter


Chapter ObjectivesChapter Objectives• To Understand:To Understand:

– How advertisers use researchHow advertisers use research– The role of the account plannerThe role of the account planner– Anthropology, sociology, and psychology, in Anthropology, sociology, and psychology, in

relation to advertisingrelation to advertising– Values and lifestyle and life-stage researchValues and lifestyle and life-stage research– Research steps in advertisingResearch steps in advertising– Types of advertising researchTypes of advertising research


• Research used most often:Research used most often:– To help identify consumersTo help identify consumers– To help look for new ideas in products or To help look for new ideas in products or

servicesservices– To help improve what is offered in product To help improve what is offered in product

or servicesor services– To help pinpoint causes of special problemsTo help pinpoint causes of special problems– To monitor activitiesTo monitor activities– To help in communications developmentTo help in communications development– To study promotional toolsTo study promotional tools

Research is an Research is an Informational ToolInformational Tool


• Best to use research to design a Best to use research to design a product to meet consumers’ tastesproduct to meet consumers’ tastes

• People shouldn’t always follow the People shouldn’t always follow the findings of a research studyfindings of a research study– Especially true for flawed studiesEspecially true for flawed studies

The Right Kind The Right Kind of Researchof Research


Research GoalsResearch Goals

• Research is designed to answer questions Research is designed to answer questions that are of importance to marketers and that are of importance to marketers and advertisers. Types of research include:advertisers. Types of research include:

1). Product.1). Product.

2). Consumer.2). Consumer.

3). Advertising strategy.3). Advertising strategy.

4). Message research.4). Message research.


• Respondents believe research surveys Respondents believe research surveys serve a useful purpose and provide serve a useful purpose and provide opportunities for feedback on products opportunities for feedback on products and servicesand services

• Shorter interviews are better and Shorter interviews are better and incentives possibly helpincentives possibly help

• Disclosing the length of the survey up Disclosing the length of the survey up front actually hurtsfront actually hurts

• Refusal rates are higher among African Refusal rates are higher among African Americans and HispanicsAmericans and Hispanics

Public Attitude Toward Survey Public Attitude Toward Survey ResearchResearch


Research is an Informational Research is an Informational ToolTool

• Research is and should be used to help improve an Research is and should be used to help improve an advertiser’s effectiveness and profitability by staying advertiser’s effectiveness and profitability by staying in touch with the consumer.in touch with the consumer.

• Research is most often used in the following ways:Research is most often used in the following ways:a.a. To help identify consumers.To help identify consumers.b.b. To help look for new ideas in products or services.To help look for new ideas in products or services.c.c. To help improve what is offered in product or services.To help improve what is offered in product or services.d.d. To help pinpoint causes of special problems.To help pinpoint causes of special problems.e.e. To monitor activities.To monitor activities.f.f. To help in communications development.To help in communications development.g.g. To study promotional tools.To study promotional tools.


The Right Kind of ResearchThe Right Kind of Research

• What What kind of researchkind of research and and how much researchhow much research are always legitimate questions.are always legitimate questions.

1.1. The classic case of the Edsel demonstrated that The classic case of the Edsel demonstrated that research was used to make people believe research was used to make people believe something that wasn’t true.something that wasn’t true.

2.2. Coca-Cola is often cited as a company that used Coca-Cola is often cited as a company that used overkill and overreliance on research when they overkill and overreliance on research when they designed the ill-fated New Coke.designed the ill-fated New Coke.

3.3. Roper Research concludes that people shouldn’t Roper Research concludes that people shouldn’t always follow the findings of a research study, always follow the findings of a research study, whether it be a consumer products study or a whether it be a consumer products study or a political campaign.political campaign.


Public Attitude Toward Survey Public Attitude Toward Survey ResearchResearch• Research shows that respondents believe that research surveys Research shows that respondents believe that research surveys

serve a useful purpose.serve a useful purpose.1.1. Surveys often provide an opportunity for feedback on products and Surveys often provide an opportunity for feedback on products and

services.services.2.2. Refusal rates (often as high as 30-40 percent) demonstrate that often Refusal rates (often as high as 30-40 percent) demonstrate that often

respondents do not want to answer surveys.respondents do not want to answer surveys.3.3. Shorter interviews and incentives improve the likelihood of response.Shorter interviews and incentives improve the likelihood of response.

• Telemarketing calls often coincide with and confuse honest Telemarketing calls often coincide with and confuse honest research attempts. The number of telemarketing calls is on the research attempts. The number of telemarketing calls is on the increase.increase.1.1. Respondents in one survey averaged 28 telemarketing calls per year.Respondents in one survey averaged 28 telemarketing calls per year.2.2. Over half of all respondents in the survey claimed to screen calls on Over half of all respondents in the survey claimed to screen calls on

their answering machines to suppress telemarketing efforts.their answering machines to suppress telemarketing efforts.3.3. Refusal to participate in research requests are highest among Refusal to participate in research requests are highest among

African-American and Hispanic consumers.African-American and Hispanic consumers.


• Advances in computer technology and software now allow Advances in computer technology and software now allow researchers to manipulate large amounts of dataresearchers to manipulate large amounts of data

• Only a small portion of advertisers is measured this wayOnly a small portion of advertisers is measured this way• The use of advanced analytics is expanding among research The use of advanced analytics is expanding among research

firms, clients, and agenciesfirms, clients, and agencies

Advanced AnalyticsAdvanced Analytics


• Task is to determine who buys Task is to determine who buys specific brands . . . and whyspecific brands . . . and why

• Usually responsible for all researchUsually responsible for all research

Strategic or Strategic or Account PlannersAccount Planners


Account PlannersAccount Planners• A British concept of research that has become A British concept of research that has become

fundamental for many worldwide agencies.fundamental for many worldwide agencies.1.1. This concept required a restructuring of the This concept required a restructuring of the

research department.research department.

2.2. The account planner is often called a strategic or The account planner is often called a strategic or marketing planner.marketing planner.a.a. Their task was to discern not just who buys specific Their task was to discern not just who buys specific

brands but why.brands but why.

b.b. The account planners are usually responsible for all The account planners are usually responsible for all research including:research including:1]. Quantitative research.1]. Quantitative research.

2]. Qualitative research.2]. Qualitative research.


Account Planning PremiseAccount Planning Premise

• A client hires an advertising agency to interpret its A client hires an advertising agency to interpret its brand to its target audience.brand to its target audience.

• The account planner is charged with understanding the The account planner is charged with understanding the target audience and then representing this audience target audience and then representing this audience throughout the entire advertising development process.throughout the entire advertising development process.

• Account planning is more focused and productive than Account planning is more focused and productive than traditional research.traditional research.

• During creative development, account planners act as During creative development, account planners act as sounding boards for the creative team. They research sounding boards for the creative team. They research the advertising before production begins.the advertising before production begins.


ActivitiesActivities

• The account planner works with both The account planner works with both account management and creative, account management and creative, covering most research functions.covering most research functions.

• The planner is considered to be the The planner is considered to be the team’s spokesperson for the consumer team’s spokesperson for the consumer and an interpreter of available research.and an interpreter of available research.

• All parties must speak the language of All parties must speak the language of the consumer for the system to work.the consumer for the system to work.


• A futurist function at the agency A futurist function at the agency appears similar to that of an appears similar to that of an account planneraccount planner

Agency Futurist Agency Futurist DepartmentsDepartmentsvs. Account Plannersvs. Account Planners


What Kind of What Kind of Research is Needed?Research is Needed?


Research StructureResearch Structure

• The research structure has changed in The research structure has changed in modern times because of the following:modern times because of the following:

1.1. The tremendous increase in new products.The tremendous increase in new products.

2.2. The high cost of shelf space.The high cost of shelf space.

3.3. The expansion of retailer control over the The expansion of retailer control over the distribution system.distribution system.

4.4. Changing media habits.Changing media habits.

5.5. Overload of information.Overload of information.

6.6. The bewildering array of communication choices.The bewildering array of communication choices.


Anthropology and AdvertisingAnthropology and Advertising

• Marketers use anthropologists to study the emotional Marketers use anthropologists to study the emotional connection between products and consumer values.connection between products and consumer values.– Cameras can be used to record consumer behavior.Cameras can be used to record consumer behavior.– Videos can give marketers a clearer idea of what consumers Videos can give marketers a clearer idea of what consumers

think and feel.think and feel.• Anthropologists study consumers’ interactions with Anthropologists study consumers’ interactions with

products around them.products around them.– Usage and behavior patterns emerge from these studies.Usage and behavior patterns emerge from these studies.

• Anthropologists have found that certain needs and Anthropologists have found that certain needs and activities are common to people the world over.activities are common to people the world over.– Subcultures are studied.Subcultures are studied.– Languages are analyzed.Languages are analyzed.


Sociology and AdvertisingSociology and Advertising

• SociologySociology examines the structure and examines the structure and function of organized behavior systems.function of organized behavior systems.

a.a. The sociologist studies groups and their The sociologist studies groups and their influence on, and interaction with, the influence on, and interaction with, the individual.individual.

b.b. Sociological research is used to predict the Sociological research is used to predict the profitability of a product purchase by profitability of a product purchase by various consumer groups.various consumer groups.


Social ClassSocial Class and and StratificationStratification

• We are a society that is clustered into classes We are a society that is clustered into classes determined by such criteria aswealth, income, determined by such criteria aswealth, income, occupation, education, achievement, and seniority.occupation, education, achievement, and seniority.– We sense where we fit into this pattern.We sense where we fit into this pattern.– We generally conform to the standards of our class.We generally conform to the standards of our class.

• Advertisers know that people generally favor the Advertisers know that people generally favor the classes directly above their own.classes directly above their own.

• Social-class structureSocial-class structure helps to explain why demographic helps to explain why demographic categories sometimes fail to provide helpful categories sometimes fail to provide helpful information about consumers.information about consumers.– People of the same income are often in different classes.People of the same income are often in different classes.– No single variable accurately predicts consumer purchases.No single variable accurately predicts consumer purchases.


Trend watchingTrend watching• Trends come in all forms of media and advertising.Trends come in all forms of media and advertising.• Fads, on the other hand, do not last long.Fads, on the other hand, do not last long.

– Trends are a product of society.Trends are a product of society.

• Macro trendsMacro trends are about the “big issues” (how we define are about the “big issues” (how we define happiness, for example).happiness, for example).– Macro trends come from the way people think.Macro trends come from the way people think.

• Micro trendsMicro trends are the detail of the bigger picture. are the detail of the bigger picture.– They are the tangible manifestations of the macro trends.They are the tangible manifestations of the macro trends.– One micro trend popular at present is One micro trend popular at present is retro nostalgiaretro nostalgia..

• Young people are more likely to set trends (even Young people are more likely to set trends (even though not all youth arethough not all youth are trendsetters).trendsetters).– The most comfortable on the cutting edge are early adopters, The most comfortable on the cutting edge are early adopters,

innovators, etc.innovators, etc.


Cohort AnalysisCohort Analysis

• Using cohort analysis, marketers can access Using cohort analysis, marketers can access consumers’ lifelong values and preferences, and consumers’ lifelong values and preferences, and develop strategies now for products they will develop strategies now for products they will use later in life.use later in life.– CohortsCohorts are generations of people with the same are generations of people with the same

birth years and core values.birth years and core values.– Some researchers believe that the values formed by Some researchers believe that the values formed by

significant events between the ages of 13 and 20 significant events between the ages of 13 and 20 endure throughout one’s life.endure throughout one’s life.

– Cohort analysis not only studies demographics but Cohort analysis not only studies demographics but adds the aspect of knowing the consumer’s past and adds the aspect of knowing the consumer’s past and present.present.


Four cohort groupsFour cohort groups

1]. Traditionalists.1]. Traditionalists.

2]. Transitioners.2]. Transitioners.

3]. Challengers.3]. Challengers.

4]. Space-agers.4]. Space-agers.


Exhibit 15.3: Exhibit 15.3: American Lifestyle American Lifestyle

CategoriesCategories


• Yaznkelovich’s Mindbase segmentsYaznkelovich’s Mindbase segments– Up and ComersUp and Comers– Young MaterialistsYoung Materialists– Stressed by LifeStressed by Life– New TraditionalistsNew Traditionalists– Family LimitedFamily Limited– Detached IntrovertsDetached Introverts– Renaissance EldersRenaissance Elders– Retired from LifeRetired from Life

What Kind of What Kind of Research is Needed? Research is Needed? (continued)(continued)


• Personal Drive AnalysisPersonal Drive Analysis• Value Segments of Global YouthValue Segments of Global Youth

– Thrills and ChillsThrills and Chills– ResignedResigned– World SaversWorld Savers– Quiet AchieversQuiet Achievers– BootstrappersBootstrappers– UpholdersUpholders

What Kind of What Kind of Research is Needed? Research is Needed? (continued)(continued)


• Marketing EnvironmentMarketing Environment

What Kind of What Kind of Research is Needed?Research is Needed?(continued)(continued)


Exhibit 15.4:Exhibit 15.4: Is there a Is there a connect or connect or

disconnect with disconnect with the target with the target with this message?this message?


– Universal Product CodeUniversal Product Code– Single-Source DataSingle-Source Data– Databases MarketersDatabases Marketers– Internet DataInternet Data

What Kind of What Kind of Research is Needed?Research is Needed?(continued)(continued)


• Advertising strategy developmentAdvertising strategy development• Advertising execution developmentAdvertising execution development• Evaluating pretesting executionsEvaluating pretesting executions• Campaign evaluationCampaign evaluation

The Series of Research The Series of Research Steps in AdvertisingSteps in Advertising


• Translating Information into StrategyTranslating Information into Strategy• Market, Product, Competitive and Market, Product, Competitive and

Consumer ResearchConsumer Research

The Series of Research The Series of Research Steps in Advertising Steps in Advertising (continued)(continued)


Exhibit 15.6: Brand Trial/Awareness Rations: Exhibit 15.6: Brand Trial/Awareness Rations: Strategic OptionsStrategic Options


• Advertising Strategy or Message Advertising Strategy or Message ResearchResearch

• Pretest ResearchPretest Research– Rough copy researchRough copy research– Finished copy researchFinished copy research

• Campaign Evaluation ResearchCampaign Evaluation Research

The Series of Research The Series of Research Steps in Advertising Steps in Advertising (continued)(continued)


• Forms of TestingForms of Testing– Concept TestingConcept Testing

• Card concept testCard concept test

• Poster testPoster test

• Layout testLayout test

– Finished Print TestsFinished Print Tests– Print Testing ExamplePrint Testing Example

Testing Creative ResearchTesting Creative Research


– Test CommercialsTest Commercials• AnimaticsAnimatics

• PhotomaticsPhotomatics

• LiveamaticsLiveamatics

• RipamaticsRipamatics

– Finished Commercial TestingFinished Commercial Testing– BBDO’s Emotional TestingBBDO’s Emotional Testing

Testing Creative Research Testing Creative Research (continued)(continued)


Concept Testing ConceptConcept Testing Concept

• Creative concept testingCreative concept testing can be defined as the target audience can be defined as the target audience evaluation of (alternative) creative strategy. Tries to separate the evaluation of (alternative) creative strategy. Tries to separate the good from the bad.good from the bad.

• Types of tests might include:Types of tests might include: 1]. 1]. Card concept testCard concept test--concepts (headline, body copy) are --concepts (headline, body copy) are

placed on a white card for review.placed on a white card for review. 2]. 2]. Poster testPoster test--similar to the above but expands --similar to the above but expands

illustrations and copy and places them on a large poster instead of illustrations and copy and places them on a large poster instead of a white card.a white card.

3]. 3]. Layout testLayout test--shows rough copy of a print ad or --shows rough copy of a print ad or artwork for a TV ad (more finished than a poster test).artwork for a TV ad (more finished than a poster test).

4]. 4]. Finished Print TestsFinished Print Tests:: a). The Video Storyboard Test.a). The Video Storyboard Test.


Test CommercialsTest Commercials

• AnimaticsAnimatics--this is artwork, either cartoons or --this is artwork, either cartoons or realistic drawings.realistic drawings.

• PhotomaticsPhotomatics--photographs shot in sequence on --photographs shot in sequence on film.film.

• LivematicsLivematics--filming or taping live talent and is --filming or taping live talent and is very close to a finished commercial.very close to a finished commercial.

• RipamaticsRipamatics--made of footage from other --made of footage from other commercials (used to show what can be done in commercials (used to show what can be done in a new commercial).a new commercial).


Finished Commercial TestingFinished Commercial Testing

• Some attempt to evaluate a commercial’s Some attempt to evaluate a commercial’s effectiveness in terms of viewer’s recall effectiveness in terms of viewer’s recall of a certain aspect of the commercial.of a certain aspect of the commercial.

• Some attempt to evaluate a commercial’s Some attempt to evaluate a commercial’s effectiveness in terms of what motivates a effectiveness in terms of what motivates a viewer to say or do.viewer to say or do.


Readership.Readership.• It is important to examine whether an advertisement is being seen.It is important to examine whether an advertisement is being seen.

– A leader in this field is Starch Readership Service from Roper Starch.A leader in this field is Starch Readership Service from Roper Starch.– Service examines whether ads are being seen, read, and the level of Service examines whether ads are being seen, read, and the level of

interest they arouse.interest they arouse.– Surveys 75,000 customers per year. Looks at more than 50,000 print Surveys 75,000 customers per year. Looks at more than 50,000 print

ads.ads.• Primary question categories include:Primary question categories include:

– Noted readerNoted reader--a person who remembers having previously seen the --a person who remembers having previously seen the advertisement in the issue being studied.advertisement in the issue being studied.

– Associated readerAssociated reader--a reader who not only noted the advertisement, but --a reader who not only noted the advertisement, but also saw or read some part of it that clearly indicated the brand or also saw or read some part of it that clearly indicated the brand or advertiser.advertiser.

• Clients then receive Adnorm data. These data help clients identify Clients then receive Adnorm data. These data help clients identify types of layouts that attract and retain the highest readership.types of layouts that attract and retain the highest readership.– These layouts can also be compared against competitors.These layouts can also be compared against competitors.


Consumer Outdoor Consumer Outdoor Recognition Study (CORS)Recognition Study (CORS)

• To conduct CORS research, interviewers visit To conduct CORS research, interviewers visit three to four locations, mostly malls, in three to four locations, mostly malls, in designated markets for person-to-person designated markets for person-to-person interviews.interviews.

• Participants are asked if they can remember Participants are asked if they can remember specific outdoor campaigns.specific outdoor campaigns.

• Participants are shown 30 to 50 recent Participants are shown 30 to 50 recent advertising campaigns run in the area and are advertising campaigns run in the area and are quizzed about those they recall.quizzed about those they recall.


• ReadershipReadership– Respondent classificationsRespondent classifications

• Noted readerNoted reader• Associated readerAssociated reader• Read mostRead most

• Consumer Outdoor Recognition Study Consumer Outdoor Recognition Study (CORS)(CORS)

Testing Creative Research Testing Creative Research (continued)(continued)


• Advertising is a people business.Advertising is a people business.• Advertising channels needs and wants of consumers toward specific products and brands.Advertising channels needs and wants of consumers toward specific products and brands.• Market research can help us understand consumer lifestyles and values, which aids in developing Market research can help us understand consumer lifestyles and values, which aids in developing

strategies.strategies.• Information only acquired value when we take a point of view about what the information means.Information only acquired value when we take a point of view about what the information means.• It is much less expensive to test concepts and ads prior to buying expensive media schedules.It is much less expensive to test concepts and ads prior to buying expensive media schedules.

SummarySummary

Pressley, Milton M. (2002) Research in Advertising.

Documents

study promotional

buys specific

card concept

finished print

finished commercial

research surveys

testing creative

white card