1.The Nature and Process of Advertising Research

7 1.The Nature and Process of Advertising Research Chapter Goals

The chapter is designed to help students understand:

 the areas in which research helps advertisers make better decisions. the characteristics and contributions of companies who participate in the design, conduct, and analysis of advertising research. how the sequential use of different research techniques leads to more successful advertising planning and decision-making. the sequence of steps underlying successful advertising research and the types of decisions made at each step.Notes to the Instructor The chapter serves two purposes. First, it provides an overview of the uses of research and the process of conducting research. Second, it introduces topics that the text discusses in greater detail in subsequent chapters.The Chapter Lecture provides a guide to key topics and content. The PowerPoint slides are

named: davis_adresearch_ch1.ppt.

All of the application exercises in this and other chapters were written to encourage student initiative and critical thinking. As a result, many have more than one “right” answer and as a result no sample answers are provided in this manual. The manual does provide sample answers for application exercises with a more narrow or specific focus, or where a “right” answer does exist.This chapter is supported by supplemental readings on the text web site. These materials (two published papers and advertising examples) relate to the Centers for Disease Control VERB communication campaign.The VERB campaign is an excellent example of this chapter’s concepts and discussion put into action, illustrating the steps through which research planning passes and how research informs all aspects of advertising decision-making, from initial secondary research to target audience identification, message and media selection, creative development, and the Advertising Research Theory & Practice 2e Joel Davis (Instructor Manual All Chapters, 100% Original Verified, A+ Grade) Advertising

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assessment of campaign effectiveness. Three types of information on the VERB campaign are provided in the online supplemental readings. The paper by Wong et. al. provides background on VERB. The paper presents an overview of the program and describes how advertising and marketing principles and research were applied to program planning and strategic design. The paper by Berkowitz et. al. further illustrates the role of research throughout the lifespan of the program and illustrates the various roles and contributions of research to advertising planning.This paper presents a detailed discussion of how research was used in VERB’s planning, execution and assessment phases. Each area of research’s contribution to advertising planning and decision-making discussed throughout this chapter is evident in the VERB campaign.Finally, examples of VERB advertising are also provided.Chapter Lecture Slide 1-2 Slide 1-3 Slide 1-4 Slide 1-5 Research makes a contribution throughout the entire advertising planning

process. Typically focuses on four main areas of information needs: market,

consumer, creative and media.

Process of research’s contribution shown in Slide 1-3. Note that:

 Paths are very flexible. Advertisers can use research sequentially to address multiple areas of concern prior to making a decision or they can use research to help them make better decisions in one particular area. Feedback and revision is an important part of the process. Insights gathered from one area of research can be used to guide, inform and revise decisions reached earlier or in other areas. An advertiser can enter the process at any point.I.The Contributions of Advertising Research A.The Market Successful advertising planning builds upon a research-driven analysis of the

marketplace. This research: (1) identifies and provides detail on relevant

current and potential future issues and trends, (2) helps those in planning process better understand forces shaping marketplace and how these forces affect own and competitors' brands.B.The Consumer Effective advertising based on a thorough understanding of target audience.Three dimensions of target audience analysis.Advertising

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 Consumer trends, for example, “What changes in consumer lifestyles, attitudes, beliefs, and/or priorities have accelerated or slowed over the past five years? How might these trends affect perceptions and use of the product or responses to the advertising?”

 How consumers interact with brands and products, for example, whether purchase decision is more rational or emotional, whether or not a great deal of thought or consideration underlies brand selection, and extent to which consumers perceive choice of a particular brand as making a statement about themselves.

 The relationship between consumers and the advertised product or service, for example, “What segments of consumers exist and what are strengths/ weaknesses/potential of each segment? What are opportunities within each segment based on their purchase patterns, brand trial, and brand loyalty?

Slide 1-6

Slide 1-7

Slide 1-8 Questions such as these last ones are typically answered by segmentation

research. Slide 1.6 presents an example: Forrester Research’s

segmentation based on involvement with social technologies.

Once segments have been identified, research is used to increase understanding of how different segments of consumers perceive the advertiser's and competitor's brands or to better understand the behaviors and attitudes of different segments.

• Creative

An initial step in creative development process is identification of the essential message - advertising's communication goal. Essential message research can help advertisers identify the strongest of several considered messages. Once essential message is identified and agreed on, research often plays important role in evaluation and selection of creative itself. Here, different approaches may be tested to identify each approach’s strengths and weaknesses or to select the “winning” approach.

Research also plays an important role with regard to finished creative in two

main areas: (1) helps advertisers determine advertising success (through, for

example, tracking studies), and (2) demonstrates that the claims put forth in an advertisement are not deceptive as defined by the FTC (Federal Trade Commission) or the FDA (Food and Drug Administration).

• Media Analysis and Placement

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Slide 1-9

Slide 1- 10

Slide 1- 11 Media research helps advertisers and media specialists answer questions such

as:

 How much are competitors spending on their advertising? How do these levels of spending affect budget recommendations?

 Where, if anywhere, should the advertising be concentrated?

 When and how should advertising be scheduled?

 What is the optimal way to use different media?

 What is the best mix of traditional and new media for accomplishing advertising objectives?

• Synthesis

In order for an advertiser to make the most informed decision, it is necessary to synthesize learning and insight from multiple areas. Synthesis is a critical step in advertising planning process because it allows an advertiser to better see the interrelationships among diverse types of sources of information. A well- constructed synthesis is one that clearly presents key research information in a way that allows the advertiser to understand not only the “what” but the “why.”

• Tactics, Actions, Evaluation and Revision

Synthesis of research findings leads to tactics and actions. On-going evaluative research leads to any necessary revisions in the campaign, allowing an advertiser to increase success through the elimination or modification of weaker tactics and the placement of greater emphasis on relatively stronger tactics.

II. Who Conducts Research?

Individuals and organizations can be distinguished on the basis of their ultimate involvement in research planning and research-based decisions.

• Information Users

Individuals with direct responsibility for brand- and advertising-related decisions are ultimate end users of research. Typically involved in all stages of the research project, from problem definition and research design through analysis and implications.Advertising

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