CH07_V97

nullLecture Presentation SeriesLecture Presentation SeriesThomas C. O’Guinn Chris T. Allen Richard J. SemenikChapter SevenThe Role of Advertising ResearchThe Role of Advertising ResearchOH 7-1 Determine which segments to target Understand the intended audience Evaluate ad effectiveness and longevityEvaluating Advertising ResearchEvaluating Advertising ResearchOH 7-21. Reliability: consistent findings over time. 2. Validity: relevant to the research questions. 3. Trustworthiness: extent that data can be trusted. 4. Meaningfulness: the degree of significance.Account Planning versus Ad ResearchAccount Planning versus Ad ResearchOH 7-31. Account Planner works in conjunction with a traditional AE for a single primary client 2. Planners tend to rely more upon developmental research methods 3. Planning agencies employ a greater degree of qualitative and naturalistic researchDevelopmental Advertising ResearchDevelopmental Advertising ResearchOH 7-4 1. Idea Generation Driven by naturalistic inquiry 2. Environmental Analysis Maps out the uncontrollable variables 3. Audience Definition Walk the walk and talk the talk 4. Audience Profiling Feed the Creatives via lifestyle research Developmental Research MethodsDevelopmental Research Methods1. Focus Groups 2. Projective techniques 3. Association tests 4. Sentence/picture completion 5. Dialogue balloons 6. Story Construction 7. Concept testsOH 7-5Issues in Message EvaluationIssues in Message EvaluationOH 7-6 1. Benchmark comparisons Measured against industry norms and averages 2. Qualitative vs. quantitative data Clients want to see normative test scores 3. Please, please me syndrome Giving the client exactly what they want 4. Trivial data inflation When the numbers do a little dance Dimensions for Message AssessmentDimensions for Message Assessment 1. Impart Knowledge 2. Shape Attitudes 3. Attach Feelings / Emotions 4. Legitimize the BrandOH 7-7Pretest Message ResearchPretest Message Research 1. Communications test 2. Magazine dummies 3. Theater test 4. Thought listings 5. Attitude change studies 6. Physiological measuresOH 7-8Pilot TestingPilot TestingOH 7-91. Split-cable transmission Two versions of a broadcast advertisement are tested upon separate but similar household samples 2. Split-run distribution Two versions of a print advertisement are tested upon separate but similar household samples 3. Split-list experiment Multiple versions of a direct mail ad are sent to segments of a homogenous listPosttest Message TrackingPosttest Message Tracking 1. Recall testing 2. Recognition testing 3. Awareness & attitude tracking 4. Behavior-based evaluation 5. Commercial servicesOH 7-10Secondary Data SourcesSecondary Data SourcesInternal company data: customer records old research reports strategic marketing plansGovernment sources: census of population census of retail trade census of transportationCommercial sources: Nielsen Retail Index Roper Starch Information ResourcesOH 7-11Professional Publications: Advertising Age American Demographics Wall Street JournalLimitations of Secondary DataLimitations of Secondary DataOH 7-12 The information can be out of date. The data may be expressed in categories different from the information desired. The unit of measurement may be different from the unit needed for analysis. The data source may not be totally objective.