Professional Documents
Culture Documents
Management
By
Professor
Sourabh
Bhattacharya
Key Definitions
Account Planning:
A broader view than traditional research that introduces data earlier
in the development process and relies on a wider variety of research
techniques.
Advertising and Promotion
Research
3
3
Key Issues in Advertising and
Promotion Research
5
Stage One: Developmental
Advertising and IBP Research
6
More Developmental Advertising
and IBP Research Methods
7
Projective Techniques
12
Stage Two: Copy Research
13
Motives and Expectations
for Copy Research
3. Cognitive Residue
Thought listings
Recall: Aided, unaided, claim, related
Recognition testing
Implicit memory measures
15
Evaluative Criteria and Methods
in Copy Research (con’t)
4. Knowledge—consumer brand claim or belief
Communication tests
Surveys
5. Attitude Change
6. Physiological Changes
Eye Tracking
Voice Analysis
7. Behavioral Intent
Pilot Testing
Split cable transmission
16
Ad in Context Example
What
What sort
sort ofof
problems
problems would
would
these
these two
two ads
ads
create
create in
in the
the
advertising
advertising
research
research
process?
process?
17
State Three: Results Oriented
Research
1. Tracking Studies
Assess attitude, knowledge, behavioral intent
and behavior over time
2. Direct Response
Inquiry/direct response measures through mail,
phone, internet
3. Estimated Sales Derived from Research
Advertising and promotions differ greatly
Internet is ideal given “click throughs”
Multiple factors can effect sales
4. All-in-One Single Source Data
Links shopping to media use through store
scanners
18
Account Planning versus
Advertising Research
19
One last thought on
message testing
20
What we need
21
Ad in Context Example
How
How isis this
this
ad
ad “social
“social
text”
text” and
and
what
what sort
sort of
of
research
research
method
method can can
capture
capture itsits
meaning?
meaning?
22
Check Your Understanding
Budweiser ran over four dozen commercials in a
recent Super Bowl telecast. Researchers tried to
determine which of the advertisements were the
most effective for the company. Viewers were
reminded of the different spots run for Budweiser
products and asked to rate the effectiveness of
each commercial. This technique is known as:
A.a falsified carrier.
B.aided recall.
C.a confederate broadcast.
D.a targeted advertising vehicle.
23
Check Your Understanding
Some of the most valuable sources of data
regarding consumers are:
A.available within the firm
B.customer service records,warranty cards,
and letters from customers
C.information about success or failure of the
company’s previous advertising efforts
D.All of these examples are valuable sources of
consumer data
24