Research and Evaluation Plan The Components of Advertising

Strategic vs. Evaluative Research Strategic research is an extension of the situation analysis and

Strategic Research Information-Gathering Process that Enhances the Design of a Creative Strategy Secondary Research

Evaluation Research Method: Memory Tests Recall Tests Ask Questions After Ad Has Run Unaided

Evaluation Research Method: Persuasion Test Attitude Change Test Step 1 Consumers Are Asked If

Evaluation Research Methods Direct-Response Counts Communication Tests Request a Direct Response Via a: Did

Summary STRATEGIC Exploratory: Surveys, Focus groups, Observation, Content analysis Creative: Testing the message in

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Research and Evaluation Plan

The Components of Advertising Research

Strategic vs. Evaluative Research Strategic research is an extension of the situation analysis and is used to help develop creative designs and media plans. Evaluative research measures how well the advertiser has reached their goals.

Strategic Research

Strategic Research Information-Gathering Process that Enhances the Design of a Creative Strategy Secondary Research Primary Research Government Organizations Primary Research Suppliers Trade Associations Simmons Market Research Bureau Secondary Research Suppliers Mediamark Research, Inc. Secondary Info. on the Internet

Evaluation Research Methods Brand Tracking Memory Tests In-Market Tests Persuasion Tests Frame-by-Frame Tests Direct-Response Counts Communication Tests

Evaluation Research Method: Memory Tests Recall Tests Ask Questions After Ad Has Run Unaided or Aided Recall Recognition Tests Show Ad & Ask If People Remember Having Seen It Before

Evaluation Research Method: Persuasion Test Attitude Change Test Step 1 Consumers Are Asked If They’d Buy a Brand Step 2 Consumers Are Exposed to an Ad for That Brand Audience Composition Environment Step 3 Consumers Are Asked Again about Purchase Intentions Brand Familiarity Assessing Persuasion Tests Step 4 Results Are Analyzed Cost

Evaluation Research Methods Direct-Response Counts Communication Tests Request a Direct Response Via a: Did ad deliver the message it was Intended to deliver? ØToll-Free Number, ØCoupon, Did ad deliver any messages it was not intended to deliver? ØWeb site, ØOffer embedded in the body copy Count Number of Sales or Requests. How did representatives of the target audience react to the message, etc. ?

Summary STRATEGIC Exploratory: Surveys, Focus groups, Observation, Content analysis Creative: Testing the message in ad; words/pics Media: Finding out media habits of audience EVALUATIVE Memory, Persuasion and Communication Tests, Direct Response counts, Sales figures. Use for both Before and After execution of campaign.