The Process of Advertising Research Purpose p To

The Process of Advertising Research

Purpose p To understand the sequence of steps underlying the process of ad research p To specify the decisions/events occurring at each step

Broad Stages of the Systematic Process p Preliminary agreements p Planning discussions and & data collection p Application of research findings

Preliminary Discussions/Agreements p Problem n Definition What is the issue facing the brand? p NOTE: The consumer’s behaviors, perceptions, beliefs are a symptom of the problem, but not likely to be the problem itself

Preliminary Discussions/Agreements p Definition of the [marketing] problem n Problems can be product-focused Example: Product sales have declined within the Northeastern U. S. Market share and profits have declined among the core user group of males, 18 -24.

Preliminary Discussions/Agreements p Definition of the [communication] problem n Problems can be message-focused Example: The advertising campaign has failed to deliver on recall and recognition objectives establish by the brand The current message strategy has failed to connect with the target audience.

Preliminary Discussions/Agreements p Definition n of the [brand] problem Problems can be driven by a need to increase knowledge and understanding Example: What are the potential effects of repositioning our brand of potato chips as a “healthy snacking alternative? ”

Preliminary Discussions/Agreements n Decide/agree on why research is necessary and appropriate n Specify the information (facts) needed to resolve the problem p Example: “Healthy snacking” concept will be tested to determine 1) believability; 2) comprehension; and 3) interest.

Preliminary Discussions/Agreement p. A comprehensive problem statement that includes: Problem definition n Justification for research n Specification of informational needs n

3 Categories of Research Problem Statements p Problems and Opportunities p Selection of Alternatives p Knowledge Enhancement

Planning & Data Collection p Identify the type of research n Access current knowledge through secondary research n If necessary, conduct primary research p Exploratory research (Qualitative) p Descriptive research (Quantitative) p Experimental research (“Cause and Effect”)

Planning & Data Collection p Research p Design Method the research instrumentation p Sampling n Probability vs. Non-probability sample

Planning & Data Collection p Budget and Timing p Get research proposal approved prior to research implementation p Collect Data

Application p Analyze data p Interpret data and make recommendation(s) p Post-presentation management decision making by