Account Planning and Research

Chapter 06

McGraw-Hill/Irwin Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.

Learning Objectives

• LO1: Describe the role of account planners in advertising agencies.

• LO2: Discuss how research can help advertisers select target markets, media vehicles, and advertising message

• LO3: Explain the basic steps in the marketing research process.

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Learning Objectives

• LO4: Explain the common methods used in qualitative and quantitative research.

• LO5: Evaluate the challenges of pretesting and posttesting advertising

• LO6: Identify issues that can affect the accuracy and usability of quantitative research.

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Research in Marketing & Advertising

• What is Market Research– Identify customer needs & market segments– Provides information to develop

new products– Devise marketing strategies– enables managers to

assess effectiveness of marketing activities

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Research in Marketing & Advertising

• What is Advertising Research– uncovers the information needed for

making advertising decisions. – the systematic gathering and analysis

of information to help develop or evaluate advertising strategies, individual ads,and entire campaigns

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Research in Marketing & Advertising

• Advertising Research Categories– Advertising Strategy Research– Creative Concept Research– Pretesting of Ads– Post-testing of Ads

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Research in Marketing & Advertising

• Advertising Strategy Research– Product Concept– Audience Selection– Media Selection– Message Element Selection

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Research in Marketing & Advertising

• Pretesting & Postesting–Pretesting• testing an ad’s contents to

avoid surprise (negative) reactions

–Post-testing• testing ad’s effectiveness

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Steps in the Research Process

1. Analyze the situation & define the problem2. Conduct informal, exploratory research3. Establish research objectives4. Conduct Formal Research5. Interpret and Report the Findings

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Steps in the Research Process

• Qualitative vs. Quantitative techniques

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Issues in Advertising Research

• Validity & Reliability– Validity• free of bias & reflect

the true status of the market

– Reliability• repeatable with the

same results

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Issues in Advertising Research

• Sampling Methods– Probability (Random) samples• everyone in the universe being studies has an equal

chance of being selected

– Nonprobability (Convenience) samples• respondents are selected because they are readily

available (and volunteer)

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Issues in Advertising Research

• Constructing a Questionnaire– Poorly design can bias and/or affect results– Consider: “What kind of soap do you use?”• kind as in brand, type, size? dish soap, hand soap, etc?

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Issues in Advertising Research

• Constructing a Questionnaire– Questionnaires can and should be pretested• use a small subsample to detect confusing or

ambiguous questions• make revisions based on results

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Issues in Advertising Research

• Data tabulation & analysis– Data must be validated, edited, coded, &

tabulated– Answers have to be checked for inconsistencies– Programs like SPSS and MINITAB help with some

of this process

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