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Transcript of cmorton/ADV3500F08.htm.
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http://www.jou.ufl.edu/http://www.jou.ufl.edu/faculty/cmorton/faculty/cmorton/ADV3500F08.htmADV3500F08.htm
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An Overview of Research’s An Overview of Research’s Role in Marketing & Role in Marketing & Advertising PlanningAdvertising Planning
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Marketing Planning…Marketing Planning…
Is a process that entails the conception, pricing, promotion, and distribution (4Ps) of ideas, goods, and services
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Philosophies of Product Philosophies of Product MarketingMarketing
Production Concept“If we make it, they will come”
Product Concept“If we make it different, they will come”
Selling ConceptThey’re not going to come without a push
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The The ‘Relationship‘Relationship’ Marketing ’ Marketing ConceptConcept
“Find out what they need/want, then make it happen” philosophy
Based on companies building deeper relationships with customers…
…by creating products that satisfy the desires of consumers after the needs of the TM has been determined
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Typical Research Typical Research Questions for MarketersQuestions for Marketers
Who should the target market be?
What are their needs/wants?
What do they think about our product/brand?
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Advertising Advertising PlanningPlanning’s Role in ’s Role in Product MarketingProduct Marketing
Involve the consumer throughout the promotions development process
Logic: Ads and promotions that work do so because they understand the consumer…
…and can speak to him/her in a way that resonates
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Typical Research Typical Research Questions for AdvertisersQuestions for Advertisers
Who is the target audience?
What media should we use?
What message should we use?
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Enter Research… Enter Research…
Through marketing and advertising research we can come to better understand issues that will be important for marketing and advertising to consumers…
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Understanding to Be GainedUnderstanding to Be Gained
Background Situation Product’s intended purpose
(how it works, what makes it unique)
Consumer Behavior Who uses it, what do they think about it, what is their
‘relationship’ with it
Cultural Trends Driving the Product’s Success
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Walt Disney World vs. Walt Disney World vs. Universal Studios FloridaUniversal Studios Florida
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Case OverviewCase Overview
Universal’s Product Problem: Gate traffic into Universal was declining were
being lost to Magic Kingdom, Epcot, Sea World
Due to misperceptions about Universal’s product offering
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Case OverviewCase Overview
Research was used to understand the differences between visitor’s emotional experiences between Disney World and Universal Studios Florida
Purpose: To identify a point of difference or unique selling point to potential visitors
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Case OverviewCase Overview
Research techniques used
Guided Imagery
Word/Picture Sort
Laddering
Venue Intercept (malls, restaurants)
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Case Overview: FindingsCase Overview: Findings
Different emotional ‘payoffs- are experiencedUniversal associated with ‘escape’ and
‘thrill’ for both parents & kids
Family life stage plays into vacationer needs and wants
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Case Overview: ResultsCase Overview: Results
Based on the research findings, a campaign was developed to target the emotional needs of the consumer base
In one year, Universal more than doubled its gate sales over the year before
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Reasons We Conduct Reasons We Conduct ResearchResearch
Reduce risk
Provide information that will help us make marketing and advertising decisions
Learning what worked, what did not, and why
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Reasons We May NotReasons We May Not
Management has already decided on a direction
The market opportunity has passed
Lack of time/resources
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Reasons We May NotReasons We May Not
Lack of agreement on what information is needed
Costs outweigh the benefits
Information already exists
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3 Broad Categories of 3 Broad Categories of ResearchResearch
Basic
Applied
Methodological
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Broad Areas of ResearchBroad Areas of Research
Basic ResearchProvides information about a
phenomenonTests a theory or hypothesisBut, does not attempt to solve a
specific marketing problem for a specific marketer
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Examples of Basic Research Examples of Basic Research FindingsFindings
Research conducted on magazine advertising shows that when advertising clutter increases, news stand sales decrease
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Examples of Basic Research Examples of Basic Research FindingsFindings
“Mud slinging” in political races negatively affects voters’ evaluations of the “targeted” candidate, but not the sponsoring candidate
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Broad Areas of ResearchBroad Areas of Research
Applied ResearchProblem-specific researchMeant to help marketing managers
solve specific problems
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Example of an Applied Example of an Applied Research HypothesisResearch Hypothesis
Increasing the price of our laundry detergent from $3 to $3.50 will result in more favorable evaluations of the product’s image
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Example of an Applied Example of an Applied Research HypothesisResearch Hypothesis
Consumer demand for our product will increase when coupons are introduced to the market for a limited time period
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Broad Areas of ResearchBroad Areas of Research
Methodological ResearchResearch for the purpose of
improving the process of gathering information
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Example of a Methodological Example of a Methodological Research QuestionResearch Question
Is television viewership data more reliably gathered with diaries or people-meters?