ACCOUNT PLANNING AND RESEARCH

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CLASS OBJECTIVES

Describe the role of account planners

Discuss how research helps advertisers select markets, messages, & media vehicles

Define and explain the concepts of validity and reliability

Explain the methods used in qualitative and quantitative research

Describe the types of advertising testing

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ACCOUNT PLANNER = CONSUMER ADVOCATE

Nurtures relationship

between consumer and

brand

Ensures that advertising is

relevant to target

audience

Works with the account

manager on account planning

The account planner . . .

Puts the consumer, not the advertiser, at the center of

the process

Monitors creative

development, tests finished

product

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WHY DO RESEARCH?

One 30-second spot on Sunday Night Football costs $340,000.

One full-page, full color ad in People costs about $170,000.

Without research, you’re guessing… and gambling your budget.

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WHAT IS MARKETING RESEARCH?

Identifies consumer needs and market segments

Provides the information necessary for developing new products and devising marketing strategies

Enables managers to assess the effectiveness of marketing programs and promotional activities

Photo: xprojectmanagement.com

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WHAT IS ADVERTISING RESEARCH?

Demonstrates how people perceive a company’s products

Provides information about what brand or company image is perceived as most credible

Illustrates what ads offer the greatest appeal to an audience

Photo: limonlive.wordpress.com

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EXAMPLE OF ADVERTISING RESEARCH

The Prediction: UW-Eau Claire Super Bowl researchhttp://www.youtube.com/watch?v=-GHAO-3HCFU

The Result: USA Today Super Bowl ad rankingshttp://www.usatoday.com/money/advertising/admeter/2011-02-07-2011-ad-meter-chart_N.htm?loc=interstitialskip

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APPLYING ADVERTISING RESEARCH

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ADVERTISING STRATEGY RESEARCH

Target Audience Selection

Message Element Selection

Media Selection

Product Concept

Strategy Research

The bundle of values that encompasses utilitarian and symbolic benefits to the consumer

The primary users of the product: demographics, psychographics, geography, purchase behavior.

Media research measures the

reach & effective-ness of media. Match media to target audience

habits.

Consumers’ attitudes unveiled

in research indicate what messages to

include in ads.

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CASE STUDY: HOLIDAY INN EXPRESS

• Ad Agency: Fallon Worldwide

• Product concept: Holiday Inn Express is an affordable hotel choice that delivers the basics well without forcing unneeded luxuries on guests.

• Target audience: “Drive-ups,” frequent travelers without big travel budgets who generally chose a hotel at the end of a day without a reservation. Predominantly male group who work hard and smart and want to save on travel budgets. Believed competitive chains were ignoring them.

• Message elements: “Stay smart.” HIE is the smart choice.

• Media selection: Drive-ups focused on cable news & sports. Ads aired on ESPN, CNN, and the Weather Channel.

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CASE STUDY: HOLIDAY INN EXPRESS

The relatively small budget for this fresh, unexpected campaign was maximized by using limited media and capitalizing on some positive PR.

Meltdown: http://www.youtube.com/watch?v=8dOHEw8izno&NR=1

Rodeo Clown:http://www.youtube.com/watch?v=lgX7i0C-IK4

http://juicingtheorange.com/

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CREATIVE CONCEPT, TESTING

After the advertising strategy is determined, the next step is developing creative concepts. Those concepts are then tested for consumer affinity.

http://www.animaticmedia.com/portfolio.aspx

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FORMAL RESEARCH

There are 2 types of formal research, the method marketers have of gathering data directly from the marketplace.

Qualitative research (feelings): Research that tries to determine market variables according to unquantifiable criteria such as attitudes, beliefs, and lifestyle.

Quantitative research (facts): Research that tries to determine market variables according to reliable, hard statistics about specific market conditions or situations.

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QUALITATIVE METHODS

FocusGroups

Projective Techniques

In-Depth Interviews

Indirect questions: What kind of people do you

think shop here?

One-on-one session with carefully planned

questions about individual’s feelings and

motivations.

Group interview with 6+ member s of the target audience to discuss the

production/situation.

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FOCUS GROUP EXAMPLE: WEATHERCHEM

A focus group conducted about salad dressing packaging.

http://www.youtube.com/watch?v=MuiI7BFhQl4

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QUANTITATIVE METHODS

SurveyExperimentObservation

Researchers monitor consumers’ actions.

UPC codes allow instant data collection.

Researcher offers different stimuli to test

group and control group. Primarily new products.

Researcher gains information by questioning

current or prospective customers.

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Envirosell’s video observation of shopping habits

OBSERVATIONAL METHOD

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AttitudeTests

RecallTests

InquiryTests

SalesTests

Direct Questioning

Central Location Tests

ClutterTests

AD TESTING METHODS

Pretesting Posttesting

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CASE STUDIES: V8 AND GOT MILK?

When V8 sales declined, the company and their agency, FCB/ Leber Katz, embarked on an advertising campaign to reenergize the brand. http://www.aef.com/on_campus/classroom/educational_materials/1751

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ISSUES IN ADVERTISING RESEARCH

Validity

Reliability

InternationalData Collection

Data Tabulation& Analysis

QuestionnaireDevelopment

SamplingMethod

QuantitativeResearch

Considerations

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RELIABILITY/VALIDITY DIAGRAM

Validity: the degree to which our test is truly measuring what we intend it to measure

Reliability: consistent results each time the test is administered

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Survey results are only as good as the questions being asked.

• Focus• Brevity• Clarity

QUESTIONNAIRE BIAS