MKT 410 CH 6 Notes - MKT 410 ADVERTISING -PROFESSOR WOLF CHAPTER 6 PDF

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MKT 410 ADVERTISING -PROFESSOR WOLF CHAPTER 6...

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MKT 410 CH 6 NOTES STRATEGIC RESEARCH Be True to Thy Brand—and Thy Consumer The Research Process Strategic research means: • Actively seeking reliable information to make an strategy based decisions. • Recognizing that you need more information. • Gathering enough objective information and insight to make an honest comparison between choices. • Making a decision and then re-evaluating your choice.

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Brand strategy begins with consumer research – LISTENING: the first step in understanding customers It can help us effectively segment and target markets by better understanding: – consumer attitudes – motivations – perceptions – behaviors Research findings lead to analysis and insights into why people think and behave as they do.

Why do we Need Research? • Agencies and clients use research to make strategic decisions. • Specialized firms and departments uncover and disseminate secondary research data that others have already collected. • They also conduct primary research to ask questions and collect data of their own. – Specialize in interviewing, observing, recording and analyzing behavior of consumers that purchase (or influence the purchase) of a good or service. The Use of Research in Marketing Communication Planning

Market Information • Marketing research includes: – surveys – in-depth interviews – observational methods – focus groups • Used to develop a marketing plan and a brand communication plan. • •

Marketing information includes consumer perceptions of the brand, product category, and competitors’ brands. Brand information assesses the brand’s marketplace role and performance—leader, follower, or challenger.

How do we gather information about a brand and the marketplace? We look at: • The brand experience • Competitive analysis • Marketing communication audit • Content analysis Consumer Insight • Effective marketing communication rests on truly understanding the consumer. • The creative team and media planners need to know as much as they can about the people they’re trying to reach.

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Researchers try to uncover the whys of the buys, but also reasons people don’t want to try or buy a product.

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Collecting feedback: Can be obtained from customers as a part of interactive customer contact. Monitoring buzz and tracking behavior: The Internet has made it easy to track comments about a brand. • Neuromarketing: Uses technical equipment to scan the brain as it processes information and makes decisions.

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Media Research • Media planners, account planners decide which media formats will accomplish the objectives. • Media research gathers information about possible media and marketing communication tools to use. • Researchers then match that information to what is known about the target audience. Message Development and Diagnostics • Planners, account managers, and the creative team conduct their own informal and formal research. • Concept testing is used during the creative process to evaluate the relative power of various creative ideas. • Semiotic analysis takes apart the signs and symbols in a message to uncover layers and types of meanings. Writers and art directors often conduct their own informal research. They may: • visit stores. • talk to salespeople. • watch buyers. • look at client’s past advertising. • Look at competitors’ past advertising. Evaluation • Evaluates an ad for effectiveness after it has been developed and produced. • Can be done before and after it runs as part of a campaign. • Pretesting is research on an execution in its finished stages but before it appears in the media. • Evaluative research, also called copytesting, is done during and after a campaign. • After an ad or campaign has run, posttesting research helps determine overall effectiveness in reaching objectives. Design the Study • Secondary research is background research using available published information.

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Covers everything one can find on the product, company, industry, and competition: sales reports, annual reports, etc. Called “secondary” because it has been collected and published by someone else.

Secondary research • Government Organizations provide statistics that can greatly enhance advertising and marketing decisions. • The US Census Bureau provides a wealth of information about the US population and economy. • Other government agencies generate reports that help advertisers make better decisions. • • •

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Trade associations: Many industries support these groups, whose members all work in the same field. These organizations gather and distribute information of interest to association members. Secondary research suppliers: Specialized suppliers gather and organize that information around specific topic areas for other interested parties. Secondary information on the Internet: company websites can reveal: – history and philosophy of doing business – product line – company leadership Blog and social media sites can tell you a lot about people’s reactions to brands and products.

Basic Research Designs Quantitative research design • Quantitative research delivers numerical data such as: – numbers of users and purchases. – their attitudes and knowledge. – their exposure to ads. – other market-related information. • Characteristics include large sample sizes and random sampling. Qualitative research design • Explores underlying reasons for consumer behavior. • Tools include: – Observation – ethnographic studies – in-depth interviews – case studies

Used to probe such questions as: • What type of features do customers want? • What are the motivations that lead product purchase? • What do our customers think about our advertising? • How do consumers relate to the brand? • What are their emotional links to the brand? • •

Often used early in the process of developing advertising plans, message, and strategy. Exploratory in nature and designed for generating insights, as well as questions and hypotheses for more research.

Experimental research design • Experimental research scientifically tests hypotheses by comparing message treatments and how people respond. • Used to test advertising appeals and executions in: – product features – design – price – various creative ideas

Choose Methods and Collect Data Quantitative Methods Survey Research • A quantitative method using structured interviews to ask a large number of people the same set of questions. • For accuracy, researchers select a random sample to represent the entire group, or population. • Can be conducted in person, by phone, by mail, or online

Sampling and Data Collection • People interviewed are a representative sample of the larger group, a subset of the population that is representative of the entire population. • Random sampling allows researchers to make valid use of statistical analyses on the data and generalize their findings. Online survey research • Online surveys now make up half of the $3.3 billion spent on market research. • Tens of thousands of requests can be sent out via email in a matter of seconds. • It’s much less expensive because the data are all captured by computer rather than live interviewers.

Qualitative Methods In-depth interviews • A qualitative method using one-on-one interviews asking open-ended questions. • Interviews are more flexible and unstructured. • Smaller sample sizes mean that results cannot be generalized to the population. Focus Groups • A small group of users or potential users gathers to discuss a product, brand, or marketing communication. – Directed by a moderator, observed by client and agency personnel. • The friendship focus group takes place in a comfortable setting where the host has recruited the participants. • Online focus groups are sometimes considered to be crowdsourcing, a form of digital brainstorming. Focus Groups can Lead to Consumer Insights Focus groups are conducted around a conference table with a researcher serving as the moderator working from a list of prepared discussion questions Qualitative Methods  Customer suggestions and feedback  Panels  Observation Research  Ethnographic Research  Diaries More: • • • • • • • • • • •

Word association Fill in the blanks Sentence completion Purpose-driven games Theater techniques Sculpting and movement techniques Story elicitation Artifact creation Photo elicitation Photo sorts Metaphors

How do you Choose a Research Method? • Validity means the research actually measures what it says it measures. • Reliability means you can run the same test again and get the same answer.

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Quantitative methods are more useful for gathering data. Qualitative methods are better at uncovering reasons and motives.

Online Research Trends Sampling challenges • With new media and the Internet, research experts must find ways to locate samples that are representative. Global issues • The challenge is how to arrive at an intended message without cultural distortions or insensitivities. IMC research challenges • IMC planning requires research into many stakeholder groups and contact points. Consumer Behavior and Research • Coca Cola Life • https://www.youtube.com/watch?v=aGfdubLAtY8 Research • https://us.coca-cola.com/coke-life/ Commercial • Starbucks - Consumer Behavior – Training and Motivating Your Customers – https://www.youtube.com/watch?v=Be5fCPohYEU • Richard Thorgood, VP, Consumer & Market Insights, Colgate-Palmolive – Research Tools and Results – Observe vs. Asking Questions – Dynamic and Iterative...