Test 2 notes - Professor Mark Birschbach - virtual course PDF

Preview

Summary

Professor Mark Birschbach - virtual course...

Description

2/8/21 Strategic Research ● Researchers learn about the product, consumer, media, and competition How do you evaluate the quality of research? ● Reliability = is about consistency of a measure ● Validity = is about the accuracy of a measure 4 ways of defining research 1) Secondary research - research that uses available published information about a topic ● Example: research that is published on the internet is secondary because it already exists ● Can be qualitative or quantitative 2) Primary research - original research conducted for the first time ● Primary research is customized to suit a special goal ● Example: If you write and conduct your own survey showing which age group drinks the most Coke ● Can be qualitative or quantitative 3) Quantitative research - research that delivers numerical data based on a large sample size and random sampling ● Example: If you survey 10,000 randomly selected people to learn which age group drinks the most Coke ● Useful in determining demographics to pursue from a marketing standpoint 4) Qualitative research - research that provides insights into consumer motivations ● To discover why consumers think, fell, and act the way they do ● Example: If you induced focus groups to learn what people like most about Coke How can you turn quantitative research to qualitative research? - Interview students to learn why they consumer energy drinks at the rate EXAMPLE A company purchases a focus group report of 15 people that explained how they feel about energy drinks - Secondary and qualitative

Research methodology ● It is the specific procedures or techniques used to identify, select, process, and analyze information about a topic ● In a research study, the methodology section allows companies and agencies to critically evaluate a study’s overall validity and reliability What is confidence level?

-

95% confidence level means if the survey were repeated over and over, results would match results from the actual population 95% of the time Accuracy

What is margin of error? - Tells you how much you can expect your survey results to reflect the views of actual population - Ex: a 70% yes response with margin or error of 5% means that between 65-75% of the generation population thinks that the answer is yes There's 204 students, how many students would I need to survey to achieve 95% confidence level and 5% margin of error? - Use survey monkey sample size calculator Indexes ● Indexes are ratios of 2 percentages x 100 ● Indexes allow for quick comparison of demographic information ● Indexes are listed in most statistical survey results ● Researchers and media planners all review index numbers because they provide a faster method of comparing data An index of 108 means that females are 8% more likely to be Wal-Mart shoppers than the general population - Because 100% is average so 108-100 = 8 (?) - 56/51.7 = 1.083 x 100 = 1-8 - A walmart shoppes is 8% more likely to be female than the general population In taking surveys for quantitative research, you need a large and random sample of the total population ● The larger your sample size and the more random, the greater likelihood the results are the same as the total population ● Random sampling is a technique in which each sample has an equal probability of being chosen - aka unbiased sampling How can you avoid sampling bias? ● Sampling bias occurs when the survey sample does not accurately represent the population ● A good sample is representative of the entire population ● Simple random sampling: sampling a subset of individuals chosen from a larger population ○ Use random number generators to get random people ● Stratified random sampling: a method of sampling from a population that can partitioned into subpopulations ○ Example: subpopulations for freshman, sophomores, juniors, seniors 2/15

Focus groups - Used to learn how people feel about advertising and products - Engage group discussions and increased interaction - Generate qualitative data through open ended questions that allow the respondent to talk at length and chose their own words - Researchers gain in depth understanding of participants Unstructured interviews - example of qualitative research ● They generate information through the use of open ended questions allowing a respondent to talk at length and using their own words ● This helps the research develop a real sense of a person’s understanding ● Examples ○ What do you like about your Geico Insurance? ○ Describe the taste of the snickers bar Net Promoter Score ● A method of learning how many people are happy with your brand and how many actually promote it ● Combines quantitative and qualitative ● Initial answers are numerous 0-10 Respondents are grouped as followers: ● Promoters (9-10): loyal enthusiasts who will keep buying and refer others, fueling growth ● Passives (7-8): satisfied but unenthusiastic customers who are vulnerable to competitive offerings ● Detractors (0-6): unhappy customers who can damage your brand and impede growth through negative word-of-mouth Calculate NPS: 0-6 = 5000

7-8 = 7400

9-10 = 3600

Before calculating percentages, you need to know the total number of people in the survey - Total = 16,000 5000/16000 = .3125 = 31.25% for detractors (D) 7400/16000 = .4625 = 46.25% for passives 3600/16000 = .225 = 22.5% for promoters (P) NPS = P% - D% 22.5 - 31.25 = -8.75 NPS = -8.75 Why are NPS important?

● ●

It is related to company’s growth and customer retention levels After getting an NPS, the company will conduct in depth interviews of detractors, passives, and promoters ○ Qualitative research to learn why they feel the way they do

Brand’s social media ● All companies have a “dashboard” with social media summaries where they can quickly evaluate the key performance indicators (KPIs) of their social media accounts ● During major events, social media is tracked by companies ○ Nike women’s world cup commercial ○ Nike knew that if USA Women’s team won, they would be millions of Americans watching right after the march ended which is when the commercial aired All companies have a social media dashboard where they can quickly evaluate the key performance indicators of their social media accounts Sentiment analysis ● A mathematical formula applied to online mentions of your brand, products, and even competitors that assesses whether the comments are positive, neutral, and negative in nature ● Automated process capable of understanding the feelings or opinions ○ Expressions can be classified as positive, negative or neutral ● Sentiment analysis studies the opinions, appraisals, emotions, or attitudes towards a topic, person, or entity Likert scale - quantitative ● Used to measure attitudes and opinions and are more accurate than a simple yes/no question ● A survey scale with a set of answer options - either verbal or numeric - that cover a range of opinions on a topic ○ Ascribing quantitative value to qualitative data ● 5 or 7 point scale with answers that range from one attitude extreme to the other attitude extreme ○ Strongly agree/strongly disagree ○ Usually have a neutral midpoint answer ● Named after American social scientist Rensis Likert ● Are useful because they are reliable method for measuring opinions, perceptions and behaviors ● Help companies learn what people think about their products - can measure opinions which is qualitative ● Better to ask a question than provide a statement ○ With a statement, most people will tend to agree rather than disagree because people are typically respectful

○

It’s more effective to ask a question (are you satisfied?) rather than make a statement

Perceptual Mapping - qualitative ● Goal is to see how the target market perceives your brand in comparison to the competition ● Starts with survey questions about 2 sets of related attributes ○ Example: price and quality of snickers / hershey ● Once we have numeric scores, the points are plotted on a perceptual map ● Shows the relative position of competing brands - based on how those brands are perceived by consumers ● The x and y axis defines the brand attributes that are known to be compelling to consumers ○ Attributes are characteristics that your audience sees as an inherent part of your brand or category ● Preferred quadrant: upper right ???

Perceptual mapping can be effective tool for describing a desired future position for a brand Unaided recall and purchase consideration surveys - With such a high unaided recall, your ad message can be about creating an image Review of Index Numbers ● Men pop 48.30% ● Women pop 51.70% ● Regular golfers men 79.80% ● Regular golfers women 20.20% Target men or women ? ● Women’s index: 20.20 / 51.70 = .39 x 100 = 39 ● Men's index: 79.80 / 48.30 = 1.65 x 100 = 165 ● Men are 65% more likely to be regular golfers than the average population

○

165 - 100 = 65

Observational Research ● Preferred research by most ○ When an undetected persona or camera observes a person, that person doesn’t change their normal behavior ● People’s behavior tells us more than you will ever lean in an interview ○ Actions > words ○ What people do is very different than what from what they say they do ● May be considered an invasion of privacy ● On-site ethnographic research - studying people in their natural environment Problems faced by researchers ● Survey bias ○ When you don’t have a random sample ○ When your questions are leading ■ What are things you don’t like about Walmart ○ When the answers are unbalanced ■ Good should not midpoint ■ Fair should be midpoint ■ Very good, good, fair, poor, very poor - balanced The creative side of advertising ● The part that people see and hear ● They don’t see the research, strategy, or media plan

2/17 The creative side of advertising Visual Communications ● Visual are better at keeping our attention ● Most people remember visuals more readily than words ● Visuals communicate faster than words ● Visuals can tell a story and position a product ● Visuals can distinguish undifferentiated products with low interest Logo - identity, visual representation of a brand ● Uses typography, illustration and design to create a unique image Package design - like the logo, it’s very important for creating the image ● We identify the product much more from the visual and graphic design that the product name Visual storytelling - can be persuasive

●

Can create an emotional response

Typography - art and technique arranging type to make written language legible, readable, and appealing ● Type or lettering has an aesthetic role in well-thought out design ● Can contribute to the impact or mood of the message ● Serif fonts - small lines (extensions) at the end of characters ○ Sans serif - without the line extensions and has the same thickness throughout ● Reasons for choosing a font ○ Readability ○ Style matches the brand image, personality, and message ○ Traditional image vs modern image ○ Works in all caps and lowercase ○ Matches the logo and theme line font of company Why Proxima Nova is everywhere ● Used by over 25,000 websites ● Good screen resolution and simplicity of the font ● Main typeface used by popular companies in digital media - BuzzFeed, NBC News, etc ● Took 10+ years to design - Mark Simonson 3 important typography terms ● Kerning ○ Adjusting the distance between 2 characters ○ With adobe illustrator and indesign, distance between characters can be infinitely adjusted ○ Bad kerning is hard to read ● Tracking ○ The adjustment of the distance between a group of characters ○ Example: adjusting the distance between letters in a headline ● Line spacing ○ This is the distance between lines of type ○ Infinitely adjustable with illustrator and indesign ○ Used to be known as leading

Color - the quality of an object or substance with respect to light reflected by the object ● Part of the designer’s toolkit - primary, secondary, tertiary colors ● Graphic design requires a significant understanding of how colors affect our mood, emotions, our ability to understand a layout ● When light shines on an object, some colors bounce off the object and others are absorbed by it. Our eyes only see the colors that are bounced off or reflected ○ To see color, you have to have light ○ You see the colors that are reflected ○ You don’t see the colors that are absorbed 3 properties to color ● Hue - the name we give to a color (red, blue, green, etc) ● Intensity - vividness of the color (aka saturation) ● Value - how light or dark it is (shade and tint refer to value changes in colors) Primary colors - red, yellow, blue

● 3 colors which all other colors are made by mixing ● The 3 primaries are in widely spaced regions of the visible spectrum Secondary colors - green, orange, purple ● Result of combining 3 primary colors Complementary colors ● Opposite hues on the color wheel ● The high contrast of complementary colors creates a vibrant look especially when used at full saturation ● This color scheme must be managed well so it’s not so jarring

Color moods Red ● Bold, courageous, energetic, ● stimulates appetite and the pituitary gland Orange ● Friendly, cheerful, confident, fun, vitality ● Lighter shades appeal to upscale market Yellow ● Optimism, clarity, warmth, positivism ● Eyes see yellow first, great for POS displays ● High contrast with black Green ● Balance, harmony, health, growth, freshness, environment ● Deep greens associated with prestige Blue ● Trustworthy, strong, dependable, secure ● Preferred by men, popular in offices Purple ● Wise, creative, imaginative, royalty ● Lavender evokes nostalgia, sentimentality

Black ● Prestige, serious, bold, classic, powerful ● Works well for expensive products Visible Light ● The small range of light in the Em spectrum that humans can see with the naked eye ● ROY G BIV is in order of longest to shortest wavelength Why do children prefer primary colors? ● Primary colors are easier for young kids to see ● Bright colors are the first aspects of sight that help them distinguish and categorize objects Design differs from art ● Design has to have a purpose and communicate something ● There has to be a functionality to the design - center of attention / point of focus ● The principles of design are the rules a designer must follow to create an effective composition that clearly delivers a message to the audience 7 principles of design ● Emphasis ○ creating an area or object within the artwork that draws attention and become a focal point ● Balance and alignment ○ Balance: the distribution of the visual weight of objects, color, texture, nad space ○ Alignment: the placement of visual elements so they line up in a composition ■ Designers use alignment to organize elements ● Contrast ○ Two elements of a design that are presented in opposite ways ○ Light dark, thick thin, vertical horizontal, simple complex ○ Using contrast also creates a focal point ○ Contrast can be created with colors and shapes ● Repetition ○ The reusing the same or similar elements through a design ○ Repetition of certain design elements in an ad or logo will bring a clear sense of unity and consistency ○ Can reinforce brand messages ● Proportion ○ Refers to the relative size and scale of the various elements in a design ○ proportion is the relationship between objects, or parts, of a whole within a design ● Movement ○ The path the viewer’s eye takes through the ad layout, design or work of art, often to focal areas ● White space ○ The space left in between different elements of your design

○ ○ ○

White space separates the elements of a design Provides clarity to elements in a design Does not have to be white

2/22 Every ad should entertain while conveying marketing strategies The copywriting side of advertising ● Requires knowing all about the product, the consumer, the competition, the company ● One key aspect: learning features and benefits of the product ○ Features are attributes of the product - just things that a product can do, ingredientes, parts, pieces, conditions of a product ○ Benefit is what the consumer gets from a feature ○ Features alone won’t sell a product - translating features into benefits is a key aspect of the creative process Status can be a feature - Gucci belt Status, product history or emotional connection to people can be a feature Copy in an ad should connect features to benefits ● Ex: feature: LED backlighting on ipad ● Benefit: makes everything you see easy to read ● Do it in an interesting and unexpected way that is entertaining to read ○ In ad copy, we do not care about complete sentences and you can start a sentence with a preposition Creative Brief ● Agencies have clients fill out the creative brief ● The human brain can only focus on and understand one benefit at a time. So the client must decide on 1 key benefit, 1 key promise to make to a consumer/ this must be based on a benefit that the consumer causes. What's the point of it ● Forces client to select 1 benefit ● Keeps copyright from going off strategy Hoffman York version of the creative brief: Who do we need to engage? ● How does our target audience think, live, worry, behave? ● What’s going on in their heads? Why will anyone care? ● This is where blunt honesty is needed. You can’t write this from the perspective of what the brand wants them to think, it has to come from the audience’s mindset

What is the one thing? ● Forget the elevator speech, this is more of an answer you would shout to someone across a street. ● Examples - “Volvos are safe” / “apple makes technology simple” / “target sells affordable styles for less” What are we really selling? ● What is the brand virtue? Can we make it emotional? ● For instance, hair coloring is not about washing out the gray, it’s about looking younger, it’s about self esteem Why should they believe us? ● This can be factual or anecdotal ● Is there an insight? What does research tell us? Is there tangible truth? ● Example - Dove understood that women come in all shapes and sizes and everyone is beautiful in their own way - they celebrated that with their “real beauty” campaign What is our brand personality? Professor’s creative brief 1) What benefit are you promising 2) Who are you making the promise to? ● Must really understand the target audience ● Gender, age, income, profession, lifestyle 3) Why should they believe you? ● Requires writing copy that supports the headline The job of the copywriter and the job of virtually all advertising is to dramatize the benefit make it interesting, memorable, unexpected Copywriting is non-fiction prose written to support a point of view - In a print ad, the headline and visual advance a pov and copy justified it The 5 principles of good prose and good advertising copy 1) Voice ● Brand’s personality as expressed in words. ● Every ad and communication should be true to the personality 2) Details ● The writing is full of specifics ● It’s particular and not vague 3) Style ● Form matches content, prose is not overwritten ● It’s stylistically graceful with strong clear language ● Similar to voice except can be different from one ad to the next 4) Thesis ● The ad has a central unifying idea 5) Organization

● ●

Good writing is specific and concrete bad writing is abstract and general

5 techniques writers can consider when coming up with an impactful headline - Think of a visual as well as the headline - Which comes first - the headline or the visual? 1) Parallelism ● The concept that sentence elements identical in thought should be identical in grammatical form 2) Misdirection ● The basis form for most jokes is misdirection - telling a story with a surprise twist at the end. ● Excellent ad headlines can be created to accomplish the same thing. ● The headline starts in a predictable way but ends with a punchline 3) Repetition ● We like to hear things repeated - whether it’s lyrics to a song, a speech, or poetry ● Copywriter can use that to their advantage in headline development 4) Opposition ● Using words that are opposite to create drama and impact ● Takes a tough man to make tender c...