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AdvertisingAdvertisingMKTMKT00350035
Chapter 6:Chapter 6:Account Account
Planning & Planning & ResearchResearch
Know The Industry Having ONE client in an industry makes
it easier to land new accounts in that industry.
Knowing the industry makes it easier to land additional work from a large client.
You know the market, competitors, consumer likes, needs, preferences and trends.
Know The Industry To create truly compelling messaging,
you HAVE to know your target market’s challenges, personalities and their lifestyles INTIMATELY.
Holiday inn express stay smart ad campaign by the Fallon Agency
Holiday inn express stay smart ad campaign by the Fallon Agency
Account Planner Account Planner as Consumer Advocate. Jeff Goody Budweiser lizards & Got Milk?
Campaigns believes everything an agency does should be geared to getting inside the consumer’s head to figure out what they think to best influence them.
Stanley Pollit described ad planners as: “the architects and guardians of their client’s brands the detectives who uncovered long-hidden clues in the data and gently coerced consumers into revealing their inner secrets…”
Account Planner Nurture the relationship between the
consumer and the brand. Ensures that the ad strategy and
executions are relevant to the target audience.
Jon Steele summarized the Ad Planner’s mission: “They need to be able to take information of all sorts, shuffle it around, and rearrange it in new patterns until something interesting emerges.”
The Need for The Need for Research Research
Research Advertisers spend $ millions creating
messages they hope will resonate with consumers/prospects then place it where they think consumers will notice it.
You MUST know who your target is, what they like/need, how they feel, and what media they interact with.
This is why we RESEARCH!
What’s Market Research Gather, record, analyze information. Helps identify consumer needs. Helps to understand your target
segment(s.) Provides information to develop new
products/offer new services. Delivers the data needed to assess an ad
campaign’s effectiveness.
What’s Ad Research How do consumers feel about your
products/services? How does your target segment feel
about your competitors? What brand or image would be most
credible? What ads (messages) have the greatest
appeal? Is your advertising “LIKABLE?” Uncovers the information needed to
make advertising decisions. Make your advertising sales effective.
What’s The What’s The Difference?Difference?
Viewers control Viewers control what they watch. what they watch. If they don’t LIKE If they don’t LIKE your campaign, your campaign,
they won’t watch they won’t watch it.it.
Ad Strategy Ad Strategy Research Research
Ad Strategy Research
Four (4) Considerations:• Product Concept.• Target Audience.• Media Alternatives.• Message Elements.
Product ConceptProduct Concept
Product Concept The set of values that include
the utilitarian and symbolic benefits to the intended consumer.
The information needed that helps create a positioning strategy for the brand.
Define how consumers should think/feel about your product.
Motorcycles
Target Audience Target Audience SelectionSelection
Target Audience Selection No market contains EVERYONE. Develop a profile of a brand’s
target market/ideal customer. By defining your target market,
you ensure you maximize your reach to the largest group of potential customers.
Media Media Alternatives / Alternatives /
SelectionSelection
Media Selection Requires media research notably
syndicated research services:• Nielsen• Arbitron• Experian Simmons• Standard Rate & Data
Message Message Element Element SelectionSelection
Message Element To find favorable ad messages,
we HAVE to study consumer likes & dislikes, in relation to brands and products.
Conductive qualitative consumer attitude surveys.
Use concept testingconcept testing to decide which message elements might be most successful.
Let’s Survey Our Let’s Survey Our Class For Class For Element Element SelectionSelection
Research:Research:QualitativeQualitative V.S V.S QuantitativeQuantitative
Testing AdsTesting Ads
Pre-Testing Ads Pretesting to increase the
likelihood of preparing the most effective ad.
Reduces chances of having unintended consequences/ impacts to your target segment.
Conducting Conducting ResearchResearch
A Five Step Process Situation analysis & problem
definition. Informal exploratory research. Define research objectives. Conduct formal research. Interpret & report findings.
Analyze the Situation Marketing Information System is
required. Difficult to accomplish when you
lack systems and processes to gather information.
Conduct Informal Research
Use exploratory information to learn more about the market, competition & business environment.
Primary vs Secondary Research.
Research Objectives Research objectives help the
advertiser to identify who their ideal customers are, and clarify consumer perceptions of the company, its products and services.
Formal Research Collecting primary data directly
from the market place about a specific problem or issue.
Projective techniques Projective techniques to understand people’s underlying/ subconscious feelings, attitudes, opinions, needs and motives.
Interpret Findings Interpret and report the data. Final reporting must make the
findings clear to management and relevant to the organization’s advertising needs.
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