Communication and Advertising Research

Communication and Advertising Research

CaguimbalCoronelEnriquezMagalit

RebullanteRomanSiscar

A Brief Introduction to Communication Research

Purpose

1. Minimize risks and creates alternatives 2. Allows examination through the consumer’s perspective3. Increases the potential success of the final output

A Brief Introduction to Communication Research

Goal

1. Discover consumers reaction and its reason2. Strengths and Weaknesses3. Potentials and Limitations

Preparing for Communication Research

1. Creation of test advertisements2. Specification of respondent rharacteristics3. Selection of research methodology4. Construction of the communication

questionnaire

Strategic Advertising Planning and the role of research

• To improve decision-making in each stage of advertising planning process

• Situation analysis or strategic research is first

PRODUCT TESTING

– Product concept=consumer needs assesment

– Product prototype=translation of the motivating product concept into a physical sensory form

• Product Test and Product Positioning Relationship– “tangibilizing the intangible”--“see and to make concrete”

• What it does• What it is• Whom it serves• What it means to the consumers

• Product Concept Testing– Exposure to concept card– Opportunity to position the product in their own

terms– Rating specific aspects & overall rating

• Product Prototype Testing

• Blind VS Identified Testing

• On-the-spot VS Home-Placement Testing

• Central Location VS House-to-House Testing

• Monadic VS Paired Comparison VS Monadic Sequential Testing

• In-House VS Field VS Expert Testing

• Immediate VS Extended Usage Testing

BRAND NAME TESTING

How to Use Brand Name Testing to Resolve Brand Equity Issues

Brand Name Testing and New Product Introduction

• In introducing a new product, branding is important

• The Brand Name is often referred to as a symbolic’s dress

• A wrong name diverts the market attention to an irrelevancy

So, What Is the Right Name For My Brand?

• A Brand Name is right when it effectively performs two marketing functions:– The name gives recognizability to the product– The name lends a positive, relevant meaning to

the new product

• Other considerations in choosing the right name:– The name should hinder competitors from

imitating it once it has been established

– Avoid names that are mere products deciptors (e.g. “Easy-Off”, “Zippo”)

– The ideographic character of their language must be considered in developing and in promoting a brand name

Generating Brand Names to Test

• “Representative Sampling”– “population of pertinent names”

Testing the Generated Brand Names

• Each name in the list must initially be screened

1. Is this the kind of brand name that will hinder competitors from imitating it once it becomes established?

2. Is this name a mere product descriptor of what this new product is or does

3. Language-ideographic

Testing Proper

• TEST OF MEANING• TEST OF RECOGNIZABILITY• Winning Brand Name

BRAND EQUITY RESEARCH

• Brand Name becomes synonymous for “reputation”

Brand Name and Brand Equity

• BRAND EQUITY:– The goodwill adhering to brand name– The incremental cash flow resulting from the

product with brand name versus that which would result without brand name

– The added value that a brand endows a product (with the brand define as) a name, symbol, or mark that enhances the value of product beyond its functional purpose

– Consumers’ reactions to an element of the marketing mix for the brand in comparison with their reactions to the same marketing mix element attributed to a fictitiously named or unnamed version of the product

Brand Equity Determinants and Major Contributory Factors

• “Dimension of Brand Equity” –Keller (1993)1. Brand equity is a function of brand

awareness and brand image2. Brand awareness has two component

elements: brand recall and brand recognition3. Brand image is more complex4. The major brand association types are

attributes, benefits, and attitudes

5. Attribute-type brand associations are non-product and product related ones

6. Benefit-type brand associations are functional, experiential, and symbolic

7. Functional and experiential benefits “correspond to the product-related attributes,” while symbolic benefits “correspond to non-product-related attributes”

8. Brand attributes are closely related to product-related attributes and benefits since attributes are “salient beliefs” that consumers have about “the extent to which the brand has certain attributes or benefits”

• Reduced eight-variable1. Brand recall and brand recognition for brand

awareness2. For brand image,

a. The favorabilityb. The strengthc. The uniqueness of brand associations with:

i. Product-related attributes that include functional and experiential benefits

ii. Non-product-related attributes that include symbolic beliefs

MEASUREMENT

• Brand Awareness– Brand Recall• Consumers’ ability to retrieve the brand when given the

product category, that needs fulfilled by the category, or some other type of probe as a cue• UAI – total brand awareness

– Brand Recognition• Consumers’ ability to confirm prior exposure to the

brand when given the brand as a cue• UAI – brand aided awareness

– UAI data: obtain total awareness– UAI’s total awareness becomes the measure of

brand awarenss

MEASUREMENT

• Brand Image (Brand Association)– Favorability

• if consumers believe it is good that the brand has those attributes or image

– Strength• How much a person thinks about information, and on…

the manner in which a person thinks about the information

– Uniqueness• Provides insight into the extent to which brand

associations are not shared with other brands

Chapter 9: Package Testing

A Brief History of Packaging- Decade of Mass Marketing-Coca Cola’s bottle-Cosmetics Industry

Packaging in Today’s standpoint -Packaging as a major element in the

marketing mix, now as product variable


Variables in the Decision1. Product’s Target market Segment2. Container a given format needs


The Format Decision and its Research Support The Key factors are1. Market Segmentations2. The Analysis of Market Segment


Package-Container Decision and Its Research Support

1. The packaging as the point-of-purchase salesman to the buying consumer.

2. The retailers are concerned with the entire packaging.


Package Testing with Consumers -Packaging Dimension – the visible and other

tangible characteristic of a package 1. The packaging material

2. The color of the package3. Its label, shape, copy, size, weight, symbols and scent.


A. Functions at the point of purchase 1. Attract 2. Recognition 3. Brand Distinctiveness 4. Product Description 5. Exposure 6. Point-of-purchase promotion7. Safety


Functions while in use 1. Safe Usage 2. Convenience 3. Lengthen the shelf life


Functions after Product Usage 1. To serve others uses after consumptions 2. Assure social and ecological safety

Ad Copy Testing

• the study of advertising prior to launching it • predicts the effectiveness of an ad

• Ad Copy Pre-testing: before the advertising campaign breakout• Ad Post-test: after the advertising campaign breakout

Pre-testing criteria

1. ad test effectiveness -principle of test generalizability in the downside

2. pre-testing cost

3. pre-testing speed

Survey Research Group (SRG)

-“a standardized advertising copy research system”

-to have a realistic market setting

Ad Effectiveness1. Persuasion effectiveness

% of the people choosing the TVC in the

second raffle - % of the people choosing the TVC in the

first raffle

2. Ad awareness effectiveness unaided awareness + product category aided awareness + brand aided awareness

3. Ad recall effectiveness- recall score

4. Ad copy comprehension effectiveness

5. Comparative overall ad image effectiveness- average rating

6. Attitude toward the ad effectiveness- % of liking

7. Set of three specific ad image effectiveness

- appeal, believability, understandability

8. Advertised product image effectiveness

9. Purchase interest effectiveness

ADD+IMPACT’S EFFECTIVENESS MEASURES

• What were your ideas and thoughts? How do you feel towards the test ad copy?

• What was the ad all about?

• According to what you have understood, what was the ad trying to communicate about the brand?

• What was the name of the brand and product advertised?

Statements respondents use to rate the ADVERTISEMENT:

• “I liked/disliked the ad.”• “The people in the ad are my kind of people.”• “It’s jingle is one that I would remember.”• “I was offended by this ad.”

Statements respondents use to rate the advertised BRAND:

• “That ad left me a good feeling about the brand.”

• “That brand really suits my lifestyle.”• “That ad made me want to try the brand.”

TEST AD COPY SUMMARY POSITION GRID

AD COPYWITH POTENTIALS

EFFECTIVEAD COPY

AD COPYTHAT LEAVES

AUDIENCE UNTOUCHED

AD COPY THAT LEAVES

AUDIENCE ENTERTAINEDN

on

-bo

nd

ed

vs

. B

on

de

d

N o n - a t t e n t i v e v s . a t t e n t i v e

NON-BONDED vs BONDED

ATTENTIVE vs NON-ATTENTIVE

11 PREDICTIVE AND DIAGNOSTIC BONDING

FACTORS

12 PREDICTIVE AND DIAGNOSTIC

ATTENTION FACTORS

Ad Post-Testing

• Ad post-testing – effectiveness of Media and Copy

• -initial part of an Ad tracking study

Post-Testing Techniques

• DAR (Day-after-Recall) gathers ad recall effectiveness data via interviews with a random sample of qualified members of the TV commercial audience. Conducts interviews a day after the airing of the TV commercial.

• PAE (Post-Ad Effectiveness) – This post-test gathers DAR and UAI type of ad effectiveness data via interviews with representative respondents of the ad’s target audience. The data collection takes place three to six months after the campaign’s breakout date

• -considers an ad effective when it initiates within each target audience member an internal change beyond ad awareness and recall.

• PAE effectiveness measures• Brand awareness measure• advertising awareness• measures of advertising images

• ad recall measure = media weight + ad copy• brand recognition, copy ownership

effectiveness – to what extent the major copy points in its ad are property of the brand

• measures of brand images• brand-trial usage measure• two alternative measures of brand share of

market

• media weight – combination of media mix and media schedule

• ad recall effectiveness – percent of the post-tested consumers who are able to remember at least one item in what the ad said or showed

• brand images measurement – how consumers rate the brand on a set of product attributes

experience-based – product over advertisingperception-based – advertising over productcredence-based – consumers are unable to test

the truth by their senses or experience

• Test Marketing Study – This approach consists of two data gathering studies:

• monthly retail trade audits for measuring the ad’s sales effectiveness

• series of quarterly consumer surveys for measuring the program’s ad awareness, recall, ad and brand attitude and image effectiveness

Title

• Targeted Brand image = repeated ad exposures + satisfactory purchase + usage experiences

Ad Tracking Studies

• ad exposure – advertising media task• media – distributor of an ad campaign’s

messages• -distribution efforts to make the messages

available to the target audience

Title

• ad processing – audience’s immediate response to the ad

• ad communication proper – incidence among the target audience of the campaign’s target responses

• target audience action• sales or market share attainment• profit realization

Tracking Exposure and Processing Effects

• Ad awareness – “proof that people attended to the ad”

• Ad recall – “proof that people processes the ad in relation to the brand

• Cut through – correct association of the brand with the advertisement

• -ad recall and brand copy ownership

• 1. Executional cut-through - percent of consumers who describe at least one things from the ad execution for the brand that uniquely identifies the recall resulting from an exposure to that particular ad

• 2. Branded cut-through – percent of consumers who attributed the ad to the brand whether or not they described the ad execution

• Advertising Wearout – decline of the ad ; point when people grow tired of the ad

Media Research for the Exposure Stage

• -advertiser and agency side• -ad message distribution whose concern is ad

placement and availability

Reach, Frequency, GRP

• GRP (Gross Rating Points)– used as measurement for media exposure

• Multiplicative combi of reach and frequency• Reach – number or percent of media audience

who have been exposed to the ad once during a four-week perioid

• Frequency –average number of times a member of the media audience has been exposed to the ad during the same period

• TV Ratings• -average audience rating• -percent of households tuned in to an average

minute of a particular program

Documents

Communication and Advertising Research