Nature of Advertising Research

7/29/2019 Nature of Advertising Research

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NAME: ROHAN SHARMA

CLASS: MBA 2 (GLOBAL)

ROLL. NO.: 6528


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To review the IMC planning process

To understand the role of research in the

context of marketing and advertisingplanning


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Each step builds the foundation for futuredecisions

and may provide feedback for decisions madein earlier steps

Research supports risk-avoidance and

decision confidence


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Company Analysis

Product/Brand Analysis

Competitive Analysis

(Macro-)Environmental Analysis Social

Legal

Economic Political

Technological

Product-focussections

Externalvariables


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Situation Analysis Summarizes the brands current

circumstances

Identifies factors that might affect futuremarketing/advertising success

Generally, information gathered throughsecondary research

See Fig. 1.1, Ch1


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Situation Analysis Questions: Industry Trends

Market size and growth trends

Sales by category type

Competitive Environment Who are the leading companies?

What is their share? Sales? Distribution?


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Consumer Analysis Market Analysis

- General consumer trends- The targets relationship w/ product/brand

Target Market/Consumer facts

Note: Text


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The Consumer (Target Audience Analysis)

What are their usage behaviors in the

product category? What are their purchase behaviors?

What are their attitudes/beliefs/perceptionsabout the brand?

Changes in last 5 years?


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Problems and Opportunities

Brand PositioningA statement of the niche the brand can most

successfully fulfill How should we distinguish our brand from our

competitors?


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Essential Message

Otherwise known as the IMC strategy

What is our message?

Creative Evaluation Communication testing designed to identify strengths and

weaknesses of advertisements prior to production

What is the best means for communicating the message?


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Media Analysis & Placement

Research conducted to ensure that the targetaudience sees or hears the message

Where should advertising be concentrated? In whichmedia?

National or regional placement? How should it be scheduled?


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Campaign Tracking

The evaluation component of the plan Assesses our success or failure in achieving

planned objectives

Did we accomplish IMC objectives? Did the media plan deliver on levels of exposure?


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Product naming

Packaging design

Distribution strategy determination

Analyze sales trends, marketplace

performance


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Information Users Brand managers

Internal research departments of companies

Research specialists

Advertising agency research departments

Research suppliers

Customized research: retained on a project-by-project basis

Syndicated research firms (A.C. Nielsen, SMRB, etc.)


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Field services Data collection specialists

Sub-contract labor who may specialize in any one orall of the following:

Research design

Project management

Qualitative site selection

Recruiting

Training Data collection

Etc.


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Support Services Data management (editing, coding, data entry, etc.)

Data interpretation

Reporting

General consulting

Documents

Nature of Advertising Research