Advertising

Campaigns

Chapter 2 Research

Understanding Consumers and

Clients

Situation Analysis

(background)

Company

Consumer

Market

Understanding Consumers and

Clients

Situation Analysis

(cont.)

Product

Competition

Understanding Consumers and

Clients

Secondary Research

MRI/Simmons

Google/Yahoo

Hoovers

Company/Industry Web

Analysis and Insight

Objectivity – What you

Need vs. Want to know

Insight

• Psychographics – Why

consumers act or don’t!

Analysis and Insight

Leads to:

SWOT

Brand Audit

Problems/Oppts

Company Analysis

SALES & PROFITS

Trends 5 yr min

Series of “Why’s”

Compare to: Competition/Industry/Econo

my

Company Analysis

Research Industry:

ABI/Inform Articles

EBSCO’s Business Source

Lexis Nexis

Ad Age and ADWEEK

S & P

Consumer Analysis

Research Industry:

Simmons and MRI

demographics:

• Provides Target Audience data and

• Heavy, Medium and Light users

Vals 2 Psychographics:

• PrimaryMotivation & Resources

• Some discrepancies

VALS2

http://www.strategicbusinessinsights.com/v

als/presurvey.shtml

Consumer Analysis

Strategies:

• Heavy User

• Medium & Light Users

• Super Heavy Users

Consumer Analysis

Heavy User

• Carve out Niche

• Beware of Advertising

“for” leading brand(s)

Consumer Analysis

Medium & Light Users

• Try to Increase Usage

• Value Meals, Value

Sizes

Consumer Analysis

Super Heavy Users

• Double Large Sandwiches

• Extra Large Fries & Drinks

• More food prizes in games

Consumer Analysis

Strategies

• National or Regional or

Local

• Based on Indices and

Budget

Consumer Analysis

Brand Loyalty

Simmons Buying Style

Categories

Consumer Analysis

Brand Loyal• Teas

• Liquor

• Cigarettes

Consumer Analysis

Economy Minded• Soda

• Health and Beauty Aids

• Gas

Consumer Analysis

Planners• Cars

• Electronics

• Housing

Consumer Analysis

Conformists• Foods (Skim Milk, low fat, low

cal)

Consumer Analysis

Impulsive• Candy

• Magazines

• Ice Cream

Consumer Analysis

Cautious• Home Repairs

• Car Repairs

• HVAC

• Investments

Consumer Analysis

Experimenters• Perfume

• After Shave

• Flavors and scents

Consumer Analysis

Style Conscious• Clothes

• Home Décor

• Shoes

• Accessories

Consumer Analysis

Ecologists

Ad Believers

Consumer Analysis

- Brand Loyal - Economy - Planner

- Conformist - Impulsive - Cautious

- Experimenter - Style

- Ecology - Ad Believer

Styles can vary for same person

Ex: Impulsive for gum, loyal to Juicyfruit

Consumer Analysis

- Brand Loyal - Economy - Planner

- Conformist - Impulsive - Cautious

- Experimenter - Style

- Ecology - Ad Believer

Take each category and find a brand

that applies for you.

Consumer Analysis

Motivations

Consumer Analysis

Motivations

How do they think

• Awareness

• Features & Benefits

• How it works

• Qualities

Consumer AnalysisMotivations

How do they feel• Attitude about category/brand

• Like/dislike and why

• Trust to deliver benefits

• Preference & why/why not

• Image they associate with brand

Consumer AnalysisMotivations

How do they use

product• How

• Where

• When

• Why

Consumer AnalysisMotivations

How do they use

product• Options/Alternatives

• Maybe use more?

• How/When/Why

Consumer Analysis

Consumers buy for:• Need/want satisfaction

• Solves problems which differ

by age & gender

• Curiosity

• Aspirations or self regard

• Likes brand or advertising

Consumer Analysis

Means End Theory• Use products to achieve specific

end

• These ends are defined by

consumers values

• Less focus on attributes, more on

how it makes them feel

Consumer Analysis

Means End TheoryFunctional Consequences

• Leaves hair soft, silky, manageable

Psychological Consequences

• People will admire your hair

• He’ll want to lose his fingers in your

hair

Consumer Analysis

Benefit

Segmentation(Media & Message)

• Stick to specific benefit

• Prevents cavities

(Crest)

Fresher Breath