module 4- ad mgmt

8/7/2019 MODULE 4- AD MGMT

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ADVERTISING PLANNING AND

RESEARCH

Christ University, Bangalore



Agenda

r

Christ Universit , Ban alore

Advertising Research and

Account Planning

Strategic Research Evaluative Research

Challenges in Research

How communication

works?

Message developmentresearch

The advertising plan

2



Advertising Research

Advertising Research is a specialized form of marketing research that

focuses on all elements of advertising, including advertising design,

media planning and evaluation

Although information plays a big role in every major advertising

campaign, it is always assimilated into, combined with, and altered bythe professional and personal experiences of those who plan, create,

execute, and approve the advertising



The Components of Advertising Research- Refer the figure on Page

125 of Wells and Moriarty Text

Strategic Research is an information- gathering process that enhances

the design at a creative strategy level

It covers all the issues that lead to the actual creation of advertising

Think of strategic research as collecting all relevant background

information needed to make a decision

For example, you are engaged in strategic research when you are

looking for an acceptable college to attend

Strategic Research



Evaluative Research assesses the effectiveness of your advertising

decisions

An advertisement goes through various stages of development and

evaluation takes place at each stage

Evaluative Research is used to make final go/ no- go decisions aboutfinished or nearly finished ads, as distinguished from strategic

research, which is used to understand the strengths and weaknesses of

different strategies and different versions of a concept or approach

Marketers also use evaluative research to assess the ad during the

actual execution as well as to assess to what extent the ad achieved itsobjective, after it runs

This research identifies and implements various effectiveness

measures

Evaluative Research



We now discuss a variety of evaluation techniques that are used inconjunction with the actual creation of the ad.

Before Execution:

There are a variety of evaluation techniques that are used in

conjunction with the actual creation of the ad. These techniques areattempts to connect with general components of an effective ad and

the stated objectives for that particular ad.

Message Development Research: Although facts play an important

role in many advertising campaigns, they are always filtered through

and evaluated against a system of ideas, experiences, prejudices,memories of past successes and failures, hierarchical relationships,

and tastes and preferences within the advertiser¶s own company and

within the advertising agency. Research is needed to develop

messages.

Evaluative Research Techniques



,


Furthermore, as writers and art directors begin working on a specificcreative project, they almost always conduct at least some informal

research of their own. They may talk to friends, or even strangers,

who might be in the target audience. They may visit retail stores, talk

to salespeople, and watch people buy. They may visit the informationcenter, browse through reference books, and borrow subject and

picture files. They will look at previous advertising (especially the

competition¶s ) to see what others have done, and in their hearts they

will become absolutely convinced that they are able to create

something better than, and different from, anything that has been done before.

This informal, personal research has a powerful influence on what

happens later in the advertising process.




Strategic research and Message Development Research work hand in

hand. The advertiser starts by developing alternative message ideas or

creative concepts. The team responsible for evaluative research then

determines which creative concept is best. Anyone engaged in the

creative process can request this type of feedback. It may be as simple

as speaking with others assigned to the project, or as complex as focus

group.

Feedback may occur several times during the creative process, but

eventually the ad will reach a somewhat finished stage calledcomprehensive (comps), or the story board stage where the ad has

its final artwork and copy. It is at this point that feedback is sought

from members of the target audience.




The evaluative process has become more structured, follows a set

procedure, and must respond to certain considerations. These

considerations are discussed below:

Methods of Contact: There are a variety of ways to contact

consumers when conducting message evaluation research. The

contact can be in person, by telephone, by mail, or through the

Internet.

Survey Research: uses structured interviews to ask large numbers of

people the same question. The questions can deal with personalcharacteristics, such as age, income, behavior, or attitudes. The people

can be from an entire group, or population, (i.e. Census Survey) or

they can be a representative sample of a much larger group. Sampling

uses a smaller number of people to represent the entire population.




Observation Research: Like anthropologists, observation researchersstudy consumers where they live, work, and play. Basically, they have

elevated people- watching to a science. Direct observation takes

researchers into natural settings where they record the behavior of

consumers. Many research firms use video and disposable cameras torecord consumers¶ behavior at home (with consumer consent), in

stores, or wherever people use their products.

Cognitive Psychology and the Use of Metaphor: Some researchers

believe that consumers¶ wants and needs are so deeply embedded in

their brains that language becomes an insufficient communicationtool, so researchers turn to metaphor. Cognitive psychologists have

learned that human beings think in images, not words.

Communication Assessment: These are one- on- one interviews,

usually conducted in shopping malls that supply central interviewing

facilities.




Content Analysis of Competing Ads: In preparation for a newcampaign, agency researchers or account executives often conduct

systematic audits of competitor¶s advertisements.

Readability Tests: An ad must be readable before it is set in final

form. The length of the words and sentences and the impersonality of the writing are some of the elements that influence readability.

Test Marketing: A test market might be used to test some elements

of an ad or a media mix in two or more potential markets. The test

markets should be representative of the target market. Some cities,

such as Buffalo, Indianapolis, and San Antonio, are consideredexcellent test markets because their demographic and socio- economic

profiles are very broad. That is, they have virtually all income, race,

ethnic, and education categories represented within the city.




PhysiologicalMeasures:Over the years, advertisers haveexperimented with assessing people¶s physical reactions to ad

concepts before the ad is run. Of the main techniques tried, five are

worthy of special note:

1. Eye movement tracking: Participants are asked to look at a print ador television commercial while a sensor aims a beam of infra red

light at their eyes. A portion of the light reflected by the cornea is

detected by the same sensor, which electronically measures the angle

between the beam reflected by the cornea and the center of the eye¶s

pupil. This information can be processed to show the exact spot inthe ad or on the television screen where the eye is focused, indicating

what the participant is looking at and for how long.

2. The pupillometer: This device measures pupil size when a person is

exposed to a visual stimulus such as an ad or a package. The

assumption is that pupil size increases with interest.




3. The psychogalvanometer: This device is part of the lie detector apparatus. Two zinc electrodes are

attached to the subject, one on the palm of the hand

and the other on the forearm. When the subject is

exposed to an ad, emitted perspiration on the palmresults in lower electrical resistance, which is

recorded on a revolving drum. This suggests an

emotional response has occurred.

4. The tachistoscope: This device controls exposure

to a print message so that different parts of the ad can be shown without revealing the other parts. That way,

the tester can tell at what point each part is perceived.

Advertisers can thus find out how long it takes

respondents to get the intended point of an

illustration or headline.



5. The EEG: Through the use of the electroencephalograph(EEG), data

can be collected from several locations on the skull. Several electrical

frequencies at each location are checked up to 1, 000 times per second.

By measuring the electrical activity in various parts of the brain, this

technique can tell the researcher when the subject is resting or when

there is attention to a stimulus.

Limitations of Physiological Tests

a. Because the respondents may feel threatened by these devices, the

validity of the results is questionable b. There is a great deal of uncertainty as to what this machinery

actually measures. Increased perspiration may provide a measure of

emotional arousal, but is it a meaningful sign of advertising

effectiveness?





During Execution: Concurrent Testing Concurrent testing takes place while the advertising is actually being

run. There are three primary techniques:

i. Coincidental Surveys

ii. Attitude Tests. And,

iii. Tracking Studies

The first two techniques assess communication effectiveness while

Tracking Studies evaluate actual behavior.

i. Coincidental Surveys: This technique is most often used with

broadcast media. Random calls are made to individuals in the targetmarket. By discovering what stations or shows people are seeing or

hearing, the advertiser can determine whether the target audience is

getting the message and, if so, what information or meaning the

audience members receive. This technique can be useful in




identifying basic problems. For example, several years ago, Pepsidiscovered that the use of Madonna as a spokesperson was a terrible

mistake.

ii. Attitude Tests: The attitude measurement techniques for print and

broadcast are virtually identical. Researchers survey individuals who

were exposed to the ad, asking questions about the spokesperson, the

tone of the ad, its wording, and so forth. Results that show strong

negative attitude scores may prompt the advertiser to pull an ad

immediately.

iii. Tracking Studies: Studies that follow the purchase activity of aspecific consumer or group of consumers over a specified period of time

are market tracking studies. These studies combine conventional

marketing research data with information on marketing communication

spending. Compared with other tests, tracking studies provide fuller

integration of data and a more complete view of the market.




Account planners use several methods to collect tracking data:a. Wave Analysis: looks at a series of interviews during a campaign.

The tracking begins with a set of questions asked of a random sample

of consumers on a predetermined date. The first questions usually

qualify the person as someone who remembers hearing or seeing the

ad. Once the person is qualified, the researcher asks a series of

follow- up questions. The answers serve as a benchmark for

acceptability and allow adjustments in the message content, media

choice, and timing. Perhaps two months later, the researcher makes

another series of random calls and asks the same questions. Thesecond wave is compared with the first. The periodic questioning

may continue until management is satisfied with the ad¶s market

penetration.



b. Consumer Diaries: Sometimesadvertisers ask a group of representative

consumers to keep a diary during a

campaign. The advertisers asks the

consumers to record activities such as brands purchased, brands used for various

activities, brand switches, media usage,

exposure to competitive promotions, and

use of coupons. The advertiser can then

review these diaries and determine factorssuch as whether the message is reaching

the right target audience and if the

audience is responding to the message as

intended.





c. Pantry Checks: The pantry check provides much of the sameinformation as the diary method but requires little from the consumer. A

researcher goes to homes in the target market and asks what brands or

products they have purchased or used recently. In one variation of this

procedure, the researcher counts the products or brands currently stocked

by the consumer. The consumer may also be asked to keep empty

packages, which the researcher then collects and tallies. The purpose is

to correlate product use with the introduction and completion of the

campaign.

d.S

ingle-S

ource Tracking: Thanks to scanners, combined withcomputer technology and data and the use of electronic media,

researchers are closer to showing a causal relationship between

advertising and sales. To set up a single- source tracking system,

researchers first recruit people living in a particular market to join a

consumer panel. The system has 4 elements: Refer Pg 139 of Wells Text




After Execution:

1. Memory Tests: are based on the assumption

that an advertisement leaves a mental residue

with the person who has been exposed to it.

One way to measure an advertisement¶s

effectiveness, then, is to contact consumers and

find out what they remember about it. Memory

tests fall into two major groups: Recall Tests

and Recognition Tests




a. Recall Tests: .The company most commonly associated with day-after recall tests is Burke Marketing Services. Gallup & Robinson¶s

In- View Service is another recall test company. In a traditional recall

test, a finished commercial is run on network television within a

regular prime- time program. The next evening, interviewers in three

or four cities make thousands of random phone calls until they have

contacted about 200 people who were watching the program at the

exact time the commercial appeared. The interviewer then asks a

series of questions. (Refer Page 141 of Wells Text for examples of

questions asked). Researchers analyze recall test results byexamining the verbatim responses (what was said word for word), to

determine how many viewers remembered something specific about

the ad.




b. Recognition Tests: Another way to measure memory is to show theadvertisement to people and ask them whether they remember having

seen it before. This kind of test is generally called a recognition test.

Researchers first used recognition tests to evaluate print advertising.One

of the earliest recognition tests is named after its inventor, Daniel Starch.

2. Persuasion Tests: Another evaluative research technique is to use

after execution is a persuasion test. The basic format for a persuasion

test, or attitude change test, is this: consumers are first asked how likely

they are to buy a specific brand. Next they are exposed to an

advertisement for the brand. After exposure, researchers again ask themwhat they intend to purchase. The researcher analyzes the results to

determine whether intention to buy has increased as a result of exposure

to the advertisement.

Assessing Persuasion Tests: Ref Pg 142 of Wells and Moriarty Text

Cost of Persuasion Tests: Refer Pg 142 of Wells and Moriarty Text




3. Direct- Response Counts: are ads that contain elements that can bereturned. Some television commercials request direct response via a toll-

free number. Some printed ads request direct response via a toll- free

number, a coupon, a website, or an offer embedded in a body copy.

Responses to these requests provide direct measures of effectiveness.

4. Frame- by- Frame Tests: While a television commercial unfolds,

viewers¶ responses to the commercial change as they view each part of it.

Researchers have tried to track those changes in several different ways.

In one form of frame- by- frame test, viewers turn a dial or press

numbers on an electronic keypad to indicate their moment- to- momentreactions to what they are seeing on the screen. That procedure produces

a trace- a continuous record of ups and downs. When the trace is

correlated with the commercial frame by frame , it provides a record of

which parts of the commercial increased increased attention and which

parts reduced it.




5. In- Market Tests: Tests that evaluate advertisements by measuringtheir influence on sales are known as In- market tests.

Substitutes for In- Market Tests: Refer Page 144 of Wells and

Moriarty Text

6. Brand Tracking: is a relatively new kind of advertising research. The

underlying assumption of this type of research is that with fragmented

media and an abundance of high- quality products, tracking the brand is

more important than tracking the ad. The relationship with the customer

is built in large part on the brand¶s values rather than the product¶s

attributes. Instead of arguing that a product works better, advertisersshow consumers that their brand means more. The thinking is that

advertising and other marketing communications should involve

customers in the brand¶s values so they are more favorably disposed

toward it.

Implications of Evaluative Research- Refer Page 144 of Text



Research Challenges

1. Globalization: Advertisers are becoming increasingly more global.Developing research methods aimed at solving global problems

would establish a new and important advertising research tradition.

2. New Media Technology: The expansion from three on- air television

networks to a plethora of cable channels changed television

programming, television program audiences, and television

advertising throughout the United States. Because of this media

fragmentation, researchers and account planners must help to develop

message strategies that enable media planners to reach consumers

most effectively.3. Virtual Research: Measuring the effectiveness of ads through

interactive media is a challenge.

4. Embedded Research: The development of embedded research is

related to online research. In this case, the research methods are

embedded directly into real purchase and use situations.



DAGMAR Approach

DAGMAR stands for µDefining Advertising Goals for MeasuredAdvertising Result¶

It means that the goal of advertising is to achieve specialized objectives

and it recognizes that different advertisements could have a number of

objectivesDAGMAR Model:

a) Emphasizes the communication task of advertising as against

marketing objectives of the firm

b) Advertising goal to be specific, written, measurable task involving a

starting point, a defined audience and a fixed period of time. That is

advertising goal must be- a. Measurable, b. Act as a benchmark, c.

Have a defined audience, d. Time- bound and e. Written

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