ch 7

Objectives of the Chapter

• After reading and thinking about this chapter, you will be able to:

  • Explain the purposes served by and the methods used in developmental advertising research.

  • Identify sources of secondary data that can aid the Integrated Brand Promotion (IBP) planning effort.

  • Discuss the purposes served by and the methods used in copy research.

  • Discuss the research methods used after ads are in the marketplace along with the differences between advertising research and account planning.

Introduction to Advertising and Brand Promotion Research

• Definition:

  • Advertising and brand promotion research is essential for the development, execution, or evaluation of advertisements and promotions.

• Importance of Research:

  • Crucial in analyzing the advertising environment, as illustrated in Exhibit 7.1.

Historical Overview of Research in Advertising and IBP

• Research has been a part of advertising for over 100 years, but significant growth occurred during the mid-20th century (1950s).

• The collaboration between advertising agencies and research companies grew due to the need for a better understanding of advertisements' effectiveness.

• Economic booms allowed agencies to invest in in-house research departments.

• By the early 1980s, agencies expressed skepticism towards certain research methods.

• Recently, many agencies outsource research to consultants, professors, and vendors due to financial constraints.

Types of Advertising Research

• Three main types of research are conducted to support advertising and brand promotion:

  1. Developmental Advertising and Promotion Research (before ad creation)

  2. Copy Research (during and after ad creation)

  3. Results-Oriented Research (after ads have entered the marketplace)

Stage One: Developmental Advertising and IBP Research

Purpose of Developmental Research

• Used to generate opportunities and messages.

• Aids in identifying the target audience's identity, perceived needs, usage expectations, and context.

• Provides critical consumer insights that influence the actual creation of ads and promotions.

Key Components of Developmental Research

1. Trendspotting

• Identifying new trends in the marketplace.

• Example trends identified by JWT include:

  • Branding together

  • New gaming frontiers

  • Live commerce

  • Ethical branding

  • Immunity wellness

2. Design Thinking

• Definition: A methodology that integrates research, product development, and advertising by encouraging marketers to think like designers.

  • Focuses on understanding consumer needs and desires through a process of prototyping and feedback.

  • Involves partnering with consumers to develop products from scratch.

  • Example: Microsoft's development of Surface Pro using design thinking to innovate product features.

3. Concept Testing

• Definition: A method to gather consumer feedback on new ideas or advertisements before full execution.

  • Helps advertisers understand market fit and pricing before launching new products.

  • Example: Transformation of Tide’s product representation from traditional advertisements of homemakers to modern ads for detergent pods.

4. Audience Profiling

• Essential for understanding potential viewers of advertisements.

• Methods:

  • Lifestyle research (AIO) surveys help build consumer profiles based on activities, interests, and opinions.

  • Example: Volkswagen profiling car buyers to focus on their parking needs with Precision Parking ads.

5. Focus Groups

• Descriptive qualitative research involving discussions with typically 6-10 consumers.

• Guided by a moderator to uncover insights about products or services.

• Limitations include small sample size and issues with group dynamics.

• Example: Nestlé refining Butterfinger’s Super Bowl ad using focus groups.

6. Projective Techniques

• Designed to understand consumer feelings through indirect questioning methods.

  • Common methods include:

  • Association tests

  • Dialogue balloons

  • Story construction

• Example: The Zaltman Metaphor Elicitation Technique (ZMET) encourages consumers to visualize their experiences with products through metaphorical imagery.

7. Fieldwork/Long Interviews

• Conducted in real-life consumer settings to understand behaviors and preferences.

  • Qualitative insights are gained through observations and direct questioning.

  • Example: IKEA utilizing long interviews and consumer video diaries to align marketing strategies with customer lifestyles.

Stage Two: Copy Research

Purpose of Copy Research

• Evaluative research that assesses ads during and after creation.

• Aims to determine how effectively ads communicate their intended messages.

Key Techniques in Copy Research

1. Communication Tests

• Examine whether the ad communicates its desired message effectively.

  • Used during focus groups to evaluate comprehension and connection with the audience.

2. Recall and Recognition Tests

• Measure how much of the ad content is remembered by the audience.

  • Recall Tests: Assess memory retention of both brand and message.

  • Recognition Tests: Identify familiarity with the ad when prompted by visuals or text.

3. Thought Listings

• Analyze specific thoughts generated by an ad through cognitive response testing.

  • Gathered via questionnaires following ad exposure, though retrospective nature may skew results.

4. Implicit Memory Measures

• Assess memory without referring directly to the ad through tasks like word fragments.

5. Brand Knowledge and Attitude Studies

• Evaluate knowledge gained about brands and shifts in consumer attitudes post-ad exposure.

• Can highlight efficacy of advertising and messages.

6. Emotion and Resonance Tests

• Measure emotional responses elicited by ads.

  • Resonance tests gauge how well messages align with consumer experiences.

7. Physiological Assessment and Neuroscience

• Utilize technological methods (e.g., fMRI) to investigate consumer brain responses to advertising stimuli.

8. Eye Tracking Techniques

• Examine where consumers’ visual attention falls within ads using tracking software.

9. Behavioral Intent Studies

• Evaluate stated intentions to purchase after ad exposure.

Stage Three: Results Research

Purpose of Results Research

• To assess advertising effectiveness in achieving specific objectives post-campaign launch.

Key Methods in Results Research

1. Tracking Studies

• Monitor changes in audience attitudes, knowledge, and behaviors over time.

2. Direct Response Measures

• Count inquiries or direct responses generated from ads as indicators of effectiveness.

3. Sales Estimation Derived from Advertising

• Attempt to link advertising directly to changes in sales numbers, although many variables can confound results.

4. All-in-One Single-Source Data Research

• Track individual household behavior related to purchasing using integrated data sets from various sources.

Differences Between Account Planning and Advertising Research

Account Planning Characteristics

• Involves a dedicated planner working continuously on behalf of a client.

• Promotes integration of consumer insights into the entire advertising process.

• Collects more qualitative data compared to traditional advertising research methodologies.

The Future of Advertising Research

• Research methods need adaptation in response to changing consumer behaviors and digital marketing trends.

• Emphasis on culturally relevant methods combined with traditional experimental research to better capture brand meaning.

Summary

1. Developmental Research: Provides consumer insights and incorporates various methods to influence ad planning.

2. Secondary Data Sources: Various methods and existing data can enhance IBP planning efforts.

3. Copy Research: Multiple methods assess the effectiveness of ads both pre and post-launch, focusing on communication and consumer reactions.

4. Results-Oriented Research: Techniques to measure the impact of ads on sales and audience engagement in real-world scenarios.