Outline

1
Chapter 5Account Planning and Research

• Outline
• Consumer behavior
• Social and cultural influences on consumers
• Psychological influences on consumers
• The decision process

2
Research and Account Planning The Quest for
Intelligence

• Sources of information
• Role of experience
• Strategic and evaluative research

3
Strategic Research

• Begins with secondary research
• End users of secondary and primary research
• Sources of secondary research
• Primary research suppliers

4
Strategic Research Organization

• History of advertising research
• Types of data
• Account planning

5
The Strategy Document

• Marketing objectives
• The product
• The target audience
• The brand personality
• The promise

6
Evaluative ResearchBefore Execution

• Message evaluation research
• Methods of contact
• Survey research
• Observation research

7
Evaluative ResearchBefore Execution

• Cognitive psychology and the use of metaphor
• Communication assessment

8
Evaluative ResearchBefore Execution

• Content analysis of competing ads
• Readability tests
• Test marketing
• Physiological measures

9
Evaluative ResearchDuring Execution

• Coincidental surveys
• Attitude tests
• Tracking studies

10
Evaluative ResearchAfter Execution

• Memory tests
• Frame-by-frame tests
• Persuasion tests
• Brand tracking
• Direct-response counts
• In-market tests
• Brand tracking

11
Implications of Evaluative Research

• Proper research process in advertising?
• What can be realistically expected from ad
  agencies?
• Can measures of effectiveness be improved?

12
Research Challenges

• Globalization
• New media technology
• Virtual research
• Embedded research