Topic14AdvertisingResearch;TheCompleteAdCampaign

Throughresearchanadvertisercanbetterunderstandwhatwillbeusefulinan
advertisementandincreasetheprobabilityofmakinggoodchoices.Marketingresearch
isdefinedasthesystematicgathering,recording,andinterpretationofinformationrelated
toallmarketingmixvariables.Advertisingresearchisaspecializedformofmarketing
researchthatfocusesontheplanning,preparation,andplacementofadvertisingandis
conductedbyanadagency.
Thereareseveralpointsatwhichresearchcanassisttheprocess:assistingthemarketerin
determiningwhichsegmentofthemarkettotarget;determiningwhichsegmentofthe
markettotarget;helpingcreativesunderstandtheaudiencememberstowhomtheadwill
speak;makingagoornogodecisiontodeterminewhethertorunanadorpullitand
perhapsevenevaluatetheperformanceoftheagency.
Criticsoftheprocessareconcernedwiththatfactthatmuchresearchdoesnotconsider:
reliability(thatisifthemethodsgenerateconsistentfindingsovertime),validity(the
informationgeneratedisrelevanttotheresearchquestionsbeinginvestigated),
trustworthiness(candatacollectionprocessbetrusted),andmeaningful(whatdoesthe
researchmean).
Earlyintheprocess,developmentaladvertisingresearchisusedtogenerateadvertising
opportunitiesandmessages.Thishelpsthecreativesandaccountteamdeterminethe
targetaudienceslanguage/profileandprovidescriticalinformationusedbycreativesin
theproductionphase.Oneofthekeymethodsisfocusgroups,abrainstormingsession
with4to8targetcustomersandamonitor.Fromsuchresearchcamethesmallsized
JellOcupsaswellasthetaglineringaroundthecollar.Projectivetechniquesallow
customerstoprojectthoughtandfeelingsinanindirectway.Mostcommonoftheseare
associationtestsandsentenceofpicturecompletionbuttrustworthinessandvalidityof
suchtechniquesareinquestion.Concepttestsseekfeedbackdesignedtoscreenthe
qualityofanewideausingconsumersasthejudge.Sometimesthesearepartofthe
agendaofafocusgrouptogetquickfeedbackonanewproductoradidea.
Anotherformofresearch,ideageneration,isdesignedtoassistindevelopingnewways
ofpresentingagoodorservice.Itmaybearepositioningstrategy(i.e.,Disney
positionedthemeparksasadultvacationalternativesforcoupleswhosechildrenhave
grownup).Oftentimestheseideascomefromqualitativeresearchinvolving
observationofcustomers,brainstormingwithcustomers,extendedinterviewsof
customers,aswellascustomercomplaints.
Environmentalanalysisgeneratesinformationontheuncontrollablevariablesinthe
businessenvironmentandtriestoassessthepotentialinfluenceofsocial/culturaltrends,
economics,howpolitics/economicsmayinfluencetheconsumerandenvironmentinto
whichadswillbeused.

Informationgatheredincludes:demographiccharacteristics(i.e.,populationdensity,age
distribution,householdsizeandcomposition,ethnicity);socialandcultural
environmentalvaluessuchasthevalueplacedonhealthandfitnesshasgivenrisetoa
multibilliondollarindustryofspaandfitnesscenters.Thesemayevolveslowlybuthave
anenormouseffectongoodsandincludesuchchangesastheimportanceoftimeand
convenience,changinggenderroles,thegrowingconcernforournaturalenvironment,
economicfactorseffectingthesuccessfullymarketingandadvertisingofgoods
(includingthegrossdomesticproduct,interestrates,inflationallofwhichinfluencethe
abilityanddesireofconsumerstospend.
Someindustriesaremoresensitivetoeconomicconditions,suchasautomobileand
tourismwhileconversely,basicpackagedgoods,pharmaceuticalssufferlittle.Political
andregulatoryrestrictionsimposedonmarketingandadvertisingpracticesboth
governmentalandnongovernmentaleffectpracticesoftheadvertisingindustry.
Technologicalchangeseffectnotonlytheproductsafirmmarketsbutthevaluesand
behaviorofasociety(withtheinformationsuperhighwayitisfeasibletocommunicate
withconsumersonanindividualinteractiveformatwhichischangingthenatureof
advertising.Competitoractivitieseffectmarketingandadvertisingplanningand
respondingtocompetitivemaneuversisimportant(i.e.,indirecteffectssuchasthoseon
theairlineindustryofteleconferencing).
Audiencedefinitiondeterminesthemarketingsegment,oneofthemostimportant
marketingdecisionstobemade,toidentifytheconsumergroupthatissoughtforthe
firmsoffering.Newmarketopportunitiescanbediscovered(i.e.,in1993theNational
HardwareTradeAssociationdiscoveredthatalmosthalfthepurchaseoftoolsneededfor
simplerepairs,plungers,laddersweremadebywomen.Nowretailersrunadstargeting
womeninsuchpublicationsasFamilyCircle,HouseBeautifulandBetterHomesand
Gardens.
AudienceProfilinghelpsthecreativesunderstandthepeopletowhomtheiradswill
speak.Thisresearchisdoneinmanywaysandoneofthemostpopularisthrough
lifestyleresearch,AIOs(attitudes,interestsandopinions)inwhichsurveydatais
amassedfromconsumerswhoanswerawidearrayofquestionsabouttheirAIOs.
Foracampaigntobesuccessful,amessagemustbedesignedthatengagestheconsumer
andgivesthemareasontobelieveinthebrand.Messageresearchisdoneintwoways:
pretestoccursbeforeanadisplacedandposttestisdoneafteranadisplaced.These
testsgenerateareportcardofsortswithgrades.Manyfeelthatthesegradesare
misleadingandmisappliedtoincreaseDayAfterRecall(DAR)numbers.Certain
strategiesmaybeapplied,suchassuperimposingthebrandnameattheendofthetag
alongwithavoiceoverreadingofthebrandnameandworkinginacoupleofadditional
mentionsinthedialogueofthebrand.Howeverthesementions/supersareoften
awkwardastheyarenaturalandpeoplesimplydonttalklikethat.Infact,highDAR
scoresmayhurtthecampaigncausingquickwearoutandannoyance.

Dimensionsformessageassessment:impartknowledgetogeneratethoughtswhichat
somepointinfluencepurchase(mayusetechniquessuchastaglines,jingles,orgeneral
focusonrecognitionofabrand);shapeattitudestoinfluencewhatpeoplefeelabouta
brandandcreatepreference;attachfeelingandemotionstothebrand;legitimizethe
brandthrougharesonancetesttodeterminetowhatextentthemessageresonates/rings
truewiththetargetaudiencemembers.
Toolsusedforthepretestmessageresearchinclude:
1.communicationsteststoseeifthemessageisactuallycommunicatingwhatis
desiredandthatnounexpectedinterpretationoftheadexists;magazinedummies
arevehiclesthataremockeduptocontainbotheditorialcontentandtestads
consumersareaskedtotakethemagazineshomeandreadthemthere,forasenseof
realism,andthentheconsumerisaskedquestionsaboutthecontentthisapproach
isexcellentforcomparingdifferentmessageoptionst
2.theatertestsaredoneinsmalltheaterswheretheaudiencehaveanelectronic
devicethroughwhichtheycanexpresshowmuchtheylikeordisliketheadshown
buttheproblemwiththisisthatitisdifficulttodeterminehowauthenticthese
feelingsaresincetheenvironmentisunrealisticandartificial
1. thoughtlistingsarethethoughtsthatafinishedadgeneratesinthemindofthe
consumerandtheseresponsesarecapturedimmediatelyfollowingthe
reading/screeningoftheadsimplepercentagesofwordcountsareoftenused,
suchashowoftenapersonmakesaselfrelevantconnectionlikethiswouldbe
goodformeorthisissomethingIwouldlikethesearetalliedandcompared
2. attitudechangestudiesuseabeforeandafteradexposurewhererecruitsare
polledfortheirbeforeexposureattitudestowardsabrandaswellasa
competitorsbrandandthenexposedtothetestadalongwithdummyadsthisis
followedbyaremeasuringofattitudestheseareoftenconductedinatheaterand
donewithasummeasurementscalewherethesubjectisaskedtodivideasum
(i.e.,100%)amongseveralbrandsthatis,howlikelytheywouldbetopurchase
certainproductsagain,reliabilityisquestionablesinceexposureisgenerallytoa
singleadandisdoneinanunnaturalviewingenvironmentrepetitionis
importantforcommercials,usually3or4viewingsareneededforsuccessful
communicationandretentionprintadscanbeleftatparticipantswithtestads
insertedandthentheresearchercancallthenextdayforaninterviewandaretold
thatcompensationforthetestswillbetobeenteredintoadrawingthesubjectis
thenaskedtoindicatetheirpreferencesonawiderangeofpotentialprizesthe
nextdaytheinterviewermaysaythattheiroriginalpreferenceformswere
misplacedandareaskedtofilloutanothersoastogetthesubjectspostexposure
measurements
3. thereareanumberofpsychologicalmeasuresthatdetecthowtheconsumerreacts
tomessagesbasedontheirphysicalresponses(i.e.,eyetrackingsystemsthat
monitoreyemovementsacrossprintadswithonesystemrespondentsmaywear
gogglelikedevicesthatrecordspupildilations,eyemovementsandthelengthof

viewingofasectorwithinaprintadanotherisapsychogalvanometerwhich
measuresgalvanicskinresponse,perspiration,arousaltocertainstimulusaswell
asavoiceresponseanalysisthatusesinflectionsinthevoicewhendiscussingan
adtoindicatestatesbutallpsychologicalmeasuressufferfromthesame
drawbacksandthatisthatwecandetectphysiologicalresponsestoanadbut
thereisnowaytodetermineiftheresponseistothead,totheproductortothe
talent.Thoughitisprovocativetothinkofwiringpeopleup,thisreallytellsus
littlebeyondthesimpledegreeofarousalthatisattributabletoanad
Thereareservicesthatconductsuchpretestsinconjunctionwiththeadagencyaswellas
fullservicecompanies(i.e.,ResearchSystemCorporationwhoemploys8001200
respondentsinseveralmarketare3aswhoviewadsembeddedinprogramsandthisis
doneeitherbeforeoraftertesting.Threedaysafterasubsampleiscalledforrecall.
GallupandRobinsonInTeleTestusesinhomeviewingofvideotapedprogramswith6
testspotsand6normalspots.Thisisdoneindifferentcitieswith150male/f3emals
respondentsandtelephoneinterviews.VideoStoryboardTests(VST)testsrough
versionsofadsthatarepreparedfromstoryboardswithmusicsoundtracksadded.One
ononeinterviewareconducted.Therearealsoprintpretestingservicessuchas
PerceptionResearchServicesandVideoStoryboardTests.
Beforecommittingtotheexpenseofamajorcampaign,oftenamessagetestprogramis
takenintothefieldinapilottest.Thereare3forms:splitcabletransmissionallows
testingoftwodifferentversionsofadsthroughdirecttransmissionto2separatesamples
ofsimilarhouseholdswithinadefinedmarketarea.Thisisbeneficialbecauseitisina
naturalsettingandtherecanberepetitionaswellascontrolledtiming;splitrun
distributionusesthesametechniquejustdiscussedbutinprintwhere2differentversions
oftheadareplacedineveryothercopyofthemagazine;splitlistexperimentsteststhe
effectivenessofvariousaspectsofdirectmailadvertisingbypreparingandmailing
multipleversionsofadirectmailpiece.Theversionthatpullsthebestisdeemed
superior.
Posttestmessagetrackingassessestheperformanceofanadduringandafterthelaunch
ofthecampaignandmeasurestheadsperformanceonrecall,recognition,awarenessand
attitudeandpurchasebehavior.
Recalltestingisthemostcommonmethodofresearchtoseeifanadisrememberedon
thepremisethatifitisremembereditismostlikelytowork.Intelevisiongenerallya
groupofindividualsarerecruitedfromthetargetmarketandwatchacertainchannel
duringacertaintimeonthetestdate.Theindividualsareaskedtoparticipateby
watchingtheshowandthenarecalledthenextdayfordayafterexposuredeterminations.
Questionsbeginwithgeneralstatementslikedoyourememberseeinganadfora
laundrydetergentandifso,doyourememberthebrandandifnotfurtheraids/prompts
aregiven.Theinterviewistapedandrecordedandtheverbatimiscodedintocategories
representinglevelsofrecallinapercentage.Inprintaconsumerrecruitedfromthetarget

market,generallyatashoppingmall,isgivenamagazinetoread.Oftenitisanadvance
issueandatothertimesitisfictitiousonlyconstructedfortesting.Theadsareinserted
andthesubjectisphonedthenestdayandaskedquestions,withaidedrecall.Their
responsesareassessedincludingproductcategorycues(doyourememberseeinganad
for).
Someresearchindicatesthereislittlerelationbetweenrecallscoresandsales
effectiveness.
Recognitiontestsaskthereader/viewerwhethertheyrememberhavingseenparticular
adsandwhethertheycannamethecompanysponsoringthead.Forprint,theactualadis
shownandwithtelevision,ascriptwithaccompanyphotosisshown.Thisisaneasier
recalltasksincetherespondentsarecuedbytheverystimulustheyremember.During
theinterviewtheyareaskediftheysawenoughoftheadtonoticethebrandnameand
howmuchofthecopytheyhaveread.Thebiggestproblemistheyea=sayingbias
wherepeoplesaytheyrecognizeanadwhenintruththeydonot.
Awarenessandattitudetrackingmeasurethechangeinanaudiencesbrandawareness
andattitudebeforeandafteranadcampaignstarts.Thiscommontypeofresearchis
almostalwaysconductedasasurveywherethetargetmarketissurveyedonaregular
basistodetectchanges.Thechangesareattributedtotheadvertising,rightlyorwrongly,
andtheproblemwiththesetestsaretheirinabilitytoisolatetheeffectsofadvertisingon
awarenessandattitudeamidamyriadofotherinfluences(i.e.,mediareports,
observation,friendsandcompetitiveadvertising).
Behaviorbasedevaluationofferanaudiencetheopportunitytoplaceaninquiryor
responddirectlythroughreplycardortollfreenumber,like18900,andiftheygenerate
ahighnumberofinquiriesorresponses,theyareconsideredsuccessful.
Withsinglesourcetrackingmeasuresresearchfirmarenowabletoengageinresearchto
documentthebehaviorofindividualsinarespondentpoolbytrackingtheirbehavior
fromthetelevisionsettothecheckoutcounter.WithUPCs(universalproductcodes)
informationaboutbrandpurchasesandgrocerystorescannerdataarecombinedwith
devicesattachedtothehouseholdstelevisions(peoplemonitors)thatmonitorviewing
behavior,andmeasuretheimpactofadvertising/promotionsonactualpurchases.
Howevertheexactaspectoftheadthathasthepositiveeffectisnotcalculable.
PosttestingServiicesareconductedbysuchcompaniesasGallup&Robinsonmagazine
ImpactResearchService(MIRS)inwhichadsappearinselectedissuesofmajor
magazinesandrespondentswhohavereadatleasttwoofthelastfourissuesarerecruited
intenmetropolitanareas.Themagazinesaredeliveredtotheparticipants,interviewed
byphonethenextdayand15differentbrandandproductcategoriesareexamined.Print
Plussamples5testmarketsbyinformingsubjectsthattheyareinapublicopinionsurvey

ofthemagazineandthenmeasuresattitudesbeforeexposure,thenpostexposureto
measurebrandpreference.
Nomethodisperfectandreliableandvalid.Trustworthinessandmeaningfulnessare
difficulttodetermineaswedontreadamagazineorwatchtelevisionthewaywereada
ShakespeareandramaorOrsonWells.
Therearesecondarysourcesforobtaininginformationsuchasgovernmentalsources.
Thegovernmentgeneratesdataonfactorssuchaspopulationandhousingtrends,
transportation,consumerspendingandrecreationactivitiesintheUS.Manyofthese
statisticsareeasilyaccessedviatheweb.Somecensusinformationincludes:population
includingage,gender,race,maritalstatusandispublishedevery10years.Thereisa
censusofhousingthatprovidesinformationonhousingsizesbasedonthenumberof
inhabitants,typeoffuelused,numberandtypeofmajorappliancesandconditionand
valueofstructureandispublishedevery10years.Acensusofretailtradeprovides
informationonretailactivityincludingthenumberofretailoutlets,totalsalesand
employmentandispublishedinyearsending2and7.Acensusofserviceindustries
identifiesserviceprovidersbycategoryandgeographicareaandindicatessales,
employmentandnumberofunitstakeninandispublishedinyearsendingin2and7.
Thecensusoftransportationidentifies3majortransportationmodelscars,trucksand
busesandincludestrips,numberofpersonstakingtrips,durationoftrips,meansof
travelanddestinationandisalsopublishedinyearsendingin2and7.Thesurveyof
currentbusinessesispublishedmonthlybytheBureauofEconomicAnalysisofthe
DepartmentofCommerceandprovidesinformationongeneralbusinessindicators,real
estateactivity,commodityprices,personalconsumptionexpendituresandincomeand
employmentbyindustry.
Therearecommercialsourcesfromwhichinformationcanbepurchased.Suchsources
include:DunandBradstreetmarketIdentifierslists4.3millionbusinessesandisupdated
monthly.Itcanbeusedtoidentifymarkets,buildmailinglistsandspecifymedia.The
NielsenRetailindexprovidesinventoryturnoverdatafrom1,600grocerystores,750
drugstoresand150massmerchandiseoutletsaswellasinformationonretailpricesand
localadvertisingandisavailablebystoretypeandgeographiclocation.SAM/Burke
reportissimilartotheNeilsenindexexceptthatsalesvolumefiguresarebasedon
warehousewithdrawalsratherthanretailsales.TheNielsenTelevisionIndexprovides
estimatesofthesizeandcharacteristicsoftheaudiencefortelevisionprogramsgathered
throughelectronicdevicesattachedtoparticipatinghouseholdssets.TheRoperStarch
AdvertisementReadershiptracksreadershipofmorethan70,000adsappearingin1,000
consumerpublications,newspapersandbusinessperiodicals.Morethan100,000
interviewsareconeductedeachyears.
Professionalpublicationsoftencontainsecondarydataforadvertisingplanningand
includesuchpublicationsasAdweek,AdAge,ChainStoreAge,andProgressiveGrocer.

TheCompleteCampaign
Amarketingplanshouldcombinefourelementsidentify,attract,defendandstrengthen
brandloyalty.Marketersperceiveoftheirbrandsaslivingentitiesbroughttolifethrough
communication,thatistheadvertisingcampaigns.Thesecampaignsconsistofaseriesof
adsthatrunovertime,withtheaveragelengthofanationalcampaignbeing17months,
sometimesfarlonger(i.e.,DuPontin1929beganBetterThingsforBetterLiving
ThroughChemistryandin1984thethroughchemistrywasdropped.Thisisan
exampleofawellbuiltbrandequitywherethemessageremainstruetotheoriginal
campaign.Sometimesthecampaigntootightlylimitstheusage(i.e.,GreyPouponis
usedonlyforspecialoccasions)andneedstobechanged.
Asituationanalysisisthepartoftheadvertisingplanthatanswersthequestions:Where
arewetodayandhowdidwegetthere?Itdealswiththepastandpresent,(p.649,
Kleppners).Productsareanalyzedforstrengthsandweaknesses,primeprospectsfor
customersaredeterminedinordertobeprofitable,andareviewofthecompetitionis
conducted.
Oncethesearedetermined,thenadvertisingthemestoappealtothetargetaudienceare
developedandthecopystrategyisoutlinedtoindicatehowtheplanwillaccomplishthe
marketinggoals.
Mostadsdesignedwithinacampaignshouldbesimilar,usingsimilartypefacesor
layouts,sothattheconsumecanrecognizetheadvertiserbyglancingatthead.Even
thoughtthetreatmentsvary,asimilarfeelingpervadesthecampaign.Alsocertainwords
areusedfrequentlyandbecomeassociatedwithcertainbrands(i.e.,YoureLovethe
WayWeFlyforDelta,ItseverywhereyouwanttobeVisa).Otherclassiccampaign
strategiesinclude:ArentyougladyouuseDial?Dontyouwisheverybodydid?,
YoureingoodhandswithAllstate,AmericanexpressDontleavehomewithoutit.
Thesamefamiliaritycanbedevelopedthroughmusicorjingleorevenanannouncers
voicecanbuildcontinuity,evensoundeffects(ie.,Avonsdoorbellbecameassociated
withAvonCalling,andMaxwellHouseusedacoffeeperkingsoundforMaster
Blend).
Themediastrategyistheplanningoftheadmediabuy,withtheidentificationofatarget
audienceandthemediavehiclesandappropriatetimestoreachtheseprospects.
Finallythecompletecampaign,thatistheadvertising,themediaschedule,thesales
promotionmaterialsandcostsforeverythingmustultimatelybeapprovedbytheclient.
Objectivesareidentifiedandusedtoindicatehowthecampaignwillincreasesalesor
increasethecompanysshareofthemarket.

And,asjustexplored,thefinalpartofacampaignentailsthetestingofthematerialsto
determinejusthowsuccessfulthecampaignhasbeen.