Research answers questions that are of importance to marketers and advertisers. Types of research include: 1). Product. 2).

Consumer. 3). Advertising strategy. 4). Message research. It is also important to examine and judge whether an ad will communicate effectively before we spend the money to run it in the media. You cannot build strong campaigns without knowing the motivations attitudes, and perceptions behind consumers choices.

There are no magic formulas to guarantee success. Buying products is not always a rational process. 1). Chances are that the consumer may consider as many as three options when buying a product or service. 2). Those options make up consumercompetitive set. 3). Understanding the why behind a consumer purchase is critical

Research is an Informational Tool

Research is most often used in the following ways: a. To help identify consumers. b. To help look for new ideas in products or services. c. To help improve what is offered in product or services. d. To help pinpoint causes of special problems. e. To monitor activities. f. To help in communications development. g. To study promotional tools.

3.

The Right Kind of Research

What kind of research and how much research are always legitimate questions. Coca-Cola is often cited as a company that used overkill and overreliance on research when they designed the illfated New Coke. Roper Research concludes that people shouldnt always follow the findings of a research study, whether it be a consumer products study or a political campaign.

Agency Futurist Departments Versus Account Planners

Clients are saying to agencies, Tell me something I dont already know. 1). Marketers want to know about the next big trend. 2). Marketers have begun to hire futurists. 3). Young & Rubicam has its Intelligence Factory. 4). OglivyOne has a director of scenario planning as an internal forecaster. 5). DDW Worldwide employs a cultural anthropologist. A futurist function at an agency appears to function like an account planner. 1). Strategic planners must look forward to be effective.

What Kind of Research is Needed?

The research structure has changed because of the following: 1). The tremendous increase in new products. 2). The high cost of shelf space. 3). The expansion of retailer control over the distribution system. 4). Changing media habits. 5). Overload of information. 6). The bewildering array of communication choices.

What Kind of Research is Needed?

. Marketing research tells us about the product, the

market, the consumer, and the competition. Four basic considerations in any marketing research undertaking include: 1). Maintaining a consumer-behavior perspective. 2). Being sure the right questions are being asked. 3). Using the appropriate research techniques and controls. 4). Presenting the research findings in a clear, comprehensible format that leads to action.

Sociology and Advertising.

1). Sociology examines the structure and function of organized behavior systems. a. The sociologist studies groups and their influence on, and interaction with, the individual. b. Sociological research is used to predict the profitability of a product purchase by various consumer groups.

Social Class and Stratification.

We are a society that is clustered into classes determined by such criteria as wealth, income, occupation, education, achievement, and seniority. 1]. We sense where we fit into this pattern. 2]. We generally conform to the standards of our class. Advertisers know that people generally favor the classes directly above their own.

Social Class and Stratification.

c. Social-class structure helps to explain why demographic categories sometimes fail to provide helpful information about consumers. 1]. People of the same income are often in different classes.

2]. No single variable accurately predicts consumer purchases.

Anthropology and Advertising.

1). Marketers use anthropologists to study the emotional connection between products and consumer values. a. Cameras can be used to record consumer behavior. b. Videos can give marketers a clearer idea of what consumers think and feel. 2). Anthropologists study consumers interactions with products around them. a. Usage and behavior patterns emerge from these studies. 3). Anthropologists have found that certain needs and activities are common to people the world over. a. Subcultures are studied. b. Languages are analyzed.

Trend watching. a. Trends come in all forms of media and advertising. b. Fads, on the other hand, do not last long. 1]. Trends are a product of society. c. Macro trends are about the big issues (how we define happiness, for example). One micro trend popular at present is retro nostalgia.
Young people are more likely to set trends (even though not all youth are trendsetters). 1]. The most comfortable on the cutting edge are early adopters, innovators, etc.

Cohort Analysis. marketers can access consumers lifelong values and preferences, and develop strategies now for products they will use later in life. 1]. Cohorts are generations of people with the same birth years and core values. 2]. Some researchers believe that the values formed by significant events between the ages of 13 and 20 endure throughout ones life. 3]. Cohort analysis not only studies demographics but adds the aspect of examing the consumers past and present. Four cohort groups are described: 1]. Traditionalists. 2]. Transitioners. 3]. Challengers. 4]. Space-agers.

Life-Stage Research.

In the past, the family was considered to be the family as the basic unit buying behavior. b. The family life cycle allows a company to segment the market and the advertising appeal according to specific consumption patterns and groups. 1]. This family life cycle concept is constantly changing. 2]. No matter how the interpretations change, people still go through transitions that cause them to change.

3]. Examples of the changes that are affecting

the family life cycle might be: a). People waiting longer to get married. b). Postponing having children. c). More single parents. d). More older children living with their parents. e). More divorce. 4]. By examining the changes, advertisers get a clearer picture of buying behavior and lifestyles.

Psychology and Advertising.

1). Psychology is the study of human behavior and its causes. 2). Three psychological concepts of importance to consumer behavior are: a. Motivation. b. Cognition. c. Learning.

3). Motivation refers to the drives, urges, wishes or desires that initiate the sequence of events known as behavior.

Psychology and Advertising.

4). Cognition is the area in which all the mental phenomena (perception, memory, judging, thinking, and so on) are grouped. 5). Learning refers to those changes in behavior relative to external stimulus conditions that occur over time.

6). Advertising research is interested in cognitive elements to learn how consumers react to different stimuli.

Values and Lifestyles.

1. lifestyle approach to psychographic segmentation -Values and Lifestyle (VALS 2). 2. VALS 2 is designed to predict consumer behavior by profiling attitudes of consumers. Different patterns emerged.

1. Eight clusters are: a). Fulfilled. b). Believers. c). Actualizers. d). Achievers. e). Strivers. f). Strugglers. g). Experiencers. h). Makers.

VALS classifies consumers along two key dimensions:

a). Self-orientation--the fundamental human need to define a social self-image and create a world in which it can thrive. b). Resources--the range of psychological and material resources available to sustain that self-concept. This concept takes into account personal or psychological orientations such as principle, status, and action. 1]. Principle--choices are made inside themselves rather than from physical experience or social pressure. 2]. Status--choices are made after considering reactions and concerns of others. 3]. Action--base choices on the related activity. Feelings come from action.

Advertisers often used VALS to segment markets or to define or refine strategies.

Yankelovichs Mindbase has eight major Mindbase segments: 1]. Up and Comers--Gen Xers that are single with no children and appreciate newness.

2]. Young Materialists--Gen Xers who are most interested in money and success.
3]. Stressed by Life--Gen Xers (primarily women) who have lower incomes. 4]. New Traditionalists--Married Boomers with high incomes and are conservative.

5]. Family Limited--Boomers with high incomes but

focus on family life. 6]. Detached Introverts--Boomers (usually male) with average incomes no children and who are socially inactive. 7]. Renaissance Elders--Older, active seniors with comfortable incomes. 8]. Retired from Life--Older, highly cynical, not concerned about style or material goods.

Value Segments of Global Youth.

1). Global youth are notorious for challenging norms and defying labels. 2). The New World Teen Study found the existence of six distinct value segments: a. Thrills and Chills (18%)--driving principles are fun, excitement, irreverence, and friends. 1]. Let the good times roll. 2]. Money enough for the good times. 3]. Loyalties that speak their language. 4]. Seek newness. 5]. Are perceived to trend setters. 6]. Reside mostly in Europe and the United States

Resigned (14%)--driving principles are fun, friends, low expectations.

1]. Huge numbers in this segment. 2]. Not much discretionary income. 3]. Like ads that poke fun at society. 4]. Are not very optimistic. 5]. Reside mostly in Northern Europe, Korea, and Japan.

World Savers (12%)--driving principles are environment, humanism, fun, and friends.
1]. Gives hope to the next generation. 2]. These are the good kids that really care. 3]. Class and club leaders. 4]. Technologically advanced. 5]. Go to same parties as the thrills-and-chills kids, but they are not motivated by the new and exciting. 6]. Like honest appeals. 7]. Like promotions tied to a good cause. 8]. Key countries are South America, Southern Europe, and old Soviet Union.

Quiet Achievers (15%)--driving principles are success, anonymity, anti-individualism, and social optimism.
1]. These teens go through their lives with determination and restraint.

2]. Their purpose is to study hard and do well in school. 3]. This limits their involvement in other activities.
4]. Key countries are most Asian countries.

Bootstrappers (14%)--driving principles include achievement, individualism, optimism, determination, and power. 1]. These kids make their parents proud, or at least try hard to please.

2]. Determined to succeed and are teen leaders.

5]. Like brands with positive social values.

6]. Key countries are Nigeria, Mexico, United States, India, and several South American countries

Upholders (16%)--defining principles are family, custom, tradition, a respect for individuals.

1]. The most dreamy and childlike of the segments.

2]. Quiet good teen citizens. 3]. They want to follow in their parents footsteps. 4]. Very brand loyal. 5]. Key countries include Asia, Italy, Peru, and India.

The Series of Research Steps in Advertising

The four stages of the advertising process are:

1). Advertising strategy development.

a. Research tries to answer the questions:

1]. Who is the market and what do they want?

2]. What is the competition we are specifying?

3]. What communication do we want our selected market to get from out advertising?
4]. How will we reach the persons selected as our market?

2). Advertising execution development. a. Two kinds of research used at this stage: 1]. The first is exploratory research to stimulate the creative people and to help them know and understand the language used by consumers. 2]. The other is research to study proposed creative concepts, ideas, rough, visuals, headlines, etc.

3). Evaluating pretesting executions.

Pretesting is the stage of advertising research at which advertising ideas are tested.

4). Campaign evaluation. a. Campaign evaluation usually involves a tracking study to measure the performance of a campaign. b. The primary goal of advertising research is to help in the process of creative development.

Translating Information into Strategy.

1). Information isnt enough by itself to answer marketing problems. a. The strategist must take the information and become involved with it if the information is to be useful. b. The secret to effective strategy formulation lies in deciding which data are important and which are not. c. It is a process of organizing simplicity out of complexity.

Translating Information into Strategy.

2). Take the consumers point of view. a. Ask what the consumer is really buying.

b. Examine how people behave rather than analyze how they feel or what they believe.
c. Try to see the world with the consumers eyes.

Market, Product, Competitive, and Consumer Research.

1). Situation analysis helps to define clearly the market in which the product or service competes. 2). Prospect research is critical to define clearly who is expected to buy the product or service. 3). The amounts and kinds of research will vary according to the product category and marketing situation.

Advertising Strategy or Message Research

1). Message research is used to identify the most relevant and competitive advertising sales message. Forms might include: a. Focus groups. b. Brand mapping. c. Usage studies. d. Motivation studies. e. Benefit segmentation.

2). Focus Group Research.

They have become one of the main methods for

conducting qualitative research. They offer a means of obtaining in-depth information through a discussion- group atmosphere. 1]. A trained moderator leads a group of 8-12 consumers (usually prime prospects) in a 1-2 hour discussion. 2]. Clients often watch behind one-way mirrors.

3). Pretest Research.

a. The client often wants assurances that the advertising proposed will be effective. b. In pretesting, a particular ad passes or fails, or selects one offering as better than all others. 1]. This is an alternative to allowing the client or ad agency to judge which ad is best.

Two levels of research in copy testing:

1]. Copy testing:

a). Rough copy is evaluated.

b). Finished copy is evaluated.

d. Objectives of pretesting must be clear.

e. Many variables can be pretested (including attracting attention or comprehension by the reader, for example). f. Pretests should be used as guides.

Testing Creative Research

A. Creative research takes place within the context of the preceding research stages. 1). This kind of research aids in the development of what to say to the target audience and how to say it. 2). Copy testing facts:

a. A good copy-testing system provides measurements that are relevant to the objectives of the advertising.

Testing Creative Research

A primary purpose of copy testing is to help advertisers decide whether to run the advertising in the marketplace. A good copy-testing system is based on the following model: 1]. The reception of a stimulus. 2]. The comprehension of the stimulus. 3]. The response to the stimulus.

Forms of testing. 1). Concept Testing Concept.

Creative concept testing can be defined as the target audience evaluation of creative strategy. Tries to separate the good from the bad. Types of tests might include: 1]. Card concept test--concepts (headline, body copy) are placed on a white card for review. 2]. Poster test--similar to the above but expands illustrations and copy and places them on a large poster instead of a white card. 3]. Layout test--shows rough copy of a print ad or artwork for a TV ad (more finished than a poster test). 4]. Finished Print Tests: a). The Video Storyboard Test

Test Commercials: a). Animatics--this is artwork, either cartoons or realistic drawings. b). Photomatics--photographs shot in sequence on film. c). Livematics--filming or taping live talent and is very close to a finished commercial. d). Ripamatics--made of footage from other commercials (used to show what can be done in a new commercial).

Some attempt to evaluate a commercials effectiveness in terms of viewers recall of a certain aspect of the commercial. Some attempt to evaluate a commercials effectiveness in terms of what motivates a viewer to say or do.
BBDO tries its own method called Emotional Testing. This method tries to test for any of 26 emotions devised by the agency. a). BBDO uses this method to see if they are punching the right buttons. b). However, there is a great distance between measuring an emotional response and manipulating it.

Consumer Outdoor Recognition Study (CORS)

1). To conduct CORS research, interviewers visit three to four locations, mostly malls, in designated markets for person-toperson interviews. 2). Participants are asked if they can remember specific outdoor campaigns. 3). Participants are shown 30 to 50 recent advertising campaigns run in the area and are quizzed about those they recall.