CHAPTER 6: ADVERTISING AND PROMOTION RESEARCH

MKTG. 7: ADVERTISING

Agencies adopted research departments for three basic reasons:

1. The popularity of science in the culture during this time legitimized anything called
science or research
2. Other agencies had research departments.
3. There was a real information vacuum concerning ads, consumers and consuming.

Two Parts of Research World

1. Developmental Advertising and Promotion Research
2. Copy Research

Developmental Advertising and Promotion Research

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Is used to generate opportunities and messages. It helps the creatives and the account
team figure out things such as the target audiences identity, street language, usage
expectation, history and context. It is also considered as the most valuable kind of
research.

Reliability means that the method generates generally consistent findings over time.
Validity means that the information generated is relevant to the research questions
being investigated.
Trustworthiness is a term usually applied to qualitative data, and it means exactly
what it implies.
Meaningfulness is the most difficult of all these terms. It is determined by asking what
the methods and measures really have to do with determining a good ad.

Purposes of Developmental Advertising Research

1. Idea Generation Sometimes an ad agency is called on to invent new ways of
presenting an advertised good or service to a target audience.
Repositioned having its meaning changed relative to its competitors.
2. Concept Testing A concept test seeks feedback designed to screen the quality of a new
idea, using consumers as the final judge and jury.
3. Audience Definition new market opportunities are commonly discovered when you get
to know your audience.
4. Audience Profiling creatives need to know as much as they can about the people to
whom their ads will speak.
Lifestyle Research also known as AIO (activities, interests and opinions)
research. Uses survey data from consumers who have answered questions about
themselves.

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Developmental Advertising Research Methods

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They are generally used to help form, shape, and tune the creative effort.

1. Focus Groups it is a discussion session with (typically) six to 12 target customers who
have been brought together to come up with new insights about the good or service.
a. Projective Techniques are designed to allow consumers to project thoughts and
feelings in an indirect and unobtrusive way onto a theoretically neutral stimulus.
Projective Techniques often consist of offering consumers fragments of pictures
or words and asking them to complete the fragment.

Most Common Projective Techniques

1. Dialogue Balloons offer consumers the chances to fill in the dialogue of cartoonlike
stories, much like those in the comics.
2. Story Construction it asks consumers to tell a story about people depicted in a
scene or picture
3. Sentence and Pictures Completion a researcher presents consumers with part of
a picture or a sentence with words deleted and then asks that the stimulus be
completed.
4. Zaltman Metaphor Elicitation Technique (ZMET) this technique claims to draw
out peoples buried thoughts and feelings about products and brands by encouraging
participants to think its terms of metaphors.

2. Field Work its purpose is to learn from the experiences of the consumer and from direct
observation.
Creative Brief a document t hat outlines and channels the essential creative idea
and objectives.
Coolhunts this is by getting researchers to actually go to the site where they
believe cool resides, stalk it, and bring it back to be used in the product and its
advertising.

3. Internal Company Sources Commonly available information within a company

includes strategic, marketing plans, research reports, customer service records, warranty
registration cards, letters from customers, customer complaints and various sales data.

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4. Government Sources various government organizations generate data on factors of
interest to advertising planners; information on population and housing trends,
transportation, consumer spending, and recreational activities.
5. Commercial Sources it is to provide data of various types, and to package existing
data.
6. Professional Publications - are periodicals in which marketing and advertising
professionals report significant information related to industry trends or new research
findings.
7. The Internet it is the advertisers best friend when looking for secondary data of almost
any kind.

Copy Research
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It is also called evaluative research. It is research on the actual ads or promotional texts
themselves, finished or unfinished. It is used to judge or evaluate ads and promotions.
Normative Test Scores scores relative to the average for a category of ads.
Copy tests generate a type of report card, particularly on the creative side of
advertising.

Common Ways Ads are Judged

1. Getting It- sometimes advertisers just want to know if audience members get the ad.
2. Cognitive Residue it assumed that if the consumer was exposed to the ad, something
of that ad remains in the consumers mind.
3. Knowledge to have knowledge about a brand that could have come only from an ad is a
much more meaningful measure of advertising effectiveness.
Brand Claim a belief about the brand
4. Attitude Change attitudes suggest where a brand stands in the consumers mind.
5. Feelings and Emotions it may be important than thoughts as a reaction to certain ads.
Three Distinct Properties of Feelings
Consumers monitor and access feelings very quickly.
There is much more agreement in how consumers feel about ads and brands than in
what they think about them.
Feelings are very good predictions of thoughts.

6. Physiological Changes
7. Behavioral Intent this is essentially what consumers say they intend to do.
8. Actual Behavior other advertisers really want to see evidence that the new ads will
actually get people to do something.

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Copy Research Methods

Communication Tests simply seeks to discover whether a message is communicating

something close to what the advertiser desired.

Resonance Tests in this method, the goal is to determine to what extent the message
resonates or rings true with target-audience members.

Thought Listings is commonly assumed that advertising and promotions generate

thoughts during and following exposure.

Recall Tests the basic idea is that if the ad is to work, it has to be remembered.

Recognition Tests are the standard cognitive residue test for print ads and promotions.

Attitude Studies it measures consumer attitudes after exposure to an ad.

ARS Persuasion Method it is a theater-type test in which commercials are
embedded in television shows.

Tracking Studies are one of the most commonly used advertising and promotion
research methods. They track the apparent effect of advertising over time.

Frame-by-Frame Tests usually employed for ads where the affective or emotional
component is seen as key, although they may also be used to obtain thought listing as
well.

Physiological Tests measures detect how consumers react to messages, based on

physical responses.

Pilot Testing
Split-transmission is where different signals (or ads) can be sent to different
neighborhoods or households.
Split-run distribution uses the same technique as split-cable transmission,
except the print medium is used.
Split-list experiment tests the effectiveness of various aspects of direct mail
advertising pieces.

Direct Response measures the actual behavior.

Single-Source Data provide information from individual households about brand

purchases, coupon use, and television advertising exposure.

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St. Nicolas College of Business and Technology

MEL-VI Bldg., Jose Abad Santos Avenue
City of San Fernando, Pampanga
(045) 455-0958

MKTG 7 :

ADVERTISING

Submitted By :
Nucup, Michelle Y.
BSBA- 3F
Submitted To:
Ms. Mitzie Dwaine Fabian
Instructor