This document discusses account planning and research in advertising. It covers strategic research, which informs creative strategy, versus evaluative research, which assesses effectiveness. Information sources for advertisers include government, trade groups, and primary and secondary research suppliers. The account planning process uses research to gain consumer insights and contribute to advertising development. Account planners and managers work on strategy documents covering objectives, targets, brand personality and more. Evaluative research methods assess things like memory, persuasion, response and communication. Research faces challenges from globalization, new media, and measuring virtual ads.
3. Advertising Research
Strategic Evaluation
Exploratory Creative Media Before After
Execution Execution
4. Strategic Research versus
Evaluative Research
Strategic Research covers all the issues that lead to
the actual caution of advertising.
Is an information gathering process that enhances
the design of a creative strategy.
Evaluative Research assesses the effectiveness of
you decision.
5. Information Sources to Advertisers
Government Organizations
Trade associations
Secondary Research Suppliers
Secondary Information on the Internet
Primary Research Suppliers
6. Account Planning Process
is the process of using research efforts to
gain more information about the brand in
its market place the consumer’s
perspective or both and to use that
research to contribute directly to
advertising development.
8. Account Planning Staffing
Account Planners – people responsible
for the advertising strategy and its
implementation in the creative work.
Account Managers – typically play a major
role in every facet of the agencies work on
his/her brand
9. The Strategy Document
Market Objective
The Product
The Target Audience
Promise and Support
Brand Personality
Strategy Statement – that distills the
documents main point
11. Evaluative Research
Seven Types of Research Method
1.Memory Test
2.Persuasion Test
3.Direct Response Counts
4.Communication Test
5.Frame – by – Frame Test
6.In – Market Test
7.Brand Tracking
12. Research Challenges
Globalization – advertiser are becoming
unceasingly more global
New Media Technology – the change of
three on-air television networks to a plethora of
cable channels changed television program
audiences, and television programming,
television advertising.
Virtual Research – measuring the
effectiveness of Ads in interactive media is a
challenges.