SlideShare a Scribd company logo
1 of 13
Download to read offline
Account Planning
     and
   Research
Research and Account
      Planning:

      The Quest for
Intelligence and insight
Advertising Research

              Strategic                 Evaluation


Exploratory   Creative    Media    Before         After
                                  Execution     Execution
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.
Information Sources to Advertisers

   Government Organizations
   Trade associations
   Secondary Research Suppliers
   Secondary Information on the Internet
   Primary Research Suppliers
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.
Who Organizes the Fact?

 Qualitative Data
 Quantitative Data
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
The Strategy Document
 Market Objective
 The Product
 The Target Audience
 Promise and Support
 Brand Personality
Strategy Statement – that distills the
  documents main point
Message Development
     Research
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
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.
THANK YOU
Jean Diongon
Ivy Marie Nazareta

More Related Content

What's hot

The Advertising Process
The Advertising ProcessThe Advertising Process
The Advertising ProcessAnubha Rastogi
 
Designing and Managing Integrated Marketing Communications
Designing and Managing Integrated Marketing CommunicationsDesigning and Managing Integrated Marketing Communications
Designing and Managing Integrated Marketing CommunicationsChoudhry Asad
 
Advertising management Introduction
Advertising management IntroductionAdvertising management Introduction
Advertising management Introductionsudheer kumar
 
Integrated Marketing Communication Strategy
Integrated Marketing Communication StrategyIntegrated Marketing Communication Strategy
Integrated Marketing Communication StrategyHisham Salah, MBA, PMD
 
Chap17 Public Relations, Publicity, And Corporate Advertising
Chap17 Public Relations, Publicity, And Corporate AdvertisingChap17 Public Relations, Publicity, And Corporate Advertising
Chap17 Public Relations, Publicity, And Corporate AdvertisingPhoenix media & event
 
Introduction to advertising
Introduction to advertisingIntroduction to advertising
Introduction to advertisingNijaz N
 
Integrated Marketing communication Tools
Integrated Marketing communication ToolsIntegrated Marketing communication Tools
Integrated Marketing communication ToolsKuhu Pathak
 
Brand management ppt (1)
Brand management ppt (1)Brand management ppt (1)
Brand management ppt (1)SharanuHulgeri
 
Introduction - Marketing Research
Introduction - Marketing ResearchIntroduction - Marketing Research
Introduction - Marketing Researchviveksangwan007
 
Target Audience in Advertising
Target Audience in AdvertisingTarget Audience in Advertising
Target Audience in AdvertisingSarthakPrakash2
 
Business Market and Business Buyer Behavior - Philip Kotler & Gary Armstrong
Business Market and Business Buyer Behavior - Philip Kotler & Gary ArmstrongBusiness Market and Business Buyer Behavior - Philip Kotler & Gary Armstrong
Business Market and Business Buyer Behavior - Philip Kotler & Gary ArmstrongMD Tamal
 
Advertising Agencies & Functioning
Advertising Agencies  & FunctioningAdvertising Agencies  & Functioning
Advertising Agencies & FunctioningAnubha Rastogi
 
consumer behaviour learning
 consumer behaviour learning  consumer behaviour learning
consumer behaviour learning Sonakshi Anbu
 
Communication mix
Communication mixCommunication mix
Communication mixasimo21
 

What's hot (20)

The Advertising Process
The Advertising ProcessThe Advertising Process
The Advertising Process
 
Designing and Managing Integrated Marketing Communications
Designing and Managing Integrated Marketing CommunicationsDesigning and Managing Integrated Marketing Communications
Designing and Managing Integrated Marketing Communications
 
Advertising management Introduction
Advertising management IntroductionAdvertising management Introduction
Advertising management Introduction
 
Integrated Marketing Communication Strategy
Integrated Marketing Communication StrategyIntegrated Marketing Communication Strategy
Integrated Marketing Communication Strategy
 
Chap17 Public Relations, Publicity, And Corporate Advertising
Chap17 Public Relations, Publicity, And Corporate AdvertisingChap17 Public Relations, Publicity, And Corporate Advertising
Chap17 Public Relations, Publicity, And Corporate Advertising
 
Introduction to advertising
Introduction to advertisingIntroduction to advertising
Introduction to advertising
 
Integrated Marketing communication Tools
Integrated Marketing communication ToolsIntegrated Marketing communication Tools
Integrated Marketing communication Tools
 
Advertising strategy and planning
Advertising strategy and planningAdvertising strategy and planning
Advertising strategy and planning
 
Integrated marketing communication
Integrated marketing communicationIntegrated marketing communication
Integrated marketing communication
 
Brand management ppt (1)
Brand management ppt (1)Brand management ppt (1)
Brand management ppt (1)
 
Introduction - Marketing Research
Introduction - Marketing ResearchIntroduction - Marketing Research
Introduction - Marketing Research
 
Dagmar Approach
Dagmar ApproachDagmar Approach
Dagmar Approach
 
Sdm 1.1
Sdm 1.1Sdm 1.1
Sdm 1.1
 
Target Audience in Advertising
Target Audience in AdvertisingTarget Audience in Advertising
Target Audience in Advertising
 
E consumer behavior
E consumer behaviorE consumer behavior
E consumer behavior
 
The Role of Integrated Marketing Communications
The Role of Integrated Marketing CommunicationsThe Role of Integrated Marketing Communications
The Role of Integrated Marketing Communications
 
Business Market and Business Buyer Behavior - Philip Kotler & Gary Armstrong
Business Market and Business Buyer Behavior - Philip Kotler & Gary ArmstrongBusiness Market and Business Buyer Behavior - Philip Kotler & Gary Armstrong
Business Market and Business Buyer Behavior - Philip Kotler & Gary Armstrong
 
Advertising Agencies & Functioning
Advertising Agencies  & FunctioningAdvertising Agencies  & Functioning
Advertising Agencies & Functioning
 
consumer behaviour learning
 consumer behaviour learning  consumer behaviour learning
consumer behaviour learning
 
Communication mix
Communication mixCommunication mix
Communication mix
 

Similar to Account and Planning Research

Strategic Research
Strategic ResearchStrategic Research
Strategic Researchninaalfonso
 
1 Market Research (1).doc
1 Market Research (1).doc1 Market Research (1).doc
1 Market Research (1).docMominKhurram
 
Evaluation and measurement of brand messages
Evaluation and measurement of brand messagesEvaluation and measurement of brand messages
Evaluation and measurement of brand messagesSANAL C.WILSON
 
Chapter 14 : Social Media Marketing
Chapter 14 : Social Media MarketingChapter 14 : Social Media Marketing
Chapter 14 : Social Media Marketingapostolann
 
An Assessment Framework for Strategic Digital Marketing Effectiveness
An Assessment Framework for Strategic Digital Marketing EffectivenessAn Assessment Framework for Strategic Digital Marketing Effectiveness
An Assessment Framework for Strategic Digital Marketing EffectivenessSaurabh Kaushik
 
PPC LIVE #9 - Amy Stamper - How to measure Paid Media in a Post-Cookies World
PPC LIVE #9 - Amy Stamper - How to measure Paid Media in a Post-Cookies WorldPPC LIVE #9 - Amy Stamper - How to measure Paid Media in a Post-Cookies World
PPC LIVE #9 - Amy Stamper - How to measure Paid Media in a Post-Cookies WorldAnu Adegbola
 
A study to market research and business development ppt
A study to market research and business development pptA study to market research and business development ppt
A study to market research and business development pptRevantikarajeSitole
 
Advertising research
Advertising researchAdvertising research
Advertising researchmaninsan
 
Market research design
Market research designMarket research design
Market research designNishanthy Bala
 
Bus169 Kotler Chapter 04
Bus169 Kotler Chapter 04Bus169 Kotler Chapter 04
Bus169 Kotler Chapter 04Alwyn Lau
 
Marketing management recap unit 1
Marketing management recap unit 1Marketing management recap unit 1
Marketing management recap unit 1viveksangwan007
 
Big Data PRSA International Presentation
Big Data PRSA International PresentationBig Data PRSA International Presentation
Big Data PRSA International PresentationStephen Loudermilk
 

Similar to Account and Planning Research (20)

Marketing Research
Marketing ResearchMarketing Research
Marketing Research
 
Strategic Research
Strategic ResearchStrategic Research
Strategic Research
 
Unit 5 Marketing Information Management
Unit 5 Marketing Information ManagementUnit 5 Marketing Information Management
Unit 5 Marketing Information Management
 
BRIDGEi2i Marketing Planning Introduction
BRIDGEi2i Marketing Planning IntroductionBRIDGEi2i Marketing Planning Introduction
BRIDGEi2i Marketing Planning Introduction
 
Chapter 14
Chapter 14Chapter 14
Chapter 14
 
1 Market Research (1).doc
1 Market Research (1).doc1 Market Research (1).doc
1 Market Research (1).doc
 
Attachments 2012 06_18
Attachments 2012 06_18Attachments 2012 06_18
Attachments 2012 06_18
 
Advertising Management - ch06
Advertising Management - ch06Advertising Management - ch06
Advertising Management - ch06
 
Evaluation and measurement of brand messages
Evaluation and measurement of brand messagesEvaluation and measurement of brand messages
Evaluation and measurement of brand messages
 
Chapter 14 : Social Media Marketing
Chapter 14 : Social Media MarketingChapter 14 : Social Media Marketing
Chapter 14 : Social Media Marketing
 
An Assessment Framework for Strategic Digital Marketing Effectiveness
An Assessment Framework for Strategic Digital Marketing EffectivenessAn Assessment Framework for Strategic Digital Marketing Effectiveness
An Assessment Framework for Strategic Digital Marketing Effectiveness
 
PPC LIVE #9 - Amy Stamper - How to measure Paid Media in a Post-Cookies World
PPC LIVE #9 - Amy Stamper - How to measure Paid Media in a Post-Cookies WorldPPC LIVE #9 - Amy Stamper - How to measure Paid Media in a Post-Cookies World
PPC LIVE #9 - Amy Stamper - How to measure Paid Media in a Post-Cookies World
 
A study to market research and business development ppt
A study to market research and business development pptA study to market research and business development ppt
A study to market research and business development ppt
 
Advertising research
Advertising researchAdvertising research
Advertising research
 
ARF 360 Media and Marketing Council - AdWeek 2009
ARF 360 Media and Marketing Council - AdWeek 2009ARF 360 Media and Marketing Council - AdWeek 2009
ARF 360 Media and Marketing Council - AdWeek 2009
 
Market research design
Market research designMarket research design
Market research design
 
Bus169 Kotler Chapter 04
Bus169 Kotler Chapter 04Bus169 Kotler Chapter 04
Bus169 Kotler Chapter 04
 
Marketing management
Marketing managementMarketing management
Marketing management
 
Marketing management recap unit 1
Marketing management recap unit 1Marketing management recap unit 1
Marketing management recap unit 1
 
Big Data PRSA International Presentation
Big Data PRSA International PresentationBig Data PRSA International Presentation
Big Data PRSA International Presentation
 

More from Jeanpot Diongon

Success Story of National Book Store (NBS)
Success Story of National Book Store (NBS)Success Story of National Book Store (NBS)
Success Story of National Book Store (NBS)Jeanpot Diongon
 
Rizal Role in Nation Building and Education
Rizal Role in Nation Building and EducationRizal Role in Nation Building and Education
Rizal Role in Nation Building and EducationJeanpot Diongon
 
Pollution Control Law and for Other Purposes
Pollution Control Law and for Other PurposesPollution Control Law and for Other Purposes
Pollution Control Law and for Other PurposesJeanpot Diongon
 
Evaluation of Advertising Campaign
Evaluation of Advertising CampaignEvaluation of Advertising Campaign
Evaluation of Advertising CampaignJeanpot Diongon
 

More from Jeanpot Diongon (7)

Success Story of National Book Store (NBS)
Success Story of National Book Store (NBS)Success Story of National Book Store (NBS)
Success Story of National Book Store (NBS)
 
Rizal Role in Nation Building and Education
Rizal Role in Nation Building and EducationRizal Role in Nation Building and Education
Rizal Role in Nation Building and Education
 
Pollution Control Law and for Other Purposes
Pollution Control Law and for Other PurposesPollution Control Law and for Other Purposes
Pollution Control Law and for Other Purposes
 
GSIS
GSISGSIS
GSIS
 
Evaluation of Advertising Campaign
Evaluation of Advertising CampaignEvaluation of Advertising Campaign
Evaluation of Advertising Campaign
 
Presentation1
Presentation1Presentation1
Presentation1
 
Product Modification
Product ModificationProduct Modification
Product Modification
 

Account and Planning Research

  • 1. Account Planning and Research
  • 2. Research and Account Planning: The Quest for Intelligence and insight
  • 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.
  • 7. Who Organizes the Fact?  Qualitative Data  Quantitative Data
  • 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.
  • 13. THANK YOU Jean Diongon Ivy Marie Nazareta