The Nature of
Advertising Research
Objectives

To review the IMC planning process

To understand the role of research in the
context of marketing and advertising
planning
Communications Planning: A
Systematic Process

Each step builds the foundation for future
decisions

and may provide feedback for decisions
made in earlier steps

Research supports risk-avoidance and
decision confidence
A Review of the IMC Planning
Process: Step 1
 Situation
Analysis

Summarizes the brand’s current
circumstances

Identifies factors that might affect
future marketing/advertising success

Generally, information gathered through
secondary research
See Fig. 1.1, Ch1
Recall: Situation Analysis Sections
Company Analysis
 Product/Brand Analysis
 Competitive Analysis


Product-focus
sections
(Macro-)Environmental Analysis





Social
Legal
Economic
Political
Technological
External
variables
A Review of the IMC Planning
Process
 Situation
Analysis

Summarizes the brand’s current
circumstances

Identifies factors that might affect
future marketing/advertising success

Generally, information gathered through
secondary research
See Fig. 1.1, Ch1
Research as Part of IMC Planning
Process
 Situation

Analysis Questions:
Industry Trends
 Market
size and growth trends
 Sales by category type

Competitive Environment
 Who
are the leading companies?
 What is their share? Sales? Distribution?
Recall: Situation Analysis Sections
(cont.)
Target Market/
Consumer facts
Consumer Analysis
 Market Analysis

Note: Text
Target Audience Analysis
-
General consumer trends
The target’s relationship w/ product/brand
Research as Part of IMC Planning
Process
 The
Consumer
 (Target
Audience Analysis)
 What are their usage behaviors in the
product category?
 What are their purchase behaviors?
 What are their
attitudes/beliefs/perceptions about the
brand?
 Changes in last 5 years?
Research as Part of IMC Planning
Process
 Problems

and Opportunities
Brand Positioning
A statement of the niche the brand can most
successfully fulfill
 How should we distinguish our brand from our
competitors?
Research as Part of IMC Planning
Process

Essential Message



Otherwise known as the IMC strategy
What is our message?
Creative Evaluation


Communication testing designed to identify strengths
and weaknesses of advertisements prior to production
What is the best means for communicating the
message?
Research as Part of IMC Planning
Process

Media Analysis & Placement

Research conducted to ensure that the target
audience sees or hears the message

Where should advertising be concentrated? In
which media?
National or regional placement?
How should it be scheduled?


Research as Part of IMC Planning
Process

Campaign Tracking




The evaluation component of the plan
Assesses our success or failure in achieving
planned objectives
Did we accomplish IMC objectives?
Did the media plan deliver on levels of
exposure?
Other Uses for Research In Marketing

Product naming

Packaging design

Distribution strategy determination

Analyze sales trends, marketplace
performance
The Research ‘Players’: Who Conducts
Research?

Information Users

Brand managers


Research specialists


Internal research departments of companies
Advertising agency research departments
Research suppliers


Customized research: retained on a project-byproject basis
Syndicated research firms (A.C. Nielsen, SMRB,
etc.)
The Research ‘Players’: Who Conducts
Research?

Field services


Data collection specialists
Sub-contract labor who may specialize in any
one or all of the following:







Research design
Project management
Qualitative site selection
Recruiting
Training
Data collection
Etc.
The Research ‘Players’: Who Conducts
Research?

Support Services




Data management (editing, coding, data entry,
etc.)
Data interpretation
Reporting
General consulting