The Process of
Advertising Research
Objectives

To review the planning process

To understand the role of research in the
context of 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
The Business Problem

Most product-related research initiatives
begin with a problem in mind.

These business “problems” or “challenges”
relate to marketer’s concerns about some
element of product marketing




Product
Price
Place
Promotions
Research Process for Addressing
Communications Problems

The fact that a business problem exists
opens an opportunity for research
solutions

3 Stages of the Process



Preliminary Discussions & Agreement
Planning & Data Collection
Application
Preliminary Discussions & Agreements

Happens between the marketer and that
organization responsible for implementing
research

Marketer gives direction, input about the issues
affecting the product/brand

Conversation can also be initiated by the
advertising agency

No research is actually conducted until
agreement about direction is reached
Preliminary Discussion & Agreements
Stage

Stage concludes with an understanding
between the marketer and the research
agent

Agreement about what the research
challenge is

And where efforts, budgets will be
allocated
3 Categories of Research-Related
Problems

Selection of Alternatives

Problems & Opportunities

Knowledge & Understanding
Selection of Alternatives/Evaluation of
Alternative Actions Problems

A ‘this or that’ category of problem

The problem defines a need for research to
help select the best alternative
Ex: Which product package will be most effective
– Package A or Package B?
Ex. Which ad spokesperson will have most
credibility among the target market?
Problems & Opportunities Problems

Category of problem that is focused on
gaining a better understanding about past
business performance outcomes…


sales, profits, volume, share, distribution, etc.
…or about future business actions

sales, profits, volume, share, distribution, etc.
Problems & Opportunities Problem
Issues

This category defines a need for research
to help bring clarity to what already
happened or to what may happen…
Ex: Do opportunities exist to extend
Nintendo’s base of users targeted based on
gender?
Ex: Sales of male cosmetics experienced
seasonal declines in the last year. What was
the reason for this?
Knowledge & Understanding Problems

Category of problem dedicated to building
information for the sake of becoming more
competitive or more sophisticated about
product marketing

Issues related to this categories can be
specific to the product, the consumer, or
the general societal trends
Knowledge & Understanding Problem
Issues
Ex.: How would our target react to
our brand of potato chips if we
repositioned it as a “healthy snacking
alternative?”
Ex. How are online social networks
changing the way teens become
aware of our brand?
Research Problem Statement
A research problem statement comes
as a result of careful discussions
about
what the issue is affecting the
product/brand (problem definition)
 why research is needed (justification)
 what research should find (informational
needs)

Planning & Data Collection
 Identify
the type of research

Access current knowledge through
secondary research

If necessary, conduct primary research
 Exploratory
research (Qualitative)
 Descriptive research (Quantitative)
 Experimental research (“Cause and Effect”)
Planning & Data Collection
 Research
 Design
Method
the research instrumentation
 Sampling

Probability vs. Non-probability sample
Planning & Data Collection
 Budget
and Timing
 Get
research proposal approved prior
to research implementation
 Collect
Data
Application
 Analyze
data
 Interpret
data and make
recommendation(s)
 Post-presentation
management
decision making by
Advertising Planning With An
Account Planner’s Mindset
 Advertising
planners represent a
hybrid between the account manager
and the research analyst
Account Management

Account management supervises the
work flow & budget allocations on the
advertising account

They are the brand business experts
who are grounded in brand performance
and brand outputs (sales, profits, etc.)

Their counterparts on the company side
is the brand manager
Research Analysts

Agency researchers are experts in
planning, implementing, and reporting
research efforts

They are masters at asking the right
questions so they generate insights that
will answer brand questions

They are more data-centered than
brand-centered.
The Account Planner
 Account
Planners represent the voice
of the consumer
 They
are less business-driven than
people-curious
 They
see their jobs as being social
anthropologists and “insight-miners”