Advertising & Promotion
Research
Bellwork/Opening 8/31
• Pretend you work for Under Armor. You
have been working the last week with them
and their STP strategy. Write three
sentences appropriately using terminology
learned from last week.
• You may use your notes or what’s on the
board to jog your memory.
• Be prepared to share.
Bellwork/Opening 9/1
1. What do you know about
parking meters?
2. What do you know about the
Walt Disney Company?
• The "New Coke" Debacle
• What did Coca-Cola executives fail to do?
• The reason Coke changed it’s original
formula to New Coke was because after
thousands of blind taste tests, consumers
almost always preferred Pepsi
• They confused the taste tests cultural reality
• Coke possessed cultural meaning way beyond
simple taste
• Never EVER confuse a brand with a
product
• The blind taste tests were about a product
• The market reaction of real consumers was
about a brand; a brand that had ENORMOUS
cultural meaning
• Successful Rebranding Examples due to
Research!
Advertising & Promotion
(Ad/Pro) Research
• Any research that helps in the
development, execution, or
evaluation of ad/pro.
• To be considered “Good Research” it must
move one closer to producing EFFECTIVE
(there’s that word again…..) advertising.
Ad/Pro Research
• Research comes into the advertising
process at several points:
• Used to assist in determining which segment of
the market to target.
• To understand the audience members to
whom the ads will speak and which “buttons
to push”
• To make go/no-go decisions
• Evaluating the performance of an ad/pro.
BEFORE WE BEGIN
• Research must be:
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Reliable
Valid
Trustworthy
Meaningful
Purposes of Developmental
Ad/Pro Research
• Idea Generation:
An ad agency is often called on to invent
new yet meaningful ways of presenting a
brand to a target audience. (common in
repositioning…..)
• Let’s try it… Let’s have a business meeting.
PRETEND
• You work for C-Money Advertising.
• IPS Group, a parking meter company, has
asked us to take a look at their current
product and brand image.
• Walt Disney Company, a multinational
mass media entertainment company, has
asked us to look at their current
programming and/or amusement parks
brand image.
PRETEND
• Roles for Idea Generation:
• Artists (3 or more)- Responsible for drawing
and rough sketches of product ideas
• Scribes (3 or more)- Responsible for writing
ideas down that the group designs.
• Statistics (3 or more)- Responsible for quick
fact searches for the group.
• Task Keepers (3 or more)- Responsible for
listing future to-do tasks for group.
PRETEND
• The Essential Questions:
• Is there a market segment that is being
underserved?
• What ideas do we have about the product to
continue to satisfy our customers and/or to
reach an unaddressed segment?
• The Ultimate Question: Where does an
advertiser get ideas for new and
meaningful ways to portray a brand?
PRETEND
• What things should we consider? (As we
discuss, write notes about these things)
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Current target market? (the pie)
Specialty types of segments? (the slices)
General consumers vs. Industrial consumers?
Revenue?
Technology?
PRETEND
• Now that we have discussed and generated
new ideas…. Let’s revisit:
• The Ultimate Question: Where
does an advertiser get ideas for new and
meaningful ways to portray a brand?
• What research can we do to provide
enough evidence to support our
suggestions?
Purposes of
Developmental Ad/Pro
Research
• Concept Testing- seeks feedback designed
to screen the quality of new ideas or
concepts.
• What are some questions we would ask the
target market (pie) as a whole or particular
market segment (slice)?
Closing
• What things were we analyzing today
during our meeting?
• What things about the set up of our
meeting were helpful?
• We will be having more business meetings,
what could we have done differently or
should we work on?
• What market terminology was used today?