nature of advertising research
TRANSCRIPT
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NAME: ROHAN SHARMA
CLASS: MBA 2 (GLOBAL)
ROLL. NO.: 6528
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To review the IMC planning process
To understand the role of research in the
context of marketing and advertisingplanning
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Each step builds the foundation for futuredecisions
and may provide feedback for decisions madein earlier steps
Research supports risk-avoidance and
decision confidence
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Company Analysis
Product/Brand Analysis
Competitive Analysis
(Macro-)Environmental Analysis Social
Legal
Economic Political
Technological
Product-focussections
Externalvariables
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Situation Analysis Summarizes the brands current
circumstances
Identifies factors that might affect futuremarketing/advertising success
Generally, information gathered throughsecondary research
See Fig. 1.1, Ch1
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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?
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Consumer Analysis Market Analysis
- General consumer trends- The targets relationship w/ product/brand
Target Market/Consumer facts
Note: Text
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The Consumer (Target Audience Analysis)
What are their usage behaviors in the
product category? What are their purchase behaviors?
What are their attitudes/beliefs/perceptionsabout the brand?
Changes in last 5 years?
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Problems and Opportunities
Brand PositioningA statement of the niche the brand can most
successfully fulfill How should we distinguish our brand from our
competitors?
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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?
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Media Analysis & Placement
Research conducted to ensure that the targetaudience sees or hears the message
Where should advertising be concentrated? In whichmedia?
National or regional placement? How should it be scheduled?
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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?
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Product naming
Packaging design
Distribution strategy determination
Analyze sales trends, marketplace
performance
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Information Users Brand managers
Internal research departments of companies
Research specialists
Advertising agency research departments
Research suppliers
Customized research: retained on a project-by-project basis
Syndicated research firms (A.C. Nielsen, SMRB, etc.)
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Field services Data collection specialists
Sub-contract labor who may specialize in any one orall of the following:
Research design
Project management
Qualitative site selection
Recruiting
Training Data collection
Etc.
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Support Services Data management (editing, coding, data entry, etc.)
Data interpretation
Reporting
General consulting