如何做好市场分析与广告分析？Marketing Research-Marketing Research

Marketing Research
Advertising Research
Bradley Chapter 14
You should be able to:
1. Explain the purposes of advertising research
2. Describe populations in advertising research
3. Explain procedures in advertising research
4. Show what must be considered at the
publication stage of advertising research
Learning Outcomes
• To provide ideas for advertising content
• To evaluate existing advertising
• To evaluate the choice of medium
Studies should measure adverts against the
communications objectives
1. The purposes of
advertising research
Tells what advertising has
achieved
Tells what advertising might
achieve
Tests the execution only Tests the execution & media
Can only be a snapshot May compare over time
Likely impact & effectiveness Actual impact & effectiveness
Within existing knowledge In market-place context
Pre-Testing Advert Evaluation Post-Testing Advert Evaluation
Pre/post compared
• Target audiences are often defined by
8sex, age, social grade and region
because media planning uses market research
audience surveys to choose the mix of vehicles
to carry advertising.
• Some generic audiences are:
8shareholders, users, buyers and gatekeepers
• The challenge is to select a sample that is
sufficiently coherent and articulate to be able to
voice knowledge and perceptions.
2. The populations in
advertising research
• Physiological effects of advertising are tested
by instruments that measure:
8eye movement, pupil dilation, skin response, pulse
• Emotional effect is tested by simple questions
or by projective techniques
• Memory is tested by removing identifiers from
adverts and assessing single or multiple
exposures.
3. Procedures of ad
research
8impact
8brand recall
8reactions
8associations
8recognition
8appeal
8persuasiveness
8image
8Comprehension
8spontaneous awareness
8prompted awareness =>
Ad Test Measures
Expenditure analyses - derived for all brand
categories and all media by firms who
monitor advert length and themes
Semiotic analysis - provides information on
competition and positioning by inspection
of existing advertising
Econometric analysis - isolates and weights
the relationships between different buying
influences
Specific Techniques
Deadlines &
overlapping
activities of
advertising
production mean
research results
are often needed#p#分页标题#e#
before data
collection ends
4. What to consider at
the publication stage
“I grew up with TV and print, now it’s all about
multimedia. And consumers are
fundamentally smarter, more savvy than they
were all those years ago about advertising
and the way media is used. Going forward
market research will be vital to the job we do”
Kevin Dundas,
Worldwide Strategy Director
Saatchi and Saatchi
“Pssst…”