Advertising Research

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8/28/2012 Why Advertising Research? Introduction to Advertising Research Ying Xie MKT 6335: Advertising Research Fall 2012 Naveen Jindal School of Management University of Texas at Dallas  What is advertising?  What is good advertising, in your opinion? 1 2 Why Advertising Research?  How do we create an advertising campaign?  1. creative strategy: a statement or concept of what a particular message or campaign will say – a big idea  Absolute Vodka  MasterCard “there are some things in life money can’t buy”  2. advertising appeal and selling proposition  3. creative execution: art direction and copy Why Advertising Research?  Advertising research contributes throughout entire advertising planning process…show more content…
 Claim substantiation 9 10 Who Conducts Research: Information Users  Individuals with direct responsibility for brand- and advertising- Who Conducts Research: Additional Sources  Custom supplier: hired on a project by project basis  Syndicated research company  Media and consulting companies  Trade associations  Field Services related decisions  Involved in all stages of research project: from planning to application  Include  Individuals on the “client side” are brand managers and research specialists  All individuals on the “agency side” 11 12 2 8/28/2012 Process of Advertising Research  Preliminary discussions and agreements  Planning and data collection  Application Preliminary Discussions and Agreements 13 14 Problem Statements  Type 1: Relates to the selection of alternatives and the Problem Statements  Type 1: Relates to the selection of alternatives and the evaluation of alternative actions evaluation of alternative actions  Type 2: Relates to problems and opportunities 15 16 Problem Statements  Type 1: Relates to the selection of alternatives and the Justify Research  Research is best justified when:  Value of information obtained exceeds cost to acquire  Cost implications of making wrong decision increase evaluation of alternative actions  Type
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