Advertising Research

758 Words May 29th, 2013 4 Pages
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?

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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

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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”

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Process of Advertising Research
 Preliminary discussions and agreements  Planning and data collection  Application

Preliminary Discussions and Agreements

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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

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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
Open Document