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    Strategic Research: Part 2: Planning and Strategy

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    Najeeb khan
    Strategic research uncovers critical information that becomes the basis for strategic planning decisions. There are four main uses of research in advertising: 1) to gather market information, 2) to gain consumer insight, 3) to research appropriate media, and 4) to assist with message development and evaluation. Common research methods include secondary research of published sources, primary research conducted directly with consumers, and both quantitative and qualitative approaches.

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    Strategic Research: Part 2: Planning and Strategy

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    Najeeb khan
    69 views12 pages
    Strategic research uncovers critical information that becomes the basis for strategic planning decisions. There are four main uses of research in advertising: 1) to gather market information, 2) to gain consumer insight, 3) to research appropriate media, and 4) to assist with message development and evaluation. Common research methods include secondary research of published sources, primary research conducted directly with consumers, and both quantitative and qualitative approaches.

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    wells06_basic

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    Strategic research uncovers critical information that becomes the basis for strategic planning decisions. There are four main uses of research in advertising: 1) to gather market information, 2) to gain consumer insight, 3) to research appropriate media, and 4) to assist with message development and evaluation. Common research methods include secondary research of published sources, primary research conducted directly with consumers, and both quantitative and qualitative approaches.

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    © All Rights Reserved
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    Download as ppt, pdf, or txt
    69 views12 pages

    Strategic Research: Part 2: Planning and Strategy

    Uploaded by

    Najeeb khan
    Strategic research uncovers critical information that becomes the basis for strategic planning decisions. There are four main uses of research in advertising: 1) to gather market information, 2) to gain consumer insight, 3) to research appropriate media, and 4) to assist with message development and evaluation. Common research methods include secondary research of published sources, primary research conducted directly with consumers, and both quantitative and qualitative approaches.

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    of 12

    Strategic Research

    Part 2: Planning and Strategy


    Chapter 6
    Key Points
    • Discuss the types of strategic research
    • Identify the four uses of research in
    advertising
    • List the common research methods used in
    advertising

    6-2
    Research: The Quest for Intelligence
    and Insight
    • Market research
    – Compiles information about the product, product
    category, and other details of the marketing
    situation
    • Consumer research
    – Used to identify people who are in the market for
    the product

    6-3
    Research: The Quest for Intelligence
    and Insight
    • Advertising research
    – Focuses on all the elements of advertising
    • IMC research
    – Used to assemble information in planning the use
    of a variety of marketing communication tools
    • Strategic research
    – Uncovers critical information that becomes the
    basis for strategic planning decisions

    6-4
    Types of Research
    • Secondary • Background research
    that uses available
    Research published information
    about a topic
    • Primary
    Research
    • Quantitative and
    Qualitative
    Research
    6-5
    Types of Research
    • Secondary • Information that is
    collected for the first
    Research time from original
    • Primary sources
    Research • Primary research
    suppliers
    • Quantitative and
    Qualitative
    Research
    6-6
    Types of Research
    • Secondary • Quantitative research
    – Delivers numerical data
    Research • Qualitative research
    • Primary – Provides insight

    Research
    • Quantitative and
    Qualitative
    Research
    6-7
    Uses of Research
    • Research departments Uses for Research
    collect and disseminate 1. Market information
    secondary research data 2. Consumer insight
    and conduct primary research
    research
    3. Media research
    • There is an increased
    need for research-based 4. Message development
    information in 5. Evaluation research
    advertising planning

    6-8
    Uses of Research
    • Market • Research used to gather
    information about a
    information particular market
    • Consumer • Includes consumer
    insight research perceptions of the
    brand, product category,
    • Media research and competitors’ brands
    • Message
    development and
    evaluation
    6-9
    Uses of Research
    • Market • The creative team and
    media planners need to
    information know as much as they
    • Consumer can, in as much depth
    insight research and detail as possible,
    about the people they
    • Media research are trying to reach
    • Message
    development and
    evaluation
    6-10
    Uses of Research
    • Market • Gathers information
    about all the possible
    information media and marketing
    • Consumer communication tools
    that might be used to
    insight research deliver a message
    • Media research • Researchers match that
    information to what is
    • Message known about the target
    audience
    development and
    evaluation
    6-11
    Uses of Research
    • Market • Concept testing
    – Used in the development
    information of the message strategy
    • Consumer to evaluate the relative
    power of various creative
    insight research ideas
    • Media research • Copy testing
    – Used to evaluate the
    • Message relative effectiveness of
    development and various approaches to the
    sales message
    evaluation
    6-12

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