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Strategic Research: Part 2: Planning and Strategy

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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Najeeb khan
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140 views12 pages

Strategic Research: Part 2: Planning and Strategy

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.

Uploaded by

Najeeb khan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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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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