logging in or signing up Advertising Research bhuto Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 4163 Category: Education License: Some Rights Reserved Like it (9) Dislike it (1) Added: June 25, 2010 This Presentation is Public Favorites: 4 Presentation Description No description available. Comments Posting comment... By: anees1p (7 month(s) ago) please let me download this slid . Saving..... Post Reply Close Saving..... Edit Comment Close By: sundaram15 (8 month(s) ago) pls allow me to download this presentation................it's quite easy to understand......... Saving..... Post Reply Close Saving..... Edit Comment Close By: Ravimgogi (8 month(s) ago) want to download this slides.. can u allow me to Saving..... Post Reply Close Saving..... Edit Comment Close By: zubair7e7 (15 month(s) ago) i want to download this slides.. can u allow me to.. Saving..... Post Reply Close Saving..... Edit Comment Close By: shruti.joshi28 (15 month(s) ago) i wan to download dis slides....... allow me to download Saving..... Post Reply Close Saving..... Edit Comment Close loading.... See all Premium member Presentation Transcript Advertising Research : Advertising Research Slide 2: Advertising Research is a sub-set of Marketing Research. Marketing Research helps in identifying consumer needs and market segments, furnishes information that is necessary for developing new products and formulating marketing strategies, enables managers to measure the effectiveness of marketing programmes and promotional activities. Slide 3: Advertising Research : systematically gathers and analyses information to help develop or evaluate advertising strategies, individual ads or whole advertising campaigns. Slide 4: Advertising research serves a number of purposes which can be grouped into four categories. 1. Advertising strategy research is used to determine the product positioning, to assist in selection of target market, advertising messages or media vehicles Slide 5: 2. Creative concept research is used to assess the extent of the target audience’s acceptance of different creative ideas at the concept development stage. 3. Pre-testing of ads is done to diagnose any possible communication problems before beginning an ad campaign 4. Post-testing of ads helps advertisers to evaluate the ad campaign results Slide 6: Advertising strategy Research Is developed carefully by blending elements of the creative mix. The mix elements are : Target audience, product and its positioning, communications media and Advertising message element Slide 7: Major purpose of Target audience research is to develop a precise profile of a brand’s target market and consumers. It is important to know which customers can be classified as the primary users of the product category and then carefully study their geographic, demographic, psychographic and behavioral characteristics. The research may reveal which are the most potential market segments and then target them to achieve ad objectives. Slide 8: To develop an effective “positioning strategy” for the brand, the advertiser needs to know how consumers perceive their brands and those of competitors’. They also need information on what qualities, features or benefits associated with the product or service lead to initial purchases and ultimately to brand loyalty Slide 9: Communications media research helps develop media strategies and select media vehicles from among different media class. Advertisers undertake research to study and identify what the consumer’s likes and dislikes are with respect to brands and products and hope to find the big idea and develop promising ad messages i.e which “message element” option is most likely to prove sucessful. Slide 10: Creative concept research: Creative specialists prepare several tentative ad concepts in the form of rough copy platform or the storyboard. Researchers conduct focus groups in the agency’s developmental lab to measure reactions which are video-taped and observed by researchers. This helps in identifying the most promising creative concept among the ones that have been seen and discussed by the focus groups Slide 11: Pre-testing and post-testing: Used to help in judging the effectiveness of the advertising strategy or medium Pre-testing is used to increase likelihood of creating the most effective advertising messages. This helps in spotting any communication gaps or flaws in the ad message content before it is used Slide 12: Post testing is important to evaluate the success or otherwise of an individual ad or the whole campaign after it has run. Slide 13: Methods for Pre-testing: Print Advertising Direct Questioning: The researcher using this method asks respondents specific questions about the ads such as What does the ad say to you? Does the ad tell you something new and different about the product, service or the company? Do you believe what this ad says to you? What is your perception of the product or service this ad tells you about? Do you like the advertisement ? Slide 14: Focus group: A group of 8 to 10 people who are potential users of the product or service, participate in a moderated but freewheeling discussion and interview. Lasts for about one hour and supervised by a trained moderator who provides direction and control. Slide 15: Portfolio test: One group of respondents is exposed to a portfolio of test ads interspersed with other ads. Another group sees the portfolio without the test ads Paired comparison test: Respondents compare each ad in a group Order of merit test: Respondents see two or more alternative ads and arrange them in rank order Slide 16: Mock Magazine tests: Ads to be tested are “stripped into” into a magazine which is left with respondents for a specified time. Direct Mail Test: Two or more ads are mailed to different potential customers on a mailing list to test which ad attracts more orders. Slide 17: Pre-testing for television and radio: Central Location test: Respondents see TV test commercials in a central location such as shopping centre Clutter tests: Test commercials along with non competing commercials are shown to respondents Trailer Tests: respondents see to commercials at trailers at shopping centers and receive coupons for the advertised products Slide 18: Live telecast Tests: Test commercials are shown on closed circuit or cable TV and subsequently respondents are interviewed by telephone. Slide 19: Post –testing methods: Recall Unaided Recall: respondents are asked without prompt whether they read saw or heard ad messages Aided recall: Respondents are shown certain ads with the name of the sponsor or brand concealed and then asked if their previous exposure was through reading, viewing or listening Slide 20: Recognition: refers to whether a respondent cam recognize an advertisement as having seen before. Such tests are conducted by mail survey in which questionnaires are mailed to 1000 households picked from a mailing list or telephone book. Provides mechanism for breaking a print ad into important elements such as headline, visual, copy and how these are remembered by by a sample of respondents. Slide 21: Inquiry: refers to checking the effectiveness of ads appearing in various print media on the basis of which consumers respond by requesting for more information. The inquiry may depend on phone calls from interested persons, coupons returned or requests for free samples Researchers can test advertisements’ attention getting value, readability, comprehension Slide 22: Day- after- recall – most popular method of post-testing in broadcast media. Measure of effectiveness is always the number of people who can recall the ad. Respondents may be asked simple question as “While watching programme A last knight, did you see a commercial for (brand name) ?” Slide 23: Since these are field tests, the natural setting is believed to elicit more realistic responses. You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
Advertising Research bhuto Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 4163 Category: Education License: Some Rights Reserved Like it (9) Dislike it (1) Added: June 25, 2010 This Presentation is Public Favorites: 4 Presentation Description No description available. Comments Posting comment... By: anees1p (7 month(s) ago) please let me download this slid . Saving..... Post Reply Close Saving..... Edit Comment Close By: sundaram15 (8 month(s) ago) pls allow me to download this presentation................it's quite easy to understand......... Saving..... Post Reply Close Saving..... Edit Comment Close By: Ravimgogi (8 month(s) ago) want to download this slides.. can u allow me to Saving..... Post Reply Close Saving..... Edit Comment Close By: zubair7e7 (15 month(s) ago) i want to download this slides.. can u allow me to.. Saving..... Post Reply Close Saving..... Edit Comment Close By: shruti.joshi28 (15 month(s) ago) i wan to download dis slides....... allow me to download Saving..... Post Reply Close Saving..... Edit Comment Close loading.... See all Premium member Presentation Transcript Advertising Research : Advertising Research Slide 2: Advertising Research is a sub-set of Marketing Research. Marketing Research helps in identifying consumer needs and market segments, furnishes information that is necessary for developing new products and formulating marketing strategies, enables managers to measure the effectiveness of marketing programmes and promotional activities. Slide 3: Advertising Research : systematically gathers and analyses information to help develop or evaluate advertising strategies, individual ads or whole advertising campaigns. Slide 4: Advertising research serves a number of purposes which can be grouped into four categories. 1. Advertising strategy research is used to determine the product positioning, to assist in selection of target market, advertising messages or media vehicles Slide 5: 2. Creative concept research is used to assess the extent of the target audience’s acceptance of different creative ideas at the concept development stage. 3. Pre-testing of ads is done to diagnose any possible communication problems before beginning an ad campaign 4. Post-testing of ads helps advertisers to evaluate the ad campaign results Slide 6: Advertising strategy Research Is developed carefully by blending elements of the creative mix. The mix elements are : Target audience, product and its positioning, communications media and Advertising message element Slide 7: Major purpose of Target audience research is to develop a precise profile of a brand’s target market and consumers. It is important to know which customers can be classified as the primary users of the product category and then carefully study their geographic, demographic, psychographic and behavioral characteristics. The research may reveal which are the most potential market segments and then target them to achieve ad objectives. Slide 8: To develop an effective “positioning strategy” for the brand, the advertiser needs to know how consumers perceive their brands and those of competitors’. They also need information on what qualities, features or benefits associated with the product or service lead to initial purchases and ultimately to brand loyalty Slide 9: Communications media research helps develop media strategies and select media vehicles from among different media class. Advertisers undertake research to study and identify what the consumer’s likes and dislikes are with respect to brands and products and hope to find the big idea and develop promising ad messages i.e which “message element” option is most likely to prove sucessful. Slide 10: Creative concept research: Creative specialists prepare several tentative ad concepts in the form of rough copy platform or the storyboard. Researchers conduct focus groups in the agency’s developmental lab to measure reactions which are video-taped and observed by researchers. This helps in identifying the most promising creative concept among the ones that have been seen and discussed by the focus groups Slide 11: Pre-testing and post-testing: Used to help in judging the effectiveness of the advertising strategy or medium Pre-testing is used to increase likelihood of creating the most effective advertising messages. This helps in spotting any communication gaps or flaws in the ad message content before it is used Slide 12: Post testing is important to evaluate the success or otherwise of an individual ad or the whole campaign after it has run. Slide 13: Methods for Pre-testing: Print Advertising Direct Questioning: The researcher using this method asks respondents specific questions about the ads such as What does the ad say to you? Does the ad tell you something new and different about the product, service or the company? Do you believe what this ad says to you? What is your perception of the product or service this ad tells you about? Do you like the advertisement ? Slide 14: Focus group: A group of 8 to 10 people who are potential users of the product or service, participate in a moderated but freewheeling discussion and interview. Lasts for about one hour and supervised by a trained moderator who provides direction and control. Slide 15: Portfolio test: One group of respondents is exposed to a portfolio of test ads interspersed with other ads. Another group sees the portfolio without the test ads Paired comparison test: Respondents compare each ad in a group Order of merit test: Respondents see two or more alternative ads and arrange them in rank order Slide 16: Mock Magazine tests: Ads to be tested are “stripped into” into a magazine which is left with respondents for a specified time. Direct Mail Test: Two or more ads are mailed to different potential customers on a mailing list to test which ad attracts more orders. Slide 17: Pre-testing for television and radio: Central Location test: Respondents see TV test commercials in a central location such as shopping centre Clutter tests: Test commercials along with non competing commercials are shown to respondents Trailer Tests: respondents see to commercials at trailers at shopping centers and receive coupons for the advertised products Slide 18: Live telecast Tests: Test commercials are shown on closed circuit or cable TV and subsequently respondents are interviewed by telephone. Slide 19: Post –testing methods: Recall Unaided Recall: respondents are asked without prompt whether they read saw or heard ad messages Aided recall: Respondents are shown certain ads with the name of the sponsor or brand concealed and then asked if their previous exposure was through reading, viewing or listening Slide 20: Recognition: refers to whether a respondent cam recognize an advertisement as having seen before. Such tests are conducted by mail survey in which questionnaires are mailed to 1000 households picked from a mailing list or telephone book. Provides mechanism for breaking a print ad into important elements such as headline, visual, copy and how these are remembered by by a sample of respondents. Slide 21: Inquiry: refers to checking the effectiveness of ads appearing in various print media on the basis of which consumers respond by requesting for more information. The inquiry may depend on phone calls from interested persons, coupons returned or requests for free samples Researchers can test advertisements’ attention getting value, readability, comprehension Slide 22: Day- after- recall – most popular method of post-testing in broadcast media. Measure of effectiveness is always the number of people who can recall the ad. Respondents may be asked simple question as “While watching programme A last knight, did you see a commercial for (brand name) ?” Slide 23: Since these are field tests, the natural setting is believed to elicit more realistic responses.