1. Chapter 31: Applying
Research to
Advertising and PR
Situations
Francesca Presti
Texas Pete and The Boys
CM 400
November 19, 2013

2. Marketing vs. Advertising
Research
• Marketing research 4 P’s
• Product, price, placement (distribution), promotion
• Chief Marketing Director—CMO—research driven person
looking for quantitative study
• Advertising and PR also needs qualitative studies for
emotional aspects of situations
• Seeking different aspects in same study
• Marketer needs to understand behavior of target market
• Heavy, medium, light & non-users of brand
• Advertising dept. info. to analyze & purchase media how
and why
• Competitive analysis

3. Advertising/PR Research
Situations
• Creative and media fields most attention
• No one recalls our expensive advertising message?
• Creative problem
• Figure out how to best convey message
• Test creative messages
• How do you change consumer’s perception of a brand?
• Identify target market, confirm their perception of the brand, test
various messages and determine which one s most successful
•  Message Testing

4. Emotional vs. Rational
• Research is rational
• Challenge: to understand the emotional connection that a
message and/or creative expression of that message might
have on consumers
• Best ad campaigns are ones with an emotional connection
• People need to think about ads, not just like them
• Research to understand consumer’s reactions
• Facial coding & galvanic skin response consumer’s reaction
to various stimuli
• Neuroscience measures brain activity subconscious
response

5. Campaign Evaluation/ROI
• Did the integrated marketing communications program work?
• What to measure and how
• Typical campaign measurement qualitative study that
measures consumer awareness, attitudes & intent to use
brand stakeholders response too
• Pre and post campaign benchmarks
• Gauge top end of purchase funnel
• CEO’s pov: what is the return on investment (ROI) ?
• Marketing mix models sophisticated tools allowing
marketers to understand the contribution that each element
has on its marketing program

6. Works Cited
• Jugenheimer, Donald W. Advertising and Public Relations
Research. Armonk, NY: M.E. Sharpe, 2010. Print.