The document discusses market research and its importance for advertising decisions. It examines how marketers gather intelligence about customer needs and apply it to strategy, creative concepts, ad pretesting and posttesting. Market research helps identify target audiences, product positioning, message testing and media selection. Both qualitative and quantitative primary and secondary research methods are used to define problems, explore concepts and formally measure audience responses. The goal is to generate continuous market information to inform decision-making across all aspects of the advertising process.

2.  Toexamine how advertisers
gather intelligence about the
marketplace and how they apply
their findings to marketing and
advertising decision making.

3.  It is the systematic procedures for
gathering, analyzing new information.
 Provides the information necessary for
developing new products and devising
market strategies and it enables
managers to assess the effectiveness of
marketing programs and promotional
activities.

4.  Also useful in financial planning,
economic forecasting and quality
control.
 It help managers make marketing
decisions.
 Identify consumer needs and market
segments.

5.  Uncovers the information needed for
making advertising decisions.
 It is the systematic gathering and analysis
of information to help develop or
evaluate advertising strategies,
individual ads, and whole campaigns.

6.  AdvertisingStrategy Research
 Creative Concept Research
 Pretesting
 Postesting

7.  Advertising Strategy Research- used
to help define the product concept
or to assist in the selection of target
markets, advertising messages, or
media vehicles.
 Creative Concept Research-
measures the target audience’s
acceptance of different creative
ideas at the concepts stage.

8.  Pretesting of Ads- used to
diagnose possible
communication problems
before a campaign begins.
 Posttesting of Ads- enables
marketers to evaluate a
campaign after it runs.

9. Advertising Creative Pretesting Posttesting
Strategy Concept
Research Research
Timing Before creative Before agency Before finish After
Works begins production artwork and campaign has
begins photography run
Research Products concept Concept Print Testing Advertising
Problem definition testing TV Storyboard Effectiveness
Target audience Name testing pretesting Consumer
selection Slogan Testing Radio attitudes
Media selection Commercial change
Message element Pretesting Sales Increases
selection
Techniqu Consumer Attitude Free Consumer Aided recall
es and Usage Studies Association juries Unaided recall
Media Studies Tests Match Attitude test
Qualitative Samples Inquiry test
Interviews Portfolio Test Sales test
Statement Storyboard
comparison test

10.  Product Concept
 Target Audience
 Communication Media
 Creative Message

11.  Product Concept- kind f information that
can lead to an effective positioning
strategy for the brand
 Target Audience Selection – researching
which markets are most important to
product sales and targeting those where
it can focus its resources to achieve
adverting dominance

12.  Media Selection - it is use to develop
media strategies, select media vehicles
and evaluates the results
 Message Element Selection - it is the
final component of advertising strategy.

13. 1. Situation analysis and problem
definition
2. Informal (exploratory research)
3. Construction of research
objectives
4. Formal research
5. Interpretation and reporting of
findings

14. 1. Analyzing the situation and
Defining the problem
› Marketing Information System –
set of procedures designed to
generate a continuous, orderly
flow of information for use in
marketing decisions.

15. 2. Conducting Informal Research
› This will help the researchers to
learn more about the market, the
competition, and the business
environment, and to better define
the problem.
› Primary Data
› Secondary Data

16. 3. Establishing Research
Objectives
› Market Share
› Research Objectives

17. 4. Conducting Formal Research
› Two types of formal Research
1. Qualitative Research
 Projective Techniques
 Intensive Techniques
 Ethnographic Research

18. Two types of formal Research
2. Quantitative Research
› Observation
› Experiment
› Survey

19.  Considerationsin conducting formal
Quantitative Research
› Validity and Reliability
Validity - refers to the degree to which our
test is truly measuring what we
intended it to measure.
- often called generalizability
Reliability – synonymous with consistency.

20.  Probability Samples
› Referred as random samples
› Everyone has an equal opportunity to be
selected
 Non- probability Samples
› Convenience samples
› Respondents are selected based on their
availability

21. Effective questionnaire
must have the following
attributes
› Focus
› Brevity
› clarity

22.  Four
common types of
questions:
› Open – ended
› Dichotomous
› Multiple choice
› Scale

23.  List specific research objectives
 Write short questionnaire
 State questions clearly
 Write a rough draft first
 Use a short opening statement
 Put the respondent at ease
 Structure questions so they flow logically
 Avoid questions that are leading
 Include few questions that cross – check earlier
answers
 Put the demographic question
 Pretest the questionnaire

24. 5. Interpreting and reporting the Findings