This document discusses account planning and research in advertising. It covers strategic research, which informs creative strategy, versus evaluative research, which assesses effectiveness. Information sources for advertisers include government, trade groups, and primary and secondary research suppliers. The account planning process uses research to gain consumer insights and contribute to advertising development. Account planners and managers work on strategy documents covering objectives, targets, brand personality and more. Evaluative research methods assess things like memory, persuasion, response and communication. Research faces challenges from globalization, new media, and measuring virtual ads.

1. Account Planning
and
Research

2. Research and Account
Planning:
The Quest for
Intelligence and insight

3. Advertising Research
Strategic Evaluation
Exploratory Creative Media Before After
Execution Execution

4. Strategic Research versus
Evaluative Research
Strategic Research covers all the issues that lead to
the actual caution of advertising.
 Is an information gathering process that enhances
the design of a creative strategy.
Evaluative Research assesses the effectiveness of
you decision.

5. Information Sources to Advertisers
 Government Organizations
 Trade associations
 Secondary Research Suppliers
 Secondary Information on the Internet
 Primary Research Suppliers

6. Account Planning Process
 is the process of using research efforts to
gain more information about the brand in
its market place the consumer’s
perspective or both and to use that
research to contribute directly to
advertising development.

7. Who Organizes the Fact?
 Qualitative Data
 Quantitative Data

8. Account Planning Staffing
 Account Planners – people responsible
for the advertising strategy and its
implementation in the creative work.
 Account Managers – typically play a major
role in every facet of the agencies work on
his/her brand

9. The Strategy Document
 Market Objective
 The Product
 The Target Audience
 Promise and Support
 Brand Personality
Strategy Statement – that distills the
documents main point

10. Message Development
Research

11. Evaluative Research
Seven Types of Research Method
1.Memory Test
2.Persuasion Test
3.Direct Response Counts
4.Communication Test
5.Frame – by – Frame Test
6.In – Market Test
7.Brand Tracking

12. Research Challenges
 Globalization – advertiser are becoming
unceasingly more global
 New Media Technology – the change of
three on-air television networks to a plethora of
cable channels changed television program
audiences, and television programming,
television advertising.
 Virtual Research – measuring the
effectiveness of Ads in interactive media is a
challenges.

13. THANK YOU
Jean Diongon
Ivy Marie Nazareta