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Key Terms
consumer insights
concept test
lifestyle (AIO) research
focus group
projective techniques
dialogue balloons
story construction
Zaltman Metaphor Elicitation
Technique (ZMET)
fieldwork
embedded
long interview
normative test scores
communication test
thought listing(cognitive response analysis)
recall tests
recognition
recognition tests
Starch Readership Services
implicit memory measures
attitude study
resonance test
frame-by-frame test
physiological assessment
eye-tracking systems
tracking studies
direct response
inquiry/direct response measures
single-source data
IRI BehaviorScan
account planning
PPT 7-2 here
Explain the purposes served by and methods used in developmental advertising research.
Advertising and promotion research can serve many purposes in the development of a campaign. There is no better way to generate fresh ideas for a campaign than to listen carefully to the customer. Qualitative research involving customers is essential for fostering fresh thinking about a brand. Audience definition and profiling are fundamental to effective campaign planning and rely on advertising research. In the developmental phase, advertisers use diverse methods for gathering information. Focus groups, projective techniques, the ZMET, and fieldwork are trusted research methods that directly involve consumers and aid in idea generation and concept testing.
Identify sources of secondary data that can aid the IBP planning effort.
Because information is such a critical resource in the decision-making process, several sources of data are widely used. Internal company sources such as strategic marketing plans, research reports, customer service records, and sales data provide a wealth of information on consumer tastes and preferences. Government sources generate a wide range of census and labor statistics, providing key data on trends in population, consumer spending, employment, and immigration. Commercial data sources provide advertisers with a wealth of information on household consumers. Professional publications share insider information on industry trends and new research. Finally, the Internet is a revolutionary research tool that delivers rich data at virtually no cost. In particular, advertisers can obtain sophisticated research data at thousands of consumer- and brand-based online community sites.
Discuss the purposes served by and methods used in copy research.
Copy research (evaluative research) aims to judge the effectiveness of actual ads. Advertisers and clients try to determine if audiences “get” the joke of an ad or retain key knowledge concerning the brand. Tracking changes in audience attitudes, feelings and emotions, behavior, and physiological response is important in gauging the overall success of an ad, and various methods are employed before and after the launch of a campaign to assess the impact on audiences. Communication tests, recall testing, pilot testing, and the thought-listing technique are a few of the methods that try to measure the persuasiveness of a message. Some agencies, attempting to bypass the high cost and inconclusive results of research, substitute account planning for traditional advertising and promotion research. Advocates of this trend believe an account planning system merges the best in research and brand management.
Discuss the basic research methods used after ads are in the marketplace.
Once an ad campaign has reached the marketplace, agencies and firms turn to results-oriented research to try to determine whether the ad has succeeded whether, quite simply, the ad
prompted consumers to buy the product or service. One of the most commonly employed methods of results-oriented research is the use of tracking studies to measure the apparent effect of advertising over time. Another long-standing method is the use of reply cards or tollfree numbers, which can track the direct responses of consumers to a particular campaign. Technology is also producing new results-oriented techniques. The development of universal product codes, combined with television monitoring devices, allows advertisers in some instances to track household consumption patterns from the television to the checkout lane. Researchers are also evaluating sophisticated models to more accurately track estimated sales from advertising, what has been a painstaking and expensive endeavor.
PPT 7-3 here
Advertising and brand promotion research is any research that aids in the development, execution, or evaluation of advertising and promotion. Good research can move you closer to producing effective advertising and brand promotion. A lot of what is called “advertising and brand promotion research” actually takes place well before the process begins and is not research “on” ads or promotion at all it is developmental to the process. The structure of this chapter divides the ad and integrated brand promotion (IBP) research into three parts:
ď‚· Developmental advertising and promotion research (before ads are made)
ď‚· Copy research (as the ads are being finished or are finished)
ď‚· Results-oriented research (after the ads are actually in the marketplace)
PPT 7-4 and PPT 7-5 here
Developmental advertising and promotion research is used to generate opportunities and messages. It helps creatives (the people who dream up and actually make the ads) and the accounts team figure out the target audience’s identity, what they perceive themselves as needing in a given good or service, and their usage expectations, history, and context, among other things.. It is conducted early in the process to influence the way the ads, branded entertainment, or other IBPs turn out. It is sometimes called consumer insights.
PPT 7-6 here
Design thinking is a newer way of looking at the integration of research and product development. It is finding its way into advertising and brand promotion as well. The idea is to get marketers and advertisers to think like designers. Designers use a type of thought process
that emphasizes getting rid of any preconceived notions of what a good or service is currently and replaces it with a process in which designers partner with users/potential users to actually create from scratch what the good or service should actually look like.
Design thinking emphasizes data acquired from close work with consumers that reveals what they really need and want in a good or service, not what some engineer screwed together, or what they told you in a focus group. It then uses an ongoing process of prototyping, use, feedback, prototyping again (and again and again sometimes), and then communicating what the brand really does (or could do) for real consumers.
PPT 7-6 here
A concept test seeks feedback designed to screen the quality of a new idea, using customers as the judge and jury. Concept testing may be used to screen new ideas for specific advertisements or to assess new product concepts. Before a new product is launched, the advertiser should have a deep understanding of how the product fits current needs and how much consumers are willing to pay for the new product. Concept tests of many kinds are commonly included to get quick feedback on new product or advertising ideas.
PPT 7-7 here
Creatives need to know as much as they can about the people to whom their ads will speak. This audience profiling is done in many ways. One way is through lifestyle research, also known as AIO (activities, interests, and opinions).
PPT 7-8 here
A focus group is a discussion session with (typically) 6 to 10 target customers who have been brought together to come up with new insights about the good or service. Focus groups offer the opportunity to gather in-depth data. It takes great skill and training to run focus groups effectively.
PPT 7-8, PPT 7-9, and 7-10 here
Projective techniques are designed to allow consumers to “project” their thoughts, but mostly
feelings (conscious or unconscious), onto a “blank” or neutral “surface.” The most common projective techniques are:
ď‚· Dialogue balloons offer consumers the chance to fill in the dialogue of cartoon-like stories. The story usually has to do with a product use situation.
ď‚· Story construction asks consumers to tell a story about people depicted in a scene or picture.
 The Zaltman Metaphor Elicitation Technique (ZMET) claims to draw out people’s buried thoughts and feelings about products and brands by encouraging participants to in terms of metaphors. ZMET draws metaphors from consumers by asking them to spend time thinking about how they would visually represent their experiences with a particular product or service.
F. Method: Fieldwork/Long Interviews
Two methods of obtaining information about day-to-day consumer behavior is through fieldwork and long interviews.
Fieldwork
Fieldwork is conducted outside the agency (i.e., in the “field”), usually in the home or site of consumption. Its purpose is to learn from the experiences of the consumer and from direct observation. Consumers live real lives, and their behavior as consumers is intertwined throughout these real lives. Their consumption practices are embedded; that is, they are tightly connected to their social context.
The long interview is another method of gaining data about the real lives of consumers and the way they think about the brand, the category, and how its consumption fits (or doesn’t) into their lives. Long interviews are not just long (meaning more than 15 minutes, usually more like an hour); they are, when conducted by trained researchers, structured in such a way as to best get at important connections. The role of listening in this method cannot be overstated.
A. Mining the Web
PPT 7-11 here
The Internet has revolutionized developmental research, particularly for smaller agencies and advertisers. Common search engines allow the searching of enormous amounts of data previously available only to the wealthiest agencies. Human search costs have been slashed. Of particular value are Web-based interest groups, or online communities. Social media data from companies like Facebook are great resources.
There is often valuable data within the company: customer service records, warranty registration cards, customer complaints, and various sales data. All of these provide a wealth of information relating to the proficiency of the company’s advertising programs and more generally, changing consumer tastes and preferences.
Various government organizations generate data on factors of interest to advertising planners: information on population and housing trends, transportation, consumer spending, and recreational activities in the United States are examples.
Information from these sources is reasonably comprehensive and is normally gathered using reasonably sound methods. The cost of information from these sources is greater than information from government sources but is specifically designed to be of benefit to advertisers and marketers
Professional Publications
Professional publications are periodicals in which marketing and advertising professionals report significant information related to industry trends or new research findings.
PPT 7-12 and PPT 7-13 here
Copy research also called as evaluative research refers to research on actual ads or promotional texts, finished or unfinished. Copy research is used to judge or evaluate ads and promotions. This research usually occurs right before or after the ad is finalized.
Just what do advertising people want out of their message tests? The answer, of course, depends
on whom you ask. The account team wants some assurance that the commercial or ad does what it is supposed to do. The client typically wants to see some numbers, generally meaning normative test scores scores relative to the average for a category of ads. The creatives don’t like copy testing at all. Despite the politics involved, copy testing research is a good idea most of the time. Properly conceived, correctly conducted, and appropriately applied, copy research can yield important data that management can then use to determine the suitability of an ad.
This section discusses the major evaluative criteria and the major methods of assessing ads and promotions on these criteria
Communication Tests
PPT 7-13 and PPT 7-14 here
A communication test simply seeks to discover whether a message is communicating something close to what the advertiser desired. Communications tests are usually done in a group setting, with data coming from a combination of pencil-and-paper questionnaires and group discussion.
PPT 7-15 here
It is assumed that if the consumer was exposed to the ad, something of that ad remains in the consumer’s mind: cognitive residue, pieces of the ads mixed with the consumer’s own thoughts and reactions. It might seem obvious to test for what consumers remember, but not so. Memory measures have been extremely difficult to develop and results hard to interpret. So, cognitive residue as a measure has been developed and covered in the next section.
Thought Listings
PPT 7-16 here
Copy research that tries to identify specific thoughts generated by an ad is referred to as thought listing, or cognitive response analysis. Here the researcher is interested in the thoughts that an ad or promotion generates in the mind of the audience
PPT 7-16 here
These are one of the most commonly employed tests in advertising, and the most controversial. The basic idea is that if the ad is to work, it has to be remembered. Following on this premise is the assumption that the ads best remembered are the ones most likely to work. The objective of these tests is to see just how much of an ad, if anything, the viewer remembers the message. Recall tests are the industry standard in television, while recognition is the industry standard for print Various forms of recall are tested are:
ď‚· Unaided recall is when a respondent demonstrates having seen the ad and remembers the brand name without having it mentioned
ď‚· Aided recall is when a respondent has to be asked about an ad by using the brand name.
ď‚· Claim recall measures the percent who claim seeing an ad.
ď‚· Related recall measures the percent who accurately recall specific elements of an ad.
PPT 7-17 here
Recognition tests are the standard memory test for print ads and promotions. Rather than asking you if you recall something, they ask if you recognize an ad, or something in an ad. This type of testing attempts to get a little more than evidence of exposure residue.
Starch Readership Services is a company that conducts this type of research. The categories of recognition are noted if they remember seeing the ad; associated if they read or saw enough of the ad to notice the brand name; and read most if they claim to have read at least 50 percent of the copy. This testing is usually conducted just a few days after the current issue becomes available.
PPT 7-17 and 7-18 here
Implicit memory measures do not refer back to the ad or exposure but try to get at memory by using tasks like word fragments: say, part of a brand name, like S R N T for Sprint. Subjects are asked to complete the brand name (that is scored) along with other recollections. The idea is that this is a much more sensitive, less demanding (artificial), and perhaps a more meaningful measure of advertising. It is being used occasionally in actual practice, but its intensive procedure and instrumentation make it more of an academic pursuit than an applied one.
To have knowledge about a brand that could have come only from an ad is a much more meaningful measure of advertising effectiveness. This knowledge may take several forms a brand claim or belief about a brand. But with the explosion in available information for consumers, it’s really getting hard to figure out just where some piece of knowledge came from.
Attitudes suggest where a brand stands in the consumer’s mind. They are influenced both by what people know and by what people feel about a brand. In this sense, attitude or preference is a summary evaluation that ties together the influence of many different factors.
PPT 7-19 here
An attitude study measures consumer attitudes after exposure to an ad. Ideally, there would be pre- and post-exposure attitude measurement so that one could see the change related to seeing the ad in question.
Ever since the “atmospheric” ads of the 1920s, there has been the belief that feelings may be more important than thoughts as a reaction to ads. Recent research has shown that feelings have three distinct properties that make them very powerful in reactions to advertisements and the advertised goods and services:
ď‚· Consumers monitor and access feelings very quickly consumers often know how they feel before they know what they think;
ď‚· there is much more agreement in how consumers feel about ads and brands than in what they think about them; and
ď‚· feelings are very good predictors of thoughts.
PPT 7-20 here
In a resonance test, the goal is to determine to what extent the message resonates or rings
true with target audience members. The method is pretty much the same as a communication test.
Frame-by-Frame Tests
PPT 7-20 here
Frame-by-frame tests are usually employed for ads where the emotional component is seen as key, although they may also be used to obtain thought listing as well. These tests typically work by getting consumers to turn dials (like/dislike) while viewing television commercials in a theater setting.
Physiological Changes
PPT 7-20 here
Every few years there is renewed interest in the technology of physiological assessment of advertising. Most recently, advances in brain imaging have raised hopes of understanding how the human mind actually processes advertisements.
Eye Tracking
PPT 7-21 here
Eye-tracking systems have been developed to monitor eye movements across print ads.
Behavioral Intent
PPT 7-21 here
This is what consumers say they intend to do. The problem with intended behavior: It’s a poor substitute for actual behavior.
At this stage, the ads are running and advertisers are trying to assess whether or not they are working
PPT 7-22 here
Tracking studies are one of the most commonly used advertising and promotion research methods. These studies “track” the apparent effect of advertising and branded entertainment
over time by assessing attitude change, knowledge, behavioral intent and self-reported behavior The difficulty here is linking a tracking measure to changes in sales or ROI.
PPT 7-22 here
Direct response advertisements in print, on the Internet, and on broadcast media that offer the audience the opportunity to inquire or respond directly through a reply card, linked response, or toll-free phone number. These ads produce inquiry/direct response measures
PPT 7-23 here
This measure is, of course, the one every advertiser wants to see. These measures are flawed, but not flawed enough not to use. Advertising and promotion differ greatly in the ability to use sales as a measure of results advertising builds image, which may not be measurable, many promotions affect short term sales results which may be measurable. Another caution with measuring advertising is that measures may be implemented long after a campaign so that multiple other influencing factors may explain positive or negative effects on sales.
PPT 7-24 here
With the advent of universal product codes (UPCs) on product packages and the proliferation of cable television, research firms are now able to engage in single-source research to document the behavior of individuals or, more typically, households in a respondent pool by tracking their behavior from the television set to the checkout counter. Single-source data provide information from individual households about brand purchases, coupon use, television advertising exposure by combining grocery store scanner data with TV-viewing data from monitoring devices attached to the households’ televisions, and increasingly search data from internet tracking software.
With these different types of data combined, a better assessment can be made of the real impact of advertising and promotion on consumers’ actual purchases. This is not an inexpensive method of assessment, and it still remains difficult (if not impossible) to know exactly what specific aspects of advertising had what effects on consumers. The best-known supplier of this type of testing is IRI BehaviorScan.
Account planning is defined in contrast to traditional advertising research. It differs mostly in three ways. First, in terms of organization, agencies that use this system typically assign an “account planner” to work cooperatively with the account executive on a given client’s business. Second, this organizational structure puts research in a different, more prominent role. In this system, researchers (or “planners”) seem to be more actively involved throughout the entire advertising process and seem to have a bigger impact on it as well. Third, “planning agencies” tend to do more qualitative and naturalistic research than their more traditional counterparts.
None of these methods are perfect, not even close. Still, it would be a mistake to throw the baby out with the bathwater; good and appropriate behavioral science can sometimes produce better advertising.
Advertising and IBP research could do with some change. The way we think about ads and advertising is certainly changing. The move to a visual advertising style has also put into question the appropriateness of a set of tests that focus on the acceptance of message claims, as well as verbatim remembrance of words (copy). Also, the Internet has significantly challenged and changed the whole concept of audience, response, and associated measures.
The online dynamic content provides both content and insights into the ethical, global, and social media aspects of Advertising and Integrated Brand Communication. The integrated assessment components will provide students with assurances that they have mastered the assigned readings and provide feedback to faculty that the students have completed the assigned readings and data on student mastery of the content. In addition to the feedback on the correct answers, all of the assessment objects have been enhanced with additional tags that can be aggregated to provide feedback on how individual students have done on a specific learning outcome such as ethics. The online material can be delivered in one of two formats. For instructors who want to provide students with access to the Ad Age on Campus access as well as the online advertisements and student facing self-assessment quizzes, CourseMate will be provided with each new copy of Advertising and Integrated Brand Communication. Alternatively, students can decide to purchase CourseMate on its own which will also come with the MindTap Reader, which is the e-book version of the print product. For faculty that desire to have a variety of more in-depth assignments to integrate into their course and a desire to have more student data that can be used
for analytic purposes, MindTap can be purchased with an enhanced capability. Faculty can customize the student experience and integrate the experience for their students into the campus Learning Management System. For a complete guide into the reporting and analytical capabilities available to faculty, consult the Assurance of Learning section of this manual.
QUESTION DIFFICULTY BUSPROG DISC BLOOM'S Primary Primary
Chapter 07 Social Media 01 Easy Technology Promotion Knowledge
Chapter 07 Social Media 02 Challenging Technology Promotion Knowledge
Chapter 07 Social Media 03 Moderate Technology Promotion Evaluation
Chapter 07 Globalization 01 Moderate Diversity Promotion Application
Chapter 07 Globalization 02 Challenging Diversity Promotion Synthesis
Chapter 07 Ethics 01 Easy Ethics Promotion Application
Chapter 07 Ethics 02 Moderate Ethics Promotion Application
CHAPTER 7-Social Media
http://adage.com/article/digital/twitter-advertisers-target-browsing-history/242974/
7.SocialMedia.Q1
A(n) __________ gets at the online community and or culture of a group in a natural or native setting from the member’s perspective.
A. Observation
B. Experiment
C. Survey
D. netnography
Answer: D
1. Match the following research method with its characteristics:
ZMET Its purpose is to learn from the experiences of the consumer and from direct observation.
Netnography draws out people’s buried thoughts and feelings about products and brands by encouraging participants to think in
Field-work join an online community and or observe in a naturalistic way the community culture and norms
Answer: ZMET Its purpose is to learn from the experiences of the consumer and from direct observation.
Netnography draws out people’s buried thoughts and feelings about products and brands by encouraging participants to think in terms of metaphors
Field-work join an online community and or observe in a naturalistic way the community culture and norms
ď‚·
7.SocialMedia.Q2
Do you prefer ads that are targeted to you based on your browser history? Why/not?
Answer: This is a preference question. The response should be yes or no and justify why based on their knowledge from the chapter and article.
CHAPTER 7-Globalization
http://adage.com/article/cmo-interviews/nokia-rethinks-global-marketing-a-challengerbrand/242956/
What do you think about this creative objective? How would you refine it or change it for Nokia? Give at least one change or idea to achieve their stated objective if you like the emotion angle:
"We want to [elicit] more emotion and be more daring. We're hoping that with JWT we'll actually drive more disruption."
Answer:
The response is an opinion. It should state an opinion of the emotion angle of the stated creative objective. If they do not like it, there should be a change suggested (e.g., I would like to see the Nokia brand do a product benefit campaign because I want to know more about the technology).
CHAPTER 7-Ethics
http://adage.com/article/creativity-pick-of-the-day/nokia-scares-iphone-users-choosinglumia/242825/
7. Ethics.Q1
Nokia used a humor approach to portray their competitor’s consumers (Apple iPhone users) as zombies.
Answer: T
7. Ethics.Q2
What feature of the Nokia phone is portrayed in this ad?
A. The memory
B. The battery life
C. The camera
D. The slimness
Answer: C
Homework Grid
Homework Description
1-a. Multiple Choice
Flavor mashups: Research
2-a. Matching Ad investments
2-b. True/False Copy research
2-c. Matching Research methods
3-a. Multiple choice Dollar Shave Club: Concept test
3-b. Matching Research methods
Homework is available to faculty to select and integrate into their customized course.
THE FOLLOWING SECTIONS OF THE INSTRUCTOR’S MANUAL HAS A SELECTION OF CASES THAT CAN BE INCORPORATED INTO YOUR COURSE AS OUT OF CLASS ASSIGNMENTS, OR AS A METHOD FOR INITIATING CLASSROOM DISCUSSION.
1. What historic factors led to the development and prominence of advertising and promotion research departments during the mid-1900s?
Although some advertising agencies have operated research departments for 90 years or more, their growth occurred mid-20th century, with the 1950s being their real heyday. During this period, agencies adopted research departments for three basic reasons: (1) The popularity of science in the culture during this time legitimized anything called “science” or “research,” (2) other agencies had research departments, and (3) there was a real information vacuum concerning ads, consumers, and consuming.
2. Focus groups are one of the advertising researcher’s most versatile tools. Describe the basic features of focus group research that could lead to inappropriate generalizations about the preferences of the target audience
A focus group is a discussion session with (typically) 6 to 10 target customers who have been brought together to come up with new insights about the good or service. Although focus groups provide an opportunity for in-depth discussion with consumers, they are not without limitations. Even multiple focus groups represent a very small sample of the target audience and are prone to all sorts of errors caused by group dynamics and pleasing the researcher.
3. ZMET is a technique that advertisers may use in place of focus groups. What aspects of ZMET and focus groups are similar? What particular features of ZMET could foster richer understanding of consumers’ motives than is typically achieved with focus groups?
ZMET and focus groups are similar in that consumers are allowed to express their thoughts and feelings about a product or brand in an open-ended fashion. The differences are that focus groups talk about the realities of their experiences whereas with the ZMET technique, consumers are asked to use metaphors including pictures and photographs as a way to represent their feelings. ZMET allows a richer understanding because focus groups discussions can be merely descriptive of experiences. ZMET goes beyond description and tries to get to deep feelings and motivations.
4. List the sources and uses of secondary data. What are the benefits of secondary data? What are the limitations?
Information obtained from existing sources is referred to as secondary data. Sources of
secondary data mentioned in the chapter include internal company sources, government sources, commercial sources, professional publications, and the Internet. Secondary data have the distinct advantages of being far less costly to obtain than primary data and more immediately available. Limitations include the following:
ď‚· The information can be out of date.
ď‚· The data may be expressed in categories different from the information desired. For example, the variable of interest to a firm may be the total number of women between the ages of 18 and 25 in a certain geographic area. Published secondary data may provide statistics on women less than 18 and from 19 to 29 years of age.
ď‚· The unit of measurement may be different from the unit needed for analysis. Secondary data sources may report income figures for individuals, families, households, or spending units. If the unit of measure is not the same as the one desired by the decision maker, the data are useless.
ď‚· The source of the data may not be totally objective. For example, industry trade associations may generate and report data that make the industry look good.
ď‚· The data may be completely irrelevant.
5. Criteria for judging ad effectiveness include “getting it,” cognitive residue, knowledge, attitude change, feelings and emotions, physiological changes, and behavior. Identify specific evaluative advertising research methods that could be used to test an ad’s impact on any of these dimensions.
A communication test simply seeks to tell if a message is communicating something close to what is desired. Communication tests are usually done in a group setting, with data coming from a combination of pencil-and-paper questionnaires and group discussion. A resonance test is one in which the goal is to determine to what extent the message resonates or rings true with target audience members. This method fits well with consumerexperience research. The question becomes, does this ad match consumers’ own experiences? Message research that tries to identify specific thoughts generated by an ad is referred to as thought listing, or cognitive response analysis. Here the researcher is interested in the thoughts that a finished or near-finished ad generates in the mind of the consumer. The most common method of advertising research is the recall test. The basic idea is that if the ad is to work, it has to be remembered. Following on this premise is the assumption that the ads best remembered are the ones most likely to work. The objective of these tests is to see just how much, if anything, the viewer of an ad remembers the message. Recall is used in the testing of print, television, and radio advertising.
Recognition tests ask magazine readers and television viewers whether they remember having seen particular advertisements, and whether they can name the company sponsoring the ad. For print advertising, the actual advertisement is shown to respondents. For
television advertising, a script with accompanying photos is shown. The categories of recognition are noted if they remember seeing the ad; associated if they read or saw enough of the ad to notice the brand name; and read most if they claim to have read at least 50 percent of the copy. This testing is usually conducted just a few days after the current issue becomes available.
An attitude study uses a before-and-after ad exposure design. People from the target market are recruited, and their pre-exposure attitudes toward the advertised brand as well as competitors’ brands are gauged. Then they are exposed to the test ad, along with some dummy ads. Following this exposure, their attitudes are measured again. Physiological measures detect how consumers react to messages, based on physical responses. Eyetracking systems have been developed to monitor eye movements across print ads.
Advertisements in both print and broadcast media that offer the audience the opportunity to inquire or respond directly through a reply card or toll-free phone number are called inquiry/direct response measures. A more sophisticated method includes single-source tracking measures that provide information from individual households about brand purchases, coupon use, and television advertising exposure by combining grocery store scanner data with information from devices attached to the households’ televisions to monitor viewing behavior. These measures are used to gauge the impact of advertising and promotions on consumers’ actual purchases. Lastly, frame-by-frame tests are usually employed for ads where affective or emotional components are key. Often consumers turn dials (like/dislike) while viewing television commercials
6 How would you explain the finding that ads that achieve high recall scores don’t always turn out to be ads that do a good job in generating sales? Are there some features of ads that make them memorable but could also turn off consumers and dissuade them from buying the brand? Give an example from your experience
Recall tests are informative, but like any other test, they don’t tell the whole story. One of the key issues determining the actual persuasiveness of an ad is the cognitive response that it provokes from the viewer at the time of ad processing. If those cognitive responses are negative, the ad is not going to be effective, even if the viewer is able to recall and recite the ad’s claims accurately. Also, many campaigns over the years have been memorable because of their irritating nature. This raises a challenging question for advertisers: Can ads that irritate the customer also sell the product in the end? No one has the definitive answer to this question, but it makes for a great in-class discussion. Such a discussion can be motivated by first asking the class to describe ad campaigns that they have found irritating. After several examples, the discussion can be turned to the question of effectiveness. For
example, does anyone in class find the Eveready Bunny campaign irritating? Since it has run for so long, what must we presume about its effectiveness?
7. What is single-source research, and what is its connection to the universal product codes (UPCs) one finds on nearly every product in the grocery store?
Single-source research combines information on television ad exposure and coupon use with purchase data to help in assessing the effects of advertising on brand choice. UPC codes have eased computerized tracking of household purchase data.
8. Explain the industry trend of substituting account planning for traditional advertising and promotion research. Why do some agency directors claim that this trend is the biggest thing in advertising? Do you tend to believe the hype surrounding this trend, or are you cynical that forces of downsizing are driving it? Explain your reasoning.
The hottest new term and concept in agencies these days is account planning. It is an extension of traditional ad research and planning in these three ways:
ď‚· From an organizational standpoint, an account planner works as an equal partner on accounts with the account executive.
ď‚· Research is cast in a different and more prominent role. The research dimension is introduced early in the planning process and remains prominent throughout development.
ď‚· Contemporary account planning research relies more heavily on qualitative and naturalistic research.
1. With millions of people interacting on sites like Facebook and Twitter, advertisers have turned to a new form of market research that measures “online buzz.” Buzz-tracking companies sift consumer-generated content online and spot trends that advertisers can use to manage the reputation of brands. Use the Internet to research an online buzz-tracking company and answer the following questions: What information does the firm analyze for clients? How has the firm’s research helped a client achieve its brand goals? Can buzz-tracking services really provide relevant data about brands, products, and media?
To answer the questions, students might want to research Nielsen BuzzMetrics, Blogpulse.com, BrandProtect, and Cymfony tracking firms that help businesses manage their brands’ reputation online. Despite buzz-tracking’s growing popularity as a research method, online chatter about brands can be manipulated by “flogs” company-sponsored
cheerleading blogs that artificially inflate the reputation of brands. In addition, some skeptics of buzz-tracking research emphasize that bloggers aren’t representative of all consumers, or even the consumers of any particular brand. As a result, measuring their websites may not produce relevant data.
2. Is advertising more of an art than a science? As an out-of-class assignment, write a report on a current trend in advertising such as viral videos or behavioral targeted advertising and identify the role that research plays in that trend. Describe what research methods are used to support the advertising practice, and list how advertisers use research data in the creation of specific messages and campaign strategies. Do you think scientific testing methods are able to convey the true impact and effectiveness of advertising?
Students’ answers will vary, but the following two trends demonstrate that advertisers trust quantitative forms of advertising research. First, viral videos are a hit with advertisers. Whether it’s Old Spice’s “The Man Your Man Could Smell Like” campaign or the “Babies Dancing to Beyonce” sensation, a quirky video can put a brand on the lips of millions of people worldwide. One research firm, Visible Measures, specializes in measuring the consumption and distribution of Internet video. Advertisers look to the researcher’s “True Reach” metric to find out how many individuals have seen a specific viral video campaign. Another trend involves words testing. Market researcher Frank Luntz developed a groundbreaking “response dial” technology to gauge the immediate emotional impact of specific words on audiences. Luntz, whose clients include Disney and American Express, has done extensive work on green issues, including the public’s response to words like “global warming,” “climate change,” “energy exploration,” and healthy forests.’
3. Advertisers increasingly are using metaphor associations in promotional development, tapping into the powerful organizing and expressing function metaphor serves in the human brain. Test this method on yourself using each of these well-known brands or products discussed in the chapter: Coca-Cola, Crest Whitestrips, and milk. For each example, consider how you would visually represent your experiences with that brand or product, and then find photographs or graphics from magazines that best convey that experience.
By serving as a test consumer in this exercise, students should gain a better understanding of how advertisers use projective techniques to evaluate consumer awareness, understanding, and approval of brands, products, and services. Common projective techniques include methods such as association tests, dialogue balloons, or sentence or picture completion. But advertisers in recent years also have turned to the Zaltman Metaphor Elicitation Technique, which claims to draw out subconscious thoughts about brands and products by encouraging participants to think in terms of metaphors. The
chapter gives the example of a female consumer equating the image of a spilled ice cream cone with the discovery of a run in her stockings. That might be a useful example to help students understand the exercise, but their answers should be deeply varied and highly personal.
4. The chapter identified several online sources that provide a wide variety of demographic information compiled by the government. This type of widely-available, no-cost information can be a boon to advertisers particularly small businesses that might otherwise be unable to afford information compiled by commercial data vendors. Identify the city or metro area where your school is located, and then develop a demographic portrait of the area using online government resources. What are your primary findings? How accurate do you think this demographic snapshot is? What brands or products do you think would find the community to be attractive? Why?
While the chapter discusses a wide range of advertising research techniques – many enormously complex and costly – it is important for students to recognize that there are vast amounts of demographic data available at no cost through government websites. This exercise allows students to explore many of those resources, building a more detailed picture of a community they are likely to discover they did not know as well as they thought they did. Students also should demonstrate in this exercise an understanding of what value different demographic data points can offer to advertising and promotional research whether it is available for free from the government, or at a premium from commercial data vendors.