Chapter 15 Business Manage

Chapter 15

* Objectives

Understand

* How advertisers use research

* The role of the account planner

* Anthropology, sociology, and psychology, in relation to advertising

* Values, lifestyles, and life-stage research

* Research steps in advertising

* Types of advertising research

* Account Planners

Account planners have the role of representing the consumer in the agency and making research usable to ensure that the advertising is strategically and executionally relevant to the target audience.

* Basic Considerations in

Marketing Research

* Maintaining a consumer-behavior perspective

* Being sure the right questions are being asked

* Using appropriate research techniques and controls

* Presenting the research findings in a clear, comprehensible format that leads to action

* Anthropologists Study

Commonalities Across Cultures

* Body adornment

* Cooking

* Courtship

* Food taboos

* Gift giving

* Language

* Marriage

* Status

* MindBase

Consumer Segments

* I am Expressive.

* I am Driven.

* I am At Capacity.

* I am Rock Steady.

* I am Down to Earth.

* I am Sophisticated.

* I Measure Twice.

* I am Devoted.

Function of Advertisement Research = to help identify consumers. 2. To help look for new ideas in products or services. 3. To help improve what is offered in products. 4. To pinpoint causes of possible problems. 5. To monitor activities

Sociology and Advertising= 1. Social class and stratification. 2. Trend watching. 3. Cohort analysis 4. Life stage research. 5. Consumption research.

VALS classification system= is designed to predict consumers behavior by profiling the psychology and demographics of U.S. consumers.

Sources of data from the marketing environment= 1. Universal Product Code. 2. Single source data. 3. Database marketers 4. Internet data

Steps in Advertising Research= 1. Advertising strategy development. 2....