Chapter 6 and 7 detailed book notes
Chapter 6 and 7 detailed book notes STC 114
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This 6 page Study Guide was uploaded by Natalie Land on Tuesday October 27, 2015. The Study Guide belongs to STC 114 at University of Miami taught by Katy Snell in Fall 2015. Since its upload, it has received 57 views. For similar materials see Principles of Advertising in Strategic Communication at University of Miami.
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Date Created: 10/27/15
Chapter 6 Notes from the Book Strategic Research 0 In 2009 Pizza sales were really affected People wanted healthier stuff and Dominoes was an example of a Pizza company that stopped making money for almost four years They delivered super quick and efficiently fast but customers cared more about the taste which dominoes had always ranked last in Dominoes conducted primary and secondary research to better their company They had to be more personal with customers admit to honest and loyalty and needed proof of better taste The second ingredient to success Dominoes had to be an honest and authentic company and in this case they admitted to bad tasting pizza had an entire campaign on this How do you get insiders into consumer behavior 0 You will be a successful brand as mentioned before if you know your customer and you do this by listening 0 Consumer research is a tool that is considered a listening tool 0 Types of Research Market research mostly done with new product launches researches the product the product category its competitors the market size Consumer Research people who are in the market for the product their attitudes their values their motivations Brand Communication Research the forms of advertising including media planning evaluation message development market information and brand consumer research Strategic Research basically collecting all relevant background information to make a decision on how to advertise and market your brand Basic Types of Research 0 Secondary Research Background research that uses available public information about a topic has been conducted and collected by someone other than t he company itself advertising campaigns often begin with secondary research Sources for Secondary Research include Government organizations provide statistical information such as the population size geographic distribution age occupation etc census beareu IE Trade Associations organizations that help companies monitor competitors in the same field etc 0 IE American Advertisement Federation and Account Planning Secondary Research Suppliers because so much secondary research is available they divide the research into topics 0 FIND SVP Secondary Information on Internet for any company you will find information about them online 0 Primary Research information that is collected for the first time from the O 0 original source I Companies and agencies do their own research I IE DDB Lifestyle Survey horn says most important thing is conversation between brand and the consumers I An example of a company that does primary research is Perdue Farms Basic Research Designs 0 Primary Research Includes I Qualitative Research and Quantitative I Qualitative research that delivers numerical data such as number of users number of purchases etc MRI page is a quantitiative research data page Purchase intent is information given on the reactions of consumers to certain advertising Quantitative research is designed to count something such as sales levels or to predict something Large sample sizes and random sampling Quantitative research includes a lot of surveys and studies Problems with Qualitative Research is that 0 They give answers that the researches want to hear they don t know how to express their answers sometimes I Qualitative Research provides insights on consumers reasons and motivations for buying IE Cheetos switches from target audience being kids to target audience being adults after doing Qualitative research Interviews and case studies are examples of Qualitative Research 0 Questions asked during Qualitative Research I What motivates consumer to buy that specific brand I What do consumers think of certain ads I Experimental Research uses hypothesis testing How do we use research Research information has increased the need for it has In house and companies do it not the outside agencies but the actual companies themselves Market information consumer research message development research media planning brand information evaluation research IMC plan I Market information Marketing Research formal research used by marketing department for strategic planning 0 Includes focus groups interviews surveys 0 IE Iceland and the lamb industry had to do consumer research to see the new patterns and why people weren t buying lamb 0 Market research includes the inside scoop to information about the brand Brand information Brand s role in the market place 0 Methods for gathering information about a brand I The Brand Experience when an agency gets a new client they need to learn everything Where has the brand been ho buys it also brand and customer relationship I Competitive analysis you own one soap by another brand try it out yourself I Marketing communication Audit gather all information on advertising that exists and belongs to the brand I Content Analysis is different than marketing audit because it includes more formal and systematic tabulation of its competitors Consumer Insight The most important thing for a brand to be successful is understanding and knowing the consumer 0 IE Icelanding Lamb during recession had to understand its customers new buying patterns Insight Research helps understand the whys of buying something and the why not of buying something Collecting Feedback social media recording information about customer Monitoring Buzz internet to find out what people are saying monitoring chats and blogs Neuromarketing monitoring consumer brains Media information Which media format makes the most sense to accomplish objectives Media research gathers information about all possible media Message Development account planners writers involve themselves in informal and formal developmental research Pretesting research on an execution when it is finished but before it goes to the media Posttesting to determine effectiveness of an ad but it goes after the campaigning 0 Most common research methods I Ways of contact They use mostly survey types of research in marketing communication but sometimes you are approached in places like a mall and asked to participate in experimental research I Survey research most common type of quantitative method in which a sample is gathered and asked the same set of questions You have to know what sample to use and what survey method is best depending on the situation I Sampling and Data collection Sampling a subset of the population that is representation of the entire population Random sampling each person in population has equal chance of being chosen I Qualitative methods Researchers observe the people more insightfully how they behave in their homes etc ndepths interviews Focus groups a group of six to ten people where they sit in a room and have a conversational format type of time Chapter 7 Book Notes Intro Chick lA gets love from renegade cows In 1995 Eat Mor Chikin campaign to convince consumers to switch from beef to chicken 0 This was a great example of how you don t have to be the biggest company to have great advertising 0 positioned ChickfilA chicken sandwiches as the premium alternative to hamburgers 0 they couldn t afford national campaign so decided to advertise on billboards strategic planning the process of identifying a problem that can be solved with communication then coming up with suitable idea to solve the problem Strategic Plan Mission 0 Determine objectives what you want to accomplish with the message 0 Decide on strategies how to accomplish the objectives 0 Implement the tactics speci c activities that make the plan come to life Business Plan 0 Kodak is an example of a company that went obsolete as technology advance 0 Strategic business unit a line of products with all the offerings under a single name brand 0 Mission statement and business philosophy I Vision statement may be used to describe where the business is headed Strategic marketing planning 0 Goals 0 Current situation 0 Strategic and tactical planning 0 Implementation and monitoring Mission Statement This is a concise expression of the broad goals and policies of the business 0 Ex Walt Disney 0 One of the easiest identifying things for a company Business Philosophy The fundamental principles that guide the operation of the business 0 For many its to make a pro t for other its more 0 Ex Tom s of Maine 51 organic deodorant toothpaste etc Goals and Objectives 0 Goals general statements involving intention of instruction 0 Objectives measurable way of achieving goals I Focused on maximizing pro t and return of investment a measurement that shows whether in general the costs of conducting the business are more than matches by the revenue produced in return SWOT Analysis 0 Strengths o Weaknesses 0 Opportunities 0 Threats Marketing Assessment 0 McDonalds I Internal Strengths successful advertising and name brand competitive price Weaknesses weak product development management of franchise I External Opportunities Internationalization growing dining out market Threats more health conscious customer threat from local competitor global economic recessions playing in a mature and saturated industry Desired results tactics o The book pushes its own plan IMC plan but its still the tactical phase of a marketing plan 0 Tactics are actions carefully planes to achieve a speci c end 0 Who what where Example of marketing plan 0 Goals I Establish our brand in social media 0 Objectives O O I Get 1000 Facebook fans I Get 1000 Twitter followers Strategies I Provide reasons for people to become Facebook Fans I Engage with the community I Offer special deals I Find and follow relevant people Tactics I Share news and buzz I Tweet and retweet regularly I Other Unique Tactics Feature tactics EX Sprint 0 Comparing Sprint TMobile Verizon ATampT Account Planning 0 O Correlates with budget and operational plans in the original chart Account planning is the research and analysis process used to gain knowledge about the key consumer I 1 Understand the meaning of the brand 2 Understand the target audience s relationship to the brand 3 Articulate communication strategies I 4 Prepare creative briefs based on an understanding of the consumer and brand 5 Evaluate the effectiveness of the communication in terms of how the target reacts to it Insight Research O 0000 Advertisers ask themselves a ton of questions hoping to gain insight about their key consumers Insight research basically about asking and listening and then asking more questions to probe deeper into thoughts opinions attitudes desires and motivations What is the product reason for being What is the products history How do our consumers see themselves What are the barriers to using the product
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