Advertising 3100 Lecture 13 Notes
Advertising 3100 Lecture 13 Notes ADPR 3100
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This 2 page Class Notes was uploaded by Bridget Notetaker on Monday October 10, 2016. The Class Notes belongs to ADPR 3100 at University of Georgia taught by Hamilton in Fall. Since its upload, it has received 8 views. For similar materials see /class/202473/adpr-3100-university-of-georgia in Advertising at University of Georgia.
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Date Created: 10/10/16
Advertising 3850 Lecture 13 Notes Creative Research as an Informational Tool: o Can help… ID customers Look for new ideas in products and services Improve what is already offered in existing products and services Pinpoint causes of possible problems Monitor activities Communications development In the study of existing campaigns, new ads, and new concepts Steps in Creative Research: o Step 1: Advertising Strategy Development o Step 2: Advertising Execution Development o Step 3: Evaluation pretesting executions Campaign evaluation Advertising Strategy Development: o Who is our market? o What does our market want? o What communication do we want our market to get from advertising? What is that one idea we want them to know? o How will we reach our market? Media planning and buying How and where can we get this information? o Where? Client input Company information Feedback Users and non-users News stories Presentation in movies, TV, music Sales people or others Ads of competitors o And then… Describing and listing isn’t enough Need to interpret evidence How and where can we get this information? o Hunt for the “insight” Most valuable thing for creative development Not generally recognized at first But central to the product and it’s use o We want insights to inform our creative executions…How? In-depth interviews: qualitative research interviewing method using in-depth interviews with an individual Focus groups: qualitative research interviewing method using in-depth interviews with a group Concept testing: testing attempts to separate good ideas from bad ideas and to provide insight into factors motivating acceptance or rejection o Blogs, social media, informal interviews, gut feelings, experience with the product/brand and word of mouth Unexpected ways to get insights: o Increasing fruit and vegetable consumption/purchase? o Insights? Sources? Focus Groups: o Very expensive: minimum $25 per participant o Moving online for quicker information acquisition Paid panels o Hard to decipher the “main takeaway” The most interesting insight is often buried in a sea of conversations and meaningless information o People act differently when around others “social desirability” Social Listening, Monitoring, and Analytics: o We are seeing a shift to social listening, monitoring, and analytic strategies because we get immediate and tangible information o Also, using these tools we have the ability to evaluate immediately the campaign/ad after its launch