2/25/16 APR notes
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This 2 page Class Notes was uploaded by Kate Steiner on Sunday March 6, 2016. The Class Notes belongs to 211 at a university taught by Dr. Joseph Phelps in Spring 2016. Since its upload, it has received 10 views.
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Date Created: 03/06/16
Research Process Steps in the research process 1 Establish the Need for Information 2 Specify Research Objectives 3 Determine Sources for Data a. Primary Data Secondary Sources Needed when you actually develop Information that is already a research study to answer there (on Google or in the questions you have (pay Library) someone to do this) 4. Develop Data Collection Forms 5. Design the Sample a. The people that are going to participate in your study 6. Collect the data 7. Process the data 8 Analyze the Data Present Research Results Input to Campaign Planning 4 Competitive Situation a Research on competition Product Research 9 How the product is used 10 How the product is designed to satisfy the consumer 11 How the product is packaged distributed and promoted 12 The product's image 1 Image: the consumer's overall perception of the brand. 13 The position the product holds in the mind 1 Position: Consumer's perception of the brand relative to their perception of competing brands. 14 Understanding consumer responses and relationship to the advertised product, service, or idea. Market Analysis ▪ Understanding market and cultural trends and identifying marketing opportunities. Competitive Analysis ▪ Monitoring the effects of the competition ▪ Nielsen ◦ Offers competitive analysis for brand, category sales management, as well as retail services. ▪ Kantar Media ◦ Offers competitive intelligence serviceshelps companies compute global share of voice by analyzing earned, paid and owned media. Research Basis for • Developing Advertising Objectives • Objectives= statements of what you will accomplish with your advertising efforts. Research Points to Responses • Identifying the appropriate response is the mist difficult aspect of developing advertising objectives. Basic Response Categories 1 Think/Learn a Developing awareness b Beliefs about the brand c Knowledge of the brand 2 Feel/Emotional a Emotional responses (ex. happy, sad, anxious, fearful, excited) 3 Do/Behavioral Ex: trial purchase, repeat purchases, information search, store visit, website vist, sharing information with others, etc.
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