Account Planning

andResearch

Research and Account Planning:

The Quest for Intelligence and insight

Advertising Research

Strategic Evaluation

Exploratory

Creative Media BeforeExecution

AfterExecution

Strategic Research versus Evaluative Research

Strategic Research covers all the issues that lead to the actual caution of advertising.

Is an information gathering process that enhances the design of a creative strategy.

Evaluative Research assesses the effectiveness of you decision.

Information Sources to Advertisers

Government Organizations Trade associations Secondary Research Suppliers Secondary Information on the Internet Primary Research Suppliers

Account Planning Process

is the process of using research efforts to gain more information about the brand in its market place the consumer’s perspective or both and to use that research to contribute directly to advertising development.

Who Organizes the Fact?

Qualitative Data Quantitative Data

Account Planning Staffing

Account Planners – people responsible for the advertising strategy and its implementation in the creative work.

Account Managers – typically play a major role in every facet of the agencies work on his/her brand

The Strategy Document Market ObjectiveThe ProductThe Target AudiencePromise and SupportBrand Personality

Strategy Statement – that distills the documents main point

Message Development Research

Evaluative ResearchSeven Types of Research Method

1.Memory Test2.Persuasion Test3.Direct Response Counts4.Communication Test5.Frame – by – Frame Test6.In – Market Test7.Brand Tracking

Research Challenges Globalization – advertiser are becoming unceasingly more global New Media Technology – the change of three on-air television networks to a plethora of cable channels changed television program audiences, and television programming, television advertising. Virtual Research – measuring the effectiveness of Ads in interactive media is a challenges.

THANK YOU

Jean DiongonIvy Marie Nazareta