adv 435 ch 2 research
TRANSCRIPT
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Advertising
Campaigns
Chapter 2 Research
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Understanding Consumers and
Clients
Situation Analysis
(background)
Company
Consumer
Market
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Understanding Consumers and
Clients
Situation Analysis
(cont.)
Product
Competition
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Understanding Consumers and
Clients
Secondary Research
MRI/Simmons
Google/Yahoo
Hoovers
Company/Industry Web
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Analysis and Insight
Objectivity – What you
Need vs. Want to know
Insight
• Psychographics – Why
consumers act or don’t!
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Analysis and Insight
Leads to:
SWOT
Brand Audit
Problems/Oppts
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Company Analysis
SALES & PROFITS
Trends 5 yr min
Series of “Why’s”
Compare to: Competition/Industry/Econo
my
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Company Analysis
Research Industry:
ABI/Inform Articles
EBSCO’s Business Source
Lexis Nexis
Ad Age and ADWEEK
S & P
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Consumer Analysis
Research Industry:
Simmons and MRI
demographics:
• Provides Target Audience data and
• Heavy, Medium and Light users
Vals 2 Psychographics:
• PrimaryMotivation & Resources
• Some discrepancies
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VALS2
http://www.strategicbusinessinsights.com/v
als/presurvey.shtml
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Consumer Analysis
Strategies:
• Heavy User
• Medium & Light Users
• Super Heavy Users
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Consumer Analysis
Heavy User
• Carve out Niche
• Beware of Advertising
“for” leading brand(s)
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Consumer Analysis
Medium & Light Users
• Try to Increase Usage
• Value Meals, Value
Sizes
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Consumer Analysis
Super Heavy Users
• Double Large Sandwiches
• Extra Large Fries & Drinks
• More food prizes in games
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Consumer Analysis
Strategies
• National or Regional or
Local
• Based on Indices and
Budget
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Consumer Analysis
Brand Loyalty
Simmons Buying Style
Categories
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Consumer Analysis
Brand Loyal• Teas
• Liquor
• Cigarettes
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Consumer Analysis
Economy Minded• Soda
• Health and Beauty Aids
• Gas
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Consumer Analysis
Planners• Cars
• Electronics
• Housing
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Consumer Analysis
Conformists• Foods (Skim Milk, low fat, low
cal)
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Consumer Analysis
Impulsive• Candy
• Magazines
• Ice Cream
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Consumer Analysis
Cautious• Home Repairs
• Car Repairs
• HVAC
• Investments
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Consumer Analysis
Experimenters• Perfume
• After Shave
• Flavors and scents
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Consumer Analysis
Style Conscious• Clothes
• Home Décor
• Shoes
• Accessories
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Consumer Analysis
Ecologists
Ad Believers
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Consumer Analysis
- Brand Loyal - Economy - Planner
- Conformist - Impulsive - Cautious
- Experimenter - Style
- Ecology - Ad Believer
Styles can vary for same person
Ex: Impulsive for gum, loyal to Juicyfruit
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Consumer Analysis
- Brand Loyal - Economy - Planner
- Conformist - Impulsive - Cautious
- Experimenter - Style
- Ecology - Ad Believer
Take each category and find a brand
that applies for you.
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Consumer Analysis
Motivations
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Consumer Analysis
Motivations
How do they think
• Awareness
• Features & Benefits
• How it works
• Qualities
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Consumer AnalysisMotivations
How do they feel• Attitude about category/brand
• Like/dislike and why
• Trust to deliver benefits
• Preference & why/why not
• Image they associate with brand
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Consumer AnalysisMotivations
How do they use
product• How
• Where
• When
• Why
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Consumer AnalysisMotivations
How do they use
product• Options/Alternatives
• Maybe use more?
• How/When/Why
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Consumer Analysis
Consumers buy for:• Need/want satisfaction
• Solves problems which differ
by age & gender
• Curiosity
• Aspirations or self regard
• Likes brand or advertising
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Consumer Analysis
Means End Theory• Use products to achieve specific
end
• These ends are defined by
consumers values
• Less focus on attributes, more on
how it makes them feel
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Consumer Analysis
Means End TheoryFunctional Consequences
• Leaves hair soft, silky, manageable
Psychological Consequences
• People will admire your hair
• He’ll want to lose his fingers in your
hair
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Consumer Analysis
Benefit
Segmentation(Media & Message)
• Stick to specific benefit
• Prevents cavities
(Crest)
Fresher Breath