BASIC BASIC PRINCIPLES OF PRINCIPLES OF ADVERTISING ADVERTISING

CONSUMER DECISION PROCESS

• Although every consumer makes different decisions in different ways, the researches has shown that most people follow a similar decision process with fairly predictable steps in the decision process:

1. Need recognition2. Information search3. Evaluation of alternatives 4. Purchase decision 5. Postpurchase decision

• The process consumers go through in making a purchase can differ between low-involvement and high-involvement purchase decisions.

Low InvolvementLow Involvement High InvolvementHigh Involvement

Need RecognitionNeed Recognition Need RecognitionNeed Recognition

Evaluation of Alternatives Evaluation of Alternatives

Evaluation of Alternatives Evaluation of Alternatives

Information Search Information Search

Purchase DecisionPurchase Decision

Purchase DecisionPurchase DecisionPostpurchase Postpurchase EvaluationEvaluation

Postpurchase EvaluationPostpurchase Evaluation

1. Need Recognition: This stage occurs when the consumer recognizes a need for a product. This can vary in terms of seriousness or importance. The goal of advertising at this stage is to activate or stimulate this need.

2. Information Search: This stage is can be casual (reading ads and articles that caught the individual’s attention) or formal (searching for information in publications such as Consumer Reports).

• Advertising helps the search process by providing information and making it easy to find, as well as making remember.

• For low involvement products, particularly products which are purchased on impulse, “the information search” stage may not occupy much time or thought or may be skipped altogether.

• Other ways to describe consumer behaviour in terms of their information needs include such terms as searchers and impulse buyers.

• Searchers are people who are driven by a need to know everything they can about a product before making purchases, and they are mostly major purchases.

• Impulse buyers are the individuals who buy on impulse generally without muvh thought based on some immediate need such as thirst or hunger.

3. Evaluation of Alternatives: This stage is where consumers compare various products and features and reduce the list of options to a manageable number. They select certain features that are important to judge alternatives.

• Advertising is imortant in this evaluation process, because it helps find out products on the basis of tangible and intangible features.

4. The purchase decision: This stage is mostly in two-part decision. Usually individuals select the brand first and then select the store from which to buy.

• Somethimes individual tend to select the store first, then the product particularly with impulse purchases. In-store promotions such as packaging, point of purchase displays, price reductions, banners and signs and coupon displays affect these choices.

5. Postpurchase evaluation: This stage is the last one in the decision process and shows that as soon as an individual purchases a product (particularly a major one) then he begins to reevaluate the decision.

• Is the product what he expected?• Is its performance satisfactory? etc.

This experience determines the whether he will keep the product or return it or refuse to buy the product again.

SEGMENTING AND TARGETING

• Ads are rarely broadcast messages to everyone without any consideration of people’s different interests.

• And most products don’t have unlimited funds to spread their messages in all directions.

• Instead efficiency and effectiveness demands that marketers do 2 things: segment the market and target the right audience group.

• Segmenting means dividing the market into groups of people who have similar characteristics in common.

• Targeting means identifying the group that is most likely to respond to the brand message and which can be the most profitable audience.

• The first decision is whether to treat the market as homogeneous (that is undifferentiated, large unit) or as heterogeneous (a market composed of seperate, smaller groups known as segments).

• When planners treat the market as homogeneous, they purposely ignore differences in the market and use one marketing strategy that will appeal to as many people as possible.

• This marketing strategy is known as an undifferentiated strategy or market aggregation (gathering) strategy.

• In 1983 Coca Cola viewed the U.S. market as homogeneous and used the general appeals such as “Coke is it!” for all consumers.

• Often companies take the an undifferentiated approach because they lack the resources to target different market segments.

• But this approach can make sense in prosuct such as bottled water or gasoline. Because their market potential is large enough to justify possible wasted resources.

• But today we can see that somethimes bottled water can use the other approach because the sector has grown and evolved day by day.

COKE82VID.ra

• Market segmentation approach is much more common and it assumes that the best way to sell is to recognize differences within the broad market and perform marketing strategies and messages accordingly.

• In this strategy, marketers divide the larger heterogeneous market into segments within smaller markets. From these smaller segments marketer identifies, evaluates and selects a target market

• Target market is a group of people with similar needs and characteristics who are most likely to be open to the marketer’s product and messages.

• With market segmentation approach, a company can better match the needs and wants of the customer and generate more sales.

• That’s Coke and Pepsi nowadays have moved away from the undifferentiated approach and have introduced product variations to appeal to different segments such as diet, caffeine-free, diet caffeine-free and flavored versions of their basic products.

• The approach also allows a company to target the ad messages more precisely.

TYPES OF SEGMENTATION

• Demographic segmentation: This category means dividing the market using characteristics as gender, ethnicity, income etc. Age is often the first characteristics of this category to be used in defining a market segment.

• Geographic segmentation: The category uses location as a defining variabel because consumer’s needs somethimes vary depending upon where they live such as urban, rural, East, West etc.

• The most importnant variables are global, region, nation, state or city.

• Factors that are related to these decisions include weather or climate, population, urban-rural character.

• Geography affects both product distribution and its marketing communication.

• Psychographic segmentation: It is primarily based on studies of how people spend their money, their patterns of work and free time, their interest and opinions and their views of themselves.

• It is considered richer than demographic segmentation because it combines the psychological information with lifestyle insights.

• Behavioral segmentation: This approach divides people into groups based on product category and brand usage.

• Benefit segmentation: This approach is based on consumer’s needs or problems. The idea is that; people buy products for different benefits they hope to derive.

• For example; car buyers might be grouped based on whether they are motivated by concerns for safety, gas mileage, durability or dependability, performance and handling, luxury or enhancement of self image.

-Sociodemographic Segments-

• This a common approach to demographic segmentation but it only refers to people in terms of when they were born.

• Although the categories are age

driven and also refer to lifestyle differences because of age differences.

• Generation Z (2003-...................)• Millenium Generation (1994- 2003)• Generation Y (Echo Boomers or

Digital Generation or Next Generation) (1977- 1994)

• Generation X (Baby Busters) (1965-1977)

• Baby Boomers (1945-1965)• War Babies ( Second War

Generation) (1939-1945)• Depression Generation (1929-1939)

• Depression Generation: This generation was born between 1929-1939.

• They are called “depression” because they were born between the two World Wars and in those years there were the unemployment years of the world.

• They were a generation of life fears and insecurity about feature.

• Looking from Turkey’s angle, they were called “the generation of republic”.

• War Babies ( Second War Generation): This generation was born between 1939-1945.

• They have learnt to survive in the atmosphere of war.

• According to advertisers and marketers both depression generation and war babies are called “gray market”.

• Baby Boomers: This generation was born between 1945-1965.

• After the ending of war, people all around the world calmed down and felt more secure to have children and raise them. So in those years an explosion of giving birth occured. And this is the reason of this generation’s name.

• This is a generation of tendency for fun and consumption.

• Generation X (Baby Busters): This generation was born between 1965- 1977.

• This is a generation which effected by the globalization’s first reflections and they didn’t felt as secure as the baby boomers.

• They felt the economical problems and the effects of technology.

• But this generation felt distance to the technology and they barely learnt how to use the technology because they felt insecure about it at those years.

• They came face to face with a fact called “AIDS” at the first time.

• Generation Y (Echo Boomers or Digital Generation or Next Generation): This generation was born between 1977-1994.

• In Turkey this generation is called “The Generation after 80’s”.

• They are also called Echo Boomers because they were the babies of “Baby Boomers”.

• They felt the whole effects of the globalization because of the developments in information communication technologies.

• This generation is idealist and familiar to technology.

• They are also described as Digital Generation in the world because they have seen lots of technological development, equipments and have knowledge about them.

• This the generation of todays youth market and young adult market for the marketers.

• Marketers mostly want to reach this generation because they are in the formative years of their brand relationships.

• They are primate targets for technology, travel, cars, homes, furniture etc.

• Millenium Generation: This generation was born between 1994-2003.

• This generation is assumed as the Turkey’s Digital Generation.

• They are highly technological, individualistic, free children.

• They are hard to please and satisfy because they have lots of choices.

• Internet, GSM and PC’s are the base of this generation.

• Generation Z: This generation was born between 2003-…………

• They are going to mostly involved in high technology.

• They won’t have anygeographic boundaries and they are going to be mostly the same with their peer in all over the world.

• They are going to have more income than the other generations.

• Marketers will be interested in this generation’s woman which will have more income than man.

• Also the generation’s children will be their first target.

• The gender roles will be changed.• They are going to be highly

individualistic and free so “living alone” situation will be increased.

• They won’t have speare time so they are going to do many things at the same time. And this situation will lead markaters to produce more products which can be useful, entertainable and highly fashioned.

• They will have the least brand loyalty and brand satisfaction.

• They will seek for creative and innovative products.

• The more than half of the population will be woman.

STRATEGIC RESEARCH

• Strategic research normally brings out critical information that becomes the basis for strategic planning decisions.

• In advertising, strategic research covers all the factors and steps that lead to the creation of message strategies and media plans.

• It collects all relevant background information needed to make a decision on advertising strategy.

TYPES OF RESEARCH

• Secondary Research • Primary Research

• Quantitative Research • Qualitative Research

• Secondary Research: It is a background research which uses available published information about a topic.

• When advertisers get new assignments they start by reading everything they can find on product, company, competitors like sales reports, annual reports, complaint letters and trade articles about the industry.

• They seek for importnant facts and key insights. This process of research is called secondary research because it is kind of an information which has been collected and published by someone else.

• There are some secondary information sources which are available to advertisers doing strategic research.

• Government Organizations: Governments through their various departments, provide a huge array of statistics that can greatly enhance advertising and marketing decisions.

• Many of the statistics come from census records on the population’s size, geographic distribution, age, income, occupation, education etc.

• Ex: tk.gov.tr

• Trade Associations: These are the trade associations which are professional organizaitons whose members all work in the same field.

• They gather and distribute information of interest to association members.

• American Association of Advertising Agencies issues reports that help ad agencies monitor their own and competitors work

• Ex: Reklamcılar Derneği

• Secondary Research Suppliers: There is a huge amount of information needed in the strategic research stage. And to provide these information there are some firms called secondary research suppliers.

• They gather and organize information for the agencies that wanted information for research.

• Secondary Information on the Internet: The organization’s own web sites give information about their history, philosophy of doing business.

• And there are several web sites which offers credible information for market research.

• Primary Research: This the information which collected for the first time from original sources.

• Companies do their own tracking and monitoring of their customer’s behaviours.

• They also hire research firms to do this research for them. These firms are called primary research suppliers.

• These are the firms which are specialized in interviewing, observing, recording and analyzing the behaviour of the people who purchase the product or influence the purchase decision. A.C. Nielsen is the biggest of the world.

• Qualitative Research: (Nitel) The primary research can be both qualitative and quantitative.

• In qualitative research provides information about the reasons for how consumers behave and why.

• Mostly used qualitative research methods can be; tools of observation, in-depth interviews case studies etc.

• This type of research is mostly strives to understand these questions;

• What type of features do customers want?

• What are the motivations that lead to the purchase of a product?

• What do our customers think about our advertising?

• How do consumers relate to the brand? • What are their emotional links to the

brand?

• Qualitative research is used early in the process of developing an advertising plan or message strategy for generating insights.

• It helps advertisers to avoid bad ideas of message strategies and confusing ideas

• They mostly give direction to the message strategy.

• Quantitative Research (Nicel): This type of research delivers numerical data like; number of users or purchases, exposures to the ad etc.

• This research helps testing if people really think or behave that way.

5 WAYS USED IN AD PLANNING PROCESS

• Market Information• Consumer Insight

Research • Media Research• Message Development• Evaluation Research

MARKET INFORMATION • Marketing research is a formal research

such as surveys, in-depth interviews, observational methods, focus groups etc. and all types of primary and secondary data.

• Marketing research provides information for an advertising plan about a particular market- consumers as well as competitive brands.

• Market information includes everything a planner can uncover about consumer perceptions of the brand, product category and competitors brands.

• Planners mostly test the brand’s and its competitors advertisements, competitors advertisements, promotions, packagings and other marketing communication efforts.

• Planners tries to gain the brand information that includes an evaluation about the brand’s role and performance in the marketplace like is it a leader, a follower, does the subbrand bigger and better?

• This research also investigates how people perceive brand personalities and images.

CONSUMER INSIGHT RESEARCH

• Both the creative team and the media planners need to know as much as they can in as much depth and detail as possible about the people they are trying to reach.

• Demographic, psychological and socio-cultural information is used to describe he target audience.

• The main objective of the consumer research is to find out a key consumer insight which will help the target audience to respond to the message.

MEDIA RESEARCH

• Media planning begins with media research that gathers information about all the possible media and marketing communication tools that might be used in a campaign to deliver a message.

MESSAGE DEVELOPMENT AND EVALUATION RESEARCH

• When planners begin the development of an advertisement, they involve themselves in various types of informal and formal research.

• They read all the relevant secondary information provided by the client and the planners to become better informed about the brand, the company, the competition and the product category.

RESEARCH METHODS USED IN ADVERTISING PLANNING

There are 3 stages in message development which are; background research (preparation research), consumer research and development research.

BACKGROUND RESEARCH• Background research has various

types used to familiarize advertising planners with the market situation.

• Secondary research includes reading everything that is published or reported on the market, the competition and consumers.

• Primary research involves personally buying and using the product.

• The Brand Experience: When an ad agency gets a new client, the first thing the agency team has to do is to learn about the brand.

• It means that if possible; going through all the experiences that a regular consumer does.

• Ex: You have a pizza restaurants account and you might visit the restaurant as a customer.

• Competitive Analysis: It is the most importnant type of the background research.

• The planners must know the competitors position in the market, their products, brands, subbrands, profits.

• Because consumers tend to compare the competitors and the planner’s products and after that comparison they tend to purchase.

• Analyzing the competitor’s ads are importnant too in this section. Planners tend to analyze the competitor’s ads with content analysis and semiological analysis.

CONSUMER RESEARCH

• Consumer research is used to understand better how users, possible users and non-users of a brand think and behave by using both qualitative and quantitative methods.

• Survey Research: In a survey questionnaries are used to obtain information about people’s attitudes, knowledge, media usage and exposure to a particular ad message.

• Survey research uses structured interviews to ask large numbers of people the same set of questions. The questions can deal with personal characteristics such as age, income, behaviour or attitudes. The surveys can be conducted in person, by phone, by mail and online.

• The survey researches are quantitative.

• The people interviewed can be from an entire group or population or they can be a representative sample of a much larger group; a subset of the population that is representative of the entire population.

• In-depth Interviews: These are conducted one on one with a sample of target audience.

• Usually only one person (but sometimes two) is interviewed at a time.  The format remains unstructured, the interview is generally conducted by a researcher.

• These are the questions which are open-ended like “what do you like or dislike about the product?”, “can you give more details?”,

“what kind of tv programs do you watch?” etc.

• The main difference between the survey and the interviwe is that the interviews are unstructured but surveys are structured.

• Interviews are considered qualititative. • Advantages of in-dept interviews are; • In-depth interviews are ideal for

investigating personal, sensitive, or confidential information which is unsuitable to cover in a group format.  They are also the best method for advertising pre-testing, where we are seeking individual interpretations and responses.

• In-depth interviews are also valuable for researching people with busy lifestyles who would be unlikely to attend a focus group - e.g. senior business people or doctors, or simply for those who cannot practically attend, e.g. farmers or solo parents with young children.

• Disadvantages of in-dept interviews are;

• The disadvantage of in-depth interviews is that the respondent may feel like ‘a bug under a microscope’ and be less willing to open up than in the relaxed atmosphere of a group. 

• A skilled interviewer can overcome this to a large degree, through the establishment of good rapport and trust.

• In-depth interviews can vary by the objectives of the research.  The examples below show how these can vary:

• Paired / Coupled interviews, which are useful for gaining an understanding of particular behaviors or decisions which consumers usually make in pairs, e.g. husband and wife interviews about home improvements or car buying.

• Accompanied shopping / observations are when a researcher accompanies a respondent on a given activity, observing and questioning the respondent’s behaviour as they proceed.

• Intercept (stopping) interviews, when interviewers approach people in a public place such as a shopping mall, street, sports event, or similar - whatever is best for the research objectives. 

• These interviews are ideal for cost-effectively targeting select types of people, but the interviews must be short, as respondents are usually en route elsewhere.

• Business interviews, which are ideal for interviewing senior and/or very busy business people, as the respondents can discuss commercially sensitive information; be interviewed at their most convenient times and places; and be given the level of respect they may be accustomed to.

• Focus Group: Another qualitative method.

• Focus group discussions are one of the most commonly used qualitative research techniques. 

• They allow a small group of people to come together and share their views, under the guidance of the researcher. 

• The sharing acts as a ‘brainstorming’ session, generating a wide range of views and reactions.

• Typically, a focus group comprises 7 - 8 people, who have been specifically screened to match set criteria - eg. Heavy users of a particular product, loyal customers of a specific brand. 

• They may have similar demographic characteristics - for example, we would not generally mix upper and lower socioeconomic people in the same group. 

• Discussions generally last around 2 hours, and are audiotaped, and sometimes videotaped for later analysis.  The participants are ‘rewarded’ for their participation - generally with a monetary gift

• Advantages of focus groups are;• Relatively inexpensive • Individuals are more likely to provide

candid responses • Individuals build on each other’s ideas and

comments • Provides opportunity to explore new or

unique perspectives • Useful for identifying participants’ needs • Useful for assessing program effectiveness

• Disadvantages of focus groups are; • Requires a trained facilitator,

preferably from the target population • Generates a lot of qualitative data that

may be difficult to analyze • Outspoken individuals may dominate

discussion • Quality of the discussion and

usefulness depend on skill of facilitator • Findings cannot be generalized to

larger population since group is not a random sample

• Focus groups can vary by the objectives of the group, and the composition of the group.  The examples below show how these can vary:

• Harmony groups, where participants share a particular behaviour or attitude.  These groups are ideal for investigating specific subjects in great detail.

• Conflict groups, where the participants may be divided into two extreme groups, e.g. Holden and Ford lovers, or classical music and punk rock fans.  These groups are ideal for investigating brand or product commitment, motivations behind consumer choice and related emotive aspects.

• Mini-groups, where only three-four participants may be included.  The more intimate nature of these groups makes them useful for highly personal subjects.

• Community groups, where participants are most likely known to each other or share a common interest in the discussion’s outcomes.  Examples include council ratepayer or employee consultation.

• Internet groups, where group participants also have a PC connected to the internet, and complement their focus group discussions with related website evaluation.

• Observation Research: In these researches, the person gathering the information becomes an active or passive participant in the activity being studied, similar to working undercover.

• It is a qualitative method of research. • Edward Bernays was one of the earliest

practitioners to use this form of research in the 1940’s.

• Many of his clients were in the fashion industry and one of his research strategies was to take a bag lunch to a public park near his office, watch people walking by, and make notes about their clothing.

• Today the researchers use videos, audios, disposable cameras to record consumers behaviour at home (with their permission) and at stores or wherever people buy and use their products.

• In stores like grocery stores, drug stores and discount stores, observers tend to find out the consumer’s product choices. They watch how the consumers walk the aisle, where they stop, how much time and effort do they spend in reading the labels.

• Diaries: Somethimes customers are asked to record their activities through the use of diaries.

• These diaries are particularly valuable in media research because they tell media planners exactly what programs and ads the consumer watched.

• Beeper diaries are used as a way to randomize the recording of activities. In other words, consumers participated in the study will grab the diary and record what they doing when the beeper goes off.

• Diaries are designed to catch the consumer in a more realistic, normal life pattern than you can derive from survey or interviews that rely on consumers to remember accurately their activities.

• This can also lead to the re-creation of a day in the life of a consumer.

• Other Qualitative Methods: Advertising planners are always searching for reasons, feelings and motivations behind behaviors and what people say. To arrive at useful consumer insights, they use a variety of interesting and unique research methods and in particular they use stories and pictures.

• Cognitive psychologists have learned that human beings think more in images than words. But most research methods have to use words to ask questions and obtain answers.

• The object with visual-based research opens up new avenues of expression that may be better able to uncover people’s deep thoughts. To overcome this problem, researchers try through pictures to uncover mental processes that guide consumer behaviour.

• Harvard Business School professor Gerald Zaltman believes that the conventional wisdom about consumer research such as interviews and focus groups that rely on talking to people and asking them about their tastes and buying habits, is only good for getting back predictable answers.

• For example; if you ask people what they think about Coke, you’ll learn that it is a “high-energy, thirst remover” etc. kind of drink. But that may not be an enough description of how people really feel about the drink.

• These are the collection of some of the more imaginative ways of qualitative research methods that getting insights about the relationships to the brands they buy:

• Fill-in-the-blanks: A form of attitude research in which people fill in the blanks in a story or balloons in a cartoon. Their perceptions will sometimes come to the surface in the words they use to describe the action or situation given in the visuals.

• Purpose-driven Games: These are used by researchers to see how people solve problems and search for information.

• Games can make the research experience more fun and involving for the participants. It also uncovers problem-solving strategies that may mirror their approach to information searching or the kinds of problems they deal with in certain product situations.

• Story Elicitation (Story Discovering) : Consumers are asked to explain the artifacts of their lives-what you see in the photos of their homes- as well as the things in their lives that they value.

• These stories can provide insights into how and why people use or do things.

• Photo Elicitation: Visuals can be used to elicit/discover consumer thoughts and opinions.

• Somethimes consumers are asked to look at a set of visuals or they are instructed to visually record something with a camera, such as a shopping trip.

• Later in reviewing the visuals, they are asked what the photo brings to mind or to explain what they were thinking or doing at the time photo was taken.

• Photo Sorts (Photo Seperations): Another visual technique is called a photo sort where consumers are asked to sort through a deck of photos and pick out visuals that represent something such as typical users of the product, or situations where it might be used.

• In identifying typical users they may be asked to sort the photos into specific groups such as happy, sad, angry, excited or innovative people.

• Metaphors: Some researchers believe that metaphors can enrich the language consumers use to talk about brands.

• A metaphor game is used in creativity to explore new ideas and it is also used to analyze cognitive patterns in people’s thinking.

• Gerald Zaltman is the creator of ZMET (Zaltman Metaphor Eliciation Technique). They use metaphors and visual images to uncover patterns in people’s thinking.

• For Coca-Cola in Europe; Zaltman asked volunteers to spend a week collecting at least a dozen pictures that captured their feelings about Coca-Cola from magazines, catalogs or printed materials. Then they discussed the images in personal interviews.

• Finally the volunteers created a summary image-a digital collage of their most importnant images-and recorded a statement that explained its meaning.

• ZMET team found out that Coke is not just about feelings of high energy and good times, but that it also has an element of calm, privacy and relaxation.

RESEARCH CHALLENGES • 1. GLOBALIZATION: Advertisers are

increasingly becoming global. Multinational advertisers and their marketing communication agencies are expanding all over the world. In-depth understanding of the economic and cultural conditions, government regulations and communication media of each country is more importnant than before was.

• The key issue that global researchers face include; how to shift from studying differences to finding similiarities around the world.

• The biggest problem is cross-cultural communication and how to arrive at an intended message without cultural distortions or motives.

• Researchers are becoming more involved in puzzling out cultural meanings and testing advertising messages for cultural sensitivity in different countries.

• 2. New Media Technology: The expansion from three channelled tv. network to a plenty of cable channels changed television programming system, television audience and television ads.

• The merge of the television, telephone and the home computer will also change advertising.

• Wireless phones are now operating like PDA’s, cameras and text messaging systems.

• http://www.youtube.com/watch?v=CP9w7UtLffo&feature=related

• Changes in the information communication technologies will change the meanings and the results of almost all of our most familiar research structures: involvement, brand equity, attitude toward the ad, emotional processing and cognitive processing etc.

• Today ad research focuses largely on full-page prints, 30-seconds tv commercials and recently web sites.

• As technology changes in the media, the old research measures will become increasingly invalid.

• Because of media variety, researchers and planners must strive to develop message strategies as well as new research methods that enable media planners to reach consumers most effectively.

• This includes using multiple product messages in multiple media vehicles: Internet for interactivity, print for details, direct mail for personalization and tv for creating an emotional connection.

• New media technology is also opening the door to new ways to do and test permission and relationship marketing.

3. Internet and Virtual Research: The another aspect is the feasibility of virtual research that gathers real-time information through online media.

• The low cost and quick speed of gathering research data online has made the internet a popular survey tool with companies.

• Ex: Hershey’s uses online research to test its new products, as well as its marketing and advertising concepts.

• Those who want to plan or evaluate internet ads must stay in same level with of the latest developments in research on this interactive medium because the methods are still in their infancy.

• 4. Insightful Analysis: Getting information is less of a problem than is making sense of it. The challenge is not information but rather intelligence.

• Information overload is a fact in marketing and advertising and it complicates planning. In analysis data from one source often take on new meaining when compared with data from other sources.

• For example a research is looked the awareness level of an ad and conclude that the advertising is working.

• But when the those data are compared with relevance scores, then a gap may be seen between what is promised and what the target audience perceives the meaning to be.

• The magic in research, then, lies in the interpretation of the findings to uncover unexpected or unrealized insights into consumers, products and the marketplace situation.