Chapter 5

Marketing Communication Research

Marketing Communication Research It involves collection & evaluation of

information related to various marketing communication mix elements

Market Research Process Defining the Problem

Designing the Research Plan

Collecting the Data

Analyzing the data & Preparing the Report

Designing the Research Plan

Determine the research approach

-Descriptive & Causal studies Determining the research methods

-Survey, Observational, Experimental Research Identifying data sources: Primary &

Secondary Developing sample plan: Sample Selection,

Size, Method of sampling Determining contact method

Marketing Communications Research Marketing Communications Audit Competitor Communications Strategy

Research: Evaluates competitors spending, target market, marketing strategy, communication strategy.

Communications Content Research: Evaluates the content of the marketing communication activity.

It is the comprehensive evaluation of an organizations marketing comm. objectives.

Helps to identify the challenges and find solutions. Communicate with the target market effectively Get better results from the money spent. Assess the consistency. Helps in identifying the gaps that decrease the

efficiency. Provides recommendations for designing future

strategies.

Marketing Communications Audit

Advertising Research Advertising Strategy Research: Decisions related to

product, target, communication objectives, media, creativity etc. Motivational research, in-depth interviews, focus group interviews are used.

Ad copy Research (Pre Testing)-Consumer Jury Test: Likeability, memorability,

attentiveness, believability-Portfolio Test: Evaluate recall value, brand-Physiological Tests: Galvanic Skin Response (GSR),

Pupil dilation, voice stress analysis. Ad Campaign Evaluation Research (Post Testing):

Recall Test (Unaided, Aided), TOMA

Sales Promotion Research Temporary price reductions lead to substantial

increase in sales Sales promotion have less impact on sales of

brands with large market share Frequent offers bring change in customer’s

reference point. Well publicized sales promotion offers may

lead to increased store traffic

Evaluation of Sales Promotion Effectiveness Pre-Testing: Test Markets, Simulation Tests

Post-Testing: Analyze the redemption (recovery) rates of promotional offers, Scanner Datasets.

Direct Marketing Research Whom to Direct Market?

-Segmentation Techniques

-Response Modelling Techniques

How to Direct Market?

-Selecting the right combination of media options

Public Relations Research

To provide relevant data about the perceptions & behavior of various target customer segments.

To evaluate the effectiveness of the public relation campaigns

To keep a track of the company’s ongoing activities

Media Research Study the audience characteristics of a

medium

Identifying the media trends

Analyzing media schedules

Tracking Competitive advertising

Model for Making Better Media Decisions Media vehicle distribution Vehicle Exposure Advertising Exposure Advertising attentiveness Advertising Communication Advertising Persuasion Advertising Response Sales Response

Challenges in Media Research Audience Information

Qualitative Research