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    Nature of Advertising Research

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    Rohan Sharma
    The document outlines the steps in an integrated marketing communications (IMC) planning process. It discusses the importance of research at various stages including situation analysis, target market analysis, and campaign tracking. Research supports avoiding risks and increasing decision confidence. The planning process involves analyzing the company, product, competition, and macroenvironment. It identifies problems and opportunities and determines brand positioning and essential messaging.

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    Nature of Advertising Research

    Uploaded by

    Rohan Sharma
    416 views16 pages
    The document outlines the steps in an integrated marketing communications (IMC) planning process. It discusses the importance of research at various stages including situation analysis, target market analysis, and campaign tracking. Research supports avoiding risks and increasing decision confidence. The planning process involves analyzing the company, product, competition, and macroenvironment. It identifies problems and opportunities and determines brand positioning and essential messaging.

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    The document outlines the steps in an integrated marketing communications (IMC) planning process. It discusses the importance of research at various stages including situation analysis, target market analysis, and campaign tracking. Research supports avoiding risks and increasing decision confidence. The planning process involves analyzing the company, product, competition, and macroenvironment. It identifies problems and opportunities and determines brand positioning and essential messaging.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    416 views16 pages

    Nature of Advertising Research

    Uploaded by

    Rohan Sharma
    The document outlines the steps in an integrated marketing communications (IMC) planning process. It discusses the importance of research at various stages including situation analysis, target market analysis, and campaign tracking. Research supports avoiding risks and increasing decision confidence. The planning process involves analyzing the company, product, competition, and macroenvironment. It identifies problems and opportunities and determines brand positioning and essential messaging.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    NAME: ROHAN SHARMA CLASS: MBA 2 (GLOBAL) ROLL. NO.

    : 6528

    To review the IMC planning process


    To understand the role of research in the context of marketing and advertising planning

    Each step builds the foundation for future decisions and may provide feedback for decisions made in earlier steps
    Research supports risk-avoidance and decision confidence

    Company Analysis Product/Brand Analysis Competitive Analysis

    Product-focus sections

    (Macro-)Environmental Analysis
    Social Legal Economic Political Technological
    External variables

    Situation Analysis
    Summarizes the brands current circumstances Identifies factors that might affect future marketing/advertising success Generally, information gathered through secondary research

    See Fig. 1.1, Ch1

    Situation Analysis Questions:


    Industry Trends
    Market size and growth trends Sales by category type

    Competitive Environment
    Who are the leading companies? What is their share? Sales? Distribution?

    Consumer Analysis Market Analysis

    Target Market/ Consumer facts

    Note: Text

    Target Audience Analysis


    -

    General consumer trends The targets relationship w/ product/brand

    The Consumer
    (Target Audience Analysis) What are their usage behaviors in the product category? What are their purchase behaviors? What are their attitudes/beliefs/perceptions about the brand? Changes in last 5 years?

    Problems and Opportunities


    Brand Positioning
    A statement of the niche the brand can most successfully fulfill How should we distinguish our brand from our competitors?

    Essential Message
    Otherwise known as the IMC strategy What is our message?

    Creative Evaluation
    Communication testing designed to identify strengths and weaknesses of advertisements prior to production What is the best means for communicating the message?

    Media Analysis & Placement

    Research conducted to ensure that the target audience sees or hears the message Where should advertising be concentrated? In which media? National or regional placement? How should it be scheduled?

    Campaign Tracking

    The evaluation component of the plan Assesses our success or failure in achieving planned objectives Did we accomplish IMC objectives? Did the media plan deliver on levels of exposure?

    Product naming
    Packaging design Distribution strategy determination

    Analyze sales trends, marketplace performance

    Information Users
    Brand managers
    Internal research departments of companies

    Research specialists
    Advertising agency research departments

    Research suppliers
    Customized research: retained on a project-byproject basis Syndicated research firms (A.C. Nielsen, SMRB, etc.)

    Field services
    Data collection specialists Sub-contract labor who may specialize in any one or all of the following:
    Research design Project management Qualitative site selection Recruiting Training Data collection Etc.

    Support Services
    Data management (editing, coding, data entry, etc.) Data interpretation Reporting General consulting

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