Unit 6Advertising Research 经典广告学英语课件合集.ppt

Marketing Advertising Research Marketing research: the systematic gathering, recording, and interpretation of information related to all marketing mix variables. Advertising research: a specialized form of marketing research that focus on the planning, preparation, and placement of advertising. Simply speaking, it is any research conducted by an advertising agency. Market Consumer Research Market research: one type of marketing research, is much more specific and is used to gather information about a specific market. Consumer research: another type of marketing research, focuses on how consumer think, feel, decide, and behave. Significance of research It provides the factual foundation for making intelligent marketing and advertising plans. People use it to test strategies and different versions of a concept or approach. Research is the thread that ties all the decision making together throughout the development of the marketing plan, advertising plan, campaign, and individual ad. ⊙ 1. Strategy Research Advertising strategy research is used to determine the product positioning, to assist in selection of target market, advertising messages or media vehicles媒介载体 . Strategy Research Seeks information about: 1. Product concept definition: how consumers perceive their brands; what quality lead to initial purchase and, eventually, to brand loyalty. ◆ 2. Target audience selection: to develop a rich profile of the brand’s target markets and audiences; to understand their demographics, geographics, psychographics, and purchase behavior. 3. Media selection: to monitor and publish information on the reach and effectiveness of media vehicles. 4. Message-element selection: to study consumers’ likes and dislikes in relation to brand and products. ⊙ 2. Creative Concept Research is used to assess the extent of the target audience’s acceptance of different creative ideas at the concept development stage. Creative specialists prepare several tentative ad concepts in the for