Great advertising and marketing ideas for professionals, business owners and entrepreneurs

1. AdvertisingAdvertising
MKTMKT00350035

2. Chapter 6:Chapter 6:
Account Planning &Account Planning &
ResearchResearch

3. Know The Industry
 Having ONE client in an industry makes
it easier to land new accounts in that
industry.
 Knowing the industry makes it easier to
land additional work from a large client.
 You know the market, competitors,
consumer likes, needs, preferences and
trends.

4. Know The Industry
 To create truly compelling messaging,
you HAVE to know your target market’s
challenges, personalities and their
lifestyles INTIMATELY.

5. Holiday inn express stay smart ad campaign by the Fallon Agency

6. Holiday inn express stay smart ad campaign by the Fallon Agency

7. Account Planner
 Account Planner as Consumer Advocate.
 Jeff Goody Budweiser lizards & Got Milk?
Campaigns believes everything an
agency does should be geared to getting
inside the consumer’s head to figure out
what they think to best influence them.
 Stanley Pollit described ad planners as:
“the architects and guardians of their client’s
brands the detectives who uncovered long-
hidden clues in the data and gently coerced
consumers into revealing their inner secrets…”

8. Account Planner
 Nurture the relationship between the
consumer and the brand.
 Ensures that the ad strategy and
executions are relevant to the target
audience.
 Jon Steele summarized the Ad Planner’s
mission: “They need to be able to take
information of all sorts, shuffle it around,
and rearrange it in new patterns until
something interesting emerges.”

9. The Need forThe Need for
ResearchResearch

10. Research
 Advertisers spend $ millions creating
messages they hope will resonate with
consumers/prospects then place it where
they think consumers will notice it.
 You MUST know who your target is, what
they like/need, how they feel, and what
media they interact with.
 This is why we RESEARCH!

11. What’s Market Research
 Gather, record, analyze information.
 Helps identify consumer needs.
 Helps to understand your target
segment(s.)
 Provides information to develop new
products/offer new services.
 Delivers the data needed to assess an ad
campaign’s effectiveness.

12. What’s Ad Research
 How do consumers feel about your
products/services?
 How does your target segment feel
about your competitors?
 What brand or image would be most
credible?
 What ads (messages) have the greatest
appeal? Is your advertising “LIKABLE?”
 Uncovers the information needed to
make advertising decisions.
 Make your advertising sales effective.

14. What’s TheWhat’s The
Difference?Difference?

15. Viewers control whatViewers control what
they watch. If theythey watch. If they
don’t LIKE yourdon’t LIKE your
campaign, they won’tcampaign, they won’t
watch it.watch it.

17. Ad Strategy ResearchAd Strategy Research

18. Ad Strategy Research
 Four (4) Considerations:
• Product Concept.
• Target Audience.
• Media Alternatives.
• Message Elements.

19. Product ConceptProduct Concept

20. Product Concept
 The set of values that include
the utilitarian and symbolic
benefits to the intended
consumer.
 The information needed that
helps create a positioning
strategy for the brand.
 Define how consumers should
think/feel about your product.

21. Motorcycles

22. Target AudienceTarget Audience
SelectionSelection

23. Target Audience Selection
 No market contains EVERYONE.
 Develop a profile of a brand’s
target market/ideal customer.
 By defining your target market,
you ensure you maximize your
reach to the largest group of
potential customers.

25. Media Alternatives /Media Alternatives /
SelectionSelection

26. Media Selection
 Requires media research notably
syndicated research services:
• Nielsen
• Arbitron
• Experian Simmons
• Standard Rate & Data

31. Message ElementMessage Element
SelectionSelection

32. Message Element
 To find favorable ad messages,
we HAVE to study consumer
likes & dislikes, in relation to
brands and products.
 Conductive qualitative consumer
attitude surveys.
 Use concept testingconcept testing to decide
which message elements might
be most successful.

34. Let’s Survey OurLet’s Survey Our
Class For ElementClass For Element
SelectionSelection

40. Research:Research:
QualitativeQualitative V.SV.S
QuantitativeQuantitative

42. Testing AdsTesting Ads

43. Pre-Testing Ads
 Pretesting to increase the
likelihood of preparing the most
effective ad.
 Reduces chances of having
unintended consequences/
impacts to your target segment.

45. Conducting ResearchConducting Research

46. A Five Step Process
 Situation analysis & problem
definition.
 Informal exploratory research.
 Define research objectives.
 Conduct formal research.
 Interpret & report findings.

47. Analyze the Situation
 Marketing Information System is
required.
 Difficult to accomplish when you
lack systems and processes to
gather information.

48. Conduct Informal Research
 Use exploratory information to
learn more about the market,
competition & business
environment.
 Primary vs Secondary Research.

49. Research Objectives
 Research objectives help the
advertiser to identify who their
ideal customers are, and clarify
consumer perceptions of the
company, its products and
services.

51. Formal Research
 Collecting primary data directly
from the market place about a
specific problem or issue.
 Projective techniquesProjective techniques to
understand people’s underlying/
subconscious feelings, attitudes,
opinions, needs and motives.

54. Interpret Findings
 Interpret and report the data.
 Final reporting must make the
findings clear to management
and relevant to the
organization’s advertising needs.