Planning and Research for Advertising

Advertising Planning and Research


Getting together with the Ad Agency to develop the campaign:


Pre-planning Input
Get to know the company (books, research, product use, people)


Product-specific Research
Consumer testing – “problem detection” and “major selling idea” - Strengths and
Weaknesses


Qualitative Research
Focus Group Studies with market segment representation:
 anthropology (direct observation)
 sociology (social issues, trends, cohorts, family cycles)
 psychology (motivation, cognition, and learning)…
 VALS – psychological model to predict buyer behavior… Personal Drive
Analysis (PDA)



Choosing an Ad Agency
 Advertising Expenditure: Media Time/Space, Ad Agency Commission, Media Production
(big vs. small advertising accounts)
 Get together in your teams and select a “product” or “service” you might want to
promote…then:
thinking about your market competition and the relevant strategic
message you might want to employ…
define the “criteria” you think would be most important in selecting your
advertising agency.
Summarize and be prepared to discuss your findings with the class.