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Chapter 07 - Research: Gathering Information for Advertising Planning
Contemporary Advertising and Integrated Marketing Communications

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CHAPTER SEVEN
RESEARCH: GATHERING INFORMATION
FOR ADVERTISING PLANNING
To examine how advertisers gain information about the marketplace and how they apply their
findings to marketing and advertising decision making.
Learning Objectives
After studying this chapter, your students will be able to:

LO7-1 Elaborate on the purposes of IMC research
LO7-2 Explain the basic steps in the research process.
LO7-3 Discuss what is meant by qualitative and quantitative research and explain how these
methods differ.
LO7-4 Recognize the differences between pretesting and posttesting of campaign messages.
LO7-5 List the important considerations in IMC research
What’s New?
7-1
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or
distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a webs ite, in
whole or part.
The “My IMC Campaign” box focuses, naturally, on research in this chapter. Students are
directed to some practical Web tutorials on secondary, qualitative, and quantitative research
methods. The “Ad Forum” exercise in this chapter directs students to secondary research on
the Internet. After digesting the secondary research, students are asked to think about some
strategic decisions related to two social problems: binge drinking and domestic violence.
Finally, students can compare their own ideas with those of professionals at the Ad Forum
site.
Teaching Tips and Strategies
After reading this chapter students should be able to understand what makes an effective ad. I
use the instructors’ video (which accompanies the text) and play several of the commercials. I
ask students the following questions:
▫ What are they trying to sell?
▫ Is the ad effective? Why or why not?
My favorite way to introduce students to research is to confront a popular but mistaken idea:
that research is unnecessary because people are not difficult to understand. To do so, I make
use of a great article: Stephen J. Hoch, “Who Do We Know: Predicting the Interests and
Opinions of the American Consumer,” Journal of Consumer Research 15, no. 3 (December
1988): 315–324. Hoch asked marketing experts to guess the responses of ordinary Americans
to a set of consumer-related opinion items, such as “advertised brands are better buys than
generics.” I have students do the same thing, and ask them to count themselves as correct if
their guess is within 10 percentage points (plus or minus) of the true answer. Students should
guess the responses for both male and female consumers. I’ve been doing this for 15 years,
and the results inevitably demonstrate how difficult it is to predict the opinions of consumers.
I conclude by telling the students that their errors do not mean they are ill-suited for a
marketing career—after all, Hoch’s marketing experts flunked the same test—but rather show
how difficult it is to predict consumer attitudes and beliefs. I then point out that research,
while it does not guarantee success, can improve our understanding of consumers
considerably. I find that personal experience with this lesson can really help students see the
value of research.
Normally, students will disagree whether ads are good or bad. Advertisers and ad agencies
constantly research and tweak the message and purpose of their ads. As you know, the
advertisers do this through research. But if research were infallible, every ad would have
impact and help sell a product or service. There are, however, several programs and
established steps that reduce the likelihood of a failed advertising campaign.
Advertisers are constantly trying to gauge consumer sentiment about ads through the use of
focus groups and surveys. One of the problems with surveys is that it is hard to make sure we
ask the question that we think we are asking. We also need to make sure that the answers
customers give are their true answers, not ones they think they are being forced into.
7-2
whole or part.
A good example of research gone bad comes from the field of market research: the New Coke
debacle. In the 1980s, Coca-Cola reformulated its soft drink, but the new recipe didn’t satisfy
customers. I like to use this example because it shows students that even though marketing
research indicates that something is true (e.g., “Consumers want a new Coke”), sometimes the
research is inaccurate or incomplete. I encourage students to keep this in mind. The
downsides of research are that we might not want to believe what it is really telling us; that
sometimes it is off base; and, frankly, that sometimes we just ignore it.
Web Resources for Enhancing your Lectures:
Conducting depth interviews http://www.pathfind.org/site/DocServer/m_e_tool_s

eries_indepth_interviews.pdf?docID=6301
Conducting focus groups http://www.managementhelp.org/evaluatn/focusgrp.
htm
Surveys http://www.surveysystem.com/sdesign.htm
Wikipedia: marketing research http://en.wikipedia.org/wiki/Marketing_research
Copy testing http://www.roymorgan.com/resources/pdf/CopyTest

ingUSA.pdf
Marketing Research Primer http://www.quickmba.com/marketing/research/
Fallon Web site with Holiday Inn www.juicingtheorange.com

Express ads
Gallup Organization http://www.gallup.com/Home.aspx
My IMC Campaign 7A: Research
My IMC Campaign 7B: Methods for Pretesting Ads
My IMC Campaign 7B: Methods for Posttesting Ads
Ethical Issue: Research Statistics Can Be Friends or Foes
My IMC Campaign 7C: Developing an Effective Questionnaire
People behind the Ads: George Gallup
AdForum Exercise: Using Research in Planning a Campaign
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whole or part.
Lecture Outline
I. Vignette: The Holiday Inn Express story

Fallon Worldwide advertising agency targeted the road warrior audience to promote
Holiday Inn Express, a limited-service hotel meant for the group of people who spend
nearly one hundred nights or more per year traveling. Their research efforts, which
included sending account planners out on sales calls with road warriors, helped the
agency to uncover the emotional benefit of a stay at Holiday Inn Express, the feeling
of being smart.
II. The Need for Research in Marketing and IMC
Advertising is expensive. Research provides the information that drives marketing
decision making.
A. What is Marketing Research?
1. To help managers make marketing decisions, companies develop systematic
procedures for gathering, recording, and analyzing new information. This is
called marketing research (it should not be confused with market research,
which is information gathered about a particular market or market segment).
2. It helps identify consumer needs and market segments; it provides the
information necessary for developing new products and devising marketing
strategies; and it enables managers to assess the effectiveness of promotional
activities. Marketing research is also useful in financial planning, economic
forecasting, and quality control.
3. Exhibit 7–1 lists the top 10 research companies by worldwide revenues.
4. Research is used to gather a lot of different types of information. It may be
easiest to think of all these in terms of the three Rs of marketing: recruiting
new customers, retaining current customers, and regaining lost customers.
5. To recruit new customers, researchers study different market segments and
create product attribute models to match buyers with the right products and
services.
6. To retain existing customers, a marketer may use customer satisfaction studies.
Likewise, databases of customer transactions may identify reasons for
customer satisfaction or dissatisfaction.
7. Information gained for the first two Rs helps the third, regaining lost
customers.
B. What is IMC Research?
1. Before developing any campaign, a company needs to know how people
perceive its products, how they view the competition, what brand or company
image would be most credible, and what messages offer the greatest appeal. To
get this information, companies use IMC research.
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whole or part.
2. While marketing research provides the information necessary to make

marketing decisions, IMC research uncovers the information needed for
making IMC decisions. By definition, it is the systematic gathering and
analysis of information to help develop or evaluate message strategies,
individual promotions, and whole campaigns.
III. Applying Research to Advertising Decision Making
IMC research serves various purposes, most of which can be grouped into four
categories: strategy research, creative concept research, pretesting, and posttesting.
1. IMC strategy research. Used to help define the product concept or to assist in the
selection of target markets, messages, or media vehicles.
2. Creative concept research. Measures the target audience’s acceptance of different
creative ideas at the concept stage.
3. Message pretesting. Used to diagnose possible communication problems before a
campaign begins.
4. Message posttesting. Enables marketers to evaluate a campaign after it runs.
As Exhibit 7–2 shows, marketers use the different categories of research at different
stages of campaign development. The techniques they use at each stage also vary
considerably.
A. Message Strategy Research
Companies develop a message strategy by blending elements of the creative mix.
These include the product concept, the target audience, the communication media,
and the creative message. To seek information about any or all of these various
elements, companies use IMC strategy research.
. 1. Product Concept
a. Try to establish a unique product concept for their brand— that bundle of
values we discussed in Chapter 6 that encompasses both utilitarian and
symbolic benefits to the consumer.
b. IMC works differently for different product categories and, often, even for
different brands within a category.
c. According to Y&R’s theory, a brand must first develop differentiation—it
must offer something unique and different—to survive.
d. Second, it must be perceived by the target market as relevant to their needs
and wants.
e. Finally, it needs to build stature through esteem and knowledge. Once all
these steps are accomplished, a brand achieves leadership status.
3. Target Audience Selection
a. The second element of the creative mix is the target audience.
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whole or part.
b. So the marketer will often decide to employ the dominance concept —

researching which markets (geographic or otherwise) are most important to
product sales and targeting those where it can focus its resources to achieve
promotional dominance.
4. Media Selection
To develop media strategies, select media vehicles, and evaluate their results,
agencies use a subset of IMC research called media research.
5. Message-Element Selection
a. The final component of IMC strategy is the message element.
b. Companies hope to find promising messages by studying consumers’ likes
and dislikes in relation to brands and products.
c. The agency used concept testing to determine which message element
options might prove most successful.
B. Developing Creative Concepts
Once it develops an IMC strategy, the company (or its agency) will begin
developing creative concepts. Here again, research is helpful in determining which
concepts to use.
C. Pretesting and Posttesting
IMC is one of the largest costs in a company’s marketing budget. Companies want to
know what they are getting for their money—and whether their messages are
working.
1. The Purpose of Testing
a. To increase the likelihood of preparing the most effective messages,
companies use pretesting.
b. Posttesting (also called tracking ) provides the marketer with useful
guidelines for future advertising.
2. Testing Helps Make Important Decisions
Companies use pretesting to help make decisions about a number of variables.
It may be helpful to think of these as the five Ms: merchandise, markets,
motives, messages, and media.
a. Merchandise
1) For purposes of alliteration, we refer to the product concept here as
merchandise.
2) Some researchers use a process called benefit testing.
b. Markets
Companies may pretest a strategy or particular commercials with different
markets.
c. Motives
Consumers’ motives are outside a company’s control, but the messages
they create to appeal to those motives are not.
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whole or part.
d. Message
1) Pretesting helps identify outstanding, as well as underperforming,
messages. It helps determine what (from the customer’s point of view)
a message says and how well it says it.
2) Pretesting is not foolproof. The only way to know for sure if a message
is effective is through posttesting.
e. Media
1) The broad media categories of print, electronic, digital interactive, direct
mail, and out-of-home are referred to as media classes.
2) Media subclasses refer to newspapers or magazines, radio or TV, and so
on.
3) The specific media vehicle is the particular publication or program.
4) Media units are the size or length of an ad: half-page or full-page ads,
15- or 30-second spots, 60-second commercials, and so forth (see
Exhibit 7–3).
f. Overall Results
Marketers want to measure overall results to evaluate how well they
accomplished their objectives. Posttesting is most helpful here to determine
whether and how to continue, what to change, and how much to spend in
the future.
IV. Steps in the Research Process
There are five basic steps in the research process (see Exhibit 7–4):
1. Situation analysis and problem definition.
2. Informal (exploratory) research.
3. Construction of research objectives.
4. Primary research.
5. Interpretation and reporting of findings.
A. Step 1: Analyzing the Situation and Defining the Problem
1. The first step in the marketing research process is to analyze the situation and
define the problem.
2. Often the marketing department also maintains a marketing information
system (MIS) —a sophisticated set of procedures designed to generate a
continuous, orderly flow of information for use in making marketing decisions.
B. Step 2: Conducting Informal (Exploratory) Research
The second step in the process is to use informal (or exploratory) research to
learn more about the market, the competition, and the business environment, and
to better define the problem.
There are two types of research data: primary and secondary. Information
collected by the company or agency about a specific problem is called primary
data; acquiring it is typically expensive and time-consuming. So during the
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whole or part.
exploratory stage, researchers frequently use secondary data —information

previously collected or published, usually for some other purpose.
1. Assembling Internal Secondary Data
A well-developed marketing information system can help researchers analyze
sales data, review past tracking studies, and examine previous marketing
research data.
2. Gathering External Secondary Data
Most large companies subscribe to any of a number of syndicated research
reports about their particular industry.
3. Using Secondary Data for International Markets
In developing countries, the research profession is not as sophisticated or
organized as in North America and Europe. The available secondary research
statistics may be outdated or invalid.
D. Step 3: Establishing Research Objectives
1. The company must first establish specific research objectives.
2. A concise written statement of the research problem and objectives should be
formulated at the beginning of any research project.
E. Step 4: Conducting Formal Research
1. When a company wants to collect its own data about a specific problem or
issue, it uses primary research. There are two types of primary research:
qualitative and quantitative.
2. To get a general impression of the market, the consumer, or the product,
marketers typically start with qualitative research.
3. To get hard numbers about specific marketing situations, they may perform a
survey or use some other form of quantitative research.
4. Sophisticated agencies use a balance of both qualitative and quantitative
methods, understanding the limits of each and how they work together. 27 (See
Exhibit 7–5.)
F. Step 5: Interpreting and Reporting the Findings
1. The final step in the research process involves interpreting and reporting the
data. Research is very costly (see Exhibit 7–6), and its main purpose is to help
solve problems.
2. The researcher should make recommendations for management action, and the
report should be discussed in a formal presentation to allow for questions and
to highlight important points.
V. Understanding Qualitative and Quantitative Research Approaches
1. Methods of Qualitative Research
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whole or part.
a. To get people to share their motives, beliefs, and perceptions, researchers

use qualitative research that encourages consumers to openly discuss their
thoughts and feelings in response to questions from an interviewer. Some
marketers refer to this as motivation research.
b. The methods used in qualitative research are usually either projective or
intensive techniques.
1) Projective Techniques
Advertisers use projective techniques to unearth people’s underlying
or subconscious feelings, attitudes, interests, opinions, needs, and
motives.
2) Intensive Techniques
Intensive techniques, such as in-depth interviews, also require great
care to administer properly. In the in-depth interview, carefully
planned but loosely structured questions help the interviewer probe
respondents’ deeper feelings.
One of the most common intensive research techniques is the focus
group, in which the company invites six or more people typical of the
target market to a group session to discuss the product, the service, or
the marketing situation.
3. Basic Methods of Quantitative Research
Companies use quantitative research to gain reliable, hard statistics about
specific market conditions or situations. Three basic research methods can be
used to collect quantitative data: observation, experiment, and survey.
a. Observation
1) In the observation method, researchers monitor consumer activities,
typically in their native environments, such as a store, a park, or the
workplace.
2) Technology has greatly improved the observation method. One
example is the Universal Product Code (UPC) label.
b. Experimental
1) To measure cause-and-effect relationships, researchers use the
experimental method.
2) Marketers go to a test market, and introduce the product in that area
alone or test a new ad campaign or promotion before a national rollout.
c. Surveys
1) A common method of gathering primary research data is the survey, in
which the researcher gains information on attitudes, opinions, or
motivations by questioning current or prospective customers (political
polls are a common type of survey).
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whole or part.
2) Surveys can be conducted by personal interview, telephone, mail, or on

the Internet. Each has distinct advantages and disadvantages (see
Exhibit 7–7).
VI. Message Testing before and after a Campaign
A. Pretesting Methods
1. Through direct questioning, researchers can elicit a full range of responses from
people and thereby infer how well advertising messages convey key copy points.
2. In central location tests, respondents are shown test commercials, usually in
shopping centers, and questions are asked before and after exposure.
3. In clutter tests, test commercials are shown with noncompeting control
commercials to determine their effectiveness, measure comprehension and
attitude shifts, and detect weaknesses.
B. The Challenge of Pretesting
1. Pretesting helps distinguish strong messages from weak ones.
2. Researchers encounter problems when asking people to rank messages.
Respondents often rate the ones that make the best first impression as the highest
in all categories (the halo effect). Also, questions about the respondent’s buying
behavior may be invalid; behavior intent may not become behavior fact.
C. Posttesting methods
1. Posttesting can be more costly and time-consuming than pretesting, but it can test
a campaign under actual market conditions.
2. As in pretesting, marketers use both quantitative and qualitative methods in
posttesting. Most posttesting techniques fall into five broad categories: aided
recall, unaided recall, attitude tests, inquiry tests, and sales tests.
3. Some use attitude tests to measure a campaign’s effectiveness in creating a
favorable image for a company, its brand, or its products.
D. The Challenge of Posttesting
1. Recall tests reveal the effectiveness of message components, such as size, color,
or themes. But they measure what respondents noticed, not whether they actually
buy the product.
2. For measuring sales effectiveness, attitude tests are often better than recall tests.
3. By using inquiry tests—in which consumers respond to an offer for information
or free samples—researchers can test a message’s attention- getting value,
readability, and understandability. These tests also permit fairly good control of
the variables that motivate reader action, particularly if a split-run test is used.
4. Sales response may not be immediate, and sales tests, particularly field studies,
are often costly and time-consuming.
VII. Important Issues in IMC Research
A. Considerations in Conducting Primary Quantitative Research
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whole or part.
When conducting primary research, marketers must consider certain issues

carefully, especially whether the research is valid and reliable.
1. Validity and Reliability
a. For a test to have validity, results must be free of bias and reflect the true
status of the market.
b. Moreover, if you repeated the test with five more people, you might get an
entirely different response. So your test also lacks reliability. For a test to
be reliable, it must be repeatable —it must produce approximately the same
result each time it is administered (see Exhibit 7–8).
c. Validity and reliability depend on several key elements: the sampling
methods, the survey questionnaire design, and the data tabulation and
analysis methods.
2. Sampling Methods
a. When a company wants to know what consumers think, it can’t ask
everybody. But its research must reflect the universe (the entire target
population) of prospective customers.
b. Researchers select from that population a sample that they expect will
represent the population’s characteristics.
c. Defining sample units —the individuals, families, or companies being
surveyed—is very important.
d. The greatest accuracy is gained from random probability samples
because everyone in the universe has an equal chance of being selected.
e. Researchers use nonprobability samples extensively because they’re
easier than probability samples, as well as less expensive and time-
consuming.
3. How Questionnaires Are Designed
a. The four most common types of questions are open-ended, dichotomous,
multiple-choice, and scale.
b. In Exhibit 7–10, for example, more choices can be added to the multiple-
choice format.
4. Data Tabulation and Analysis
a. Collected data must be validated, edited, coded, and tabulated.
b. Many researchers want cross-tabulations (for example, product use by age
group or education).
c. Two goals for international research are flexibility and standardization, and
both are necessary for the best results.
d. Flexibility means using the best approach in each market.
e. Standardization is important so that information from different countries
can be compared
VII. Chapter Summary
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whole or part.
A. Marketing research is the systematic procedure used to gather, record, and analyze
new information to help managers make decisions about marketing goods and
services.
B. IMC research, a subset of marketing research, is used to gather and analyze
information for developing or evaluating advertising.
C. Businesses use testing to make sure their dollars are spent wisely. Pretesting helps
detect and eliminate weaknesses before a campaign runs.
D. The research process involves several steps: analyzing the situation and defining
the problem, conducting informal (exploratory) research by analyzing internal data
and collecting external secondary data, setting research objectives, conducting
primary research using qualitative or quantitative methods, and, finally,
interpreting and reporting the findings.
E. Marketers use qualitative research to get a general impression of the market.
F. Techniques used in pretesting include central location tests, clutter tests, and direct
questioning.
G. The validity and reliability of quantitative surveys depend on the sampling
methods used and the design of the survey questionnaire.
H. In international markets, research is often more expensive and less reliable than in
the United States.
Review Questions
1. How does research help advertisers meet the challenge of the three Rs of marketing?
The three Rs of marketing are recruiting new customers, retaining current customers,
and regaining lost customers. Research helps identify new, current, and lost customers for
the company to target with its advertising activities.
2. Give an example that demonstrates the difference between marketing research and
market research.
Marketing research is a systematic procedure for gathering, recording, and analyzing

new information in order to help managers make marketing decisions. Market research
is gathering information about a particular market or market segment. The difference is
the scope of the information gathered.
An example of marketing research would be answering the question: Do customers prefer
liquid, bar, or powdered soap? An example of market research would be answering a
narrower question about a particular market or market segment: Do adolescents prefer to
use Dial soap?
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whole or part.
3. Which kind of research data is more expensive to collect, primary or secondary?

Why?
Primary data is more expensive to collect because this data has to be acquired from
scratch. Secondary data is available through many different published outlets.
4. How have you personally used observational research?
Answers to this question will vary based on students’ experiences.
5. Do people use quantitative or qualitative research to evaluate movies? Explain.

(Exhibit 7–5)
They use both types of research to evaluate movies. The box-office draw is usually
analyzed in comparison to other movies. Critics review the movie based on both their own
responses and audience reactions (qualitative).
6. Which of the major surveying methods is most costly? Why?
I believe that qualitative research can be more costly because it takes longer to do and it is
more involved than running a data set (quantitative). Done properly, however, collecting
quantitative data is hardly cheap. (This is an excellent topic for discussion.)
7. How could the halo effect bias a pretest for a soft-drink ad?
If consumers were first impressed by the ad, it can make a real difference in the way they
answer questions in the pretest. In other words, a positive first impression could bias
subsequent answers.
8. When might research offer validity but not reliability?
The true test of reliability is when an experiment can be repeated, garnering the same
results. A test group may respond positively to a particular question; while this may be
valid, if subsequent responses do not match the initial test group’s reactions, the test is not
reliable.
9. How would you design a controlled experiment to test the advertising for a chain of
men’s clothing stores?
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whole or part.
Responses will vary. I like to use Likert Scales because they are easier, in my opinion, to
validate. I would then find the variables that I was trying to test and implement them in
the scales.
10. When could research help in the development of an advertising strategy for an
international advertiser? Give an example.
The book has some excellent examples on the above page numbers. The key is
standardization. Ninety-nine percent of international sales is knowing your market. As the
book explains, Mattel was having trouble selling Barbie; when Takara (a Japanese
company) took the manufacturing license in Japan, they reduced Barbie’s breast size and
leg length. More than 2 million dolls were sold after this adjustment.
My IMC Campaign 7A: Research.
Research is a complicated aspect of preparing a campaign, and without at least one course
in advertising research you may find it tough going. However, without research you will
find it difficult to make some of the tough creative and strategic decisions that lie ahead.
Even without an extensive research background, you can do some secondary and
qualitative research that can result in better choices for your campaign.
Secondary Research
Secondary research involves obtaining information from existing sources, including your
client. Be sure to obtain all that you can, with the understanding that information shared
by your client is valuable and that most clients will insist on strict confidentiality.
Breaking a confidentiality agreement is a very serious transgression and should not
happen under any circumstances, whether deliberately or through neglect.
Qualitative Research
You can also plan some qualitative research studies. Two of the most common are focus
groups and observational research. In a focus group, you bring together a collection of
carefully chosen participants (users of your brand, users of competing brands, etc.) and
lead a group discussion that has the potential to offer strategic insights.
Qualitative Research: Focus Groups

For a tutorial on using focus groups, see
www.cse.lehigh.edu/~glennb/mm/FocusGroups.htm. Tips for using focus groups can
be found at www.groupsplus.com/pages/mn091498.htm.
Observational Research
Observational research techniques involve monitoring the consumer in his or her native
7-14
whole or part.
environment (the mall, a restaurant, a skateboard park, etc.). The goal is to see how the
consumer behaves in a natural setting. Careful attention is ordinarily paid to language,
dress, interactions, symbols, and style. See the observational research tutorial at
http://writing.colostate.edu/guides/research/observe/index.cfm.
Tips for observational research can be found at
www.quirks.com/articles/a1997/19971208.aspx?searchID=625728.
Quantitative Research
Your project may also involve administering a survey. Google Forms, introduced in the
My IMC Campaign from Chapter 2, may be useful for creating an online survey that is
easy and inexpensive to administer. The hard part is writing a good survey instrument and
then choosing data analysis techniques that will provide you and your client with useful
information. Some Web tutorials are listed below:
Surveys
Writing good questions: www.accesswave.ca/~infopoll/tips.htm
Response options: http://dataguru.org/ref/survey/responseoptions.asp
Data Analysis Using Excel

www.ncsu.edu/labwrite/res/gt/gt-menu.html
My IMC Campaign 7B: Methods for Pretesting Ads.

Companies rarely trust intuition alone when evaluating their creative work. You can
use some of these methods to test your creative ideas with a small sample drawn from
your target audience. Doing so will give you added ammunition for persuading your
client that you’ve developed a strong strategy for his or her brand.
Print Advertising
■ Direct questioning. Asks specific questions about ads. Often used to test alternative ads
in early stages of development.
■ Focus group. A moderated but freewheeling discussion and interview conducted with
six or more people.
■ Order-of-merit test. Respondents see two or more ads and arrange them in rank order.
■ Paired comparison method. Respondents compare each ad in a group.
■ Portfolio test. One group sees a portfolio of test ads interspersed among other ads and
editorial matter. Another group sees the portfolio without the test ads.
■ Mock magazine. Test ads are “stripped into” a magazine, which is left with respondents
for a specified time. (Also used as a posttesting technique.)
■ Perceptual meaning study. Respondents see in timed exposures.
■ Direct-mail test. Two or more alternative ads are mailed to different prospects on a
mailing list to test which ad generates the largest volume of orders.
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whole or part.
Broadcast Advertising
■ Central location projection test. Respondents see test commercial films in a central
location such as a shopping center.
■ Trailer test. Respondents see TV commercials in trailers at shopping centers and receive
coupons for the advertised products; a matched sample of consumers just gets the
coupons. Researchers measure the difference in coupon redemption.
■ Theater test. Electronic equipment enables respondents to indicate what they like and
dislike as they view TV commercials in a theater setting.
■ Live telecast test. Test commercials are shown on closed-circuit or cable TV.
Respondents are interviewed by phone, or sales audits are conducted at stores in the
viewing areas.
■ Sales experiment. Alternative commercials run in two or more market areas.
Physiological Testing
■ Pupilometric device. Dilation of the subject’s pupils is measured, presumably to
indicate the subject’s level of interest.
■ Eye movement camera. The route the subject’s eyes traveled is superimposed over an ad
to show the areas that attracted and
held attention.
■ Galvanometer. Measures subject’s sweat gland activity with a mild electrical current;
presumably the more tension an ad creates, the more effective it is likely to be.
■ Voice pitch analysis. A consumer’s response is taped, and a computer is used to
measure changes in voice pitch caused by emotional responses.
■ Brain pattern analysis. A scanner monitors the reaction of the subject’s brain.
My IMC Campaign 7B: Methods for Posttesting Ads.

Posttesting involves assessing the impact of a campaign after it has run. It is good
practice for you to propose HOW the client might posttest your campaign. This is
material that you can incorporate in your campaigns book. Be sure to reference your
objectives when you propose a posttesting technique.
■ Aided recall (recognition–readership). To jog their memories, respondents are shown

certain messages and then asked whether their previous exposure was through reading,
viewing, or listening.
■ Unaided recall. Respondents are asked, without prompting, whether they saw or heard
promotional messages.
■ Attitude tests. Direct questions, semantic differential tests, or unstructured questions
measure changes in respondents’ attitudes after a campaign.
■ Inquiry tests. Additional product information, product samples, or premiums are given
to readers or viewers messages generating the most responses are presumed to be the
most effective.
7-16
whole or part.
■ Sales tests. Measures of past sales compare campaign efforts with sales. Controlled
experiments test different media in different markets. Consumer purchase tests
measure retail sales from a given campaign. Store inventory audits measure retailers’
stocks before and after a campaign.
Ethical Issue: Research Statistics Can Be Friends or Foes

1. Are there any circumstances that might justify a portrayal of research findings in a
biased or distorted fashion?
The answers to this question will vary. People do dishonest things for different
reasons, but I do not believe that any research should be distorted. I think there are
plenty of ways to make money in a capitalist society without having to lie or
manipulate. Companies and the employees responsible for this type of behavior suffer
dire consequences.
2. Why is it so important when discussing scientific research results with a client to
report all the results, not just those that put the client in a good light?
Ideally, during such a conversation, a client will appreciate honesty. Clients can make
better decisions based on complete information.
My Ad Campaign 7C: Developing an Effective Questionnaire.

Here are some tips for writing items that can help you make better decisions:
■ List specific research objectives. Don’t spend money collecting irrelevant data.
■ Write short questionnaires. Don’t tax the respondent’s patience; you may get careless or
flip answers.
■ State questions clearly so there is no chance for misunderstanding. Avoid generalities
and ambiguities.
■ Write a rough draft first, then polish it.
■ Use a short opening statement. Include the interviewer’s name, the name of the
organization, and the purpose of the questionnaire.
■ Put the respondent at ease by opening with one or two inoffensive, easily answered
questions.
■ Structure questions so they flow logically. Ask general questions before more detailed
ones.
■ Avoid questions that suggest an answer or could be considered leading. They bias the
results.
■ Include a few questions that cross-check earlier answers. This helps ensure validity.
■ Put the demographic questions (age, income, education) and any other personal
questions at the end of the questionnaire.
■ Pretest the questionnaire with 20 to 30 people to be sure they interpret the questions
correctly and that it covers all the information sought.
7-17
whole or part.
People behind the Ads: George Gallup

A. While teaching college, Gallup developed a lifelong passionfor understanding
public opinion.
B. In 1932 Young & Rubicam, one of New York’s top agencies, lured Gallup to New
York to become head of its research and marketing departments.
C. Gallup was one of the first to measure the effects of TV commercials.
D. In 1948 Gallup, like a lot of pollsters, proclaimed that President Harry Truman
would go down in defeat to challenger Thomas Dewey.
E. It is never easy or enjoyable to be wrong. But his mistake led Gallup to focus even
more attention on improving sampling techniques.
F. Eventually, both the public and industry would embrace Gallup’s methods. Today,
no major advertiser or agency would launch a campaign without extensive use of
social science methods to carefully test and calibrate the campaign.
G. These methodologies, and many others described in this chapter, have been
influenced by Gallup’s insights.
AdForum Exercise: Using Research in Planning a Campaign.
In this AdForum exercise, you start with the research, then use that research to choose a
creative solution. Advertising is often used to address social problems, and in this exercise
you will have a choice of two very serious ones. The first is binge drinking, which is
most prevalent in young people (18–25). The second is domestic violence.
You will start with the research. Information about binge drinking can be found here:
http://www.cspinet.org/booze/collfact1.htm and information about domestic violence is
here:
http://helpguide.org/mental/domestic_violence_abuse_types_signs_causes_effects.htm.
You may wish to supplement what you learn about these problems with your own
secondary research search.
Now it’s your turn. Using the research at these sites, as well as any additional research
findings that you found, propose a campaign to battle the problem. Think carefully about:
■ Who are the possible targets of a campaign about this problem?
■ What should the campaign do? Raise awareness? Persuade? Change a behavior?
■ How can advertising do this? Think about the consumer influences you read about in
Chapter 5.
■ What kinds of ads should be used?
■ What kinds of posttesting could help to assess the campaign?
You may wish to compare your ideas with advertising professionals. If so, when you are
finished, go to the AdForum Playlist for Chapter 7. You will find two cases there that
represent real attempts to deal with the problems you’ve been thinking about.
7-18
whole or part.
***WARNING*** the ads developed to fight binge drinking are GRAPHIC and
potentially disturbing. This campaign ran in Finland where there is a higher
tolerance for images that Americans would not be used to seeing on television. They
feature brief nudity and snippets of the types of disturbing behaviors characteristic
of binge drinkers***
On a lighter note, the playlist also features ads for the long running Holiday Inn Express
campaign.
To access the chapter playlists go to www.mhhe.com/arens14e
THE ADVERTISING EXPERIENCE
1. Marketing Research Organizations and Publications

Many advertisers choose to perform their own research. When collecting research data by
themselves there are a number of advertising- and marketing-specific research sources
available on the Web. Visit the research organizations and publications’ websites and
answer the questions that follow:
▪ Advertising Research Foundation (ARF): www.arfsite.org
▪ American Marketing Association: www.marketingpower.com
▪ Journal of Advertising Research: www.arfsite.org/resources/jar.htm
▪ Marketing Research Association (MRA): www.mra-net.org
a. What research group sponsors the site? Who is/are the intended audience(s)?
b. What is the site’s purpose? Why does it succeed or fail?
c. What range of services is offered?
d. What is the organization’s purpose?
2. Market Research Companies

Marketers and advertisers depend heavily on timely and accurate research in preparation
for advertising planning. There are many market research companies available to serve
nearly every marketing and advertising research need. Visit the following syndicated and
independent research companies’ websites and answer the questions that follow.
▪ ACNielsenhttp://www.acnielsen.com/
▪ ASI Market Research Center: www.asicentral.com
▪ Audits & Surveys Worldwide: www.surveys.com
▪ Burke: www.burke.com
▪ Dun & Bradstreet: www.dnb.com
▪ The Gallup Organization: www.gallup.com
▪ GfK NOP: www.gfkamerica.com
▪ Guideline: www.guideline.com
▪ Millward Brown IntelliQuest: www.intelliquest.com
▪ International Data Corporation (IDC): www.idc.com
▪ J. D. Power and Associates: www.jdpower.com
7-19
whole or part.
▪ Research International: www.research-int.com

▪ SRI Consulting: www.sriconsulting.com
a. What type of research are the company’s specialties?
b. What industries/companies would be best suited to utilize the company’s resources?
c. What specific services, products, or publications does the company offer?
d. Are the information services offered by the company primary or secondary data?
e. How useful is the company for conducting advertising and marketing research? Why?
Sample Answer: ACNielsen
a. ACNielsen specializes in consumer research.
b. The company’s services are most appropriate for large corporations, advertisers,
advertising and media agencies, and various broadcast media, who rely heavily on the
company’s wealth of syndicated media and retail research.
c. ACNielsen offers the following services:
 Media Measurement
 Retail Measurement
 Marketing and Sales Applications
 Merchandising Services
 Internet Research Services
 Consumer Panels
 Modeling and Analytics
 Information delivery Services
 Customized research
 The company offers both primary and secondary data to its clients.
d. The information services offered by the company are primary data.
e. ACNielsen is extremely useful for advertisers and marketers because it is the world's
leading provider of market research, analysis, and information to the consumer
products and services industries. It has more than 9,000 clients in more than 100
countries, and has become the standard by which many professionals trust and depend
on to increase sales and profits.
3. Market Research for Politics

Silver-maned Armand Le Mouche, state senator for your district for 30 years, passed away
recently, and his appointed replacement, Millard Frumpe, lacks a solid political base.
Sally Daily, a self-made millionaire and the owner of a string of bakeries, would like to
challenge Millard, but she wants to get some research done first. She firmly believes that
advertising research helped her get to where she is. Find a website for a firm that could
provide the research Sally needs in order to find out if her campaign is feasible, and if it
is, how she could win. Describe what the site could do for her. (One such site is
www.rtnielson.com.)
7-20
whole or part.
4. What were the research challenges that Fallon Worldwide faced in formulating a
campaign for Holiday Inn Express? What research techniques did the agency use and what
kinds did they choose not to use? Why do you think that it made the decisions they did,
and do you agree with them?
Discussion Guidelines:
In order not to confuse customers of Holiday Inn Express with those of Holiday Inn (a
brand with which Fallon has significant experience), account planners had to spend extra
time on the road with typical Express customers, getting to know them, their lifestyle, and
the circumstances under which they choose Express.
5. Watch the Holiday Inn Express commercials that Fallon has posted at
www.juicingtheorange.com. The ads rely heavily on humor to express the emotional
benefits of staying smart. Do you think this humor would be equally effective with any
target audience, or is the humor tailored specifically to the drive-ups? What kinds of
research might be used to ensure the ads would be effective with the intended audience?
7-21
whole or part.
Discussion Guidelines:
The humor is simple and immediate, which has a greater chance of appealing to road
warriors than subtle, thought-provoking humor. Other audiences might be concerned with
different benefits—luxury accommodations, cable and internet access, frequent customer
plans—than “staying smart,” which Holiday Inn Express attempts to own.
7-22
whole or part.

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Chapter 07 - Research: Gathering Information for Advertising Planning

Contemporary Advertising and Integrated Marketing Communications

Full download at:

After studying this chapter, your students will be able to:

Teaching Tips and Strategies

Web Resources for Enhancing your Lectures:

Conducting depth interviews http://www.pathfind.org/site/DocServer/m_e_tool_s

Wikipedia: marketing research http://en.wikipedia.org/wiki/Marketing_research

Copy testing http://www.roymorgan.com/resources/pdf/CopyTest

Fallon Web site with Holiday Inn www.juicingtheorange.com

My IMC Campaign 7A: Research

My IMC Campaign 7B: Methods for Pretesting Ads

My IMC Campaign 7B: Methods for Posttesting Ads

Ethical Issue: Research Statistics Can Be Friends or Foes

My IMC Campaign 7C: Developing an Effective Questionnaire

People behind the Ads: George Gallup

AdForum Exercise: Using Research in Planning a Campaign

I. Vignette: The Holiday Inn Express story

2. While marketing research provides the information necessary to make

b. So the marketer will often decide to employ the dominance concept —

exploratory stage, researchers frequently use secondary data —information

a. To get people to share their motives, beliefs, and perceptions, researchers

2) Surveys can be conducted by personal interview, telephone, mail, or on

When conducting primary research, marketers must consider certain issues

Marketing research is a systematic procedure for gathering, recording, and analyzing

3. Which kind of research data is more expensive to collect, primary or secondary?

4. How have you personally used observational research?

Answers to this question will vary based on students’ experiences.

5. Do people use quantitative or qualitative research to evaluate movies? Explain.

6. Which of the major surveying methods is most costly? Why?

8. When might research offer validity but not reliability?

My IMC Campaign 7A: Research.

Qualitative Research: Focus Groups

Data Analysis Using Excel

My IMC Campaign 7B: Methods for Pretesting Ads.

My IMC Campaign 7B: Methods for Posttesting Ads.

■ Aided recall (recognition–readership). To jog their memories, respondents are shown

Ethical Issue: Research Statistics Can Be Friends or Foes

My Ad Campaign 7C: Developing an Effective Questionnaire.

People behind the Ads: George Gallup

AdForum Exercise: Using Research in Planning a Campaign.

THE ADVERTISING EXPERIENCE

1. Marketing Research Organizations and Publications

2. Market Research Companies

▪ Research International: www.research-int.com

3. Market Research for Politics

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