Instant download Advertising research: theory & practice 2nd edition – ebook pdf version pdf all cha
Research: Theory & Practice 2nd Edition – Ebook PDF Version
Visit to download the full and correct content document: https://ebookmass.com/product/advertising-research-theory-practice-2nd-edition-ebo ok-pdf-version/
More products digital (pdf, epub, mobi) instant download maybe you interests ...
Persuasion: Theory and Research Third Edition – Ebook PDF Version
Evaluating the “Goodness” of Secondary Information61
Locating Secondary Information62
Non-indexed Online Sources62
Indexed Online Sources: Search Strategies63
Beyond the General Search Engines69
Staying Current70
E-mail Newsletters70
Newsletter Publishers70
Whitepapers, Research Reports, Webinars, and Presentations72
Applying Chapter Concepts74
Summary75
Review Questions75
Application Exercises76 Endnotes77
Chapter 4 Sampling79
An Overview of Sampling80
Random Sampling and Quantitative Research81
Sample or Census81
Define Target Population83
Select Sampling Method87
Sample Frame87
Types of Probability Sampling88
Sample Size in Random Samples96
Sample Selection Bias in Probability Samples99
Nonprobability Sampling and Quantitative Research102
Convenience Sampling102
Judgment Sampling103
Quota Sampling104
Snowball Sampling104
Sample Size in Nonprobability Samples105
Sample Selection and Qualitative Research106
Sample Size107
Applying Chapter Concepts107
Summary107
Probability Sampling108
Nonprobability Sampling108
Review Questions109
Application Exercises109
Theory Underlying Sample Size Determination113
Sample Size When the Estimate Is a Proportion113
Sample Size When the Estimate Is a Mean116
Endnotes117
PART III Qualitative Research
Chapter 5 Collecting Qualitative Insights119
Personal and Focus Group Interviews121
Personal Interviews121
Focus Groups and Minigroups122
Approaches to Collecting Qualitative Insights123
Direct Question Types123
Projective Techniques127
Techniques Using Verbal Stimuli128
Techniques Requiring Imagination or Scenarios130
Pictures as Stimuli131
Process Techniques134
The Qualitative Interview139
Active Listening and Probes141
Setting the Right Environment142
Summary144
Review Questions145
Application Exercises146
Endnotes148
Chapter 6 Focus Groups150
Planning for Focus Groups152
Select a Moderator152
Brief the Moderator153
Prepare, Evaluate, and Revise Discussion Guide154
Determine Group Characteristics156
Determine the Number and Location of Required Groups157
Select the Facility158
Schedule Groups, Specify Sample, and Recruit Participants158
Conduct the Groups160
Assess Group Success and, If Necessary, Revise the Discussion Guide162
Analyze and Present Findings; Apply Findings to Decision Making162
Viewing Focus Groups163
Online Focus Groups164
Applying Chapter Concepts166
Summary168
Review Questions169
Application Exercises169
Endnotes171
Chapter 7 Analysis of Qualitative Data173
Activities Conducted Prior to Data Examination174
Review Problem Definition and Informational Needs174
Evaluate the Sample and Note Any Limitations175
Data Examination176
Understand the Intensity of Respondents’ Feelings and Points of View177
Understand the Respondent, Not Individual Responses177
Review with a Critical Eye and Ear178
Reflection179
Theme Identification, Analysis, and Revision179
Theme Development180
Coding Data According to Themes181
Examining Relevant Data181
Theme Evaluation and Revision182
Relating Individual Themes to Form Metathemes183
Serendipitous Discoveries183
Evaluating the Analysis184
CAQDAS: Computer-Assisted Qualitative Data Analysis
Software185
Summary186
Review Questions187
Application Exercises187
Endnotes189
PART IV Quantitative Research
Chapter 8 Observation Research:Human and Automated190
Human Observation191
Qualitative or Quantitative?192
Types of Human Observation193
Human Observation: Case Examples196 Automated Observation199
Observing Online Behaviors199
Observing Offline Behaviors203
Observing Consumer-Generated Media203
Applying Chapter Concepts213
Video Consumer Mapping Study213
Campaigning with Social Media216
Summary216
Review Questions217
Application Exercises217
Endnotes219
Chapter 9 Observation Research:Biometrics221
Eye Tracking222
Application of Eye Tracking to Advertising Planning224
Application of Eye Tracking to Evaluation and Revision of Advertising Creative228
Combining Eye Tracking with Retrospective Interviews230
Combining Eye Tracking with Facial Coding and Verbal Response231
Additional Examples of Eye Tracking Applications to Advertising232
Neuromarketing232
fMRI: Activation of Specific Brain Areas234
Overall Brain Activation (EEG) Plus Physiological Measures236
Exclusive Reliance on Physiological Measures238
Alternative Views238
Applying Chapter Concepts239
Tobii Technology Eye Tracking Cases239
Etre Web Site Analysis240
One to One Insight: Emotion, Engagement, and Internet Video240
MindSign fMRI Advertising Test of Virgin Mobile Phones “Fantastic Journey”241
Summary241
Review Questions242
Application Exercises242
Endnotes243
Chapter 10 Data Collection Through Surveys246
Methods of Collecting Survey Information247
Personal Interviews247
Telephone Interviews248
Mail Surveys249
Online Surveys253
Hybrid (Mixed-Mode) Surveys253
Criteria for Selecting a Data Collection Method254
Cost254
Timing Requirements255
Sample, Interview, and Administrative Control255
Informational Needs256
Complexity of the Topic and Questionnaire256
Interview Length257
Response Rate, Nonresponse Rate, and Nonresponse Error258
Causes of Nonresponse Errors260
Improving Response Rate to Reduce Nonresponse Error260
Summary264
Review Questions264
Application Exercises265
Endnotes266
Chapter 11 Measurement268
The Measurement Process269
Task One: Identify and Define the Concept of Interest269
Stage Two: Specify an Observable Event274
Stage Three: Evaluate and Revise the Observable Event284
Reliability and Validity: An Overview285
Assessing Reliability285
Assessing Validity287
Summary288
Review Questions289
Application Exercises289 Endnotes291
Chapter 12 Writing Survey Questions292
Writing Closed-Ended Survey Questions293
Nominal Level Questions293
Ordinal Level Questions299
Interval Level Questions300
Ratio Level Questions305
Developing Open-Ended Questions306
Considerations in Question Development307
Question Writing: An Evaluation309
Applying Chapter Concepts314
Razorfish Digital Brand Experience Report/2009315
People From Cossette315
Summary316
Review Questions317
Application Exercises317 Endnotes322
Chapter 13 Questionnaire Design323
Determine the Data Collection Method325
Determine the Need for Disguise325
Create Questionnaire Components326
Introduction326
Screener327
Main Body330
Classification331
Physically Prepare the Questionnaire331
Self-Administered Questionnaires331
Online Questionnaires333
Transitions335
Interviewer and Respondent Instructions335
Internal Evaluation339
Pretest the Questionnaire339 Prepare Field Support Materials342
Applying Chapter Content342
VERB Campaign Evaluation342
Generation Next344
Summary345
Review Questions345
Application Exercises346
Endnotes359
Chapter 14 Experimentation361
Surveys Versus Experiments362
The Characteristics of Experiments364
Independent and Dependent Variables365
Requirements for Causality365
Problems Affecting Internal Validity367
Premeasurement and Interaction367
Testing368
Instrumentation368
Maturation369
Selection and Mortality370
History371
Researcher Bias371
Experimental Design372
Quasi-Experimental Designs372
True Experimental Designs377
More Complex Experimental Designs381
Conducting Experiments Online384
Internal Validity: A Broader View384
External Validity386
Applying Chapter Concepts387
IAB Advertising Effectiveness Study387
Massive Video Game Advertising Test388
Summary389
Review Questions390
Application Exercises391
Endnotes393
Chapter 15 Descriptive Statistics395
Basic Math and Key Measures396
Percentage396
Average396
Median and Mode398
Standard Deviation399
Making Certain You Have Good Data404
Data Review, Decisions, and Editing404
Data Analysis for Specific Question Types406
Classification, Checklist, and Other Nominal Level Questions408
Checklist Questions411
Ranking and Other Ordinal Level Questions414
Rating Scales and Other Interval Level Questions415
Constant Sum and Other Ratio Level Questions417
The Importance of Subgroup Analysis418
Data Analysis in Action420
The Situation420
The Analysis420
Conclusion426
Summary426
Review Questions426
Application Exercises427 Endnotes431
Chapter 16 Inferential Statistics433
Statistical Significance434
Making Judgments about A Single Measure from One Sample436
Comparing a Sample Average to a Population Average437
Comparing a Sample Proportion to a Population Proportion439
Examining the Internal Characteristics of a Single Sample440
Making Judgments about a Single Measure from Two or More
Independent Samples441
Comparing Two Means441
Comparing Three or More Means443
Factorial Designs: Making Judgments about the Simultaneous Influence of Two or More Variables445
Neither Factor Is Significant, No Interaction Between Factors446
One Factor Is Significant, No Interaction Between Factors447
One Factor Is Significant, There Is an Interaction Between Factors449
Two Factors Are Significant, No Interaction Between Factors451
Neither Factor Is Significant, There Is an Interaction Between Factors452
Making Judgments about the Relationship between Two or More Measures453
Correlation453
Chi-Square456
A Caution Regarding Statistical Tests457
Summary457
Review Questions458
Application Exercises459
Theory Underlying Statistical Significance461
The Normal Curve461
The Standard Normal Curve, Standard Deviation and Area Under the Curve462
Area Under the Curve and Probability463
Hypothesis Testing463
Endnotes466
PART V Applied Topics
Chapter 17 Segmentation468
How Advertisers Use Segmentation471
Criteria for Selecting Segments473
Variables Used in Segmentation474
Demographic Segmentation474
Geographic Variables476
Psychographic Variables477
Category and/or Brand-Related Attitudes and Behaviors480
Conducting Original Segmentation Research482
Explicitly State the Research Question(s)482
Identify the Range of Classification and Descriptive Variables482
Reduce the List of Segmentation and Descriptive Measures484
Sample and Survey the Population484
If Necessary, Reduce the Data to a Manageable Number of Factors or Dimensions485
Use the Classification Variables to Form Segments485
Describe Segments Using Descriptive Variables487
Create a Summary Sheet, Narrative or Persona for Each Segment487
Evaluate Segments for Communication Priority491
Syndicated Approaches to Segmentation491
Psychographic Segmentation: VALSTM 493
Category and Brand Usage Behaviors497
Geodemographic Segmentation502
Applying Chapter Concepts503
A Typology of Information and Communication Technology
Users503
Generation C506
Summary506
Review Questions508
Application Exercises509
Endnotes512
Chapter 18 Brand Mapping515
Perceptual Maps516
What Perceptual Maps Tell Us516
Constructing a Perceptual Map518
Perceptual Maps and Advertising Strategy524 Correspondence Maps529
Application to Advertising Strategy530
Brand Concept Maps531
Elicitation532
Mapping532
Aggregation532
Application to Advertising Decision Making533
Additional Considerations in the Use of Perceptual, Correspondence, and Concept Maps537
Perceptual Maps for the Same Brands Often Change Across Different Consumer Segments538
Comparing Current and Potential Customers Contributes to Strategic Decision Making538
Before and after Maps Can Track Advertising Impact538
Summary542
Review Questions542
Application Exercises543
Endnotes545
Chapter 19 Advertising Testing:Concept and Communications Tests546
Concept Tests547
Product and Non-Product Focused Concept Tests547
Preparing Stimulus Materials for a Concept Test551
Communication Tests552
Reasons for Communication Research552
Preparing Stimulus Materials for a Communication Test555
Approaches to Data Collection555
Custom or Syndicated Options556
Measurement in Message Concept and Communication Tests556
Introduction: Setting the Stage557
Show Concept or Execution567
Spontaneous Initial Reactions567
Essential Message567
Reactions to the Message568
Affective Reactions568
Message or Execution Specific Issues569
Attitudinal and Behavioral Impact569
Analysis of Concept and Communication Test Data569
Data Summarization570
Finding Relationships Among Measures574
Applying Chapter Concepts578
Healthy Eating578
Secondhand Smoke579
Summary581
Review Questions582
Application Exercises582
Endnotes591
Chapter 20 Post-Production Advertising Testing and Optimization593
Copy Testing Research594
Copy Testing Television Advertising594
Evaluating Alternative Copy Testing Methodologies596
Split-Run Tests597
Split-Run Test Design597
Split-Run Test Data Analysis600
A/B Tests600
A/B Test Data Analysis602
Additional A/B Test Considerations602
Limitations of A/B Testing605
Full Factorial Designs605
Multivariate Testing608
An E-mail Multivariate Test608
Advantages and Limitations of Multivariate Testing610
Campaign Evaluation612
Considerations in Campaign Evaluation612
Applying Chapter Concepts615
Mapes and Ross Natural Exposure Copy Test615
National Tobacco Youth Campaign Evaluation616
Summary617
Review Questions618
Application Exercises619
Copy Testing from a Legal Perspective625
Universe Definition and Sample Selection626
Research Design and Use of Control Groups627
Questionnaire Design and Question Formats629
Interviewer Qualifications, Training, and Techniques630
Data Analysis and Presentation630
Research Project Administration631
Endnotes632
Chapter 21 Reporting Research635
Characteristics of Good Report Writing636
Clarity and Conciseness636
Completeness638
Coherence638
Care638
The Need for Review639
The Written Research Report640
Title Page640
Table of Contents and List of Illustrations/Figures640
Executive Summary641
Background643
Methodology645
Findings646
Conclusions647
Recommendations and Next Steps647
Appendices647
The Oral Research Presentation647
Improving Powerpoint or Similar Slide-Based Presentations648
The Researcher As Presenter650
Using Tables and Charts Effectively651
Considerations for all Tables and Charts651
Numeric Tables654
Bar Charts654
Pie Charts657
Line Charts659
Software Options for Chart Creation600
Special Considerations for Presenting Qualitative Data661
Applying Chapter Concepts662
Summary663
Review Questions663
Application Exercises664
Endnotes665
Index667
PREFACE TO THE SECOND EDITION
Advertising was on the cusp of a metamorphosis when the first edition of Advertising Research: Theory and Practice was published. Most recognized that advertising was undergoing significant change but, in retrospect, predictions of the future were nowhere near as breathtaking as the developments we have witnessed. Few predicted the essential importance of online advertising. The recognized value of social networks, consumer-generated media, mobile advertising, in-video game advertising, and viral video was still to come. Many did, however, acknowledge the increasing need for well-designed, insightful research to help advertisers make decisions regarding the best use of these emerging advertising options. This book is an attempt to help students better understand how research performs this role: helping advertisers best make decisions with regard to strategy, target audiences, and creative in an increasingly complex consumer and media environment.
CHANGES TO THE TEXT
This book covers many of the same topics as the first edition, but it is more than just an update. While all of the carry-over chapters from the first edition have been significantly rewritten, new chapters have been added to respond to recent developments in advertisers’ behaviors as well as changes and advancements in research design and methodology. Some of the original chapters that addressed issues now of secondary importance to advertisers have been dropped.
This edition shows marked differences from the first edition in four areas.
First, the text itself has been completely rewritten and edited to increase clarity. Students over the years have commented on the “density” and “formality” of the first edition. This text, without sacrificing important content, makes a conscious effort to communicate this content in a way that is much more student-friendly. The text also contains significantly more examples and elaborated discussion versus the first edition. Beyond the revisions to the written text, this edition takes a more visual approach to communicating key concepts. Almost all graphics and visuals from the first edition have been revised to better illustrate key points, and a significant number of new graphics have been added.
Second, all of the research examples have been updated with an eye toward increasing not only currency but also student relevance. New research has not simply been substituted for older research. Rather new research that relates to topics of student interest—social media, online advertising, viral video, video game advertising, and e-mail advertising—has been combined with contemporary examples from traditional media. Along these same lines, brands, products, and situations more likely to be of interest to students have been substituted for many of the examples used in the first edition.
Third, new developments in methodology have been addressed. The manner by which research information is collected has changed over the past decade, with increasing amounts of research being conducted online. In response, the text extends traditional topics such as sampling, question writing, and questionnaire design to online research. In addition, entirely new sections have been added to address online research ethics and
online qualitative research. Beyond this, new methodological approaches have been developed since the first edition. Chapters 8and 9, for example, go beyond cursory discussions of observation research to provide an in-depth discussion of new observational techniques that use computers to observe human behavior (especially in the online environment) and biometric observation that uses eye tracking, physiological measures, and brain waves to explore consumers’ responses to advertising. Finally, recent developments in brand mapping, segmentation, advertising testing, and advertising optimization via multivariate research are also addressed.
Fourth, to assist student learning, review questions and application exercises have been completely rewritten. The review questions ask students to locate or recall information presented in a chapter. The application exercises are designed to encourage student engagement with chapter content. Many of the application exercises do not have a single correct answer, but rather are written in a way that encourages students to identify and then evaluate the strengths and weaknesses of potential actions and resulting decisions. Additionally, the application exercises that accompany the supplemental readings encourage students to critically evaluate real research projects.
TO THE STUDENT
Many students enter a research class believing the following:
•Learning about research is useless and unnecessary unless you want to be a researcher.
•Research is the same as number crunching; research and statistics are one and the same.
•Research is the antithesis of creative.
Over the course of a semester, I try to show my students that each of these statements is, in fact, false. This text is my attempt to convince you of the same.
Research Touches Everyone
As an advertising professional, you will encounter and use research in one of two ways. If you decide to become a research specialist, you will be responsible for the planning, execution, analysis, and presentation of research findings. It will be your job to provide the information others need to make the best advertising- and marketing-related decisions. However, if you decide to take a different position, you will be a research user. You will use the information gathered by others to help you make better decisions and to help you do your job more efficiently and successfully.
In short, regardless of the type of position you take, you will either be a user or a creator of research. Advertising Research: Theory and Practice will help you in both capacities. This text will teach you how to use and design research. You will also learn how to evaluate the soundness of information gathered by research, how to evaluate the appropriateness of various research techniques for different information needs, and how to interpret and apply research findings. Most important, you will learn that better advertising decision making occurs when you are able to support your professional judgment with research insights.
Research Is Not the Same As Number Crunching
Not all research is numeric. Focus groups and similar forms of research do not even use numbers to summarize the research findings. Quantitative research, on the other hand, entails numeric calculations and, when appropriate, the application of statistical techniques. However, these are only the tools one uses to find out what the numbers mean and imply for the decisions that need to be made. The value of research lies not in number crunching but in interpretation. Computers can quickly do the math. However, computers cannot tell us what the numbers mean nor what their implications are for the decisions that must be made. Thinking, insightful people are needed to bring meaning to the numbers. As a consequence, successful advertising researchers are not necessarily those who are good at math. Successful advertising researchers are those individuals who are good at thinking, finding patterns, and explaining what a finding means as opposed to what it says.
This edition of Advertising Research: Theory and Practice emphasizes the interpretation of research. It views numeric analyses as a means to the discovery of insights, rather than an end in themselves. This is seen in both the text itself and in the research reported in the online supplemental readings. You will see that numeric analyses are absent in many of these research studies and in others only basic math is used to analyze the data. In all cases, however, it is the interpretation of the data that provides the value of the research.
The Best Research Is Creative Research
The planning, conduct, analysis, and presentation of research are creative processes. As you read the text and the supplemental readings, you will see that it takes a great deal of creativity to clearly identify a research problem, design the most appropriate research, create the most useful questionnaire or interview guide, and analyze and present the findings in a way that maximizes the usefulness of those findings to decision makers. It is easy to design bad research. It is easy to present research findings that decision makers ignore because the findings are viewed as simplistic or irrelevant. Creative research is much more difficult to design, interpret, and present, but the findings and insights provided by creative research are welcomed and valued. Advertising Research: Theory and Practice provides you with the knowledge and skills that you need to be a creative research end user or designer. Each chapter, as well as the supplemental readings, provides numerous examples of the creative side of research.
Reading the Text
Every attempt has been made to make the information in Advertising Research: Theory and Practice useful, accessible, and understandable. Nevertheless, some content is by its very nature difficult to understand. With this in mind, it is recommended that you begin each chapter at its end. Read the review questions before you read the chapter. This will help you identify key terms and concepts. Then read the application exercises. This will help you understand the type of situations to which the chapter content is applicable. Then read the chapter. Finally, answer the review questions and any application exercises that you are assigned. Your postreading performance on the review questions and application exercises will help you distinguish between concepts you have successfully learned and those that you need to review. Finally, conclude each chapter with relevant
online supplemental readings. This will help you most clearly see how chapter content applies to real world situations.
TO THE INSTRUCTOR
Advertising Research: Theory and Practice is divided into five parts. This organization of the text, coupled with its breadth of coverage, provides a great deal of instructor flexibility with regard to which topics are covered over the course of a semester and the order in which topics are presented. Additionally, the reports and presentations provided in the online supplemental readings allow instructors to develop multiple assignments to reflect their own course priorities.
Parts I and II provide an introduction to issues related to all research. The discussion in Part Iprovides a framework for the planning and conduct of research (Chapter 1) and introduces students to ethical considerations in research, paying particular attention to research ethics in an online environment (Chapter 2). Section II discusses sources of information in research: secondary information (Chapter 3), and samples and sampling (Chapter 4).
Part IIIfocuses on qualitative research. Chapter 5provides a detailed discussion of approaches to the collection of qualitative data, introducing the student to a broad range of qualitative data collection techniques including qualitative interviewing, projective techniques, repertory grid, and laddering. Chapter 6discusses the planning and conduct of focus groups, while Chapter 7provides detailed guidance for the analysis of qualitative data.
The nine chapters in Part IVcompliment the qualitative discussion with a focus on quantitative research. The section begins with two chapters on observation research. Chapter 8discusses human and automated observation of consumer behavior, with significant discussion focused on relating the observation of online behaviors to advertising decision making. Chapter 9explores the increasing use of biometric research by advertising decision makers and discusses eye tracking, brain wave analysis and combined physiological approaches. Chapters 11through 13focus on data collection. After a discussion of measurement and related issues (Chapter 11), the discussion continues with a focus on how to phrase and construct survey questions (Chapter 12) and questionnaire design (Chapter 13). The discussion of experimentation (Chapter 14) is followed by two chapters that address quantitative data analysis through descriptive and inferential statistics (Chapters 15and 16).
Part V, the concluding section, focuses on topics of specific interest to advertisers and advertising researchers. Topics include segmentation (Chapter 17), brand mapping including perceptual mapping (Chapter 18), concept and communication testing (Chapter 19), and post-production advertising testing and optimization (Chapter 20). The section concludes with a discussion of how to best prepare and present research findings (Chapter 21).
TEACHING AIDS
PowerPoint Presentations (0132128349)
A comprehensive set of PowerPoint slides that can be used by instructors for class presentations or by students for lecture preview or review is available.
Instructor’s Manual (0132128330)
A complete instructor’s manual, prepared by the author, can be used to prepare lecture or class presentations, find answers to the end of chapter application exercises and even to design the course syllabus.
Test Item File (0132835746)
The test bank for the 2nd edition contains over 50 questions for each chapter. Questions are provided in multiple-choice and true/false format. Page numbers corresponding to answers to the questions are provided for each question.
This Test Item File supports Association to Advance Collegiate Schools of Business (AACSB) International Accreditation. Questions in the Test Item File were prepared with the AACSB learning standards in mind. Where appropriate, the answer line of each question indicates a category within which the question falls.1 This AACSB reference helps instructors identify those test questions that support their learning goals.
WHAT Is the AACSB? AACSB is a not-for-profit corporation of educational institutions, corporations, and other organizations devoted to the promotion and improvement of higher education in business administration and accounting. A collegiate institution offering degrees in business administration or accounting may volunteer for AACSB accreditation review. The AACSB makes initial accreditation decisions and conducts periodic reviews to promote continuous quality improvement in management education. Pearson Education is a proud member of the AACSB and is pleased to provide advice to help you apply AACSB Learning Standards to any of your courses.
What Are AACSB Learning Standards? One of the criteria for AACSB accreditation is the quality of the curricula. Although no specific courses are required, the AACSB expects a curriculum to include learning experiences in such areas as:
•Communication abilities
•Ethical understanding and reasoning abilities
•Analytical skills
•Use of information technology
•Dynamics of the global economy
•Multicultural and diversity understanding
•Reflective thinking skills
These seven categories are AACSB Learning Standards. While all of these categories are (to a greater or lesser extent) applicable to instruction in advertising research, the several that focus on ethics, reasoning, analytical, and thinking skills directly reflect the text's orientation regarding the interpretation and applied use of research. Questions that test
1Please note that not all test questions will indicate an AACSB category
skills relevant to these standards are tagged with the appropriate standard. For example, a question testing the moral questions associated with conducting research with children would receive the Ethical understanding and reasoning abilities tag.
How Can I Use These Tags?
Tagged questions help you measure whether students are grasping the course content that aligns with AACSB categories. In addition, the tagged questions may help to identify potential applications of these skills. This, in turn, may suggest enrichment activities or other educational experiences to help students achieve these goals.
TestGen Test Generating Software
Pearson Prentice Hall’s test-generating software is available from the Instructor Resource Center Online (www.pearsonhighered.com).
•PC/Mac compatible; preloaded with all of the Test Item File questions
•Manually or randomly view test bank questions and drag and drop to create a test
•Add or modify test bank questions using the built-in Question Editor
•Print up to 25 variations of a single test and deliver the test on a local are network using the built-in QuizMaster feature
At http://www.pearsonhighered.com/davis, instructors and students can click on the Companion Website link to access the supplemental readings for this text.
The one universal comment most commonly heard from both students and their instructors is “show us how this applies to the real world.” This text, more so than any other research text, responds to this comment with its supplemental readings. The Companion Website for Advertising Research: Theory and Practice is home to excerpts from actual research as well as complete research reports and presentations. These materials illustrate how the concepts discussed in the text are applied in real world settings in the United States, Canada, England, and Australia. Many of these reports are proprietary, and we greatly appreciate the willingness of the report owners to allow us to showcase their work. The application exercises accompanying these materials encourage students to apply chapter content as they interact with and critically evaluate these real world materials. (The application exercises also provide an excellent start for class discussion.) The online availability of these materials allows instructors to customize and focus class discussion and assignments on specific areas of instructional interest. The supplemental readings are discussed at the end of each appropriate chapter in the section labeled “Applying Chapter Concepts.” Application exercises related to the supplemental readings follow those for chapter content.
Three chapters in Parts I and II provide online supplemental readings. Chapter 1presents materials relevant to the Centers for Disease Control and Prevention VERB communication campaign. The materials illustrate how research plays an important role throughout the advertising planning process. Chapter 3presents an example of a presentation that primarily relies on secondary research. The presentation provides an excellent model for
how to organize, interpret, and draw implications from secondary research. Chapter 4 provides five case studies drawn from the Pew Research Center that illustrate how sampling plans for different research studies are customized to respond to a research project’s unique information needs.
Chapter 6presents the supplemental readings for the qualitative chapters. The readings relate to the planning and results of focus groups designed to provide insights for an advertising campaign designed to reduce the incidence of individuals driving while drowsy. The screener, moderator’s guides, advertising concepts, and focus group results are all provided.
Supplemental readings are provided for five of the quantitatively oriented chapters in Part IV.
•Chapter 8contains two examples of observation research. The social media program designed by Amnesty International to reduce violence against women uses automated observation to evaluate the success of the campaign while the Video Consumer Mapping Study reports the results of the human observation research study of consumers’ media usage.
•Chapter 9presents the results of different applications of biometric research: Tobii Technology provides several case studies that illustrate the use and application of eye tracking research to advertising testing, Etre provides its application of eye tracking to Web site analysis, One to One Insight provides its research report “Emotion, Engagement and Internet Video,” and Mindscope provides the results of an fMRI advertising test.
•Chapter 12presents the results of two research studies with a focus on the questions used for data collection. The Razorfish Digital Brand Experience Report/2009 is designed to provide an in-depth understanding of how the evolving digital environment is changing the way that consumers interact with brands.
The Cossette 2009 Social Media Study is designed to gather insights on consumers who use social media, specifically, to provide an in-depth understanding of social media penetration as well a social media users’ motivations, behaviors, and attitudes.
•Chapter 13provides three examples of actual questionnaires to support and extend the text’s discussion of question writing and questionnaire design.
•Chapter 14provides two examples of advertising-related experiments. The first study reprints the Executive Summary from the groundbreaking Interactive Advertising Bureau’s “Online Advertising Effectiveness Study.” The second study is provided by Massive Incorporated and reports the results of an in-video game advertising test.
Finally, four of the Part Vchapters contain supplemental readings.
•Chapter 17contains two segmentation studies. The Pew Internet & American Life segmentation of information and communication technology users illustrates how segmentation research is planned and analyzed, with particular attention to how segments are formed and described. Dan Pankraz’s presentation “Generation C—A
Look Into Their World” provides an example of an in-depth analysis of a single segment and illustrates that this analysis can be as creative and compelling as the topic (or in this case, segment) that is being described.
•Chapter 19presents the results of two advertising pretesting studies conducted by Health Canada. The first study is a communication test of advertising designed to encourage healthy eating, while the second study tests advertising designed to alert individuals to the danger of secondhand smoke.
•Chapter 20presents two examples of post-production advertising research. Mapes and Ross has provided a topline copy testing report while a full report of advertising campaign evaluation (the National Tobacco Youth Campaign) has been provided by the Australian Department of Health and Ageing.
•Chapter 21presents Feed Company’s report of its “Viral Video Marketing Survey.” This report, similar to reports provided in prior chapters, provides a model for excellence in data presentation.
ACKNOWLEDGMENTS
Many individuals and organizations contributed to the second edition of Advertising Research: Theory and Practice.
With regard to the text’s content, my students over the years have all made a contribution. They were never hesitant to point out when material was too dense, unintelligible, abstract, or just plain boring. I’ve tried to revise the text to increase the chance that future students will have a different, more positive, reaction. Additionally, the team at Pearson Higher Education also worked hard to create a student-friendly text. Not only were these individuals a pleasure to work with, their professional judgment and assistance was invaluable. Of special note were Melissa Sabella, James Heine, Meeta Pendharkar, Clara Bartunek, and Kierra Bloom.
The educational value of the text has been immeasurably increased by the willingness of individuals and companies to share their work. I’d like to especially thank Amnesty International UK, Applied Marketing Research, Nick Armitage, Australian Department of Health and Ageing, Catalyst Research, Chocolate Communications, Cossette, Enquiro Search Solutions, Etre Limited, eSpares Ltd., Feed Company, Forrester Research, General Electric, HCD Research, Health Canada, Impact Research, Interactive Advertising Bureau, 1st2c Ltd., Luckie and Company, Mediamark Research Intelligence, The Nielsen Company, Dan Pankraz, SocialMedia8, Dr. Jeffrey Stanton, Pew Research Centers, Razorfish, Scout Labs, and Strategic Business Insights. Beyond these companies and individuals, I’m especially grateful to five individuals who not only provided proprietary materials but also unselfishly gave their time to help me better understand new developments: Barbara Barclay at Tobii, Tony Bazerghi at Mapes and Ross, Devin Hubbard at MindSign Neuromarketing, Jeremi Karnell at One to One Insight, and Jack Koch at Massive Incorporated.I would also like to thank three individuals who assisted in the development of this text through their careful and thoughtful reviews:
Edmund HershbergerSouthern Illinois University, Edwardsville
John StipeGrand Valley State University
Kevin R. WiseUniversity of Missouri
Finally, it is the rare book that is written without personal support. Fortunately, several individuals provided the encouragement and support necessary to keep me motivated and on track. Members of my family (Danna, Kyle, and McKenna) and our unofficial Irish family (Michael and Noirin O’Connell) were always there with a word of encouragement and to point out the glass was more full than empty. Mairead Travers spent many a Thursday evening asking “What’s the new page count?” for which I am grateful. Finally, much of this book was written in Kinsale, Ireland. If you are ever visiting and need a place to think, eat, or drink, I’d recommend the gracious hospitality of Anthony Collins and Anne Gavin at the White Lady Hotel.
CHAPTER
1
The Nature and Process of Advertising Research
It used to be easy to define “advertising.” An advertisement was, for example, a television commercial, a magazine print ad, a billboard, or a radio spot. While these forms of advertising remain important, the range of options available to advertisers has greatly expanded over the past decade. Advertisers faced with rapidly increasing options realize that informed, successful decisions require credible and creative insights into the consumer, media options, and the competitive environment. Insights that can only come from well-designed research. This chapter introduces you to advertising research.
When you are done reading this chapter, you should have a better understanding of: the areas in which research helps advertisers make better decisions the characteristics and contributions of companies who participate in the design, conduct, and analysis of advertising research how the sequential use of different research techniques leads to more successful advertising planning and decision making the sequence of steps underlying successful advertising research and the types of decisions made at each step.
There is little debate that advertising has changed over the past decade. Today’s advertisers can take advantage of a broad range of traditional and new media options: television, radio, YouTube, Facebook, Twitter, paid search, mobile, and video game placement, to name just a few. Research techniques and options have also changed. New technologies and techniques allow deeper insights into consumers’ attitudes and behaviors. What has not changed (and what has likely increased) is the need for research to guide and inform decision making. Regardless of the selected media option or advertising approach, the appropriate use of research greatly increases an advertiser’s chances of success. Simply put, research helps advertisers make better informed decisions, and better informed decisions lead to more effective, successful advertising.
Research makes a contribution throughout the entire advertising planning process and typically focuses on four main areas of information needs. These areas, shown in Figure 1.1, are discussed in the next section. However, before this more detailed discussion takes place, several important aspects of the figure should be noted.
• Paths are very flexible. Advertisers can use research sequentially to address multiple areas of concern prior to making a decision, or they can use research to help them make better decisions in one particular area.
• Feedback and revision is an important part of the process. Insights gathered from one area of research can be used to guide, inform, and revise decisions reached earlier or in other areas.
• An advertiser can enter the process at any point. If, for example, elements of the marketplace and consumer are unchanged from prior planning periods, then an advertiser may want to focus research efforts only in the areas of creative development and media.
The next section of this chapter addresses each component of Figure 1.1.
FIGURE 1.1 Overview of the Advertising Research Planning Process
THE CONTRIBUTIONS OF ADVERTISING RESEARCH
The Market
Successful advertising planning always builds upon a research-driven analysis of the marketplace. This research identifies and provides detail on relevant current and potential future issues and trends. It helps those in the planning process better understand the forces shaping the marketplace and how these forces may affect their own and their competitors’ brands and advertising efforts. Research in this area typically addresses global, “big issue” questions, such as:
•What are key trends? To what extent do these trends affect product and advertising success? Are these trends likely to continue or shift? In what ways can our products and advertising capitalize on these trends? In what ways will the market be different next year versus this year?
•What is the competitive environment? Who are the category leaders? What brands are currently our primary and secondary competition? With what brands do we want to compete? What activities are representative of the category as a whole and of our particular competitors? How do the activities of our competitors compare to our own with regard to innovation and success?
•What new technologies are (or will soon be) available for advertising planning, execution, and placement? How successful have been recently introduced technologies?
•What are current and future problems and opportunities with regard to advertising planning?
Answers to these types of questions can come from several sources. Advertisers may decide to conduct proprietary research in order to address their own unique situation, or market analyses may be purchased from companies that specialize in this form of research.
The Consumer
Effective advertising, regardless of the medium in which it appears, flows from a thorough understanding of the target audience consumer. There are three dimensions of target audience analysis, all of which are better understood when research is utilized. One dimension relates to general consumer trends. Questions addressed by research in this area may include:
•What changes in consumer lifestyles have accelerated or slowed over the past five years? How might these trends affect perceptions and use of the product or responses to the advertising?
•What changes in consumer attitudes, beliefs, and priorities have accelerated or slowed over the past five years? How might changes in these trends affect perceptions and use of the product and responses to the advertising?
The rise of social media as an advertising platform illustrates the importance of answering these types of questions. Advertisers who first noticed this trend were in much stronger positions to capitalize on this development.
Beyond a focus on patterns in lifestyle, attitude, and behavior changes, research also helps advertisers better understand consumers’ attitudes in specific areas related to advertising planning and tactics. Research can, for example, provide insights into consumers’ willingness to provide personal information in exchange for exposure to more relevant advertising1 or it can assess consumers’ receptivity to advertising placed in video games2 or on social networking sites.
The second dimension of target audience analysis specifically focuses on the relationship between consumers and the advertised product or service. Here, questions addressed by research include:
•What segments of consumers exist, and what are the strengths/weaknesses/potential of each segment with regard to the advertised product or service?
•Within each segment, what are consumer characteristics with regard to demographics, behaviors, psychographics, and lifestyle? How do these characteristics relate to advertising decision making?
•What are opportunities within each segment based on consumers’ purchase patterns, brand trial, and brand loyalty?
Questions such as these are typically answered by segmentation research (see Chapter 17). This type of research divides the total population of consumers into distinct groups, where each group differs (versus other groups) with regard to important attitudes or behaviors. This division of consumers into smaller groups allows advertisers to better understand the tactics and approaches that are most likely to be successful for each group. Figure 1.2presents an illustration of consumer segmentation, in this case Forrester Research’s segmentation based on involvement with social technologies.3 Note that while the segmentation provides important insights into the characteristics of different groups, the advertiser must determine the best way to apply this information to advertising planning.
Once segments have been identified, research is used to increase the understanding how different segments of consumers perceive the advertiser’s and competitors’ brands or to better understand the behaviors and attitudes of different segments as these characteristics relate to the advertiser’s goals and plans. This knowledge can, for example, helps an advertiser determine whether it is best to reinforce attitudes within one segment of the population or change current attitudes toward the brand within a different segment. Here, when there is a focus on the brand, research helps to answer the following types of questions:
•What are current perceptions of the brand? Are these perceptions in the brand’s best interest?
•How do brand perceptions differ among users and nonusers? What is the source or basis of these perceptions? How firmly held are these perceptions?
•What benefits does the target audience seek from products in this category? To what extent is our brand seen as delivering these benefits?
•Are there benefits that our brand offers that other brands do not? Are these benefits currently important to our target? Are these benefits potentially important to the target? Can these benefits be made important to the target?
Research also helps an advertiser understand how consumers interact with brands and products. Research can help an advertiser understand whether a consumer’s decision
Creators
Critics
Collectors
Joiners
Spectators
Inactives
• Publish a blog
• Publish your own Web pages
• Upload video you created
• Upload audio/music you created
• Write articles or stories and post them
• Post ratings/reviews of products or services
• Comment on someone else’s blog
• Contribute to online forums
• Contribute to/edit articles in a wiki
• Use RSS feeds
• “Vote” for Web sites online
• Add “tags” to Web pages or photos
• Maintain profile on a social networking site
• Visit social networking sites
• Read blogs
• Listen to podcasts
• Watch video from other users
• Read online forums
• Read customer ratings/reviews
None of the above
Groups include consumers participating in at least one of the indicated activities at least monthly
1.2 Forrester Research Social Technologies Segmentation
to purchase the product is more rational or emotional, whether or not a great deal of thought or consideration underlies brand selection, and the extent to which consumers perceive the choice of a particular brand as making a statement about themselves. These types of research-based insights provide direction for strategic and creative development, especially for the selection of essential message and creative tone.
A parallel set of questions is addressed by research when the advertising relates to non-brand activities, for example, anti-drug and antismoking advertising, cancer prevention, water conservation, or reducing carbon footprints. These questions include:
•What are current perceptions of our issue? Are these perceptions in the issue’s best interest? Are these perceptions primarily emotional or rational? To what extent are these perceptions factually correct?
•How do the basis and content of perceptions differ among those who are positive, negative, and neutral? What is the source or basis of these perceptions? How firmly held are these perceptions?
FIGURE
•What benefits can we offer the target? Are there different benefits for different groups of individuals?
•What are the obstacles or barriers to moving consumers in the desired direction?
Creative
An analysis of the marketplace, consumer, and product or issue typically leads to a determination of positioning—a descriptive statement of the agency’s and client’s view of the marketplace niche that they believe the product or issue can most successfully fill. 4 Sometimes a positioning is determined based entirely on judgment, but more frequently research is conducted to evaluate the strongest from among a set of positionings. (Chapter 19provides a detailed discussion of this type of research.)
Once a positioning is selected, the creative team must then translate the positioning into compelling and motivating advertising. An initial step in this creative development process is the identification of the essential message—the advertising’s communication goal. Similar to positioning research, essential message research can help an advertiser identify the strongest of several considered messages. Once the essential message is identified and agreed on, research often plays an important role in the evaluation and selection of the creative itself. Here, different approaches to the advertising may be tested in order to identify each approach’s strengths and weaknesses or to select the “winning” approach. (Research related to creative decisions is presented in Chapters 19and 20).
As with the other areas of information need, research designed to provide insights into creative development is not limited to traditional advertising, but rather contributes across a broad range of new media environments. Thus, while research can help to identify the strongest of three proposed television commercials, it can also help to determine the best wording for a paid search ad or the best creative to use in video game placement.
Research not only makes a contribution during the creative development process, it also plays an important role with regard to finished creative in two main areas. First, research helps advertisers determine advertising success. Here, tracking studies can be used to monitor changes in attitudes, beliefs, and behaviors after the campaign has begun to appear. This type of research can be conducted by those involved in the campaign itself or by others external to the campaign who are interested in assessing campaign effectiveness. Milward Brown’s Dynamic Tracking™ is an example of this type of research. This research collects feedback from consumers before, during, and after key periods of advertising activity. In doing so, Dynamic Tracking tells advertisers whether their advertising plan has worked by identifying
•whether consumers are aware of a brand’s campaign;
•which elements are recalled most strongly;
•whether the media budget is being deployed efficiently;
•whether the intended message is coming across;
•and how the total communications mix is affecting consumers’ relationships with the brand.5
