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广告学原理与实务Advertising Principles and Practice 授课教师：王红 Chapter 4Account Planning and Research客户策划和研究 授课教师：王红 广告研究根据目的的不同，分为两类： 1、策略性研究 strategic research 2、评估性研究 evaluative research Chapter 4 Account Planning and Research 4.1 THE QUEST FOR INTELLIGENCE AND INSIGHT 4.1 THE QUEST FOR INTELLIGENCE AND INSIGHT 策略性研究strategic research——collecting all relevant background information needed to make a decision 做出决策前对所有相关的背景信息的搜集。 Chapter 4 Account Planning and Research 4.1 THE QUEST FOR INTELLIGENCE AND INSIGHT Procter Gamble的创始人Harley Procter发现了此香皂的诉求点“it floats”，并把名字从“White Soap,”改为“Ivory Soap”。 评估性研究evaluative research 一则广告的出台经过许多步骤，广告主要对每个步骤进行开发和评估，即对决策的有效性进行评估。 Chapter 4 Account Planning and Research 4.1 THE QUEST FOR INTELLIGENCE AND INSIGHT 可口可乐第一张平面广告 广告口号：从理想的大脑的滋补品 到Drink Coca-Cola delicious and refreshing 策略性研究的内容： 1、数据收集 data collection 2、战略性文件the strategy document（广告策划书） Chapter 4 Account Planning and Research 4.2strategic research策略性研究 1、数据收集data collection 信息有两个主要的来源： Informal Formal research Chapter 4 Account Planning and Research 4.1客户策划与调研：智力与洞察力的探索 THE QUEST FOR INTELLIGENCE AND INSIGHT Informal research ---it’s the experience of the business and personal experience of the advertiser and the advertising agency.（广告主和广告公司的商业经验和个人经验） Chapter 4 Account Planning and Research 4.1 THE QUEST FOR INTELLIGENCE AND INSIGHT Formal research ---such as surveys , in-depth interviews , observational methods , focus groups.（如调查、深度访谈、观察法、焦点小组） Chapter 4 Account Planning and Research 4.1THE QUEST FOR INTELLIGENCE AND INSIGHT 4.2.1data collection数据收集 （1） secondary research （2）government organization政府机构 （3）市场研究公司research firm （4）自行开展一手信息研究primary research Chapter 4 Account Planning and Research 4.2strategic research策略性研究 4.2.1 data collection （1） secondary research 策略性研究开始于secondary research, which is an exploration of all available published information. 研究内容