莫利亚提《广告学：原理与实务（第11版）》moriarty_adv11e_06.pptxVIP

Advertising IMC: Principles PracticeEleventh EditionChapter 6Strategic ResearchCopyright ? 2019, 2015, 2012 Pearson Education, Inc. All Rights Reserved. Part 2Principle: Be True to Thy Brand—and Thy Consumer Key Objectives Understand the strategic research process and why brand communicators use it.Discuss the main factors involved in designing a research study.Understand how to choose appropriate research methods and collect data.Describe current research trends and challenges. Lean Cuisine Gets it RightLean Cuisine’s story is about the importance of listening to your customers, being honest, taking risks – and the role of research in creating positive brand communication. The Research Process The Research Process (1 of 2)Strategic research means:Actively seeking reliable information to make an important decision.Recognizing that you need more information.Gathering enough objective information and insight to make an honest comparison between choices.Making a decision and then re-evaluating your choice. Figure 6.1: The Research Process The Research Process (2 of 2)Brand strategy begins with consumer research -- the tools of listening.It can help us effectively segment and target markets by better understanding:consumer attitudesmotivationsperceptionsbehaviorsResearch findings lead to analysis and insights into why people think and behave as they do. Why do we Need Research? Why do we Need Research? (1 of 3)Agencies and clients use research to make strategic decisions.Specialized firms and departments uncover and disseminate secondary research data that others have already collected.They also conduct primary research to ask questions and collect data of their own. Figure 6.2: The Use of Research in Marketing Communication Planning Why do we Need Research? (2 of 3)How research is used in marketing communication planning:Market informationConsumer insightBrand informationMedia researchMessage developmentEvaluation research Research Insights Boost Iceland LambTo help