This week we are going to discuss Advertising Research. Please read Chapter 7, then complete the following discussion post as you construct a research strategy. Be sure to reference your text at least once and reference at least one outside article about advertising/marketing research to support your research planning strategy. Your initial discussion post should be at least 250 words long.
Assume you are an ad executive for one of the two brands you selected in Week 1. Based on your reading this week, come up with an advertising research strategy to launch your existing product to a new market segment. (For example, if your brand is Apple, you could say you are going to launch a campaign for the iPhone 7 targeting middle schoolers. What would you need to find out in order to produce effective ad messages for this market segment?).
Be sure to address all three stages of research as outlined in your text.
Define and discuss the demographic you want to target.
What do you need to know before you develop your creative approach?
What are two quantitative questions you could ask? (make sure your questions demonstrate a clear understanding of qualitative vs. quantitative)
What are two qualitative questions you could ask? (make sure your questions demonstrate a clear understanding of qualitative vs. quantitative)
Remember, advertising research is any effort that helps in the development, execution, or evaluation of advertising and promotion. To be valuable, advertising research should help produce effective advertising and promotion leading to increased sales.
Textbook: O’Guinn, T., Allen, C., & Semenik, R.J., (2012) (7th editions & later).
Advertising and Integrated Brand Promotion.
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