advertising research

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Advertising Research (Conclusion)

Published November 4, 2013 by Mayrbear's Lair

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Direct Response Marketing and Setting Objectives

To set marketing objectives, advertisers must identify the most efficient means to communicate their message and incorporate the best research methods to help them accomplish their goals. Eyun-Jung et al., (2012) purport that online data collection methods are more commonly employed than offline methods and must be taken into consideration during their research efforts (Eyun-Jung, Hyoungkoo, & Lan, 2012). In order to determine and set objectives marketers must identify precisely what they intend to communicate and what their message is supposed to achieve. In addition, they must determine the most appropriate means and tools used to communicate their message so that the answers to these key questions flow organically. Direct response marketing is another research strategy advertisers use to better understand their audience. For example, companies invest time and energy to implement programs that include direct mail and email campaigns. In doing so, they provide consumers with such items as catalogs, surveys, flyers, and other means to communicate to them. These strategies are implemented in conjunction with other direct response mass media efforts developed in their TV, radio, and magazine ads, to influence consumer behavior and encourage some kind of immediate response. In turn, marketing teams use the information they gather to build a solid data warehouse which includes some of the following components: (a) client name and contact information, (b) purchase transactions details, (c) the history of company interaction including inquiries, return merchandise, or complaints, (d) survey results, (e) consumer preferences, and (f) consumer participation in promotions and marketing campaigns. Marketers utilize data management disciplines as a research strategy and evaluate the information collected to help them identify and design their promotional campaign goals. This is also an effective way to develop more meaningful relationships with consumers\ that not only builds consumer trust it can also help predict future trends and behavior.

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Personal Selling Tactics and Budget Plans

Advertising research is also effective for identifying the most efficient executional frameworks to deliver brand messages with the financial resources available. Learning about consumer lifestyles and media preferences help marketers reach prospects and communicate their messages with precision. For example, to avoid costly mistakes and allocate funds efficiently, marketers may include personal selling tactic strategies in their research efforts to help determine the company’s resources and budgetary needs. Thomas (2013) postulates that one of the greatest obstacles marketers face is integrating media strategies effectively and deciding on the most efficient executional frameworks to deliver their message (Thomas, 2013). The choice of media channels, whether TV, print, or outdoor, is one of the most important aspects in the development of a marketing campaign because bad decisions due to a lack of poor research and planning can result in considerable financial losses as well as cost a company to lose their brand positioning in the marketplace. Companies that include personal selling techniques in their advertising research strategies, for instance, offer consumers the opportunity to build relationships face-to-face with company representatives. In the meantime, strategists are able to learn more about consumer interests so they can build better budget plans to achieve their goals. For example, one personal selling effort tactic may include an in-store demonstration of a product to give people an opportunity to experience a company’s goods with their own eyes. The response they receive can help marketers create more effective programs and build better budget procedures to support them. This strategy helps marketers in their research efforts because it also provides an opportunity to generate new leads by adding a personal touch. In addition, it gives consumers a chance to meet and interact with company insiders that can provide more details about a brand. This discipline helps build trust, gives consumers a chance to discover a brand’s goods and services first hand, and the data gathered from the event plays a significant role in the development of effective budgetary plans to support them.

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Conclusion

Companies want to build brand awareness not lose it. Their goal is to tell their story while meticulously crafting their image in a way that cleverly presents their unique selling points. Baack and Clow (2010) explain that the recruitment of new leads from implementing such strategies like frequency programs, permission marketing enticements, and direct response marketing techniques, are all effective practices to motivate customer action and build brand loyalty (Baack & Clow, 2012). In other words, companies that use the data they collect from consumers as a research strategy, will help them develop more effective methods to motivate and influence consumer behavior and more likely to achieve successful outcomes.

Academic discipline strategies play a key role in advertising research because they help companies build meaningful relationships with consumers. Thomas (2013) reminds us that the main objectives of marketers are: (a) to generate new leads, (b) identify current prospects, (c) stimulate activity, and (d) implement effective follow up programs to ensure customer satisfaction (Thomas, 2013). Advertisers that incorporate disciplined strategies into their research efforts are more likely to get clients excited about a brand and have a better chance of closing a sale than trying to reach them blindly in a vast sea of consumers. In conclusion, the best way to achieve marketing goals is to incorporate disciplined research and data collection systems that can help companies identify and determine consumer behavior. This helps touch clients in a way that is not intrusive and instead makes them feel special and valued. The findings of this research conclude that brands can communicate their message more effectively and develop more efficient advertising campaigns by implementing strategic academic disciplines into their advertising research efforts.

References

Baack, D., & Clow, K. (2012). Integrated advertising, promotion, and marketing communications (5th ed.). Upper Saddle River, NY: Pearson Education, Inc.

Eyun-Jung, K., Hyoungkoo, K., & Lan, Y. (2012). Social media research in advertising, communication, marketing, and public relations. Journalism and mass communication quarterly, 89. Columbia, USA: Association for Education in Journalism and Mass Communication. Retrieved October 16, 2013, from http://search.proquest.com/docview/1026654509?accountid=32521

King, P., & Young, C. (2008). The advertising research handbook (2nd ed.). Seattle, WA: Ad Essentials, LLC.

Shimp, T. (2010). Advertising, promotion, and other aspects of integrated marketing communications. Mason, OH: South-Western Cengage Learning.

Thomas, J. (2013). Advertising research. Retrieved October 17, 2013, from http://www.decisionanalyst.com: http://www.decisionanalyst.com/publ_art/adver.dai

Advertising and Research (Part 1)

Published November 1, 2013 by Mayrbear's Lair

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Introduction

An advertising campaign’s function is to provide information about a brand in a memorable and entertaining fashion. To achieve the most effective response, marketers focus their strategic plans to develop the brand’s positioning with the message and images they choose to communicate. Shimp (2010) suggests that marketers can entice consumers in interesting ways by learning more about their wants and needs, using the information they collect to reach them more effectively (Shimp, 2010). These strategies are commonly used to help advertisers grab the attention of viewers, build trusting relationships with them, and in exchange patrons offer brand loyalty.

To find out more about a target audience media teams implement precision research systems into their campaign efforts to experience maximum benefits for their efforts. Baack and Clow (2012) contend that research systems give marketers insights into: (a) consumer purchasing habits, (b) the merchandise they use, (c) how they make purchases, and (d) other behavior that may affect their interaction with the brand. Advertisers typically focus their research efforts in two areas: product-specific and consumer-oriented data collection to better comprehend their target audience (Baack & Clow, 2012). Research strategies help marketers devise the best methods to communicate their messages more effectively to motivate consumer action. The focus of this study is centered on three academic disciplines that play an integral role in advertising research to help in the development of an effective marketing campaign: (a) data driven management systems to help support brand positioning, (b) the implementation of direct response marketing programs to assist with goal setting strategies, and (c) applying personal selling tactics that can have a profound effect on budget allocation. In addition, the study will also examine how components like data mining, customer profiling, trawling, and frequency programs are important for building customer relationships to help with research efforts. The findings of this study will conclude that companies who implement a disciplined advertising research program which includes strategies to individualize communication with consumers, will experience more success from their efforts. These programs can help address important issues that will influence the development of their promotional campaigns which in turn has an impact on the brand’s positioning, goal achievements, and budget plans.

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Data Management and Brand Positioning

Media experts look to position their brand more effectively by including strategic disciplines in their advertising research efforts. King and Young (2010) explained that a brand’s position communicates the benefits, their image, and the key advantages they represent in the way they want to deliver that message to the collective mind of their target audience. In order to determine their brand positioning in the core of their message, they must provide a tangible reason their brand stands out above the competition (King & Young, 2008). To position themselves above others, marketers begin by conducting thorough research on their competitors and collect substantial data to profile consumers as a means to better comprehend the marketplace. This strategy is also effective to help to establish trustworthy relationships with their patrons.

The first step for a marketing team is to incorporate strategic data driven systems into their research programs. To achieve this task, teams begin by developing a strong data warehouse that includes coding analysis capabilities which can also be used for data mining procedures. Data driven marketing provides a direct link to consumers and helps advertisers develop more effective relationships with their audience. For instance, because of advances in internet technology and software development, companies can easily build and develop strong database programs that support and personalize customer interaction to build loyalty. Technologies that support database storage, mining and coding operations are more effective in building intimate relationships with consumers because they keep track of their interaction with the brand. For example, a brokerage firm that has established a customer profiling program may use database mining strategies to implement a practice called trawling. This procedure helps companies identify active patrons and pinpoints the inactive ones. It also helps strategists determine whether clients should be pursued and enticed into new action or released to make room for others. Companies that incorporate data driven marketing strategies into their research programs do so to understand consumer values so they can build better relationships with them and increase their chance of elevating their brand position in the marketplace.

Part 2 to be continued next Monday … thanks for staying tuned!

References:

Baack, D., & Clow, K. (2012). Integrated advertising, promotion, and marketing communications (5th ed.). Upper Saddle River, NY: Pearson Education, Inc.

Eyun-Jung, K., Hyoungkoo, K., & Lan, Y. (2012). Social media research in advertising, communication, marketing, and public relations. Journalism and mass communication quarterly, 89. Columbia, USA: Association for Education in Journalism and Mass Communication. Retrieved October 16, 2013, from http://search.proquest.com/docview/1026654509?accountid=32521

King, P., & Young, C. (2008). The advertising research handbook (2nd ed.). Seattle, WA: Ad Essentials, LLC.

Shimp, T. (2010). Advertising, promotion, and other aspects of integrated marketing communications. Mason, OH: South-Western Cengage Learning.

Thomas, J. (2013). Advertising research. Retrieved October 17, 2013, from http://www.decisionanalyst.com: http://www.decisionanalyst.com/publ_art/adver.dai