• Background, History, and past records of ad program
• opportunity to explain and illustrate the logic and reasoning in development
• An action document: Audience, Client, Current Market, opportunites in Communication

• Ususally connected with SWOT
• why? what was the expected results
• increase awarness
• Did attitudes change?

• Define Target Audience (marketing plan)

• Be Brief
• Avoid redundency
• inductive, not deductive
• summary at beginning
• show sources
• 50-60 page min

clairity and conciseness

completeness

correctness

coherence

eleminate unneccessary words

use common words

Smooth transitions

related info should be grouped

topics logically arranged

direct basis for conclusions, implications,reccomendations

opportunity to clarify and expand upon written report

road map to enable audience to flow

REHERSAL IS CRITICAL

Should be simple

Should be improvement over narrative

Informed Decision

• What they have to do
• How long it will take
• what will be done with the data

• all info gathered will be treated in confidential and proprietary manner
• clients will be kept informed of all changes

Authority

Tenacity

Intuition

Scientific Method

Authority

Scientific Method

OESCP

• objective
• emperical
• systematic
• cumulative
• predictive

DATA (sweet spot )

Exploratory

descriptive

casual

• what and why questions
• flexible
• not representitive
• face validity
• no control

• What exists?
• not flexible
• representitive
• external validity
• no control

• Cause and Effect?
• Not flexible
• not representitive
• internal validity
• strong control

pretest questionaire

listen to consumer

(personal interview, FGI, observation)

Primary Research (Quantitative)

• observation research
• physiological research
• survey research
• All Numbers; sampling, measure, subject, response, analyze

• Pre-testing
• determained how well the proposed advertising likily to perform (go-n-go decision)

• determain most effective ad vehicle for product/service
• research or media firm condict research and provide for client

measure effectivness of single ad or ad campaign

• Target Audiences cognitive and behavioral response
• media effectivness test

• q's discover/ identify new ideas; preliminary insight on data
  
• exploratoy design is research type
  
• open-ended, probing, structred and unstructured question type
  
• small sample, limited to sample respondents
  
• subjective, content, interpretive, thematic type of analysis
  
• interpersonal, observational, interpretive skills required
  
• very limited generability
  

• validation of facts, estimate relationship, prediction types of research questions
  
• decriptive and casual type of research
  
• close-ended, mostly structured questions
  
• large sample, good rep of TA
  
• statistical, decriptive casual predictions and relationships -types of analysis
  
• skills required are scientific, stat procedure, some subjective interpretive
  
• usually good inference about facts and relationships (survey, FGI)
  

to understand "where we are" in a competitive market situation

Who the client is, current positon

• market sales trend: market size, market share
• ind. ad expedentures trend-share of voice
• current issues in industry -any new info and trend
• KEEP ONLY NECCESSARY INFORMATION

• Product attributes-intrinsic vs extrensic
• Product selling points and benefits
• brand personality-brand image ( expressed adjetives)
• availabilty/ price
• DONT FORGET COMPETITORS

• who is consumer
• enduring vs dynamic variable
  
  • enduring-not change/demographic
  • dynamic-changed, psychographics
• product usuage
• product usuage cycle

Market Analysis (region)

• geogaphic sales potential
  • BDI/CDI analysis
    
  • buying power
  • demographic/psychographic 
  • descriptive characteristics of target audiene
    
• seasonality
  
  • monlthy, industry trends
    

• competitors
  
  • direct and indirect (alternatives)
• sales vs ad expenditures
  
  • Market share vs. Share of voice
• Media usuage
• Main ad themes
• Any sales promotion                  

• analyzing the situation
• ID the problem
  
  • can be solved with ad message
• ID the opportunity
  
  • can be emphasized with ad message
• often essence of great ad is turning problems into oppotunites

• small sample size
• open-ended questions
• provide in-depth insights
• help get info thats beneath the surface

• help develop a better understanding of why individuals act as they do, rather than developing numeric descriptions of what people do
• focus on the nature or structure of attitudes and motivations rather than their frequency or distribution

advantages of qualitative research

• see and hear consumers in their own words
• draw insights and explanations
• quicker and less costly
• more flexible

• limited generalizations
• no numeric descriptions of findings
• subjective interpretations

• Focus group interview/ mini group
• personal interview/in-depth interview
• projective techniques

• In-depth interviews, or one-on-ones
• often used with less exspensive techniques like surveys and FG
• trained interviewer interacts w individuals using loose questions
• intent on uncovering hidden meanings

verbal

imaginatin

pictures