Chapter 5 Account Planning and Research

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Chapter 5Account Planning and Research

• Strategic Research
• Begins with secondary research (government,
  trade, supplier, Internet)
• Primary research
• The Account Planning Process
• Qualitative versus quantitative data
• Account planner interprets information

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The Strategy Document

• Marketing objectives
• The product
• The target audience
• The brand personality
• The promise and support

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• Marketing objectives
• Reviews the competition
• Establishes a goal for the campaign
• Corporate (profit, growth, ROI, reputation)
• Sales Targets (specific, quantitative, realistic
  goals to be achieved in a specified period of
  time)
• Includes
• Past and present sales figures
• Market shares of brand and competitors
• Competitor advertising and promotional resources,
  tactics, practices
• Other relevant information

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• The product
• Section includes
• Results of surveys
• Consumer perceptions of the brand and its
  competitors
• Tests of or reactions to advertisements,
  promotions, retail displays, and packaging of
  brand and competitors

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• The target audience
• Includes
• Demographic and psychographic description of the
  campaigns target audience
• Demographic data reveal the age, income,
  education, gender, and location of targets
• Psychographic information comes from surveys,
  in-depth interviews, observational research and
  focus groups

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• Brand personality
• Brands have personalities
• Ads for brands with winning personalities seek to
  perpetuate that personality
• Ads for brands with less desirable personalities
  work to remedy the problem
• Personalities can be elicited by
• Asking consumers what the brand would be like if
  it were an animal or person

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• The promise
• Ads promise a reward for buying or using the
  advertised product or service
• Promise section tells writers and art directors
  which reward ads should promise
• Support section lists facts about the brands
  attributes that will make the promise most
  acceptable to users

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Evaluative ResearchBefore Execution

• Message development research
• Survey research
• Observation research
• Cognitive psychology and the use of metaphor
• Communication assessment
• Content analysis of competing ads
• Readability tests
• Test marketing
• Physiological measures

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Evaluative ResearchDuring Execution

• Coincidental surveys
• Attitude tests
• Tracking studies
• Wave analysis
• Consumer diaries
• Pantry checks
• Single-source tracking

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Evaluative ResearchAfter Execution

• Memory tests (recall/recognition)
• Persuasion tests
• Direct-response counts
• Frame-by-frame tests
• In-market tests
• Brand tracking

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Evaluative ResearchAfter Execution