ADV 421 Advertising Research Marcom Process/ IMC Perley Isaac Reed School of Journalism

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ADV 421 Advertising Research Marcom
Process/IMCPerley Isaac Reed School of
Journalism
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Trivia Questions

• Out of 100 new products launched in the US, how
  many products will remain in the market after 1
  year?
• Out of 100 new products launched in the US, how
  many product launches are considered successful
  after 1 year?

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How many are successful campaigns?

• One average, Americans are exposed to 400-500 ads
  (excluding online ads) per day
• Out of 100 advertising campaigns, how many
  campaigns are considered successful?
• Less than 50
• Less than 30
• Less than 10
• Less than 5
• Could be just one 1

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New Coke Fiasco

• 1986 was a centennial year for Coke
• Coke was losing market share despite the fact
  that Coke was outspending Pepsi by 100M annually
  
• Pepsi had been using Pepsi Challenge theme for
  years and in mid-1980s, the campaign paid off
• In April 1985, Coke introduced New Coke, which
  tasted similar to Pepsi
• Prior to the introduction, a series of consumer
  tests and test-marketing were done all favored
  the introduction
• Within a few months of introduction, Coke pulled
  out New Coke from the market

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New Coke Fiasco

• Whats up with New Coke?
• Research myopia
• Scientific research can answer all the
  questions
• Coke spent 4M with 200,000 interviews
• Research mistakes
• Taste test Pepsi Challenge
• one sip (Pepsis blind-test) vs. a glass (Cokes
  blind-test)
• Factors research may have not empirically
  accounted for
• Consumer loyalty, sentimental value
• FGI vs. Survey

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Suppose this!

• Suppose you are a marketer of an energy drink
  brand. You have just received information that
  your competitor is planning to launch a new brand
  in the market and it may impact your market
  share.
• Your management has decided to launch a product
  that can compete with the competitors new
  product and given the task to you.
• List the things you have to do as a marketer.
  What do you have to know for your task.

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Suppose this!

• Suppose you are a CD in an agency. Youve been
  working on an energy drink campaign more than a
  month, but have not come up with any good ideas.
  You realize that you need to do some research.
  What do you have to do and what do you need to
  know?
• What do you have to do?
• What do you need to know?

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Brief Marketing Process
Business Plan
4Ps
Product Devt
Mktg Plan
Place
Pricing
Promotion
Feedback
SP
PR
AD
DM
PS
Agency Brief
SP Plan
PR Plan
AD Plan
DM Plan
MarCom Implementation
Results
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Brief Advertising Process
Agency Brief
Situation Analysis
Customer
Company
Competition
Objectives
Segmentation/Targeting
Creative Strategy
Media Analysis
Creative Development
Implementation
Evaluation
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Why do professors have to do research?

1. To make money
2. To be happy
3. Because they have to
4. To brag about their research to students
5. All of the above
6. None of the above

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Type of Research

• Public vs. Private Research
• Public (basic academic) Research
• Private (applied industry) Research

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Public vs. Private (Industry) Research
Public Private
Focus Theory, Process, Results Results
Goals Understanding Building knowledge Facilitation of decision
Beneficiary Society (public) Institution (proprietary)
Cost Typically minimal Typically costly
Relative explanations
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