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18/01/2022 10:00:17 PM

Developmental Advertising and IBP Research

Developmental advertising research is used to generate advertising opportunities and messages. It helps the creatives and account team figure out things like the target audience’s identity,  expectations, and profile. It is conducted early in the process to influence the nature of ads, promotions or branded entertainment execution. It is often called “consumer insight” research.  Multiple methods are used for developmental advertising research: concept testing, audience profiling, real usage, focus groups, projective techniques, field work.

- Concept Testing seeks feedback designed to screen the quality of new ideas or concepts. For example, are consumers willing to use a paint that does give  you that “new paint smell” (see Exhibit 7.5)?

- Audience Profiling. Creatives need to know as much as they can about the people to whom their ads will speak. This audience profiling is done in many ways. One of the most popular is through lifestyle research (AIO—activities interests and opinions). These profiles present the creative staff with a fine-grained picture of the target audience, and its needs, wants, and motivations.

- Real Usage (what the consumer really wants).  More qualitative research methods are being used in developmental advertising research to discover just how consumers really use brands and why.  It helps clarify for marketers that the intended use of the brand is the actual use of the brand.

- Focus groups. A focus group (with 6-12 participants) is a brainstorming session with target customers to come up with new insights about the brand. Focus groups offer the opportunity to gather in-depth data.  It takes great skill and training to run focus groups effectively.          

- Projective techniques. Projective techniques are designed to allow consumers to project thoughts and feelings (conscious or unconscious) in an indirect and unobtrusive way onto a theoretically neutral stimulus. (Seeing faces in clouds is an example of projection.) The most common projective techniques are:

- Association tests ask consumers to express their feelings or thoughts after hearing a brand name or seeing a logo.

- Dialogue balloons offer consumers the chance to fill in the dialogue of cartoon-like stories, much like those in the comics in the Sunday paper. The story usually has to do with a product use situation. Story construction asks consumers to tell a story about people depicted in a scene or picture. Sentence and picture completion presents consumers with part of a picture or a sentence with words deleted and asks them to complete the item. The picture or sentence relates to one or several brands of products in the category of interest.

- A new method gaining popularity is the Zaltman Metaphor Elicitation Technique, or ZMET. This technique tries to draw out people’s buried thoughts and feelings about brands by getting people to think in metaphors. Researchers ask consumers to say how they would visually represent their experiences or feelings about a brand.

- Field Work is conducted outside the agency in the real world typically in consumers homes or at the site of consumption. More and more, researchers are attempting to capture the experiences of consumers and understand their embedded consumption—consumption tightly connected to the consumer’s social context.​A special type of  field work is a coolhunt which is a field expedition where researchers go to sites where they believe cool resides.

- Internal Company Sources. There is often valuable data within the company: customer service records, warranty registration, old research, customer complaints, and sales figures. All provide a wealth of information about the proficiency of the company’s advertising programs and consumer tastes and preferences.

- Government Sources. Various government organizations generate data on factors of interest to advertising planners: Information on population and housing trends, transportation, consumer spending, and recreational activities in the United States are examples. The text gives a number of good Web sites where this information is available.

- Commercial Sources. Information from these sources is reasonably comprehensive and is normally gathered using sound methods. The cost of information from these sources is greater than information from government sources. Despite the greater expense, information from commercial sources still costs less than primary data generation.

- Professional Publications. Professional publications are periodicals in which marketing and advertising professionals report significant information related to industry trends or new research findings.

- The Internet. The Internet has “democratized” research. Students can now access data sources through the Internet that were previously only open to well-financed agencies.

Reference: O'guinn, T., Allen, C., Semenik, R. J., & Scheinbaum, A. C. (2014). Advertising and integrated brand promotion. Nelson Education.

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