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Advertising Research
Course Outline and Schedule
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----- First Day -----
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08:30 AM - 08:45 AM Introduction of Participants
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08:45 AM - 10:00 AM Session I
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HOW DOES ADVERTISING RESEARCH FIT INTO MARKETING DECISIONS?: Major advertising decisions and the research response; parties involved in ad research and their expectations; sources of ad research; controlling the quality of ad research.
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10:00 AM - 10:15 AM Coffee Break
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10:15 AM - 12:15 PM Session II
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CHOOSING THE TARGET, SELECTING THE SOURCE AND JUSTIFYING THE CLAIM: Research techniques to support advertising planning; methods for segmenting markets, selecting targets, and developing customer profiles; methods for identifying compelling ad themes, including gap analysis, problem detection studies, benefit structure analysis, brainstorming, focus groups and others; strategic advertising research.
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12:15 PM - 01:30 PM Lunch Break
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01:30 PM - 03:00 PM Session III
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DEVELOPING THE MESSAGE: Strategic advertising research, gap analysis, problem detection studies, benefit structure analysis, brainstorming, laddering, focus groups and other qualitative and quantitative research approaches to select the ad theme. Positioning research and how it is used to decide what to say in an ad; identifying priorities based on customer inputs to help decide advertising content.
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03:00 PM - 03:15 PM Coffee Break
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03:15 PM - 05:00 PM Session IV
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EVALUATING ADVERTISING COPY: Evaluation of several videotaped commercials to establish criteria for evaluating ads; critical issues in copy research; communication vs. sales measures; the FCB Grid and other models of how advertising works; diagnostic vs. evaluative measures; testing rough vs. finished execution; validity, reliability, sensitivity and other criteria for evaluating copy testing methods.
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----- Second Day -----
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08:30 AM - 10:30 AM Session V
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METHODS FOR PRESENTING ADS, OBTAINING RESPONSES AND THE MEASURES USED IN COPY TESTING: On air vs. off air, recruited vs. natural exposure, in-home vs. central location, and other options for TV. Portfolio, tip-in, on-screen and other options for print; focus groups, self-administered questionnaires, telephone interviews, electronic devices and other options for assessing responses in copy testing. Pros and cons of various options and when to use which. Measures of awareness, interest, arousal and diagnostics; physiological measures and objective evaluations; measuring recall and communication; techniques for measuring persuasion, cautions and guidelines; assessing sales impact.
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10:30 AM - 10:45 AM Coffee Break
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10:45 AM - 12:15 PM Session VI
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COMMERCIALLY AVAILABLE COPY TESTING PROCEDURES FOR TELEVISION, PRINT AND RADIO: Criteria for evaluation; description of various copy testing methods assessing recall, persuasion, sales, diagnostics…; description and comparison of various commercially available standardized procedures, their pros and cons and variants; new developments in copy testing.
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12:15 PM - 01:30 PM Lunch Break
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01:30 PM - 02:45 PM Session VII
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ASSESSING THE IMPACT OF ADVERTISING CAMPAIGNS: Post testing an ad and an entire multimedia campaign; tracking surveys, typical measures used, illustrative questionnaires and analytical procedures used for interpreting the results; commercially available advertising tracking systems; design of pre-post, post only and other studies to determine the effectiveness of campaigns; measures and questionnaires used; analysis procedures; impact of advertising vs. promotion; allocation of marketing budgets.
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02:45 PM - 03:00 PM Coffee Break
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03:00 PM - 04:30 AM Session VIII
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MEDIA AND AUDIENCE RESEARCH: Media/audience research; measures used in broadcast, print and internet media; vehicle and ad distribution, audience and response measures; recall and recognition procedures for print; meter, diary and interviewing techniques for broadcast; description of commercially available procedures; terminology and operational definitions in media research; weight testing; wearout; competitive spending.
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04:30 PM - 04:45 PM Concluding Remarks
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What Past Participants Have Said About This Seminar
Verbatim evaluations from participants who have attended the "Advertising Research" seminar.
Names of evaluators have been left out as a matter of professional courtesy.
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"Excellent seminar -- gave me a comprehensive overview of research for advertising. Excellent instructor -- made seminar content meaningful, relevant to my interests and needs."
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Director of Advertising, Pitney Bowes
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"Very comprehensive. Very informative. Good foundation and structure. Excellent speaker."
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Research Coordinator, Disneyland
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"Very good -- good information to take back for implementation. Very knowledgeable speaker."
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Advertising Coordinator, The Iams Company
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"Excellent; three ring binder is very helpful as future reference. (Speaker) excellent; very upbeat, with lots of real world examples."
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Staff Specialist, GTE
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"Excellent. Seemed like the best pieces of important sources were all pooled for maximum effect."
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Products Research Senior Engineer, Procter & Gamble Co.
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"A highly enjoyable training course. Very practical and interesting. Ensures a thorough grounding for anyone who has to commission/use ad research."
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Consumer Research Manager, World Gold Council
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"I felt the content was very good and helpful with my research needs. I feel the Burke Institute classes do a great job of educating on quality research practices."
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Research Architect, Salt River Project Power District
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"It was an excellent course that showed me how to use my research skills to evaluate advertising for my clients."
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Senior Market Research Analyst, Reliant Energy
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