ppt

Account Planning & Research Nikki McClaran

Week 1: Introduction to Course & Research

Busy first day…

• Overview of syllabus and course • Intro to account planning • Intro to research • Research ethics

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Syllabus and Group Project

•Posted on D2L

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Account Planning

• Early history of account planning

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Finance Traffic

Research Media

Account Management

Account Planning

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CLIENT ACCOUNT MANAGER RESEARCH

Account Manager vs. Researchers?

•Misinterpretation •Conflict of objectivity •Satisfying client vs. creative direction

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Account Planning

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Finance Traffic

Research Media

Account Management

Account Planning

“Presents the consumer’s point of view in the

marketing and advertising process”

Roles of Account Planning • Identify potential problems or opportunities • Analyzing and interpreting past information and reports • Keeping up-to-date with user trends, views, and attitudes • Commissioning research • Analyzing and interpreting research results • Making presentations to clients and agency staff • Providing creative strategies (creative brief) • Evaluating campaign success

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Why do we need research? •Inform •Design •Evaluate

•Based on empirical knowledge

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Why do we need research?

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Different types of knowledge 1. Intuitive: • Based on emotion, your ”gut,” and instinct • Ex: “I just knew it was the right decision”

2. Authoritative: • Based on information from a trusted source • This can be credible (teachers) or not (friends) • Ex: “An article I read said…”

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Different types of knowledge 3. Logical: • Also called “rationale logic” • Based on reasoning or logical assumptions • Ex: “I smile when I see dogs, so I must like dogs”

4. Empirical: • Based on demonstrable, objective facts • Ex: ”We surveyed college students and found a

relationship between sleep and GPA”

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Types of Advertising Research Four main areas: •The Market •The Consumer •The Creative •The Media

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The Market “What domain are you selling your product in” •Large issues, such as the current environment and trends

Example market research: •Key trends •Competitive environment •New technologies

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The Consumer “Who is buying your product?”

Example consumer research questions: •Who is buying the product? •Who is using the product? •What do people think of your product?

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The Creative “How are you going to sell your product?”

Example creative research: •Determine best strategies •Measure campaign success •Maintain legality

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The Media “Where are you distributing your message?”

Example media research: •How much to spend •When to broadcast your ads •What type of media

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The Process

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MARKET

CONSUMER

CREATIVE

MEDIA

REPORT TACTICS EVALUATION

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Problem Definition Before collecting data, you need to create a problem definition

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Problem Definition •States your identified problem and/or opportunity •Provides justification for research •Provides research questions/hypotheses

How do you determine this? Research! • Typically secondary research

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Types of Research • Primary vs. Secondary • Primary is further divided into: Quantitative vs.

Qualitative

• How do you know what to choose?

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Primary vs. Secondary •Secondary research: research based on information you did not plan and collect for your research aim •Primary research: research based on information you did plan and collect for your research aim

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When is Secondary enough? •If it answers your problem definition, however this is typically not the case because the info is either •Non-existent •Unreliably/invalid •Unavailable

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Primary vs. Secondary •All good research begins with secondary research •Most good research ends with primary research • Secondary is often not enough to resolve problem

definition

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So, you decide to conduct primary research… •Now you have to choose either quantitative or qualitative data

•https://www.youtube.com/watch?v=RYmL E8UqCXU •https://www.youtube.com/watch?v=-S2EiPD4- W0

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Recap:

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Qualitative Quantitative Purpose: Deep understanding from individual’s

perspective, discover ideas Determining widespread perceptions, test hypothesis/research questions

Assumes: Dynamic reality Fixed reality

Approach: Observe & interpret (subjective) Measure & test (objective)

Types of questions: Open-ended Closed-ended

Measures: Text Numbers

Methods: In-depth interviews (IDI), focus groups, observational, content analysis

Surveys, experiments, observational, content analysis

Analysis: Thematic analysis Statistical analysis

Sample: Small sample sizes Large sample sizes

If conducting both, which comes first?

•Depends on who you ask •I personally recommend starting with qualitative. • Why?

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Your research questions should be in line with your proposed method •Quantitative: mostly hypotheses, sometimes research questions •Test, support, compare

•Qualitative: research questions only • Explore, find, understand

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When conducting research…

•You must greatly consider research ethics

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Research Ethics

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Research Ethics

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• Due to ethical violations in research (e.g., Stanford prison experiment), research now subscribes to the Belmont Report • This is not law, but it is the ethical standard enforced in

most disciplines

Research Ethics

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Belmont Report has 3 principles: • Respect for persons • Autonomy: should be able to make informed consent

• Beneficence • Maximize possible benefits and minimize harms • Nonmaleficence: do no harm

• Justice • No systematic disadvantages to people

In Class Exercise: Is this ethical? You’ve been asked to conduct an anonymous survey to determine how people feel about your client, but you also want to impress your boss with a new advertising strategy. The software you use tracks the responses… you come up with the idea that you could target the people who have a favorable opinion of your client with future advertisements.

You’re conducting a focus group, and a person says something that you really, really disagree with. You can tell other people also don’t agree, so you ask them their opinion on the statement. You choose not to state your own beliefs.

You need to conduct a focus group that will likely last an hour, but you know that’s probably too long of a time to get people to actually do it. One option is to tell people it’s only suppose to last 30 minutes… People could leave if they want, but maybe some will go ahead and stick around

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Assignments

•Quiz #1 via D2L •Intro slideshow due via D2L

•Both due Sunday before midnight

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