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Chapter 6 - Account planning and research. After completing this chapter, students will be able to: Describe the role of account planners in advertising agencies, discuss how research can help advertisers select target markets, media vehicles, and advertising messages, explain the basic steps in the marketing research process,. | Chapter Six Account Planning and Research Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives Describe the role of account planners in advertising agencies Discuss how research can help advertisers select target markets, media vehicles, and advertising messages Explain the basic steps in the marketing research process Learning Objectives Explain the common methods used in qualitative and quantitative research Evaluate the challenges of pretesting and posttesting advertising Identify issues that can affect the accuracy and usability of quantitative research Account Planner Individual at an advertising agency primarily responsible for account planning Represents the consumer Ensures that the advertising strategy and executions are relevant to the target audience Marketing Research Systematic gathering, recording, and analysis of information to help managers make marketing decisions Identifies consumer needs and market segments Helps develop new products Helps devise marketing strategies Assesses the effectiveness of marketing activities Pretesting and Postesting Steps in the Research Process Establishing Research Objectives Concise statement of the research problem and objectives should be formulated Statement must be specific and measurable Decision point must be clear and the questions must be related and relevant Research results should provide the information required to decide on a new positioning strategy Conducting Primary Research Primary research: Collecting data directly from the marketplace using qualitative or quantitative methods Qualitative research: Uses small, nonrandom samples to explore behavior, perceptions, needs, and motivations of a target audience Quantitative research: Uses larger, representative samples to quantify hypotheses and measure market variables Basic Methods of Qualitative Research Basic . | Chapter Six Account Planning and Research Arens|Schaefer|Weigold Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives Describe the role of account planners in advertising agencies Discuss how research can help advertisers select target markets, media vehicles, and advertising messages Explain the basic steps in the marketing research process Learning Objectives Explain the common methods used in qualitative and quantitative research Evaluate the challenges of pretesting and posttesting advertising Identify issues that can affect the accuracy and usability of quantitative research Account Planner Individual at an advertising agency primarily responsible for account planning Represents the consumer Ensures that the advertising strategy and executions are relevant to the target audience Marketing Research Systematic gathering, recording, and analysis of information to .
