ADV 205 Lecture 11: Lecture #11
Document Summary
The role of the account planner: account planners represent the consumer in the advertising process, stands from very informal to very formal. Advertising strategy research: product concept, target selection, message selection, media selection. What consumers want: using marketing research, healthtex discovered that customers wanted practical clothing for their children unique product concept for the brand, functionality, things that make moms life easier. Social networking makes viral advertising one form of advertising that does reach your generation. Viral advertising usually edgy, off color, infective content and delivery method are a good match for your generation: the brand experience, semiotic analysis, symbols, batman. Creative concept research: after ad strategy developed, test creative concepts, presenting and post testing. Steps in the research process: analyze situation & define problem, conduct unformal (explanatory) research, secondary data, internal, external, establish research objectives, conduct formal research, qualitative, quantitative, interpret & report findings. Advertising research: analyze the situation and define the problem.
