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Advertising Research  

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Seminar Summary:

In this seminar you will learn how marketing research techniques are used at the various stages of development and evaluation of print and broadcast advertising. (see full course description)


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Training Course Syllabus:

What you will learn:
In this 2-day seminar, you will learn how marketing research techniques are used at the various stages of development and evaluation of print and broadcast advertising. Specifically, you will learn which customized and proprietary research methods are best for:

Deciding what to say in the advertising message e.g., strategy development.

Evaluating advertising copy e.g. copy pre-testing.

Broadcast, print and internet media research.

Justifying advertising claims.

Assessing the effectiveness of specific ads or entire campaigns, e.g., ad tracking.





Advertising Research
Course Outline and Schedule
----- First Day -----
08:30 AM - 08:45 AM Introduction of Participants
08:45 AM - 10:00 AM Session I
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.


10:00 AM - 10:15 AM Coffee Break
10:15 AM - 12:15 PM Session II
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.


12:15 PM - 01:30 PM Lunch Break
01:30 PM - 03:00 PM Session III
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.


03:00 PM - 03:15 PM Coffee Break
03:15 PM - 05:00 PM Session IV
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.


----- Second Day -----
08:30 AM - 10:30 AM Session V
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.


10:30 AM - 10:45 AM Coffee Break
10:45 AM - 12:15 PM Session VI
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.


12:15 PM - 01:30 PM Lunch Break
01:30 PM - 02:45 PM Session VII
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.


02:45 PM - 03:00 PM Coffee Break
03:00 PM - 04:30 AM Session VIII
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.


04:30 PM - 04:45 PM Concluding Remarks



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.

Excellent, well organized, informative. Very complete/comprehensive.
Research Director
Snyder Communications
Excellent seminar, very informative. Knowledgeable and interesting speaker. Kept interest in materials, good humor.
Associate Director
Excellent seminar -- gave me a comprehensive overview of research for advertising. Excellent instructor -- made seminar content meaningful, relevant to my interests and needs.
Director of Advertising
Pitney Bowes
Very comprehensive. Very informative. Good foundation and structure. Excellent speaker.
Research Coordinator
Very good -- good information to take back for implementation. Very knowledgeable speaker.
Advertising Coordinator
The Iams Company
Top notch: fast paced but not overwhelming. Excellent instructor.
Research Analyst
Brown & Williamson
Excellent; three ring binder is very helpful as future reference. (Speaker) excellent; very upbeat, with lots of real world examples.
Staff Specialist
Excellent. Seemed like the best pieces of important sources were all pooled for maximum effect.
Products Research Senior Engineer
Procter & Gamble Co.
A highly enjoyable training course. Very practical and interesting. Ensures a thorough grounding for anyone who has to commission/use ad research.
Consumer Research Manager

Seminar Summary:

In this seminar you will learn how marketing research techniques are used at the various stages of development and evaluation of print and broadcast advertising. (see full course description)

print this agenda print agenda for the Advertising Research training seminar

 view dates and locations for this seminar




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