If you are the account planner needing to conduct exploratory research so your creative people will more clearly know and understand the language used by the targeted prospects, what stage in the advertising process are you in?
Ed McCabe makes the following distinction: "Without great ________, you can't make great advertising. However, ________ is the idiocy that keeps greatness from happening. [It] is a crutch the one-eyed use to beat up the blind."
In the last 25 years or so, as agencies either restructured or downsized their research departments-at the same time-they added account planners whose task was to ascertain not only who bought specific brands and/or services but also why.
Brad Majors in his article, "Lessons in Brand Loyalty at the Point of Sale," found that age, more than any other factor, drives brand loyalty. In other words, the older the consumers, the more likely they are to stick with a brand.
Traditionally, advertisers have considered the family life cycle as a reliable basis for segmenting. But the nature of the traditional family life cycle has changed over the past 30 years, leading advertisers to reevaluate how they look at the family life cycle.
If research reveals that awareness of a brand is high and trial of the brand is low, the research is indicating what people know about the brand is not sufficiently motivating or relevant, and the brand may need repositioning.
If a product has a number of positive appeals that could be successfully promoted, the key to developing an effective advertising campaign is finding the primary appeal-the one most relevant to the majority of your target audience.
If you decided to focus on "big issues," such as definitions of happiness, success, and fulfillment, you likely would be looking at ________ rather than details or tangible manifestations of those qualities.
In this kind of concept test, a(n)________ test, the agency shows a rough copy of a print ad, or artwork for a television commercial, which include total copy and illustration as they will appear in finished form.