The Advertising Research Handbook 2ndEd

482 Pages·2011·4.7 MB·English

by  Ron Munniks

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“The Advertising Research Handbook should be a ‘must have’ for all n
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—Tim Teran, EVP, Consumer Insights & Strategy, Macy’s
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u Revised and Expanded
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g SECOND EDITION
$22.95 US
Charles E. Young
$25.95 Canada
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The
Advertising Research
Handbook
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The
Advertising
Research Handbook
by
Charles E. Young
SECOND EDITION
Ideas in Flight
Seattle, Washington
a division of Ad Essentials, LLC.
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Copyright © 2008, Ad Essentials, LLC, 525 West Prospect
Street, Seattle, Washington 98119, and Ideas in Flight,
Seattle, Washington.
All Rights Reserved. No part of this book may be
reproduced in any form or by any electronic or
mechanical means, including information storage
and retrieval systems, without permission in writing
from the publisher, except by a reviewer who may
quote brief passages in a review.
Second Edition, October,2008
ISBN 978-0-615-24496-9
The author is grateful for permission to use exhibit material
from Unilever, Sara Lee, IBM, United Dairy Association,
and Hello Hello, Inc.
Acknowledgments
Several chapters are adapted from papers noted in the End
Notes section of this book, with thanks to coauthors Michael
Robinson, John Kastenholz, and Graham Kerr.
Front Page Cover Photo
Physicist Harold Edgerton used stop-action photography to
freeze time and make the invisible visible. © Harold & Esther
Edgerton Foundation, 2008, courtesy of Palm Press, Inc.
Back Page Cover Art
The Ameritest Flow of Attention®graph freezes time to study
how audience attention flows through the moving
pictures of film.
Illustrations, cover, and book layout and design
by Patricia D. King.
Printed in the United States of America.
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Contents
FOREWORD . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .XI
INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .XIII
I. A Short History of Television Copytesting . . . .1
The Rise of Report Card Measures: Filtering the
Creative
The Role of Diagnostics: Optimization
The Search for the Unconscious Mind
Development of Moment-by-Moment Measures
Future Trends
II. Advertising Models . . . . . . . . . . . . . . . . . . . . . .33
Television
Print/Outdoor/Newspaper
Direct Response
Web
Packaging
Modeling an Integrated Campaign: Breadth and
Depth
III. Pre-testing: A Review of Report Card Measures
from Different Systems . . . . . . . . . . . . . . . . . .63
Attention and Recall
Branding
Motivation and Persuasion
Composite Measures
Liking
IV. Pre-testing: A Review of Diagnostic Techniques
from Different Systems . . . . . . . . . . . . . . . . . .85
Communication: Open-Ended Questions
Rating Statements
Moment-by-Moment Measures
Biometrics
V. Tracking: Measuring Ad Awareness
In-Market . . . . . . . . . . . . . . . . . . . . . . . . . . . .115
Continuous Tracking versus Dipstick
Measurement
V
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Recall versus Recognition
Optimizing the Recognition Stimulus
VI. Creative Tracking: Benchmarking Performance
to Competitive Ads . . . . . . . . . . . . . . . . . . . .133
Creative Tracking: Real Time Rankings of
Creative Quality
Case History: Predicting McDonald’s Sales from
Studying the Creative Landscape
McDonald’s Model of Success
VII. Leading Audience Attention . . . . . . . . . . . . .149
Rapid Cognition and the Attentional Blink
The Psychology of Editing Film
VIII. How Attention Drives Recall . . . . . . . . . . . . .165
The Importance of Rhythmic Structure
Semantic Content Drives Recall Scores
IX. Three Measures of Branding . . . . . . . . . . . . .177
Ipsos-ASI’s “Bridge” Between Recall and
Recognition
Millward Brown’s “Fit” Between Brand and
Execution
Ameritest’s “Top-of-Mind” Linkage
Relationships Among the Branding Measures
Three Models of Branding
X. Four Types of Memories . . . . . . . . . . . . . . . .189
Knowledge Tags
Emotion Tags
Action Tags
Brand Identity Tags
A Simple Tool
XI. Four Dramatic Structures of Emotional
Television Advertising . . . . . . . . . . . . . . . . . .205
The Flow of Emotion and Advertising Response
Four Dramatic Archetypes
Four Different Roles of the Brand
VI
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XII. What is “Information?” . . . . . . . . . . . . . . . . .219
Semantic versus Esthetic Information
Information Processing by Brand Lifestage
Successful New Product Commercials
XIII. How to Construct Persuasive Selling
Propositions . . . . . . . . . . . . . . . . . . . . . . . . . .235
Semantics: The Rational Side of Market
Communication
How to Build a Semantic Network
Application of Semantic Networks
Motivating Ideas
Persuasive Pathways
XIV. When to Introduce the Brand . . . . . . . . . . . .265
Three Keys to Brand Linkage: Focus, Fit and
Timing
Timing and Dramatic Structure
Timing and Brand Lifestage
XV. Rehearsing Ideas with Rough Ad Testing . . .281
Comparability of Animatic and Finished Film
Scores
Improvement from Rehearsal to Final
Production
The Value of Rehearsal
Three Case Studies
XVI. Why Length Matters . . . . . . . . . . . . . . . . . . . .299
30 Seconds versus 15 Seconds
Frequency of Branding Moments
Building Brand Presence
XVII. Film Tips For Branding Television
Commercials . . . . . . . . . . . . . . . . . . . . . . . . .317
Why is Brand Linkage Important?
The Visual
The Copy
The Music
VII
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XVIII. Finding Ideas That Travel: What to Look
For in Advertising Global Brands . . . . . . . .339
Creative Options
Barriers to Universal Advertising
Keys to International Advertising: What We
Have Learned
International Barriers to Executional Effectiveness
XIX. Five Research Strategies For Improving
Advertising Productivity . . . . . . . . . . . . . . . . .351
Test the Advertising Creative With a
Valid Performance Standard
Rehearse the Creative in Rough Form First
Experiment With Creative Alternatives
Optimize the Creative With Diagnostic
Insights
Learn From the Competition
XX. How to Have a Successful Research Meeting
With the Ad Team . . . . . . . . . . . . . . . . . . . . .365
What Are the Barriers to Successful
Collaboration?
Group Interaction: Dialogue is the Heart of
Group Learning
The Roles in the Meeting: Understanding
the Emotional Dynamics in the Room
The Three Conditions Necessary for
Discourse
Causes of Failure and Success in a
Research Meeting
GLOSSARY OF ADVERTISING RESEARCH TERMS: HOW TO
TALK THE TALK . . . . . . . . . . . . . . . . . . . . . . . . . . . . .387
RESOURCES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .441
Websites
End Notes
Publications
Rough Guide to Statistical Testing
VIII
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For Norma