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Steps:
1.
2.
3.
4.
..
Defining the communication objectives:
Decide what the communication objectives
is out to achieve in terms of:
Increasing brand awareness
Positioning the service as the friendliest on
the market Repositioning Guinness from an
old mans drink to a young mans drink
Maintaining brand x as the preferred brand
Posttesting:
This is done only after a full commitment to a
creative approach and a schedule of media ahs
been made . The objective is to ensure that
future campaigns will be more effective .
Advertising Research
Marketing research
Marketing research is the systematic gathering,
recording and analysing of data about problems
relating to the marketing of goods and services
It plays a significant part n product formulation,
packaging, new product introductions and
advertising copy.
Marketing research when directed at the
advertising copy decision is referred as
advertising research
Advertising research
It is a subsystem of marketing research
process
Information gathered via market research
is used up the advertiser and advertising
agency for campaign planning.
Research procedure
Creative research
It is a part of advertising research
It applies to the development and
evaluation of the agencys creative
product[ ads]
It applies to the creation of advertisement
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