廣告調(diào)查（第二版）英文 課件 喬爾•戴維斯 ch17 Segmentation、ch18 Brand Maps、ch19 Concept and Communication Tests

Slide17-1AdvertisingResearch

JoelJ.DavisChapter17:Segmentation

Slide17-2WhatisSegmentation?SegmentationbreaksdownapopulationofindividualsintosmallersubgroupsIndividualsinasubgrouparesimilartoeachotheranddissimilartoindividualsinothergroups

Slide17-3ThreeAspectsofSegmentationStudyStartswithawell-formulatedresearchquestionEachgroupisuniquewithregardtosegmentationfocusThereisarelationshipbetweensegmentsandoutcomes

Slide17-4ObamaSegmentation

Slide17-5AdvertiserAssumptionsRegardingSegmentationIndividualsinthesamesegmentshouldrespondsimilarlytothesamecommunicationIndividualsacrosssegmentswillresponddifferentlytothesamecommunicationCommunicationplanneedstobecustomizedbysegment

Slide17-6ReasonsforUsingSegmentationIncreasemessageimpactandrelevance

Slide17-7ReasonsforUsingSegmentationIncreasemessageimpactandrelevance

Slide17-8ReasonsforUsingSegmentationIncreasemessageimpactandrelevanceRespondtocurrentmarketplacestructure

Slide17-9ReasonsforUsingSegmentationIncreasemessageimpactandrelevanceRespondtocurrentmarketplacestructureRefineandincreasemediaplanefficiency

Slide17-10ReasonsforUsingSegmentationIncreasemessageimpactandrelevanceRespondtocurrentmarketplacestructureRefineandincreasemediaplanefficiencyUncovernewopportunities

Slide17-11CriteriaforSelectingSegmentsSizeMediaAccessibilityMessageAvailabilityResponsivenessSustainabilityEvaluation

Slide17-12AdditionalCriteriafor

Product-RelatedSegmentationProfitabilityCompetitionDefendabilityCompatibility

Slide17-13SegmentationVariablesDemographicsGeographyPsychographicsRelevantattitudesandbehaviors

Slide17-14UsingVariablesClassificationvariablesarethebasisforthesegmentationDescriptivevariablesusedtodescribemembersofeachsegment

Slide17-15DemographicVariablesAgeGenderHouseholdLife-Stage

Slide17-16Life-StageSegmentationProvisionalAdulthood Choosingacareerandenteringtheworkforce.EarlyAdulthood Progressingincareersandsettlingintowork.Middlescense Reexaminingwork.AgeofMastery Adjustingtorealitiesofworkandapproaching retirement.AgeofIntegrity Disengagingfrompaidworkandsearchingfornew achievementoutlets.

Slide17-17GeographicVariablesRegionPopulationsizePopulationdensityCitysizeClimate

Slide17-18PsychographicVariablesAttitudesandvaluesMotivationsLifestyle

Slide17-19AttitudinalSegments:Example

UpbeatEnjoyer.Individualswhoaremostlikelytofeelthattheirbestyearsarenowandinthefuture.Highprioritiesarelookinggoodandstayingactive.Theyfeelfinanciallysecure.

Insecure.Individualswhofeelthattheyhavenotbeensuccessfulinlifeandthatthebestyearsoftheirliveslieinthepast.Theyareafraidtheywillnothaveenoughmoneyforthefuture,theyinvestconservatively,shopforvalue,andaregenerallyuncomfortablewiththeirappearance.

ThreatenedActive.Individualswhohaveapositiveoutlookonlife,althoughtheoutlookistemperedbyworriesaboutcrime.Veryresistanttochange,theywanttokeeplivingintheirownhomesandworkingattheircurrentjob.Theseindividualsdonotworryabout"lookingyoung."

FinancialPositives.Individualswhoaremoreopentochangeandmoreconcernedaboutlookinggood.Theyfeelfinanciallysecure,successful,andoptimistic.

Slide17-20PsychographicVariablesAttitudesandvaluesMotivationsLifestyle

Slide17-21Category/BrandAttitudesandBehaviorsProductusageBrandloyaltyBehaviorsinnon-productcategoriesNeedsorbenefits

Slide17-22ProductUsageSegmentationPatternsofbrandusage

Slide17-23ProductUsageSegmentationPatternsofbrandusageTypesofproductsconsumed

Slide17-24ProductUsageSegmentationPatternsofbrandusageTypesofproductsconsumedQuantityofconsumption

Slide17-25ProductUsageSegmentationPatternsofbrandusageTypesofproductsconsumedQuantityofconsumptionSituationofconsumption

Slide17-26Category/BrandAttitudesandBehaviorsProductusageBrandloyaltyBehaviorsinnon-productcategoriesNeedsorbenefits

Slide17-27Category/BrandAttitudesandBehaviorsProductusageBrandloyaltyBehaviorsinnon-productcategoriesNeedsorbenefits

Slide17-28Category/BrandAttitudesandBehaviorsProductusageBrandloyaltyBehaviorsinnon-productcategoriesNeedsorbenefits

Slide17-29ToothpasteBenefitSegments

Worriersaremostconcernedaboutdecayprevention.Theytendtohavelargefamilies,areheavyusersoftoothpaste,andtendtopreferCrest.

Sociablearemostconcernedabouttheirappearanceandteethbrightness.Theytendtobeyounger,valuesociability,leadanactivelifestyle,andtendtopreferUltraBrita.

Sensoryaremostconcernedabouttheproductitself,especiallyatoothpaste’sfavorandappearance.Sensorytendtobechildrenandpreferflavoredtoothpastes.ThepreferredbrandinStripe.

Independentsareprice-driven.Theytendtobemenwhoarevalue-orientedand,asaconsequence,tendnottobebrandloyalinsteadbuyingwhateverbrandisonsale.

Slide17-30StepsinOriginalSegmentationResearch

Slide17-31ExplicitlyStateResearchQuestionsDovisitorstoBrazildifferwithregardtothebenefitstheyseekduringtheirvisit?Ifso,dothesedifferencesresultindifferentbenefit-drivensegments?Ifdifferentsegmentsdoexist,aretheresignificantdifferencesingroupcharacteristics?Specifically,aretheredifferenceswithregardtogroup:demographics,travelbehavior,personalitycharacteristics,interests,expectationsandattitudes?

Slide17-32IdentifyRangeofVariablesReviewofpriorrelatedresearchOriginalqualitativeresearchIn-depthinterviewsFocusgroups

Slide17-33ReduceNumberofVariablesJudgmentorfactoranalysisSelectedvariablestranslatedintospecificquestionsonquestionnaire

Slide17-34CreateFactorsBenefitFactor1-FunAroundtheClock: Dancing,drinking Gambling Partyboattours Sunbathing Swimming Otherrelativelypassivesports Otherformsofindoor/outdoorentertainment

BenefitFactor2-Ecotourism: Visitnaturalwonders Visitbotanic,zoologicalgardens Nature-orientedexcursions Visithistorical,archeologicalsites Visitsmalltownsandvillages

Slide17-35CreateFactors(con’t.)BenefitFactor3-Culture: Attendmusicalconcerts,plays Attendlocalculturalevents Visitmuseums,galleries,etc.BenefitFactor4-OutdoorAdventure: Hiking,camping Fishing Sailing,boating Snorkeling,scubadiving SurfingBenefitFactor5-Shopping: Visiturbanshoppingcenters Shopinruralvillages

Slide17-36FourTravelSegments

Slide17-37FourTravelSegments Segment1:ThrillSeekersseekactiveoutdooradventures.Thissegment’sinterestinoutdooractivitiescoupledwithalackofinterestineachoftheremainingtypesofactivitiesdifferentiatesitfromtheothersegments. Segment2:DoItAllsarethelargestsegment(35%ofthesample).Individualsinthissegmentliketoexplorethedestinationfully,andasaresult,seekdiversebenefitsfallingintoallthreeoftheremainingfourtypesofactivities,wheretheyaremostinterestedinactivitiesassociatedwithecotourism.Theseindividualsarenotatallinterestedinshopping.

Slide17-38FourTravelSegment(con’t.) Segment3:Hedonistsrepresentabout25%ofthesample.Individualsinthissegmentaremostinterestedinactivitiesthatarenotstrenuousandwhichprovideinstantgratification.Thesearetheactivitiesthatareclassifiedas“FunAroundtheClock.”Theyareuninterestedinothertypesofactivities. Segment4:Culturals(30%ofthesample)areinterestedintheperformingartsandotherculturalactivitiesaswellasshopping-relatedactivities..

Slide17-39DescribeSegmentsUsingDescriptiveVariables

Slide17-40DescribeSegmentsUsingDescriptiveVariables

Slide17-41ReportFindings:SummarySheet

Slide17-42ReportFindings:Narrative

Slide17-43ReportFindings:Persona

Slide17-44SyndicatedApproachestoSegmentationPsychographicsProductusageGeodemographic

Slide17-45Psychographics:VALS

Slide17-46InnovatorsSuccessful,sophisticated,take-chargeHighself-esteemAbundantresourcesChangeleadersVeryreceptivetonewideasandtechnologiesImageisimportantLivescharacterizedbyvarietyCultivatedtastes

Slide17-47Psychographics:VALS

Slide17-48SurvivorsLivenarrowlyfocusedlivesFewresourcesBelieveworldischangingtooquicklyPrimarilyconcernedwithsafetyandsecurityBrandloyal,especiallyatadiscount

Slide17-49Psychographics:VALS

Slide17-50ThinkersPrimarilymotivatedbyideasMature,satisfied,comfortable,reflectiveWelleducated,well-informedActivelyseekinformationfordecisionsModeraterespectforauthorityandsocialdecorumConservative,practicalconsumersValueproductdurability,functionalityandvalue

Slide17-51Psychographics:VALS

Slide17-52BelieversMotivatedbyidealsConservative,conventionalBelieveintraditional,establishedcodesFollowestablishedroutinesHighemphasisonfamily,community,social/religiousgroupsFavorAmericanproductsGenerallybrandloyal

Slide17-53Psychographics:VALS

Slide17-54AchieversMotivatedbydesireforachievementGoal-orientedlifestylesDeepcommitmentforcareerandfamilyLiveconventionallivesPoliticallyconservative,respectauthorityandstatusquoValueconsensus,predicability,andstabilityFavorestablished,prestigeproductsthatsignalsuccess

Slide17-55Psychographics:VALS

Slide17-56StriversTrendyandfun-lovingMotivatedbyachievementConcernedaboutopinionsandapprovalofothersMoneydefinessuccessFavorstylishproductsthatemulatethosewho“havemadeit”ActiveconsumersImpulsive

Slide17-57Psychographics:VALS

Slide17-58ExperiencersMotivatedbyself-expressionYoung,enthusiastic,impulsiveconsuersSeekvarietyandexcitementSignificantconsumersoffashion,entertainment,andsocializingEmphasison“l(fā)ookinggood”andbeing“cool”

Slide17-59Psychographics:VALS

Slide17-60MakersMotivatedbyself-expressionExpressthemselvesbyworkingon“it”Practical,valueself-sufficiencyLiveintraditionalcontextRespectfulofgovernmentauthorityResentfulofgovernmentintrusionintopersonallifeUnimpressedbymaterialpossessions

Slide17-61Advertisers’UseofVALSTargetaudienceselectionMessageplanningProductpositioningProductdesignanddevelopmentGeodemographictargeting

Slide17-62Product/BrandUsageQuestionnaire

Slide17-63DataProvided

Slide17-64DataProvided

Slide17-65DataProvided

Slide17-66DataProvided

Slide17-67DataProvided

Slide17-68DataProvided

Slide17-69DataProvided

Slide17-70BrandUsagePsychographics

Slide17-71GeodemographicSegmentationAnalysisandgroupingofpeoplebasedonwheretheyliveCorepremiseisthatsimilarpeopleliveinsameareaOutcomeofanalysis/groupingisgeodemographicclusters

Slide17-72ExampleGeodemographicClusters Segment7.MoneyandBrains–TheresidentsofMoney&Brainsseemtohaveitall:highincomes,advanceddegreesandsophisticatedtastestomatchtheircredentials.Manyofthesecitydwellers–predominantlywhitewithahighconcentrationofAsianAmericans–aremarriedcoupleswithfewchildrenwholiveinfashionablehomesonsmall,manicuredlots. Segment47.CityStartups–InCityStartups,young,multi-ethnicsingleshavesettledinneighborhoodsfilledwithcheapapartmentsandacommercialbaseofcafés,bars,laundromatsandclubsthatcatertotwentysomethings.OneoftheyoungestsegmentsinAmerica–withtentimesasmanycollegestudentsasthenationalaverage–theseneighborhoodsfeaturelowincomesandhighconcentrationsofHispanicsandAfrican-Americans.

Slide17-73Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwisewithoutthepriorwrittenpermissionofthepublisher.PrintedintheUnitedStatesofAmerica.

Slide18-74AdvertisingResearch

JoelJ.DavisChapter18:BrandMaps

Slide18-75WhatareBrandMaps?Translatenumericdataintovisualrepresentationstohelpadvertisersbetterunderstand..HowconsumersseebrandstrengthsandweaknessesBenefitsvaluedbydifferentgroupsofconsumers

Slide18-76TypesofBrandMapsPerceptualmapsCorrespondencemapsConceptmaps

Slide18-77InsightsProvidedbyPerceptualMapsDimensionsconsumersusetoevaluatebrandsBrandstrengthsandweaknessesonthesedimensionsBrand’scompetitivesetBrand’sstrengthsandweaknesseswithregardtoidealandcompetitivebrands

Slide18-78StartofPerceptualMap

Slide18-79DimensionsandQuadrants

Slide18-80PlottingIndividualBrands

Slide18-81AddingtheIdealBrand

Slide18-82AttributeIdentificationPerceptualmapsbeginwithlistofspecificcategoryattributesVeryimportantthatlistiscomprehensive

Slide18-83DevelopRatingScales:SampleQuestionBelowarelistedthenamesofsixinternetretailbookstores.Pleaseindicatetheextenttowhichyoufeelthephrase“thesitealwayshaswhatI’mlookingfor”appliestoeachbookstore.Youcanuseanynumberbetween'1'(torepresent"appliesperfectly")and'10'(torepresent"doesnotapplyatall").

Slide18-84DevelopRatingScales:Attributes

ThesitealwayshaswhatI’mlookingfor Thesiteisafunplacetoshop Thewebsitemakesshoppingeasy Thesite’sdesignismakesshoppingsafe Thesiteprotectsmypersonalinformation Shoppingisreallyboring I’malwayssurprisedatwhatIfind I’mnotafraidtoregisteronthesite Ilookforwardtoshoppinghere Thesitewillnevermisusemypersonaldata

Slide18-85ResultsofFactorAnalysis

Slide18-86AssociatingAttributesWithFactors

Slide18-87AssociatingAttributesWithFactors

Slide18-88BrandScoresonDimensions

Slide18-89PlottingBrandsonMap

Slide18-90Alibris:Option1

Slide18-91Alibris:Option2

Slide18-92Alibris:Option3

Slide18-93PerceptualMapBrandPlot

Slide18-94BookworldOption

Slide18-95PerceptualMapBrandPlot

Slide18-96BestsellersOption:NewDimensions

Slide18-97PerceptualMapBrandPlot

Slide18-98CorrespondenceMapsSimilartoperceptualmapsshowbrandperceptionsandcompetitionDonotprovideinsightsintodimensionsInstead,identifysetofspecificattributesbrandismostassociatedwith

Slide18-99Steps1and2:CorrespondenceMapCreationStep1:AttributeIdentification

Slide18-100Steps1and2:CorrespondenceMapCreationStep1:AttributeIdentificationStep2:CreateNominalLevelMeasuresDifferentonlinebookstoreshavedifferentcharacteristics.I'dliketoreadyoualistofcharacteristics,oneatatime.Aftereachcharacteristic,I’llreadalistofonlinebookstores.Foreachbookstore,pleasetellmewhetherthatbookstoredoesordoesnotpossessthatcharacteristic.Youcansay“yes”ifitdoespossessthecharacteristicsand“no”ifitdoesnot.

Slide18-101CorrespondenceMapsBrandConceptMaps

Slide18-102

Slide18-103BrandConceptMapsCreatedinthreestepsElicitationMappingAggregation

Slide18-104ElicitationIdentifiesmostimportantbrandassociationKeepsamplecharacteristicsconsistentUseopenended-questionsIdentifymostfrequentlymentionedbrandassociationRetainwordingconsumersuse

Slide18-105MappingCollectsbrandassociationsfromconsumersUseindexcardsRespondentsselectthosethatreflecttheirfeelingsBlankcardsprovideopportunityforadditionsShownbrandconceptmapBuildownmapusingassociations

Slide18-106AggregationProcessofdatacodingandexemplarmapcreationFirst,codeattributeswithregardto:PresenceorabsenceStrengthofassociationLevelofassociationAssociationslinkedto

Slide18-107Aggregation(cont’d)Second,createsummarymeasuresFrequencyofmentionNumberofinterconnectionsFrequencyoffirst-ordermentionsRatiooffirst-ordermentionsTypesofinterconnections

Slide18-108BrandMap

Slide18-109AutoPerceptualMap

Slide18-110AutoPerceptualMap

Slide18-111BrandUsageCorrespondenceMap

Slide18-112AdvertisingImpactPerceptualMaps

Slide18-113AdvertisingImpactPerceptualMaps

Slide18-114AdvertisingImpactPerceptualMaps

Slide18-115Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformorbyanymeans,electronic,mechanical,photocopying,recording,orotherwisewithoutthepriorwrittenpermissionofthepublisher.PrintedintheUnitedStatesofAmerica.

Slide19-116AdvertisingResearch

JoelJ.DavisChapter19:ConceptandCommunicationTests

Slide19-117TypesofAdvertisingPre-TestingConcepttestsCommunicationtests

Slide19-118ConceptTestsDiagnosticinnatureHelpstoidentifystrengthsandweaknessesofproposedcoremessages

Slide19-119SleepyDriving:Concept1IT'SYOUAGAINSTTHEFORCESOFDARKNESS.Beingashiftworkerishardwork.Onandoffthejob.Youworkunusualhourswhichruncountertoyourbody'snaturalsleepcycle.Thismakesitespeciallydifficulttogetqualitysleep.Especiallyqualitysleeponaconsistentbasis.Buttherearesomethingthatyoucando.Therearestepsyoucantaketohelpimproveyoursleep.Andimprovingyoursleepwillhelpyouonandoffthejob.Youcan,forexample,Avoidstimulants,suchascaffeineandnicotine,severalhoursbeforebedtime.Ifyouareworkingnightsandneedtosleepfrommorninguntilafternoon,trytoavoidcaffeineaftermidnight.Arrangetosleepuninterruptedinaquiet,darkroom.Thismeansyoumayhavetoturnofforunplugyourphone,hangdarkeningcurtainsonthewindowsorwearasleepeyemask,makeappointmentsoutsideofyoursleepperiod,andtrainyourfamilyandfriendstoleaveyoualonewhileyousleep.Makeyoursleeptimesacred.Developandfollowasleeproutine.It'sbestifyougotosleepandwakeupatthesametimeeveryday.Trynottovarythistoomuchonweekends.Yourbodylikesroutine.Takeextracaretomakehealthychoices.Youmaybetemptedtoreachforunhealthyfoodsornicotinetostayawakeoralcoholtotrytosleep.Butultimatelythesechoicesaremoreharmfulthanhelpful.

Slide19-120SleepyDriving:Concept2YOUAREGETTINGSLEEPY.VERYSLEEPY.ATTHECOUNTOFTHREE,YOUWILLNOTWAKEUP.Beingashiftworkerishard.Youworklongnigh-timehoursandoftenleaveworktiredandsleepy.You’reoftentiredonthedrivehome.

It’simportanttorememberthatdrowsydriversrunaveryhighriskofbeinginvolvedinafall-asleepcrash.Infact,TheNationalHighway

TrafficSafetyAdministrationestimatesthat100,000carcrashesperyearandatleast1500deathsperyearcanbeattributedtodriver

drowsiness.Youdon’twanttobeastatistic.Onewaytoavoidadrowsydriveraccidentorfatalityistomakecertainyougetagood,soundsleepwhenyougethome.Herearesomethingsthatyoucando:Avoidstimulants,suchascaffeineandnicotine,severalhoursbeforebedtime.Ifyouareworkingnightsandneedtosleepfrommorninguntilafternoon,trytoavoidcaffeineaftermidnight.Arrangetosleepuninterruptedinaquiet,darkroom.Thismeansyoumayhavetoturnofforunplugyourphone,hangdarkeningcurtainsonthewindowsorwearasleepeyemask,makeappointmentsoutsideofyoursleepperiod,andtrainyourfamilyandfriendstoleaveyoualonewhileyousleep.Makeyoursleeptimesacred.Developandfollowasleeproutine.It'sbestifyougotosleepandwakeupatthesametimeeveryday.Trynottovarythistoomuchonweekends.Yourbodylikesroutine.Takeextracaretomakehealthychoices.Youmaybetemptedtoreachforunhealthyfoodsornicotinetostayawakeoralcoholtotrytosleep.Butultimatelythesechoicesaremoreharmfulthanhelpful.

Slide19-121ConceptCharacteristicsSimple,writtenexpressionofpositioning,benefit,reasonforbeing,orcommunicationpropositionCommunicateswithoutexaggeration,sales,orpufferyRealistic

Slide19-122Product-RelatedConceptTestsCanbeusedtoidentifyandcomparestrengthsandweaknessesof:AlternativebenefitsorpositioningsAlternativeapproachestocommunicatingselectedpositioning

Slide19-123ConceptTestBodyCopyShortparagraphsActivedelarativestatementsNo“advertisingese”NojargonShortoveralllengthSingle-minded

Slide19-124ConceptTestHeadlineSuccinctlysummarizemaincommunicationideaProvideexplicitlead-intobodycopySimple,declarativesentences

Slide19-125ConceptTestTagLineBrief,highly-focusedCrystallizescommunicationmessageShort,specific,single-mindedGenerallyappearsaftermainbodycopy

Slide19-126ConceptTestVisualsUsecautiouslyandonlywhen:Anessentialpartofcommunication,orNeededforbrand/advertiseridentification

Slide19-127CommunicationTest:Version1

Slide19-128CommunicationTest:Version2

Slide19-129StimulusMaterialsforCommunicationTestPrintads:actualsizeandresemblefinishedadRadioads:scratchtracksTelevisionad:storyboards,animaticorphotomatic

Slide19-130DataCollection:QualitativeTypicalsettingisfocusgroupInthissetting,keepinmind:ImportanceofproperinterpretationofnegativereactionsNeedfortimetoprocessLimitandacknowledge“group-think”Avoidbiasinpresentationofmultiplestimuli

Slide19-131DataCollection:QuantitativeTypicallyuseone-on-oneinterviewsMallinterceptmostcommonsamplingTypicallyexposedtoonlyonestimulus

Slide19-132DataCollectioninConcept/

CommunicationTestsIntroduction:Settingthestage

Slide19-133DataCollectioninConcept/

CommunicationTestsIntroduction:SettingthestageShowconceptorexecution

Slide