The contribution that market research can make to advertising it is, of course, important to test finished advertisements, both before and after publication. However, this is not the main contribution that market research can make to advertising. The main contribution that market research can make to advertising is to provide the information that will help in the creation of advertisements . The testing of finished advertisements is only a final - and sometimes unnecessary - stage in this process.
The implications are clear, if marketing men really are going to move from "cocksure ignorance" to "thoughtful uncertainty" about consumer motivation and behavior, they have no choice but to use experimental, observational and statistical methods to a greater extent ever before and especially some of the newer techniques.
Most case stories are. written when the success is an established fact. This paper is a case where part of the story was written in advance, in the form of objectives. To be precise, it is a case story the outcome of which is not yet known. The story concerns the introduction of Pall Mall cigarettes in Denmark, launched in September 1964, after marketing preparations and testing were accomplished for the initial ad campaign. We are now in the process of seeing whether or not the market responds as our tests predicted. To the extent that it did not, we shall be grateful to those readers who can help by telling us why.
One of the sacred institutions of American grocery and drug product marketing today is the test market. Virtually no products ai-e extended to national distribution and placed into major product runs without extensive test market ing experience. The high cost of marketing failures have made this s corner stone of today's marketing plans. Yet, the test market has not been an unqualified success. Often, managements are faced with a difficult series of decisions after examining test marketing results as virtually existed prior to the test marketing effort.
This paper illustrates some of the results end advantages of obtaining Readership and TV viewing measurements from the housewives in continuous, reporting Consumer Panels. The data are drawn from the experience gained from the Attwood Consumer Panel in Great Britain.
In the context of this paper, I have restricted the term "International Marketing" to cover only the marketing of consumer goods with substantial advertising appropriations, i. e. appropriations aimed at and intended to create consumer demand for a brand. My material is based on work with some forty major companies on international marketing and marketing research problems and on some five more detailed case studies which I outline below. The significant comparative features of pre-war home marketing lay in the management and control procedures adopted. These have changed drastically in the last fifteen years but in international marketing the earlier methods are still current and exceptions are about as rare as they were in the home market in pre-war days. The organisational structure I describe below refers to the norm rather than to the exceptions. An understanding of the present structure and likely changes is necessary to explain not only how market research is currently used in this field, but also what developments can be expected, or seem desirable.
This paper is intended to serve as an introduction to a technique that is relatively new to the market research world. It will explain the essential mechanism of pupil change, and describe the equipment and the experimental conditions that are necessary for investigating it. The uses of the technique are then examined, and we present our case for believing that by including it in research programmes of many kinds it can be useful,' illuminating, and in some cases crucial. Experimented findings are also brought forward, which indicate the range of the problems that can be successfully attacked by the use of an Eye Camera. The experience of both Marplan London and Marplan Frankfurt has gone into preparing the paper. This fact underlines an advantage of pupil dilation measurement as a technique that need not recognise international barriers: the standards and conditions for using it will be invariable from country to country. This bypasses language problems, and differences in trading and advertising conditions, as well as varying standards of interviewing and supervision.
The growth of marketing has also furthered the growth of two series of roles, one that of the Marketing Manager and another that of the Marketing Researcher. It is the purpose of this paper to examine the role of the researcher and its relationships with the marketer and with others, both within the same and in separate organisational structures. Many of the concepts used in this examination are socio-psychological, some are psycho-analytical, all are directed to the economics of the market.
The media planner in the U.K. media situation is faced with a very large area of choice, together with a lot of information about the combinations of media he can select to reach a particular market for a particular sum of money. Judgements have to be made, but media planners can do With all the help they can obtain in processing their judgements and the information available, and this is where computers can help.
In 1963 "Se Centre Francais de Recherche Operationnelleâ whilst associated with the CEIR Inc. was examining the possibility of adopting the Mediametrics method in France. Such a tool - integrating numerous intuitive values into a linear model by segments and disregarding the non-additivity of the various publics - seemed to me too unsuited to our special advertising problem. To give an example in as easily grasped field - the same methods canât be used to determine the objectives fo/either hundreds of H bombs or a few A bombs. Thus our work introduces a group of methods whose common characteristic is to exploit as thoroughly as possible the existing information obtained from individual enquiries into what is read carried out by the C. E. S. P. and to do this using modern information analysis methods.
To build a significant typology, two variables must be taken into consideration: l) objective characterisation, 2) attitude. Each must be measured independently. For example, it appears reasonable to say: those who earn a lot of money (measurement of income) have no financial worries (subjective). However, if we ask this question in a representative sample check, the actual results show that financial worries are comparatively unconnected with income. How great is the danger of proceeding from the "objective" circumstance directly to the "subjectively", expected attitude, without justifying this by independent enquiries.
Like, any living organism, a company must constantly adapts to its environment or wither. Assets have, therefore to be: continuously exploited and adapted in. the- context, of a changing market. In developing pew activities the first step therefore.is to identify those' differentiated assets - special equipment, skill.s: and market outlets - which in combination make the- company unique. The purpose of this paper is, to suggest: a philosophy of industrial' ecology and to show-how a company's own peculiar resources and experience may be related to emerging market needs through continuity of product policy, cyclic regeneration and the dynamic product area.