BSBADV503 Coordinate Advertising Research

This project focuses on BSBADV503 Coordinate Advertising Research, guiding students through the process of assessing advertising research requirements, selecting suitable methods, and presenting findings to stakeholders. It provides practical examples and applications to enhance understanding and real-world application.

Coordinate Advertising
Research

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Task A) Advertising research requirements................................................................................1
Task B) Research method selection............................................................................................3
Task C) Utilization of advertisement research findings..............................................................8
TASK 2............................................................................................................................................9
1.Legal and ethical requirement affecting market research........................................................9
2. Organisational policies and procedure for conducting market research.................................9
3. Key provisions affecting business operations.......................................................................10
4. Ethical principles related to advertising................................................................................10
5. Determination of time, cost and scope for advertising brief.................................................10
6. Market research and data analysis techniques......................................................................11
7. Statistical and research methods and techniques..................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Advertising research is important for each level of companies as to enhance their
efficiency of advertising its products or services. It is the research of in which organisation
collects systematic informations about various advertising strategies and media campaigns and
select the best method so that company's efficiency to attract maximum customers could be
increased. Office Business Supplies Ltd. (OPS Ltd.) is a stationary manufacturing company
which supplies office equipments and stationary products to other companies nationwide. The
present study includes an analysis of requirements of the advertisement research including
analysis of information about consumers, products and market environment, need of such
research and legal ethical and cultural impact upon the business. The study shows various
research methods and an adjustment of advertisement strategy based on the above advertising
research. The present study also shows a brief discussion about various issues of the business.
Further, it also includes a presentation detailed checklist showing an assessment of need of
media research and use of appropriate advertisement technique for the business along with
specifications of objectives, budget, time and human resource requirements for an advertising
campaign.
TASK 1
Task A) Advertising research requirements
1. Analysis of information about consumers, product and market environment.
For the purpose of analysing future needs of the company, it is important to analyse all
the major information regarding its consumers, products and markets. The following information
about OPS Ltd. Has been gathered in this regard:
 Consumers: OPS Ltd. Majorly has number of offices and companies as its consumers. In
present it targets busy companies and other organisations to supply its product
(Armstrong, 2015)(. For the further development, it can target college students, schools,
etc. as a potential customers and gain more profits and market share.
 Products: Recently, OPS Ltd. Is selling all the products for satisfying stationary
requirements of offices like photocopier, printing machines, cleaning products, paper,
envelops etc.. For the future development it need to analyse the requirements of other
potential customers like schools and college students and start manufacturing products
for satisfying their requirements as well.
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 Market environment: The stationary business is majorly effected by the current market
trends in stationary products, the latest technology in the stationary products, customer's
attitude towards various products, etc.
2. Justification of need for concept testing
concept testing
Concept testing can be defined as analysis of consumer's attitude towards the new
product or services to be launched by company in the future. This test is being performed by the
company for the purpose of analysing future growth of itself through new product or services.
Performance of concept testing is important for OPS Ltd., as it will prevent the company
from getting future loss through any bad idea(Concept Testing, 2019). With the help of this
testing, company can be enable to analyse the future growth of the company through which it can
generate new ideas as to provide the company more efficient growth.
Further, need of concept testing in OPS Ltd. Is as under:
 It would prevent the company to follow any bad idea.
 It would help in determining the consumer's attitude towards new idea as to make
changes in the idea if needed, for getting more efficient future growth.
 It would also help OPS Ltd. In testing its packaging which is most important element to
attract the consumers towards the product.
In this regard, it can be analysed that OPS Ltd. Is required to perform the concept testing before
putting any idea in process for the better growth.
3. Determination and substantiation of need of media research.
Media research can be defined as a study of effect of the advertising through various
resources of media on the development of the organisation. The main purpose of media research
is to analyse the present and future need of the target and potential customers of the company
(Why is media research important?, 2018). A quantitative media research method can be
obtained by the company as it may provide the company actual data and information for the
purpose of developing better ideas for its growth.
Quantitative media research makes the company to measure various informations from
the media with the help og questionnaires, which could help the OPS Ltd. In bridging the gap
between actual needs and demands of the targeted and potential customers and the product
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supply by the company (Kotler, 2015). With the help of which, company can gain a sustainable
growth in the future.
Further, quantitative media research enables the company in interacting directly with the
targeted and potential audience. It helps in determining actual need of the customers which is
most important for any business for its potential growth.
In this regard, it can be evaluated that media research is required by the OPS Ltd. For the
purpose of getting actual data and information required for development of growth strategies of
the business.
4. Determination of impact of legal ethical and cultural consideration for advertising
research.
There are several issues which need to be considered while performing advertisement
activities. A company need to analyse all the legal, ethical and cultural factors while performing
advertising research. Analysis of these factors for advertising research is as under:
 Legal: For the purpose of fulfilling legal requirements, OPS Ltd. Need to take into
account that advertisement must not contain any factor which is attracting any overruling
of provisions of the country (Blakely-McClure and Ostrov, 2016).. For example, the
advertisement must not provide any negative information about any competitive
company, must not provide any wrong information regarding products, etc.
 Ethical: Ethical requirements refers to use of appropriate language, avoiding language
containing any unethical language or visuals which may heart any community or group of
individuals or any religion.
 Cultural: Each region have different cultures (Bell, Bryman and Harley, 2018). OPS Ltd.
Need to develop an advertisement to cop up with the culture of the region in which it has
its business, or from which its targeted audience belongs. It would enable the company in
targeting maximum amount of customers towards it and sustain them with company as
well.
Task B) Research method selection
1. Confirmation of budget and time-frame in selection of appropriate research methods
Task Mode Task Name Duration Start Finish Predecessors Cost
Auto
Scheduled Invention of Idea 2 days Thu 21-02-
19
Fri 22-02-
19 $200.00
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Auto
Scheduled
Communication to
staff 1 day Mon 25-
02-19
Mon 25-
02-19 1 $130.00
Auto
Scheduled Plan 5 days Mon 25-
02-19
Fri 01-03-
19 1 $150.00
Auto
Scheduled
Market Segmentation
analysis 6 days Mon 04-
03-19
Mon 11-
03-19 2,3 $100.00
Auto
Scheduled Survey 7 days Mon 04-
03-19
Tue 12-03-
19 3 $160.00
Auto
Scheduled Data collections 10 days Tue 12-03-
19
Mon 25-
03-19 4 $170.00
Auto
Scheduled Analysis 5 days Tue 26-03-
19
Mon 01-
04-19 5,6 $90.00
Auto
Scheduled Communicate 2 days Tue 26-03-
19
Wed 27-
03-19 6 $80.00
Auto
Scheduled
Advertisement
strategy 4 days Tue 02-04-
19
Fri 05-04-
19 7 $60.00
Auto
Scheduled Employee training 7 days Thu 28-03-
19
Fri 05-04-
19 8 $120.00
Auto
Scheduled Implementation 3 days Mon 08-
04-19
Wed 10-
04-19 9 $140.00
Auto
Scheduled Monitoring 5 days Thu 11-04-
19
Wed 17-
04-19 10,11 $70.00
Auto
Scheduled Controlling 6 days Thu 18-04-
19
Thu 25-04-
19 12 $80.00
Auto
Scheduled Completion of project 1 day Fri 26-04-
19
Fri 26-04-
19 13 $140.00
2. Primary and secondary research methods for providing required informations
For the purpose of gathering required informations for the development purpose, OPS
Ltd. Can use both primary and secondary sources. For primary sources a questionnaire can be
prepared as under:
Questionnaire to be asked to the potential customers
Q.1) What is your age?
A) 15-20
B) 20-25
C) 25-30
D) 30+
Q.2) From which source you like to purchase the stationary?
A) Offline
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B) Online
C) Both
Q.3) What type of stationary product you prefer to purchase?
A) Customized
B) Designer
C) Inexpensive
D) Cheap
Q. 4) What price you can pay for printers?
A) €100-200
B) €200-250
C) €250-320
Q.5) What products you want to purchased as a customized product?
A) latter pads
B) Greeting cards
C) Envelops
D) Other (please mention)
From the above research it has been evaluated that 15-20 years old consumers prefer online
purchase and like to prefer designer products over other further, they prefer to purchase
customized greeting cards. Whereas, people aging between 20-25 like to purchase stationary
from both online and offline stores, inexpensive products and purchase customized greeting
cards.
On the other hand, customers of 25-30 age group like to buy from both online and offline
stores at cheap rate. They are also ready to pay between €200-250 for a new printer. Further,
people of 30+ age group like to shop stationary products from offline stores and inexpensive
products. They also prefer to purchase customized envelops from the stores.
Further, for the purpose of collecting informations through secondary sources, OPS Ltd.
Can use various sources like interacting customers through previous data of different companies
through online sources, analysis of past performance of the industry, etc. these sources help the
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company to gather all the relevant information to the company through which it can develop an
effective plan for the growth purpose.
3. Pre-test advertising methods for providing informations on time within budget
Pre testing advertising is a method of analysing the attitude of customers towards the new
advertisement before its launching. Pre testing can be done through analysis of brand image in
the market, level of attention of the customers towards company's products, etc. there are various
methods that can be used by OPS Ltd. For the purpose of performing pre testing like, checklist
method, consumer jury method, questionnaire method, Focus group discussion method, etc.
 Consumer jury test: In this method, some selected advertisement among various ads are
shown to a group of consumers termed as consumer jury (Schier, 2017). These jury
provides their response about all the advertisement and answer questions asked by the
company as a response to the advertisement. The best advertisement is selected for airing
out on the basis of response of consumer jury.
 Focus group discussion: In this method, company gathers some people of same
background and experience (Grayson and Hodges, 2017). These selected people are
asked some questions regarding their perceptions and belief towards advertising
campaign according to which company can develop best advertising strategy to attract the
consumers at most.
From the above analysis, it can be evaluated that Consumer jury method is the best
method that can be used by OPS Ltd. For the purpose of pre testing advertising, as this method
could provide the actual attitude of the customers and enables the company to develop most
effective advertisement for development purpose.
4. Research showing specific research objectives, methods, time, budgets and reporting
requirements.
Gantt Chart:
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Critical path:
7

Task C) Utilization of advertisement research findings
1. Analysis of research to identify impact upon advertisement strategies, budgets and
timelines
From the above analysis it can be seen that, OPS Ltd. Need to develop advertising
strategies taking into account all the major elements like legal requirements, ethical and cultural
requirements. It would help the OPS Ltd. In developing more effective advertising strategy.
Further, for the purpose of bridging gap between the need of consumers and actual supply in the
market, it need to analyse the needs of consumers first (gai, Tao and Moon, 2015).
In this regard, in can conduct primary or secondary market research for analysis of actual
needs of the consumers. From the analysis of these factors, it can be evaluated that for the
purpose of targeting college students, company should develop products as per their preference
like customized greetings, designer stationary items containing cheap price, etc. In addition, OPS
Ltd. Should conduct a consumer jury test as a method of pre testing for determination of actual
effectiveness of the advertisement. In this way, company can develop an effective advertisement
budget and time strategies for its effective growth.
2. Reflection of research findings by adjustment of advertising strategies, budgets and
timelines.
As a reflection of research finding, advertisement strategies, budgets and timelines of the
OPS Ltd. Would become more efficient. Development of these strategies taking into account all
the major elements would definitely result in generation of an attractive advertisement and
effective development plan for the company.
Further, development of plans as per the customer's requirement would help the
organisation in targeting more potential customers along with sustaining them with the
organisation as well (Lehnert, 2016).
In this regard, it can be evaluated that reflection of above research findings would help
the company in gaining sustainable growth of it in near future.
3. Revision of advertising strategies for meeting legal and ethical requirements.
Advertisement of OPS Ltd. Must meet the legal and ethical requirements. It would prevent the
company from making any wrong advertisement campaign (Khodaveisi, 2017). Further, meeting
of legal requirements would also prevent the organisation from any legal proceedings on the
company due to any non compliance.
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On the other hand, meeting of ethical requirements like use of appropriate language, not
showing any unethical views from the advertisement, respecting each religion, etc. would attract
the customers and build emotional attachment of them with company as well. It would help
company in gaining a rapid growth in the future.
TASK 2
1.Legal and ethical requirement affecting market research
Legal and ethical requirements have a major effect over the market research. For the
purpose of meeting all the legal and ethical requirements, a market research must comply with all
the legal requirements like not harming any human rights while asking questions to the targeted
audience (Martin and Murphy, 2017). Further, process of market research must not result in
harrasing any individual, or group of people, etc.
Further, for the purpose of meeting ethical requirements, OPS Ltd. Must ensure that all
the information collected from the individual must be kept secret, further, company must not
harm any religion while conducting market research, etc.
2. Organisational policies and procedure for conducting market research
OPS Ltd. Need to Have a strong policies and policies for conducting market research.
These policies and procedures should help company in developing best market research as to
enable company in gaining rapid growth in the future like:
 Company must not harm emotions of any individual while conducting market research.
 Research team need to comply with each legal requirement applicable on the company.
 Research program must not result in affecting privacy of any individual or group of
individuals.
 Research must not result in harassing any individuals (Wedel and Kannan, 2016).
 Questions asked during market research must not affect emotions of any individual or
respect of any religion.
 Data must be collected from relevant sources.
3. Key provisions affecting business operations
There are numerous legislation codes and standards which have a major effect upon the
operations of the company. Being a stationary manufacturing company, OPS LTD. Need to
comply with the minimum standards set by the government relating to the quality that is needed
to be included in the products, business must not harm any religion, harm emotions of
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individuals, further, campaign must not provide any negative information of any specific
competitors.
In addition, for complying with other key provisions, OPS Ltd. Need to comply with all
the employment legislation while facilitating its employees (NCouldry, 2015). Organization also
need to follow each provision of consumer protection laws and competition laws while
performing its business activities.
4. Ethical principles related to advertising
Advertisement of OPS Ltd. Should be as per the ethical principles of the region. As per
the current ethical principle, its advertisement must not provide any wrong information about the
products, it must not contain any abusive language, must not visualize any negative information
about the competitors etc.
5. Determination of time, cost and scope for advertising brief
As per the above analysis, it can be determined that generation of development plan and
its successful implementation in the business will result in occurring a huge cost to the company.
Further, it will also take some time. From the above analysis it can be seen that there are two
paths to complete the development project (Tuncay Zayer and Coleman, 2015). If OPS Ltd.
Selects critical path as mentioned above, it would help result in successful implementation of
plan within minimum time.
6. Market research and data analysis techniques
There are many techniques for market research like, primary research, secondary
research, etc. further, qualitative and quantitative techniques are major data analysis techniques.
In primary research technique, research team asks some set questions to random individual. In
this regard, they analyse all the major needs of the market (Kosinski, 2015). In Secondary
research, company analyses all past informations of the competitors and determines the market
position accordingly.
On the other hand, in Qualitative method of data analysis, company can ask some
questions to selected individuals and analyse the current market position by determining
feedback of the selected individuals and while adopting quantitative method, company rely on
the statistical data for analysing the market positions.
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7. Statistical and research methods and techniques
Statistical research method and techniques makes the company in collecting data and
performing market research using various data analysis methods like descriptive statistics, mean.
Standard deviation, etc.
Market researches through statistical techniques helps in conducting proper market
research by collection of actual data and conducting appropriate analysis using the best technique
for the market research (McDuff, 2017). Statistical method can help the company in generation
of most effective plan and strategies for growth purpose of the OPS Ltd.
CONCLUSION
From the above study, it can be analysed that OPS Ltd. Is a small stationary
manufacturing company. It has developed the best strategy for conducting advertisement
campaign. It has analysed all the major factors and elements which have effect over the
advertisement strategies. It has analysed all the legal, ethical and cultural requirements before
developing the advertisement. Further, it has also conducted pre testing of advertisement for
getting feedback and review of the customers in order to select the best advertisement for the
company's product. OPS Ltd. Has also developed a budget, time and cost sheet for analysing and
select the best way to implement the development plan for the company. It has helped the
company in getting rapid growth more effectively and within minimum time period.
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REFERENCES
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Kotler, P. and et.al., 2015. Marketing. Pearson Higher Education AU.
Blakely-McClure, S. J. and Ostrov, J. M., 2016. Relational aggression, victimization and self-
concept: Testing pathways from middle childhood to adolescence. Journal of youth and
adolescence, 45(2), pp.376-390.
Schier, M. W., 2017. THE DESIGN, MANUFACTURE, AND TESTING OF A NOVEL
ADHESION SYSTEM FOR A CLIMBING VEHICLE.
Ngai, E. W., Tao, S. S. and Moon, K. K., 2015. Social media research: Theories, constructs, and
conceptual frameworks. International Journal of Information Management, 35(1), pp.33-
44.
Couldry, N., 2015. Listening beyond the echoes: Media, ethics, and agency in an uncertain world.
Routledge.
Tuncay Zayer, L. and Coleman, C. A., 2015. Advertising professionals’ perceptions of the impact
of gender portrayals on men and women: A question of ethics?. Journal of
Advertising, 44(3), pp.1-12.
Kosinski, M. and et.al., 2015. Facebook as a research tool for the social sciences: Opportunities,
challenges, ethical considerations, and practical guidelines. American
Psychologist, 70(6), p.543.
McDuff, D., 2017. New methods for measuring advertising efficacy. Digital Advertising: Theory
and Research, 3.
Khodaveisi, M. and et.al., 2017. 37: COMPARISON OF TWO METHODS: TBL-BASED AND
LECTURE-BASED LEARNING IN NURSING CARE OF PATIENTS WITH
DIABETES IN NURSING STUDENTS. BMJ open, 7(Suppl 1), pp.bmjopen-2016.
Martin, K. D. and Murphy, P. E., 2017. The role of data privacy in marketing. Journal of the
Academy of Marketing Science, 45(2), pp.135-155.
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Lehnert, K. and et.al., 2016. The human experience of ethics: A review of a decade of qualitative
ethical decision‐making research. Business ethics: A European review, 25(4), pp.498-
537.
Grayson, D. and Hodges, A., 2017. Corporate social opportunity!: Seven steps to make corporate
social responsibility work for your business. Routledge.
Bell, E., Bryman, A. and Harley, B., 2018. Business research methods. Oxford university press.
Online
Why is media research important?. 2018. [ONLINE] Available through
<https://www.quora.com/Why-is-media-research-important>
Concept Testing. 2019. [ONLINE] Available through
<https://www.surveymonkey.com/mp/concept-testing/>
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