Coordinate Advertising Research

This article discusses the importance of consumer analysis, product analysis, and market environment in advertising research. It covers topics such as consumer profile, consumer benefits, customer market, consumer demographic patterns, product analysis, market environment, business concepts, media options and scheduling, and ethical issues in advertising.

Running Head: COORDINATE MARKETING RESEARCH 1
Coordinate Advertising Research
Student’s Name
Institutional Affiliation
Tutor
Date

COORDINATE ADVERTISING RESEARCH 2
Consumer analysis
Consumer analysis in vital since it helps in the collection of information on the needs of the
market, consumer profile and consumer behaviour which will be important in segmenting the
market the analysis is conducted in order to obtain the relevant consumer needs, the target
market and the necessary demographics that will be useful in future research, (Juster, 2015). It
has become very important for firms to be able to predict consumer behaviour.
Consumer analysis is conducted so as to find out more important information about the consumer
in relation to;
a. Consumer profile
This information includes the economic state of the consumer, social status, geographical
and demographic features and any other interests the consumer possesses and is
important, (Stokes et al., 2019). It also takes into account the purchasing power of the
consumer. The purchasing power involves purchase decision-making process, frequency
of purchase, ways of conducting the purchase and modes of payment.
b. Consumer benefits
This takes into account the consumer functional benefits, both the positive and the
negative benefits obtained from the product offered.
c. Customer market
A market refers to customers that obtain the same benefits from a commodity. Consumer
markets can be differentiated on undifferentiated. Differentiated markets have segments
that are based on psychological segmentation or demographic segmentation. Whichever
the market segment is, it needs to be homogeneous, profitable, executable and consistent.
Steps in consumer analysis; industry overview, identification and description of consumer
demographics, projected changes in the future, consumer buying behaviour description,
competitive analysis, use of the information gathered to find market gaps.
Consumer demographic patterns
Consumer demographics refer to the features of the population that the levels and behaviour of
consumer expenditure. They include the following;
1. Consumer income levels; income levels determine the buying capacity of the consumer.
Over the last decade, the number of households with double income sources has
significantly increased, (Juster, 2015). This is due to the increased number of women
getting into the labour market. The increase in the level of income in households has led
to an increase in products and services demand. There is also an increase in the level of

COORDINATE ADVERTISING RESEARCH 3
personal income of teenagers. Recent research has shown that teenagers are the untapped
market that will be highly lucrative given that they highly influence the household buying
behaviour.
2. Consumer ethnicity; the number of people moving from one country to another has
increased since the 1970s; most countries now have achieved a diverse population
composition in terms of ethnic diversity, (Juster, 2015). This has greatly affected the
tastes and consumer preferences as far as consumption of goods and services is
concerned.
Product analysis
In the corporate world today, product analysis is a very crucial activity to conduct as much as a
firm needs to gain a winning edge, (Shaw, 2016). Product analysis involves both the statically
and the qualitative analysis of the company variables that are in the market or are yet to be
released to the market. This will help in the definition of the product scope.
Product development has been linked with increasing importance to the development of a strong
and sustainable position in the current highly competitive business world. Innovations done on
the existing product and during the development of new products helps in intensifying the
competitive nature of the product High competition is essential in helping firms to generate high-
value product in an efficient way and in a short period of time.
However, new product development is an intensive process that needs defined industrial
knowledge if commercially feasible solutions are to be achieved. Specialization in this
knowledge helps firms to obtain a competitive advantage in the market. Product development
should undergo numerous activities; cross-functional team, simultaneous product development
and scattered product development because of the current market which is fragmented and highly
demanding in nature, (Shaw, 2016). Thus, the new activities have made the product production
process highly complex and uncertain in nature. Due to the complexities involved, most products
have failed to get the desired market effect.
The most challenge that is faced when conducting product development is the high production
costs incurred. Failure for the product to be accepted in the market is another major setback. The
innovation levels employed are also less structured and are highly informal. Managerial
competencies are also disadvantaged as is the availability of resources. It is also very difficult to
employ a skilled and highly experienced labour force.
In order to effectively analyse the product, the following product variables need to be
considered; customer product needs analysis, product evaluation, general business analysis,
product screening and product marketing strategies. The business analysis stage involves

COORDINATE ADVERTISING RESEARCH 4
production and supply cost estimation, total sales forecast possible risk assessment and the profit
margins and in other instance the cannibalization of sales. The product analysis is crucial in
determining the product performance.
Market environment
Firms need to keenly analyse the market environment in the segment they operate on. Businesses
should have a clear understanding of the market place and keep changing with the dynamism that
is in the business environment today. This will allow in the modification of marketing practise so
as to allow maximum business opportunities and minimum business threats are realised,
(Krutikova, & Kravets, 2018). The business environment is constantly being affected by both
external and internal variables.
External variables are usually out of the control of the firm. Normally they are broad in nature.
They include the following factors;
i. Economic conditions
Most economies in the world today do not experience linear growth. Economic levels
have been fluctuating between economic contraction and boom. This behaviour
highly affects the market. It affects the competitive capacity of the business.
Economic boom;
This cycle refers to a period of general rise income will slow increase in the
percentage of unemployment. The business experiences a promising future. It
becomes imperative for the business to increase its production activities, equipment
investment and work towards increasing the market share, (Krutikova, & Kravets,
2018). There is also an increase in the levels of expenditure by customers since they
have a sense of job security. Business activities respond to the promotional activities
conducted.
Economic contraction
It refers to a period of income stabilization and the level of unemployment is slowly
rising. Businesses and consumers are cautious of the activities they engage in.
continuous persistence of this period creates pessimism in the market. Consumers will
reduce their levels of expenditure as businesses make lesser investment activities.
Most business close during this economic phase
Economic recession
Unemployment levels reach the highest possible levels and there is a drastic fall on
the levels of income. There is a lack of confidence in the market. The market plan of
the business is mainly to ensure that the current market share is maintained to
increase chances of survival.
Economic expansion

COORDINATE ADVERTISING RESEARCH 5
In this stage, levels of unemployment start to fall as income levels slowly start to rise.
The market is recovering lost confidence. The market share increase becomes an
important activity of the businesses.
ii. Laws and regulations
The government formulates and puts into action policies that regulate business
activities depending on the cycle of the economy. The policies affect the business
activities directly or indirectly hence having a direct impact on the market research
and activity of the firm. The regulatory policies may be designed to affect the market
activities directly or indirectly.
iii. International influence
Firms from the developing world have been constantly urging for protection from the
government against large and well established overseas firms from developed
economies. Governments have intervened in regulating the activities of foreign
business through the use of business tariffs, the imposition of taxes on the imported
goods or even subsidizing the production cost of the local firms in order to help them
lower the cost of their products to a competitive level, (Krutikova, & Kravets, 2018).
This protection has made businesses not to experience the competition impact on the
market. This has made complacency in the market place. In the current market, there
is a need to encourage competitive marketing activities that needs to propel
businesses to the global market perspective.
iv. Levels of technology
The technological revolution has changed the organizations of businesses and
marketing activities. This is due to the incorporation of the internet, computers, robots
and satellites in business management. Employment of technology in managing
business activities affects the market environment in the following ways;
Competitive advantage
New forms of technology have made it possible for the development of new products
which give the business a competitive advantage in the market
Cheaper products
Technology has been able to affect production activities of businesses. It has led to
production efficiency cutting down the production cost. It has resulted in the
production of less expensive commodities.
New methods of marketing
Product promotion has highly been affected by the employment of technology in
conducting business activities. Currently, most firms are utilizing the internet as a
means of conducting marketing activities as many people are now accessing the
internet.
Creation of new products
Development and research revolution has led to the production of a new line of
products. Technology has made it possible for businesses to improve their present
products as well as created the avenues for developing new products.

COORDINATE ADVERTISING RESEARCH 6
v. Competitors
Businesses should be aware of the number of competitors they are facing in the
market. In most cases, most firms are not aware of their competition until they begin
to lose market share to their competitor. This has proved to be too detrimental to
many businesses who find it too late to rectify this. Competitor actions in terms of the
marketing plan will greatly impact other businesses either directly or indirectly,
(Krutikova, & Kravets, 2018). It is vital for firms to constantly monitor the activities
of their competitor at all time. These competitor activities include methods of product
channelling, product pricing, packaging techniques and services offered and product
warranties provided.
The current economy is becoming extremely competitive, possession of the appropriate
knowledge in terms of consumers, product and the market environment is vital for the firm to
realise any form of success in the market place. To achieve this, research should be constantly
being conducted to monitor the dynamics of the economy. Product analysis helps in positioning
the product well in the market. Consumer analysis is important in enabling an effective and
efficient way of serving customers.
Business concepts
For any business to be successful there is a need to constantly monitor the business concepts
available and evaluate them, (Souto, 2015). In order to have a proper assessment of the business
concept, the following should be fulfilled;
Creative concepts should be able to make the business find a new customer without many efforts.
Product development should then be focused on satisfying the needs of this customer or market.
This is essential if a business concept needs to be successful. Generalised concepts have time and
again failed in the market.
Existence of the concepts is determined through the assessment. Most small business yearns for
establishing a concept that is not found in the market. It leads to the justification of a false belief
that it is more viable to produce a product that is not in the market that improves the already
existing one, (Wirtz et al., 2016). If a concept is in existence, it is clear proof that the consumers
are in need of the product This takes into consideration the Alex Osterwalder’s framework, it
entails market segmentation, distribution channels, customer relations, product value proposition,
company key resources, product development key activities and the key partners that will be
essential in building the company’s revenue stream and outline the cost structure of the firm,
(Souto, 2015). Assessing the creative concept becomes vital since more information will be
obtained in regards to what the customer values in the product. Concept testing will also lead to
the development of an end to end business view.

COORDINATE ADVERTISING RESEARCH 7
Media options and scheduling
Choosing the best media option for a small business unit can be a daunting task. However, it is
possible to relay marketing messages to the targeted audience. This can be achieved through
concisely scheduling the advertisement ads in the chosen media platforms. In the world today,
there is numerous media option available to advertisers, (Christensen et al., 2016). These include
magazines, cable TV, radio stations which can even reach the most remote parts of the world and
the emerging online promotional options.
Marketing communication is normally delivered in two ways; through mass media channelling
and through the use of face to face marketing options. Media options available can be classified
into the following categories;
Digital media; refers to the reduced media that use data and can be used to communicate
electronically. This includes mobile and text advertisements, website pages, internet
advertisements and webcasts and the most common form of interactive media consisting of
social media platforms.
Outdoor media; it includes the use of billboards, signage and murals
Print media; includes print directories, magazines and newspapers
Broadcast media; includes radio and television
In media scheduling, the decision on the time to place the advert is the most crucial. This is
because of variance in demand given the cyclic media time. Cost is utilised effectively when the
most appropriate time is chosen. Experts are involved in deciding the most appropriate advert
timing.
Advertisements ethical issues
There is a set of conduct governing the advertisement communication between the seller and the
buyer. Ethics is among the fundamental variables in the advertisement industry. It sets the
standards of advertisement.
Advertisements should not be deceitful and should not make false implications about the product
advertised, (Raju, 2016). To avoid puffing and adverts exaggerations aimed at boosting the sales
volumes of products, advertisement ethics play a major role in controlling the spread of false
communication. Ethics and legal regulations directly conform to the core purpose of the
advertisement.

COORDINATE ADVERTISING RESEARCH 8
Ads of harmful products
It entails the process of creating balance on the public personal responsibility concerning the
advert and actually what should be communicated concerning the project. Most government
form policies and regulations that highly regulate some dangerous products being given a clean
bill during the advertisement, (Raju, 2016). This regulation requires companies to critically
analyse their product before initiating the advertisement process.
Due to the numerous government regulatory policies, advertisement ethical guidelines and the
cultural regulation of an advertisement, it is important to carry out research so as to ensure that
the advert meets all standards required.
Research budget and timeframe
Determining the research cost and timeframe is one of the most critical activities for
coordinators. In any given firm, funding is among the most critical areas to discuss, most firms
do not carry research so as to lose money, (Danenberg et al., 2016). The management is well
informed of this and in most cases require any activity involved to lead in generation of profits.
However, during the research budgetary determination, the firm is not sold short. One of the
tools of budget determination is through the use of study protocol. It provides the necessary
procedure that should be considered so as to determine the research budget. The following are
some of the costs that may be incurred in the budget;
Administration cost; refer to the costs incurred on the administrative fees. It covers the cost of
people in charge of the advert and the miscellaneous cost of transport and communication
between the firm and the media institution. It covers all the administrative activities during the
formulation stage of the advert, during the running of the advert and when the advert is rundown.
The research budget will take the following shape;

COORDINATE ADVERTISING RESEARCH 9
Information from primary and secondary data
Most research conducted can get the data they are looking for directly from the subject of
interest. This is the primary data. Secondary data is obtained from another party who is not the
primary subject.
In terms of information provision capacity, primary data provides main information for the more
specific purpose of the research. Thus, the questions asked in this data collection are designed in
eliciting data that will be of greater help to the study. The raw data is collected by the researchers
themselves through the use of questionnaires, interviews and sometimes through direct
observations. In marketing activities, researchers may be interested in observing the market
trends, this can be achieved through observing the buying behaviour of consumers, the
purchasing power, preference and also activities of the competitors.
Secondary data is of several types. It may include information from the government websites and
publications obtained using statistics. One of the most used secondary data is administrative data.
It refers to the information that is collected constantly according to the day to day activities in the

COORDINATE ADVERTISING RESEARCH 10
market. Examples are; number of new traders in the market, buying trend of consumers, and
income levels of consumers as well as the production levels of various firms.
Secondary data is readily available to the researcher as compared to primary data. It is also
inexpensive to obtain from the sources. Due to the numerous forms, it is being stored, secondary
data tends to have numerous samples since it is routinely collected. More importantly, secondary
data is collected over a lengthy time frame giving space for the researchers to study the market
changes during the period. Thus it provides a higher capacity in the provision of research data.
However, the type of data that will be used will highly depend on the research question and the
research being conducted. The budgetary allocation is also important as well as the skills and the
resources that are available to the researchers.
Pre-test advertising for information on time
In the world today, there is an increasing necessity using a smart media strategy. However,
effective creativity determines the positive performance of an ad. Pre-testing provides a more
cost-effective means that ensure top creativity is employed in an effective way possible. It is vital
in improving the firms return on investment when operating in a tight budget. According to
Russell Weiner, Domino’s Pizza CMO, pre-testing is a mechanism that will make an advert
placed to worker harder and the set goals be realised, (Světlík, 2017). Pre-testing is very efficient
as compared to the profit impact the adverts generates or even the media efficiency.
Pre-testing will be conducted by the use of focused group method. The purpose of the test is to
obtain the concerns of the audience, their beliefs, word usage as well as reactions. A small group
made up of approximately 12 people will be put in a room together with a moderator. This will
be essential in assessing the impact of the message to the target group, (Pollard et al., 2016).
The main idea is to determine the preferred shoe models; spiked or flat serrated soles. The
outcome of the meeting will be in cooperated in the advert.
Use to pre-test; use of imagery and themes
Number of respondents; 12
Required resources; program moderator, incentives to participants, focused group, recording
devises, room for the meeting
Pros, responses can be obtained from the member interaction

COORDINATE ADVERTISING RESEARCH 11
Cons; group influence on individuals
Research brief
Let the name of the company be Demi Footwear Solutions,
Demi Footwear Solution
Demi Footwear Solution is a new Australian footwear company. It has a speciality in
manufacturing sports shoes. They are proud of a strong company heritage and trueness in
sporting activities. The company is focused on manufacturing sports shoes that are a true
reflection of creativity and ingenuity
Purpose
Creating awareness of the new brand of shoes while giving 18% price discount
Target
Sports personalities
10 - 60 years old
$50k - $80k budget
Sporting activities and exercise is important to them
Spend most of their time in sports or exercising
Brand voice
Appealing, compassionate and encouraging
Insight
Most Australians like sporting activities but fail to get comfortable shoes for sporting activities
Thought
Comfortable shoes for all sporting activities for people of all ages

COORDINATE ADVERTISING RESEARCH 12
Medium of execution
Social media
Task c
The research shows the high level of awareness of the advertisement effect comparatively across
all the members of the targeted groups across all the cultural segments. Most of the targeted
members are active members of the social media. They use this platform for gathering the
required information about the new products in the market, market trends and they use the
internet in making a comparison of different products in the market from different firms. The
media consumption is more prevalent among the young members of the group mostly from urban
or semi-urban areas. Given the unhealthy lifestyles adopted by many people, most of them have
realised the need to engage in exercise as a means of keeping their weights in check, (Světlík,
2017). However, they have not found quality, affordable and comfortable footwear in the market.
Those involved in sporting activities are subjected to high prices whenever they need to acquire
quality and comfortable footwear. The advertisement strategy will remain to be the same. Reach
out to as many people as possible especially the young members of the society who can shift the
buying decision-making process in the family. This can be achieved through proper utilization of
social media.
The advert contains information cutting across different groups in society. Most often, some
people ignore some of the information that is contained in an advert and will heavily rely on the
advertisement claim in relation to their own past experience when making a decision about the
foot gear being advertised. It becomes important to target the household’s decision making
influencers when it comes to fashion.
The advert also will take into account the prevailing differences between steadiness, dominant,
consciousness and steadiness in the individuals. These are the factors that highly affect the
perception of the information as well as its evaluation provided in the advertisement being run
and the images created. The bottom line is that the contents of the advert should be consistent
with the perceptions of the target group. This will make the contents of the advert seem
believable as compare to the contents that are divergent or even inconsistent with the perception
of the target group as well as their preference.
The findings illustrated the need for education and exposure of the advertisers so as to be socially
awake as far as the needs of the target group are concerned.
As a business manager, it is necessary to be informed about the position the business will occupy
in the future. It is important to monitor the competitive of the business and the market trends that

COORDINATE ADVERTISING RESEARCH 13
are prevalent. This is vital as they are the factors that will create a competitive edge for any
business, (Světlík, 2017). In the field of wearable gear, it is important to ensure comfort,
affordability and convenient products are offered. Accounting for these factors in the future of an
advertisement is important to help in staying up to date with the targeted market. The following
are some of the strategies the advert will be aligned with;
Creation of concise and valuable content
Footgear has characteristics that set them apart from other forms of products. As a result, these
features should be incorporated in the advert to communicate to the needs of the audience. Most
importantly, they should be light, fitting, and comfortable to put on. These features make it
important for the content of the advert to be valuable and able to attract the audience
immediately. For example, advertisements on Instagram allow on the image of the product to be
visible and more information about the product is obtained by scrolling down. Therefore, it is
important that the photos of the shoes should be attractive to the customers so as to draw their
attention. Use of concise words in the description of the advert is important about the shoes.
Limited timeframes
Time to read through the advert on social media is limited as newsfeed keep on appearing and
sometimes people just need to scroll down their social media profiles. There is a need to consider
the limiting time factor when a conversation or a discussion is conducted. On the matter
responses to the feedback from the audience, it is important to get back to the audience as soon
as possible most preferable in less than an hours’ time.
Change in the timeline is also important in encouraging audience engagement. The company will
engage the audience when they are in the location they are most comfortable in.
Preparedness to data interpretation
Keeping in mind that the audience will feel the comfort of the footgear during his exercise
periods, gaming time or even during the normal evening/morning runs or walks will be vital in
tracking the general feeling of the consumer, (Fransen et al 2015). As a result, more information
regarding the gear is gathered. This information will be useful in designing the new generations
of shoes as well as during future marketing campaigns. Use of sports celebrity and notable
people can be utilised so as to instantly create the notion of trust to the audience.
Privacy

COORDINATE ADVERTISING RESEARCH 14
With the current debate on social media privacy, it is important that the advertisement will
observe the privacy of the audience and the information gathered will only be utilized prior to the
permission of the audience. In product promotion, collection of information and utilizing it
without the consent of the user is unethical.
Pricing
Pricing of the footgear will reflect the price at which the consumer will be willing and able to
pay and at the same time cover the cost of production and supply. The 18% discount will be
applied as a price incentive to make it affordable to all the members of the audience. It is
unethical to charge prices that are way beyond the purchasing power of the audience.
Market manipulation
Measures will be put in place to make sure that the advertisement does not lead to market
manipulation. The advertisement process will have analysed the market closely and determine
the number of the potential target group and the age bracket they are in, (Fransen et al 2015). this
will allow the supply of the required number of the footgear. This will have helped in avoiding
the creation of an artificial shortage in the market.
Safety
The advert will not put forward any information that may lead to unsafe utilization of the
product.

COORDINATE ADVERTISING RESEARCH 15
References
Christensen, K. M., Hansen, J. P., & Mock, T. D. (2015). U.S. Patent No. 9,143,833.
Washington, DC: U.S. Patent and Trademark Office.
Danenberg, N., Kennedy, R., Beal, V., & Sharp, B. (2016). Advertising budgeting: a
reinvestigation of the evidence on brand size and spend. Journal of Advertising, 45(1),
139-146.
Fransen, M. L., Verlegh, P. W., Kirmani, A., & Smit, E. G. (2015). A typology of consumer
strategies for resisting advertising, and a review of mechanisms for countering them.
International Journal of Advertising, 34(1), 6-16.
Juster, F. T. (2015). Anticipations and purchases: An analysis of consumer behavior. Princeton
University Press.
Krutikova, A., & Kravets, O. (2018). Analysis of micro and macro marketing environment in the
juice market.
Pollard, C. M., Howat, P. A., Pratt, I. S., Boushey, C. J., Delp, E. J., & Kerr, D. A. (2016).
Preferred tone of nutrition text messages for young adults: focus group testing. JMIR
mHealth and uHealth, 4(1), e1.
Raju, E. (2016). ETHICS IN ADVERTISEMENT AND ITS IMPACT ON WOMEN AND
CHILDREN. RESPONSIBLE MARKETING FOR SUSTAINABLE BUSINESS, 15.
Shaw, S. (2016). Airline marketing and management. Routledge.
Souto, J. E. (2015). Business model innovation and business concept innovation as the context of
incremental innovation and radical innovation. Tourism Management, 51, 142-155.
Stokes, C. N., Kerry, J. P., & O'Sullivan, M. G. (2018). Rapid descriptive consumer analysis
using simultaneous and monadic sample presentation for coffee.
Světlík, J. (2017). Integrating online advertising into integrated marketing communications.
Marketing Identity, 5(1/1), 206-215.
Wirtz, B. W., Pistoia, A., Ullrich, S., & Göttel, V. (2016). Business models: Origin, development
and future research perspectives. Long range planning, 49(1), 36-54.

COORDINATE ADVERTISING RESEARCH 16