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* Obtain comprehensive client, product and target audience.
Marketing research can give a business a picture of what kinds of new products and services may bring a profit. For products and services already available, marketing research can tell companies whether they are meeting their customers' needs and expectations. By researching the answers to specific questions, small-business owners can learn whether they need to change their package design or tweak their delivery methods--and even whether they should consider offering additional services.
"Failure to do Market research before you begin a business venture or during its operation is like driving a car from Texas to New York without a map or street signs," says William Bill of Wealth Design Group LLC in Houston. "You have know which direction to travel and how fast to go. A good market research plan indicates where and who your customers are. It will also tell you when they are most likely and willing to purchase your goods or use your services."
When you conduct marketing research, you can use the results either to create a business and marketing plan or to measure the success of your current plan. That's why it's important to ask the right questions, in the right way, of the right people. Research, done poorly, can steer a business in the wrong direction. Here are some market-research basics that can help get you started and some mistakes to avoid.
Types of Market Research: -

Primary Research: The goal of primary research is to gather data from analyzing current sales and the effectiveness of current practices. Primary research also takes competitors' plans into account, giving you information about your competition.

Secondary Research: The goal of secondary research is to analyze data that has already been published. With secondary data, you can identify competitors, establish benchmarks and identify target segments. Your segments are the people who fall into your targeted demographic--people who live a certain lifestyle, exhibit particular behavioural patterns or fall into a predetermined age group.

Collecting Data: No small business can succeed without understanding its customers, its products and services, and the market in general. Competition is often fierce, and operating without conducting research may give your competitors an advantage over you.

There are two categories of data collection: quantitative and qualitative. Quantitative methods employ mathematical analysis and require a large sample size. The results of this data shed light on statistically significant differences. One place to find quantitative results if you have a website is in your web analytics (available in Google’s suite of tools). This information can help you determine many things, such as where your leads are coming from, how long visitors are staying on your site and from which page they are exiting.

Qualitative methods help you develop and fine-tune your quantitative research methods. They can help business owners define problems and often use interview methods to learn about customers' opinions, values and beliefs. With qualitative research, the sample size is usually small.

Target audience: -
Once you have a better idea of what to sell, you’ll then consider who you’re selling to, also known as your target audience or target market. Having an early understanding of your customer base helps you form pricing decisions, plan marketing strategies and establish your brand story. For example, if you’re selling luxury handbags, the traits and characteristics of your target market would be much different from someone selling motorcycle equipment.

Try to figure out the following information about your audience:

Basic demographics: Demographics are statistical characteristics of a certain population or audience, such as age, gender, ethnicity, employment status, etc. Identifying the demographics of your target audience helps you better understand potential commonalities with this group.

Psychographics: Unlike demographics, psychographics move away from basic traits and focus on interests, activities, personalities and more. Once you understand the attitudes and behaviors of your target audience, you’ll be better equipped to appeal to their wants and needs.

Price sensitivity: Do the prices of the products you plan to sell fall in line with the budgets of your target audience? In other words, do your products force you to focus on high-end customers, more economical shoppers or somewhere in-between?

Niche MARKET vs. general market: -

No matter what type of product you choose to sell online, you’ll be facing some pretty stiff competition from major retailers in your industry, including big ecommerce sites like Amazon. And while your online store can definitely succeed despite this competition, you might opt to target a niche market instead.
In a nutshell, a niche market consists of a much smaller population of a general audience for a product. For example, instead of selling socks to everyone, you could focus on selling socks that are specific to those affected by diabetes.
Although niche markets are comprised of a much smaller pool of customers, these shoppers tend to be much more involved with the products you’re selling. Even better, they can be easier to reach and engage with, especially through targeted niche marketing efforts. For example, although there aren’t swarms of Star Trek fans out there, Trekkies are extremely engaged with the Star Trek brand, often buying large amounts of memorabilia, attending conferences and participating in user forums. Breadth of product offering: -
This part really boils down to one question: how many products will you be offering in your online store? This number could range from one or two to thousands, which makes a big impact on the time and effort placed into building your site. Depending on what you’re selling, you’ll want to research the breadth of products that are available to you, including whether you’ll be offering any additional accessories or variations, known as product options. Product costs: - As with most things in life, securing your inventory will come at a price. That’s why determining the cost of sourcing your items is another important component in choosing which products to sell. Naturally, the cost of getting your products will be a big factor in the price you charge your customers, of which we’ll cover later in this guide. For most merchants, there are typically three ways to obtain products, with varying costs associated with each:

Self-made products: This approach is common for many craftspeople or hobbyists, or those who uniquely create products on their own. The primary product costs in this situation include the purchasing of materials and the storage of inventory, along with any labor and shipping costs.

* Conduct a “Work in Progress” meeting with your client

"I must go; we have our WIP (Work in Progress meeting) in 5 minutes. They are such a waste of time." These were the words that ended a recent call. The person anticipated their WIP with as much enthusiasm as a visit by the internal auditors or a visit to the dentist.

If your WIPs are not working for you, don’t suffer any further, change them!
Move from Work in Progress to Learning in Progress

Imagine that instead of asking:
"What are you working on at the moment?"

You ask:
"What is one thing that you have learnt this week that is relevant to the rest of the team in helping them achieve their goals?" and

"What is the one thing that didn’t go so well that you would welcome a suggestion from your team as to how you might have played the situation differently?"

The first question might produce answers such as:

"The meeting with company x reminded me of the importance of undertaking research on a company before the meeting. It allowed me to ask questions directly related to their business which seemed to provide them with the confidence to open up and talk about the deeper challenges they face " or "I approached company y and discovered what is really important to people in their industry right now are issues A, B and C."

The second question might produce an answer such as:

"I felt I was just talking in the meeting about what we do and not relating it to their business."

The group can then suggest alternative approaches such as:

"What works for me in meetings is taking each of their needs in turn and then relating our features specifically to each of their objectives."

The richer the observations about the specific example, the greater the learning for all involved.

If it works don't fix it by all means go around the table and update your colleagues on what you are up to, if you feel that is useful, however consider asking these questions as well.

Identifying activity levels: -

The benefit of this approach is that it helps you to check in on your activity levels.

No learning, suggests that either you didn’t have enough experiences i.e. approaches, meetings and pitches or you are not fully present and observing what is going on in those experiences.

Anyone in a business development role, who is active, should have a wealth of learning from just one week of interaction with prospects and clients.

The bigger the team, the greater the opportunity for learning: -
The sum of the collective experiences of all the individuals in a team who are active business developers should produce a significant amount of key learning which, if applied by the rest of the team, will drive their performance and the organisation forward.
This approach is a mini version of the team planning sessions that I run with clients. Even though WIPs are a much shorter time frame, the principal is the same in that you can debrief any experience to generate learning to drive a business forward if you take the time to stop and ask yourself: What happened? What conclusions can I draw? What should I do differently? Give it a go!

* Make certain that it does not compromise the integrity of the client or their advertisement product

Record labels and advertising

Since the time of big band radio shows there has been an established relationship between customer, products, services and commercialisation it was not until the punk subculture in the 1970s that the notion that companies should be completely independent of commercial influences began to increase in popularity. This partly manifested itself in the reluctance of bands to sign for major labels, as this would include taking part in activities that were seen as crass and overly commercial, and would continue into the 1980s, when bands were scorned by fanzines for signing with major labels as the mainstream success this would bring was symptomatic of the general decay in culture. However after a number of bands maintained the quality of their records after signing for a major label, by the end of the 1980s the focus on selling out had shifted to advertising.

The attitude held by those who disliked the idea of selling out towards advertising was very negative, with comedian Bill Hicks claiming that any band who licenced their products for advertising was "off the artistic roll call forever". As CD sales fell and record companies became unwilling or unable to afford the push new bands needed to become established, sponsorship of bands by major companies began be seen as more acceptable with even minor record labels devoting time and money towards marketing deals with well-known brands. By the 2010s the use of licencing of artists in commercials had become an accepted part of the every industry.

* Be sure it does not breach any relevant legislation (e.g. Copyright, Anti- discrimination etc)

The Anti-Discrimination Act 1977 says that it is against the law to discriminate against someone (treat them unfairly compared with others) or harass them, because of their own or their friends’, relatives’ or associates’:

* Sex * Pregnancy * Race (including colour, descent, nationality, ethnic and ethno-religious background or national origin) * Marital status * Disability (physical, intellectual, mental or psychiatric whether past, present, future or presumed. This includes HIV/AIDS). The law also says that employers and service providers must provide people with disabilities with any facilities or services they need to either enable them to do a particular job that they are the best person for or have been elected to do, or to access any particular service that is available to people who do not have a disability. You must do this unless it would cause council ‘unjustifiable hardship’ to provide the required service or facility * Homosexuality (actual or presumed, male or female) * Age * Transgender (transsexuality). It is against the law to discriminate against or harass anyone for any of these reasons in three areas that affect local councils: * The types of services (including accommodation) council provides to everyone in their community and the way in which those services are provided. * How council runs its council meetings and makes decisions, including the way local government councillors treat each other

The 3 types of discrimination

1. Direct discrimination — treating someone differently Direct discrimination is when you or another councillor or council employee treats someone differently because of their sex, marital status, race or age or because they are homosexual, transgender, pregnant or have a disability. It is direct discrimination to make any decision based on stereotyped views or prejudices about people of different genders, races, ages and so on. In other words direct discrimination is when you make assumptions about a person just because they happen to belong to a particular group of people, as opposed to checking out their particular individual skills, abilities and talents.

2. Indirect discrimination — treating everyone in the same way but to some people’s disadvantage
Discrimination can also happen if you treat everyone the same way. Sometimes treating everyone the same way actually ends up disadvantaging whole groups of people when there is no need for this to happen. This type of discrimination is called indirect discrimination. The law says that if you have:

A rule, requirement or policy that is the same for everyone, but it results in more of one sex being disadvantaged compared with the other sex, or more of one ethnic group being disadvantaged compared with another ethnic group, or more of one age group being disadvantaged compared with other age groups (and so on through the types of discrimination that are against the law), then
If this rule, requirement or policy is not reasonable in all the circumstances, it will be indirect discrimination and against the law. This applies to unwritten rules, requirements and policies as well as written ones. In other words, whether or not something is unlawful indirect discrimination will depend on the circumstances of the particular case.

3. Harassment — In general, harassment is any form of behaviour that is: * Not wanted, not asked for and not returned * And that is likely to cause a hostile or uncomfortable workplace, or hostile or uncomfortable service delivery, by: * humiliating someone (putting them down) * seriously embarrassing them * offending them * intimidating them * And that is sexual, or happens because of their (or any one of their relatives’, friends’, or colleagues’) sex, pregnancy, marital status, race, disability, homosexuality, transgender or age. This means there are many different types of behaviour that can amount to harassment depending on their effect on the person being harassed, for example: * Racist, sexual, sexist, anti-gay (homophobic) and so on material distributed or displayed within council or by council, in any form — pictures, written, email, internet, faxed… * Racist, ageist (and so on) verbal abuse or comments * Sexual behaviour of any sort * Stereotyping jokes * ‘Over the top’ initiation rites. * Harassment can be intentional or unintentional and can be committed by people with or without decision-making or supervisory power.

* How to meet with budget requirements with memorable advertisement.

The advertising budget of a business is typically a subset of the larger sales budget and, within that, the marketing budget. Advertising is a part of the sales and marketing effort. Money spent on advertising can also be seen as an investment in building up the business. In order to keep the advertising budget in line with promotional and marketing goals, a business owner should start by answering several important questions: 1. Who is the target consumer? Who is interested in purchasing the product or service, and what are the specific demographics of this consumer (age, employment, sex, attitudes, etc.)? 2. What media type will be most useful in reaching the target consumer? 3. What is required to get the target consumer to purchase the product? Does the product lend itself to rational or emotional appeals? Which appeals are most likely to persuade the target consumer? 4. How much profit is likely to be earned for each dollar spent on advertising?
Answering these questions will help to define the market conditions that are anticipated and identify specific goals the company wishes to reach with an advertising campaign. Once this analysis of the market situation is complete, a business must decide how best to budget for the task and how best to allocate budgeted funds.

BUDGETING METHODS
There are several allocation methods used in developing a budget. The most common are listed below: * Percentage of Sales method * Objective and Task method * Competitive Parity method * Market Share method * Unit Sales method * All Available Funds method * Affordable method
It is important to notice that most of these methods are often combined in any number of ways, depending on the situation. Because of this, these methods should not be seen as rigid but as building blocks that can be combined, modified, or discarded as necessary. Remember, a business must be flexible—ready to change course, goals, and philosophy when the market and the consumer demand such a change.
Selecting Media
The target consumer, the product or service being advertised, and cost are the three main factors that dictate what media vehicles are selected. Additional factors may include overall business objectives, desired geographic coverage, and availability (or lack thereof) of media options.
Rule number 1: eliminate waste. The key to selecting the right media source is to choose the source "that reaches the largest percentage of your particular target audience with the least amount of waste." Paying to reach a larger number of people may not serve well if the audience reached has only a small percentage of likely customers of your product.
Rule number 2: follow your customer. Here again, the objective is to go to the sources used most by your target market, especially a source that that audience looks to for information about your type of product or service.
Rule number 3: buy enough frequency. We are constantly bombarded with advertisements and images and in order to penetrate the consciousness it is important to be seen with some frequency.
RELATIONSHIP OF ADVERTISING TO OTHER PROMOTIONAL TOOLS
Advertising is only part of a larger promotional mix that also includes publicity, sales promotion, and personal selling. When developing an advertising budget, the amount spent on these other tools needs to be considered. A promotional mix, like a media mix, is necessary to reach as much of the target audience as possible.
The choice of promotional tools depends on what the business owner is attempting to communicate to the target audience. Public relations-oriented promotions, for instance, may be more effective at building credibility within a community or market than advertising, which many people see as inherently deceptive.
What makes a TV commercial memorable? And follow up question, is it the product you remember or just the commercial itself?
I was very curious to see what people thought when they saw a given TV commercial. Did they remember the spot itself? Did they remember the brand? Both? Kind of goes without saying that if you’re a brand manager or brandmarketer or advertiser, etc. if given the choice you would rather people remember your brand or product, right?

Some findings: * Humor was definitely the most-oft used word to describe what makes a commercial memorable. * Other words that came up a lot were “tagline” and “jingle” * Many mentioned the use of an iconic-type character as being an integral part of making a commercial stand out from the pack. * Advertising, especially TV commercials can get customers in the door only one time.

What gets people coming back and becoming loyal customers is
a) A quality product, service or ware and
b) Sold at a good price.

Here’s some of the answers I received in their entirety:

* “It is best done with an icon, a grabbing tag line, a memorable jingle, and humor, with the icon and the brand tied together… Examples: “Energizer Bunny” or “Tony the Tiger” for Kellogg cereal. To stand out and become memorable, it must be unconventional. * “If you don’t remember the product or service, the ad is a failure. The ad should address a need, demonstrate how the product or service meets the need, and do it in a compelling, memorable way, with a device known as a hook. People still remember Wendy’s “Where’s the beef?” ad. It is a great example of saying, “Wendy’s burgers are so big, and they stick out from the bun. The other guys’ burgers are so small, you have to look for the patty!” Beautiful. Dang. Now I’m hungry for a Wendy’s burger.” * “Generally for me, a TV spot has to score high in 2 areas to be memorable: sheer entertainment value and disruption/thought-provoking ability. But I bet you a dollar to a donut that those of us in the biz latch on to the sponsor probably five times more often than the average viewing Joe or Jane — so if we’re inconsistent in our recall, imagine how they do on that score.” * “Commercials that portray people getting hurt are most memorable, i.e. falling off the ladder, walking into the glass door, the football player hitting office workers. Interestingly, I can’t say for certain which products they were pitching.”
Advertising is both an art and a science—an art for its creativity, and a science for the strategy that drives its success. One part of the science that’s often studied is the topic of memorability. Specifically, why some parts of ads stay in our minds and others go missing from memory. Branding firms go to great lengths to track and test an ad’s appeal, yet they frequently find that people only remember the attention-grabbing aspects of ads and often forget the less lively scenes. To explain this selective attention and retention, covered this mystery of the memory to help marketers make their ads more memorable.
According to research, people have trouble remembering all of an ad because it’s too much for our brains to handle. There are just too many concepts to take in at once. Since we only have a limited amount of conscious space, we focus on the things that grab our attention and tend to forget the rest.
It’s important to realize that our brains are trained to turn our attention to things that are emotionally charged or personally relevant. While this lets us focus on the compelling components, it takes our attention away from other aspects. And this effect is commonly seen in our response to video ads and TV commercials. Our attention is drawn to the more emotional or relevant aspects and we’re distracted from the other scenes. As a result, we only recall the powerful parts of the ads. And apparently, the brain is to blame.
So the takeaway for advertisers and branding firms is to add an emotional or relevant aspect to the most important parts of ads. Then, there is a greater chance that these scenes will be seen and remembered. And if these scenes highlight the brand and its benefits, then that message will stay in the minds of viewers.

Assessment -2 * Summary and background research for advertising
The Importance of Background Information
After choosing a topic, you will need to locate introductory sources that give basic background information about the subject. Finding background information at the beginning of your research is especially important if you are unfamiliar with the subject area, or not sure from what angle to approach your topic. Some of the information that a background search can provide includes: * Broad overview of the subject * Definitions of the topic * Introduction to key issues * Names of people who are authorities in the subject field * Major dates and events * Keywords and subject-specific vocabulary terms that can be used for database searches

Development guidelines

When embarking on an advertising campaign, it is essential to get the best creative work and to buy good value media space, which will result in the most effective communication to the identified target audience(s).

Some key success factors * Allow enough time. * Know and understand your target audience. * Agree on a clear creative brief and make sure the agency understands it. * Agree on the timetable and budget for the campaign. * Research creative ideas development. * Have a comprehensive media brief. * Review and assess the campaign.

Preparing a creative brief
A good brief is essential to achieve the desired result. It is a creative document that should stimulate providers to do their best work. Preparing a brief requires getting input from relevant people and discussing campaign objectives, advertising objectives, and other requirements.

The brief itself should contain information on: * background information and/or issues * target audience(s) * the key benefit (of the product/policy/change etc) * objectives of the campaign * objectives of the advertising task * timetable * budget (overall, including media) * any mandatories/constraints * how the campaign will be assessed i.e. the evaluation criteria and pre/post-campaign research targets.

Campaign review and assessment

Set criteria in advance with the advertising agency for reviewing creative work and for media-buying performance.
Always ensure that a formal review takes place to analyse effectiveness and establish ROI (return on investment). Although monitoring and evaluation may be conducted in-house or by another service provider, it is useful to keep your advertising agency in the loop. * Consumer insight and associated target audience
Insights, or consumer insights, are critical to the innovation process. They are statements that capture a clear and deep understanding of a consumer's attitudes and emotions, and they are one of the key building blocks for a company to generate ideas for new products or new services.

* “Insights are short statements based on a deep understanding of consumer attitudes and beliefs.” * “Insights are unknown or overlooked knowledge about consumer behaviour and attitudes.” * “Good insights are short statements that reflect a deep and clear understanding about consumers using words that a consumer would use.” * “A great insight is a “deep discovery” about our consumer that can be leveraged to change behaviour or to grow a business.” * “Good insights help to establish a connection between brands and consumers in fresh new ways.” * “A great insight often gets the reaction - thank goodness, somebody finally understands me”.
Target Audience
Target audiences have just as much of a wide-reaching impact on advertising as target markets have on marketing in general. Every tiny detail of a well-crafted advertisement is specifically chosen to appeal to the target audience. To connect with our snowboarder target audience, for example, a television ad may feature wild stunts to pique snowboarders' interest, have rock music in the background to appeal to the age group, and appeal to their value-consciousness by letting the audience know the company "has the lowest prices in all of Denver.”
Target Market Implications
A target market influences all marketing decisions a small business makes. Beginning with product development, companies create products based on what marketing research reveals their target market wants or needs. Sales processes are structured around target markets' shopping preferences. Sales promotion policies are tied into target markets' psychographic traits. Even pricing and packaging decisions are made specifically to appeal to a brand's target market.

* Be timely, budget and media brief
Timetable

Have a realistic timetable for the development and implementation of an advertising campaign. The timetable may influence the media choices.
It is reasonable to give an agency on average four to six weeks to develop and present their ideas. While advertisements can be produced quickly in response to an urgent request or emergency, media and creative options are generally limited by such time constraints.

Budget

There are a number of costs associated with an advertising campaign. These fall into four main categories:

* Creative (developing creative concepts and a media strategy) * Production (producing materials to support the campaign) * Media buying (buying and placing advertising) * Research (social market research, concept testing, evaluation, etc).

The budget should be broadly agreed in advance and structured flexibly to cope with changes and developments as the campaign proceeds.

Media brief

As part of its proposals the advertising agency will suggest which medium (or media) should be used to run the campaign and will back this with statistical support. The media to be used should align with the creative concepts. Also ensure that potential added value (eg editorial support, ROS (run of station), quotation discounts is considered)

The advertising agency should check the lead times for booking and production, copy availability, approvals procedures and booking requirements and ensure they meet your needs. Many media, such as television, have long deadlines for booking and there may be cost penalties for campaigns committed after the set dates. Build these lead times into your overall campaign timetable.

The advertising agency will then present a media-buying brief linked to the creative brief, setting out media objectives, audiences and planned assessments. Once the media-buying plan has been approved, the advertising agency has responsibility for: * booking and placing all media * issuing the media with material instructions * dispatching material to the media * providing the financial schedule to the client * monitoring booked activity * compiling a monthly invoice/statement * issuing post analysis and tear sheets to the client.