Advertising Research

DAGMAR : Defining Advertising Goals

for Measuring Advertising Results
Marketing
Research

Advertising
Research

Media Research

Advertising Research helps to:

to confirm acceptance level of the campaign
To determine the apt frequency
Helps to make campaigns meeting advertising
objectives.
Less wastage
Make ads creatively acceptable, in the right
media, with correct frequency and for the chosen

How is research conducted?

1. Research methords can be tested by doing priliminary
research with small sample size.
2. Finding out likes and dislikes of the customers and the
reason for the same. Research is conducted through
primary survey by interviewing consumer groups
3. Advertising Research can also be conducted by
observation.
4. IDEA Research.

METHORDOLOGY
Define Research Objectives, list out problems for which
answers have to be found.
For getting response on relative likes and dislikes we can
use likard scale.

Areas to be taken care of while planning the

research:
1. Time and money spent should fulfil the objectives
of the research.
2. Research results are indicators for decision
making not perfect answers.
3. Be specific rather than collecting unnecessary,
redundant data.
4. Research budget needs careful analysis.
5. Be sure that research findings are not futile.
6. Check whether secondary data is available

Finding the right sample size:

Probability sample
Random sample
Stratified random sample
Non probability sample/ quota sample
Convenience sample

Simple
Cluster sample
Judgment sample

Steps involved in Advertising Research are

I. Setting up goals for the research
II. Finding the sources of secondary information or data
III.Analyzing secondary data
IV.Planning sample for primary research
V. Data collection
VI.Data analysis and report writing
The ad campaign is pre tested and post tested to ensure
that it works.