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Advertising Research Is A Specialized Form of Marketing Research Conducted To Improve The Efficiency of Advertising
Advertising Research Is A Specialized Form of Marketing Research Conducted To Improve The Efficiency of Advertising
Advertising Research Is A Specialized Form of Marketing Research Conducted To Improve The Efficiency of Advertising
Syndicated
Syndicated research is a single research study conducted by a research
company with its results available, for sale, to multiple companies.
• Theory versus application
– Advertising research is valuable as a means of primary research
regardless of the practical application of the research
– Advertising research without practical application is pointless
• Although advertising research is a constantly changing
field, the traditional tools will always serve the
researcher well, so long as the research is adaptive to
new media, audiences, and advertising stragtegies
Advertising Research Process
1: Problem Definition
– Evaluate alternative choices
– Better understand marketplace problem
– Increase knowledge of a particular topic
2: Research Justification
– Value obtained exceeds cost of acquisition
– High cost implications of wrong decision
Advertising Research Process
3: Specification of Informational Needs
4: Identify appropriate type of research
5: Sampling and data collection
6: Set budget and timing
7: Prepare proposal
8: Prepare research materials
9: Conduct research
10: Data collection and preparation
Advertising Research Process
• Data Analysis
• Depends largely upon problem statement, research
questions, and type of data collected
• Presentation of Results
• Focus on implications and conclusions supported by the
data, not the data itself
• Decision Making
“Advertising research may focus on a specific ad or
campaign, or may be directed at a more general
understanding of how advertising works or how
consumers use the information in advertising. It
can entail a variety of research approaches,
including psychological, sociological, economic,
and other perspectives.”
Method of Advertising Research
Pre-market research
can be conducted to optimize ads for any medium optimize
advertisement for any medium: radio, television, print (magazine,
newspaper or direct mail), outdoor billboard (highway, bus, or
train), or Internet.
Post-market research
conducted after the advertising, either a single ad or an entire multimedia
campaign has been run in-market. The focus is on what the advertising has
done for the brand, for example increasing brand awareness, trial, frequency
of purchasing.
Pre testing or Copy Testing
Evaluation of alternative ways for advertisers to
present their messages.
Advantage:
Provides a list against which to check an ad & helps to single
out the elements that are good or bad.
Disadvantages:
Different judges will rate the ad differently.
Portfolio Tests:
Sometimes the ad is placed in dummy copies
of newspapers or magazines.
A group of ads, usually a mixture of test ads and
control ads, is placed in a portfolio.
Physiological Tests:
Tests are obtained using special
laboratory equipments which record an
individuals physiological responses to
ads.
e.g.-Galvanic skin response, Eye