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Advertising Research
Advertising Research
ADVERTISING RESEARCH
• Advertising research is a specialized form of
marketing research conducted to improve the
efficiency of advertising.
Meaning
• Advertising research is the systematic
gathering and analysis of information to help
develop or evaluate advertising strategies, ads
and commercials, and media campaigns.
• A subset of marketing research.
“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.”
Types of Advertising Research
Customized
Customized research is conducted for a specific client to address that
client’s needs. Only that client has access to the results of the research.
Syndicated
Syndicated research is a single research study conducted by a research
company with its results available, for sale, to multiple companies.
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 movement
test, Pupillometer.
Psychological Tests: