Advertising Research

Setting up Objectives
Identifying Budget
Allocation of budget
Campaign planning
Pre-tests
Impact or Post tests

Advertising Research
Data
Primary data
Secondary Data

Type
Qualitative
Focus Groups
In depth Interviews
Quantitative Survey
Observations:
Subjective ,
Objective

Advertising Research
Products market , Profile, Consumer
research: Demographics, Life Styles ,
Media Planning : Budget distribution:
Media exposure
Advertisement exposure
Advertisement perception: Message ,copy
Advertisement Communication
Behavioral Response

Advertising Research
Message Decision:

Objectives setting:

Budget Decisions:

Communication
Sales

Affordable approach
% of sales
Competitive parity
Objectives & tasks

Generation
Evaluation &
Selection
Execution

Advertising
Evaluation:
Communication
impact
Sales impact

Media Decision:
Reach, frequency
impact
Major media types
Specific media
vehicles
Media timing

Advertising
Objectives
Consumer awareness - thinking vs. feeling products
and central vs. peripheral routes to memory;
awareness needed for high involvement; attitude
needed for low involvement
Positive reinforcement after purchase
Exposure oriented objectives - reach and frequency

The Purpose of Advertising

To inform
To persuade
To remind

To Inform

Tell the market about a new product

Suggest new uses for a product
Inform the market of a price change
Explain how the product works
Describe available services
Correct false impressions
Reduce buyers fears
Build company image

To Persuade
Build brand preference
Encourage switching to your brand
Change buyers perception of product
attributes
Persuade buyers to purchase now
Persuade buyers to receive a sales call

To Remind
Remind buyers that the product may be
needed in the near future
Remind buyers where to buy it
Keep it in the buyers mind during off
seasons
Maintain its top-of-mind awareness

Some typical research studies

Market Surveys
Experimentation: Different designs
DAR : After release
Attitude Change
Market Comparison; Response etc
Homemaker /other panels
Tracking
Before & After advertising impact

Advertising Tests
An advertising testing program may include
tests to assess:
copy
media placement
budgeting

At the pre-introductory product testing

stage, advertising testing will focus on copy
tests.

Copy Tests: Objectives

Does the copy achieve the objectives set
out in the copy strategy?
Assess recall of ad(s)
Assess communication
Assess effect of ad(s) on attitudes toward
the brand and the advertisement.
Assess impact on purchase intention.

ADVERTISING RESEARCH
FOR ADVTG. DECISIONS
REASEARCH FOR
AWARNESS
ATTITUDES
PURCHASE INCLINATION
PRE-TEST
RECOGNITION
RECALL
COMPREHENSION
(CLAIMS)
BELIEVABILITY
PERSUASIVE POWER
(WORDS/PHRASES)
ATTITUDE CHANGE
(INTEREST)

- OBJECTIVEs/ Goals
BUDGET/MEDIA PLAN
CREATIVE (COPY,APPROACH
POSITIONING)
TWO TYPES
BEFORE OR PREAFTER OR POSTTRACKING/MONITORING
MARKETS
MOTIVES: CONSUMER BEHAVIOUR
(APPEALS)
SCHEDULING OF MEDIA
RESEARCH FOR CREATIVE
STRATEGY (COPY RESEARCH)
NEED GAPS (MESSAGE)
SLOGANS
VISUAL
PRESENTATION

 Psychological response :
Changes in feelings/ emotions towards
Brand
Competitive brands
Company

Confidence, Security. Self-pity, Fear, Nostalgia

Normally conducted through

Focus groups
Surveys
Projective Techniques
Word Association tests
Sentence Completion
Third person techniques/Role playing

SURVEYS :

PHYSIOLOGICAL RESPONSE
PERSPIRATION EMBARASSING
PULSE RATE BLUSHING
FRIGHTENED TEMPERATURE/B.P.

VERBAL RESPONSE:
RATING SCALES
ATTITUDE SCALES
PAIRED COMPARISONS
* GALVANIC SKIN RESPONSE
RANKING
PUPIL DILATION (EYES)
PRE-TEST METHODS
(EXPOSED TO AD FOR 10 SECOND)
PRINT:
TECHISTOMETER (SPEED)
RANKING /RATING /(JURY)
NORMAL 0.7 SECONDS
PAIRED COMPARISONS
(ALTERNATIVE SPEED/
PORTFOLIO tests
WHICH WORKS BEST?)
(ALBUM TYPE BOOKLET
EYE-CAMERA (MOVEMENT)
WITH EDITORIAL CONTENT)
* CHANGES IN BODY
MOCK-MAGAZINES
RESPONSE (ZINC ELECTRODES)
A/V: MOCK-PROGRAMMES:AVDIO/AV
PROJECTOR: HOMES/LAB
MARKET SPECIFIC (TRAILER)/ Programme ANALYZER

THEATRE: CAPTIVE AUDIENCE

(REACTIONS:BEFORE SCREENING
& AFTER SCREENING)

ADVERTISING RESEARCH AT STAGES OF ADVTG.

DEVELOPMMENT
STAGE I
STRATEGY
DETERMINA
TION

STAGE II
CONCEPT
DEVELOPMENT

STAGE III
ROUGH
PRODUCTIO
N

STAGE IV
POST TESTING

TIMING

BEFORE
CREATIVE
WORK
BEGINS

BEFORE
AGENCY
BEGINS

BEFORE:
FINISHED
ART WORK
ETC.

AFTER:
CAMPAIGN HAS
RUN

RESEARC
H
PROBLEM

PRODUCT- - CONCEPT
CLASS
TEST
DEFN.
- NAME
PROSPECT
TEST
GROUP
SELECTION

- PRINT PRE- - EFFECTIVENESS

TEST
- CHANGE IN
- TV STOREY- CONSUMER
BOARD
ATTITUDES
TEST
- SALES

STAGE I
STRATEGY
DETERMINATION

STAGE II
CONCEPT
DEVELOPMENT

MESSAGE
ELEMENT
SELECTION

- SALES
- SLOGAN TEST - RADIO
COMMERCIA - DISLIKES ETC.
- COPY TEST
L PRE-TEST
- ATS STUDIES
- CINEMA
PRE-TEST

TECHNI- CONSUMER
QUES
ATTITUDE &
USAGE
STUDIES

STAGE III
STAGE IV
ROUGH
POST TESTING
PRODUCTION

- ASSOCIATION - CONSUMER
[X2 ETC.]
JURY
- QUALITATIVE - PORTFOLIO
TEST
- [SCALING
ETC.]
- PSYCHOLO
GICAL
- COMPARISON
RATING
TEST
SCALES
- A.I.O
BATTERY

- AIDED RECALL
- UNALDED
RECALL
- ATTITUDE
STUDY
- BEHAVIOURAL
RESEARCH

Media Habits data

IRS
NRS
A-MAP
ADEX
RK Swamy BBDO Market Index
NCAER IMDR
TAM

Media habits data