Advertising Research

Meaning

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.
 Meaning

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
It 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)
 Internet.
 Method of Advertising
Research
 Post-market research
It is 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.
“Copy” refers to an entire advertisement, including
The Verbal Message, Pictures, Colours, And
Dramatizations and medium
Whether the advertisement appears in print, on
radio or television, or some other medium.
 Copy Testing

 Consumer Jury
 Rating Scales
 Portfolio Tests
 Psychological Tests
 Physiological Tests.
 Sales Tests.
 Day-after recall Tests.
 Consumer Jury
 Oldest & simplest test.
 Personal interview may be used or a group may be
assembled & asked to vote on an alternative based
on their preferences, interests, or influences to
buy the product .
 Provides a “rating” given by a group of consumers
who may represent potential buyers of the
product.
 Assumption: The respondent must like at least
one advertisement
 Rating Scales

Requires the establishment of standards for effective copy

and numerical weights for each standard.
Ads are then “rated” in accordance with the scale values
and a numerical score is obtained.
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, Pupillo meter.
  Psychological Tests

 A list of reactions like self pity, security, fear or

nostalgia is set up.
 Alternative ads are then rated on how readers
respond and reacts.
 A no. of techniques including word association,
sentence completion, depth interview & story
telling are adopted.
 Difficult to implement, since skilled interviewers
are required
 Sales tests
 Sales tests are a useful measure of
advertising effectiveness when advertising
is the dominant element, or the only
variable, in the company’s marketing plan.
 Sales response may not be immediate and
sales tests, particularly field studies, are
often costly and time-consuming.
 Day-after recall Tests

Research method that tests consumers‘

memories the day after they have seen an
ad, to assess the ads effectiveness.
 Post-Testing
  Continuous in-market research
 (monitoring a brand’s performance ,brand
awareness, brand preference, product usage and
attitudes)
 Tracking changes over time,
 Various methods to quantify
 The specific changes produced by advertising
(Advertisers use post-testing to plan future
advertising campaigns, so the approaches that
provide the most detailed information on the
accomplishments of the campaign are most
valued.)
 Problems In Media
Selection

  It’s not sufficient to select the major

media, you also need to make specific
selections within these general types of
media.
 Character of media has to be considered
before selecting it as it has great influence
on effectiveness of the advertisement.
 Problem of Audience
Measurement
   Variation in composition and sizes of
audience of given media vehicle.
 Variation due to geography.
 Variation due to rate at which different vehicles
accumulate audiences.
 Difficulty of estimating value of different sizes
of message units within and between media.
 Estimating actual geographical area covered.
 Conclusion

 Ad effectiveness is dicey proposition. Though

it is necessary to know how the Ads works
for us, it is difficult to do it, especially by
relating advertising to sale.
THANK YOU