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Advertising Research: Presented To: Presented by

Advertising research is a specialized form of marketing research used to improve advertising efficiency. There are two main types: customized research conducted for a specific client, and syndicated research where a single study is available for multiple companies to purchase. Pre-market research is used to optimize ads before they run, and post-market research assesses the impact of ads on metrics like brand awareness. Methods include pre-testing ads via focus groups, copy testing, and post-testing brand performance after a campaign. The goal is to provide information to plan future effective advertising campaigns.

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Sachin Pathak
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230 views

Advertising Research: Presented To: Presented by

Advertising research is a specialized form of marketing research used to improve advertising efficiency. There are two main types: customized research conducted for a specific client, and syndicated research where a single study is available for multiple companies to purchase. Pre-market research is used to optimize ads before they run, and post-market research assesses the impact of ads on metrics like brand awareness. Methods include pre-testing ads via focus groups, copy testing, and post-testing brand performance after a campaign. The goal is to provide information to plan future effective advertising campaigns.

Uploaded by

Sachin Pathak
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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ADVERTISING RESEARCH

PRESENTED TO : PRESENTED BY :
MS. AARTI MR.LOKESH SHARMA
LECT. MARKETING MR. SACHIN PATHAK
IGEF MBA 3RD SEM
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
Types of Advertising
Research
Customized Research

Syndicated Research
Customized Research
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 Research
Syndicated research is a single research
study conducted by a research company
with its results available, for sale, to
multiple companies.
Methods of Advertising
Research

Pre-market Research

Post-market Research
Pre-market Research
It can be conducted to optimize advertisement for any medium:
radio, television, print (magazine, newspaper or direct mail),
outdoor billboard s(highway, bus, or train), or Internet.

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 TESTING
CONSUMER JURY
RATING SCALES
PORTFOLIO TESTS
PSYCHOLOGICAL TESTS
PHYSIOLOGICAL TESTS
SALES TESTS
DAY-AFTER RECALL TESTS
Post-testing
Provide either periodic or continuous in-market
research monitoring a brand’s performance.
Including brand awareness, brand preference,
product usage and attitudes.
Overall, 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
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.
AN
ADVERTISEMENT
FOR YOU…
THANK YOU

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