ADVERTISING RESEARCH

Prepared by Muhammad Rashid Akbar

 ADVERTISING RESEARCH

What is Advertising Research…

Advertising Research is a scientific technique of the Analysis of Consumers’
Behaviors
It is done through a well-determined process, which involves ‘systematic
gathering’, ‘recording’, and ‘analysis of data’ related to an advertisement’s
effectiveness.
 Objectives of Advertising Research

• Enhance Awareness: easy to plan the marketing strategy

• Know Attitudinal Pattern: Analyses the changing attitudinal pattern of a geo-

graphic area

• Know People’s Action/Re-action: records and analyzes people’s action or re-ac-

tion regarding a particular product/service

• Analysis: when we know it all, is simple to design and develop a creative ad, effec-
tive enough to influence consumers
 Research Procedure Sequence

1. Define the Objectives of the research

2. Identify the source of data (Primary Research)
3. Analyze secondary data
4. Identify the sample
5. Collect data systematically
6. Analyze the data
7. Present the results
8. Apply and modify the strategy (cyclic, on going process)
 Essentials of Advertising Research

• Research Skills and Equipment: basic requirement of advertising research includes a

skilled person, computer system & relevant newspapers and magazine

• Media Research: helps to reach potential customers in a short period of time and at a lower
cost

• Marketing Trends: Knowledge of marketing trends help advertisers to know what products
people are buying and what are the specific features of the products, which compels people to
buy

• Target Audience: Through Segmentation based on at least 4 variables can help determine
the target market and target audience
 Types and Methods of Advertising 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 is a single research study conducted by a

research company with its results available, for sale, to multiple
companies.
 Types and Methods of Advertising Research

1. Pre-Testing:
Pre-Testing of ads is done to diagnose any possible communication prob-
lems before beginning an Ad Campaign

2. Post-Testing:
Post-Testing of ads help advertisers to evaluate the Ad Campaign results
 Method of Advertising Research

1. Pre-Testing
– Pre-testing is used to increase the likelihood of creating the most effective advertising messages
– This helps in identifying any communication gaps or flaws in the ad message content before it is
used
Methods of Pre-Testing
– Concept testing:
– Concept tests are characterized by an exploratory focus. In concept tests, the objective is to understand
what kind of concepts (usually written descriptions or storyboards) would be well received by the
audience.
– Concept tests frequently involve qualitative research. Focus groups, depth interviews, and projective
techniques are some of the commonly used qualitative techniques that are well suited for exploring
and generating ad concepts as well as for understanding the reasons for failed ads.
 Method of Advertising Research
Methods of Pre-Testing
– Copy Testing: Copy testing determines an Advertisement effectiveness based on customers response,
feedback and behavior
– “Copy” refers to an entire advertisement, including the verbal message, pictures, colors, and dramatizations,
whether the advertisement appears in print, on radio or television, or some other medium.
– Consumer Jury:
– Oldest & simplest test. Personal interviews 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. It Provides a “rating” given
by a group of consumers who may represent potential buyers of the product.
– Print Advertising Direct Questioning: The researcher using this method asks respondents specific questions
about the ads such as What does the ad say to you? Does the ad tell you something new and different about
the product?
– Focus Groups: A group of 8 to 10 people who are potential users of the product or service, participate in a
moderated but free-wheeling discussion and interview. Lasts for about one hour and is supervised by a trained
moderator who provides direction and control
 Method of Advertising Research

2. Post-Testing

– The evaluation of the effectiveness and impact of an advertising cam-

paign either during or after the campaign's run
– Post testing answers a wider range of questions, more specified, and gen-
erally inexpensive
– Post testing calculates how advertising performed
 Method of Advertising Research
Methods of Post-Testing

– Portfolio test: One group of respondents is exposed to a portfolio of test ads interspersed with other ads.
Another group sees the portfolio without the test ads
– Order of merit test: Respondents see two or more alternative ads and arrange them in rank order
– Mock Magazine tests: Ads to be tested are “stripped into” into a magazine which is left with respondents
for a specified time
– Unaided Recall: respondents are asked without prompt whether they read saw or heard ad messages
– Aided Recall: Respondents are shown certain ads with the name of the sponsor or brand concealed and
then asked if their previous exposure was through reading, viewing or listening
– Day- after- recall: most popular method of post testing in broadcast media. Measure of effectiveness is
always the number of people who can recall the ad. Respondents may be asked simple question as “While
watching program last night, did you see a commercial for (brand name) ?”
 Method of Advertising Research
Methods of Post-Testing

– Recognition: It refers to whether a respondent cam recognize an advertisement as having

seen before. Such tests are conducted by mail survey in which questionnaires are mailed to
1000 households picked from a mailing list or telephone book. Provides mechanism for
breaking a print ad into important elements such as headline, visual, copy and how these are
remembered by a sample of respondents

– Inquiry: It refers to checking the effectiveness of ads appearing in various print media on
the basis of which consumers respond by requesting for more information. The inquiry may
depend on phone calls from interested persons, coupons returned or requests for free samples
Researchers can test advertisements’ attention getting value, readability, comprehension.
 Advertising Research

Benefits of Advertising Research

– Develops creative design and strategy: helps in making a well-de-

fined strategy to develop your business
– Identifies Opportunity in the Market
– Measures Your Reputation
– Identifies Major Problems
– Analyzes Progress: helps to analyze the performance of your product.
– Minimize the Risk