INTRODUCTION
Advertising research is a systematic process of marketing research conducted to improve the efficiency of advertising. Advertising research is a detailed study conducted to know how customers respond to a particular ad or advertising campaign.
INSIGHTS
Increases awareness: Advertising research increases the knowledge about the market, which helps in building a brand campaign. Analyzes changing market: Knowing your customer is very important for any business. … Advertising research analyzes these changing attitudes of your customers.
BENEFIT
Why advertising research
is important?
One should conduct a full- fledged advertising research as it helps in
Developing creativity: when all the information is accessible, a well- formed
strategy could be designed to develop the organization further.
Improves your position in the field: Advertising research enables a company to
find a suitable time and ways to launch their products.
Rank your image: Advertising research enables comparisons between
organizations. So it helps a company to know its place in the market compared
to others.
Predicts likely issues: Advertising research predicts forthcoming problems that
an organization might face.
Monitors progress: It analyzes your organization’s performance.
Less chances of failures: There is reduced risk of failures if the advertising
research is thorough.
Scope of advertising research
Increases awareness: Advertising research increases the knowledge about the
market, which helps in building a brand campaign.
Analyzes changing market: Knowing your customer is very important for any
business. A customer’s attitude is subject to change with the change in market
conditions. Advertising research analyzes these changing attitudes of your
customers.
Public feedback: Advertising research records the feedback of your audience.
Results: Final campaigns that are created are based on the results of the
research.
Types of advertising research
Pre-testing advertising research is carried out to test the ads before the
launch of the advertising campaign. Pre-testing research is an important part
of the advertising research, as it decides the key points on which the brand
will be built. It factors in preferences of the consumers, public surveys, and
finding out the target audience’s reaction to the brand. The other is the
post-testing advertising research, which is carried out after the launch of the
advertising campaign. They get the feedback of the campaign that they have
launched. This helps the company to know how effective the advertising campaign
has been.
Pre-testing research
Every process begins with an idea. Turning an idea into reality is not an easy
task. It involves a lot of risks. The more complex the idea, the more is the
risk involved. 65% of the ideas and campaigns fail due to creative issues. You
need to ensure that your idea must take a different route to reach the same
destination, i.e. your target audience. The pre-test phase of the advertising
research helps at this point. The pre-test phase includes a detailed study of
your target audience and the brand. This phase will decide if the idea will be
accepted or rejected. As the pre- test advertising research majorly focuses on
the target audience, it will help the agency to figure out the tastes of the
public and work accordingly. Pre-testing provides a final opportunity to check
whether the original idea is still coming through, and whether that the ad does
resonate with the intended audience. This helps the agency to optimize their
campaigns before they go into the tedious process of production. As soon as
things are approved, the campaign can be run on various platforms.
Pre-testing includes three test routes, which are:
Concept testing: This route is a major part of the creative plan. This covers
effectiveness and the basic communication concept.
Theme testing: An advertising campaign is based on a subject, which may revolve
around various themes.
Copy research: After a lot of brain storming, the ideas get noted down and are
transformed into a crisp and precise copy.
Post-testing research
Communication is a two way process. A communication process gets completed only
when the feedback is received. With the launch of the advertising campaign,
one-way communication gets initiated. However, to complete the whole process,
it is important to receive the feedback. And to gain the feedback, a post-study
is followed after the launch of an advertisement. It will measure the output of
the campaign that the agency has created. The effectiveness of the brand
campaign is assessed in the post-testing research. A study is conducted to see
if the advertisement has been successful in creating or increasing awareness
about the brand or service of the client. Ultimately it will determine, if the
advertisement has been able to influence customers or not. Post-testing
advertising research helps to monitor the brand’s performance, including
awareness, preference product usages and attitudes. Post- testing research
involves a tracking process.
Tracking can be done in many ways, which are:
Inquiry & Coupon Response: These experiments are conducted in a field. The
consumers are sent an inquiry form related to the brand, which they are asked
to fill. The responses describe the effectiveness of the brand advertisements.
Split-run Tests: This enables comparison testing between two or more ads in the
same position, and publication, with each ad reaching a comparable group of
audience.
Recall Tests: The respondents are asked to answer what they have seen, heard or
read about the brands, without allowing them to look at or listen to those ads
while answering.
Sales Test Method: This is the direct method where the effectiveness of the
brand can be specified. This is done by directly measuring the sales of the
product or service once the campaign has been initiated
