ADVERTISING RESEARCH

 Advertising research is a specialized form of marketing research conducted to improve the efficiency of advertising.

Advertising research is the systematic gathering and analysis of information to help develop or evaluate advertising strategies, ads and commercials, and media campaigns.

Advertising research, often referred to as ad testing, aims to determine an ad’s effectiveness based on consumer responses, feedback, and behaviour. This can be done on a piece-by-piece basis, or it can be done with periodic or continuous in-market research that monitors the performance of a campaign over time.

Objectives of Advertising Research 

To Enhance Awareness − Through research, it is easy to plan the marketing strategy of any product/service.

To Know Attitudinal Pattern − A thorough research predicts the people’s attitude. It analyses the changing attitudinal pattern of a geographic area. Knowing the consumers’ attitude is very important before launching a new product and its advertisement.

To Know People’s Action/Re-action − Research also records and analyzes people’s action or re-action regarding a particular product/service.

Analysis − Based on deep research and analysis, it is simple to design and develop a creative ad, effective enough to influence consumers.

Essentials of Advertising Research

Following are the essentials of advertising research that support researcher to complete the research task successfully − 

Research Equipment − It is the basic requirement of advertising research. It includes a skilled person, computer system with internet, and relevant newspapers and magazine. However, field research is also important. For example, interviewing people in the market or their residential places.

Media Research − To determine, which media is the most effective advertisement vehicle, media research is necessary. It helps to reach the potential customers in a short period of time and at 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. With this information, manufacturers can modify their product according to the trend on competitive price.

Target Audience − For any advertising research, it is very important to identify target audience and geographic location.

 

Benefits of Advertising Research

Conducting research before launching a new product and subsequently developing an ad has the following advantages

Develops creative design and strategy − Once, all information is available, it is very simple to develop an eye-catching design. It also helps in making a well-defined strategy to develop your business.

Identifies Opportunity in the Market − Research suggests — what is the right time to launch the product. It also tells, which geographical location is the best for the product.

Measures Your Reputation − It is always beneficial to know your competitor’s reputation and credit in the market. It helps to develop faultless strategy.

Identifies Major Problems − Research helps to identify the potential problems.

Analyzes Progress − It helps to analyze the performance of your product. Likewise, you can monitor your progress.

Minimize the Risk − If you have done a thorough market research, there is least chance of failure.

 

Ad testing allows you to:

Effectively target key market segments with content that resonates

Get feedback to ensure core messaging sticks, and to share those insights with ad creators and/or stakeholders

Achieve data-driven confidence when promoting a campaign

Make an informed go or no-go decision when deploying an ad

Evaluate the performance of an ad agency

Get the highest ROI (Return on Investment) out of your ad spend

Predict advertising effect on purchase intent

 

Why conduct ad research?

Weak advertising is not only a waste of spend, it can also cause lost sales. Advertising research prevents this from happening with pre- and post-sales feedback that works to optimise messaging. Companies often test their advertising with a subset of a target market before rolling out a campaign to a broader target market.

Even if you’re not working with a multimillion-dollar advertising budget, it is wise to test your ads. Ad testing is one of the best ways to see how effective a new ad might be without blindly spending your budget or potentially offending your customers. You can use the test feedback to refine the advertisement or go in a different direction. The test provides insights to help you make informed decisions about how to best use your advertising budget.

 

There are four stages where Advertising Research can take place:

1. Beginning of creation process

2. End of creation process

3. End of the production stage

4. After the campaign has been launched