ad research & pr research

8/12/2019 Ad Research & PR Research

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Topic

ADVERTISING RESEARCH

Assignment on Marketing Research


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Advertising research is a specialized form of

marketing research conducted to improve the

efficiency of advertising.


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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.


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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.


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Types of Advertising Research

CustomizedCustomized research is conducted for a specific client to address that

clients needs. Only that client has access to the results of the research.

SyndicatedSyndicated research is a single research study conducted by a research

company with its results available, for sale, to multiple companies.


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Pre-market researchcan 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), or Internet.

Post-market researchconducted 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.

Method of Advertising Research


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Pre testing or Copy Testing

Evaluation of alternative ways for advertisers to

present their messages.

Copy refers to an entire advertisement, includingthe verbal message, pictures, colors, and

dramatizations, whether the advertisement appears

in print, on radio or television, or some other medium.


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Copy Testing Consumer Jury.

Rating Scales.

Portfolio Tests.

Psychological Tests.

Physiological Tests.

Sales Tests.

Day-after recall Tests.


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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 whomay represent potential buyers of the product.

Assumption: The respondent must like at least one

advertisement.


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Rating Scales:Requires the establishment of standards for effective copy

and numerical weights for each standard.Ads are then ratedin accordance with the scale values and

a numerical score is obtained.

Advantage:

Provides a list against which to check an ad & helps to singleout the elements that are good or bad.

Disadvantages:

Different judges will rate the ad differently.


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Portfolio Tests:

Sometimes the ad is placed in dummy copies

of newspapers or magazines.

A group of ads, usually a mixture of test ads andcontrol ads, is placed in a portfolio.


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Physiological Tests:

Tests are obtained using special laboratoryequipments which record an individuals

physiological responses to ads.

e.g.-Galvanic skin response, Eye movementtest, Pupillometer.


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Psychological Tests:

A list of reactions like self pity, security, fear ornostalgia is set up.

Alternative ads are then rated on how readers

respond w.r.t. those reactions.

A no. of techniques including word association,

sentence completion, depth interview & story

telling are adopted.

Difficult to implement, since skilled interviewers arerequired


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Sales tests

Sales tests are a useful measure of advertisingeffectiveness 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.


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Day-after recall Tests:

Research method that tests consumersmemories the day after they have seen an

ad, to assess the ad's effectiveness.


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Post-testingProvide either periodic or continuous in-market research

monitoring a brands performance.

Including brand awareness, brand preference, product usage and

attitudes. Some post-testing approaches simply track changes

over time, while others use various methods to quantify the

specific changes produced by advertisingeither the campaign as

a whole or by the different media utilized.

Overall, advertisers use post-testing to plan future advertising

campaigns, so the approaches that provide the most detailedinformation on the accomplishments of the campaign are most

valued.


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Problems in media selection

Its 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 beforeselecting it as it has great influence on effectiveness

of the advertisement.


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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 vehiclesaccumulate audiences.

Difficulty of estimating value of different sizes of

message units within and between media. Estimating actual geographical area covered.


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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.


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References

Foundation of Adverting theory and practices

by S.A. Chunawalla & K.C. Sethia

www.wikipedia.com

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