Assignment ADVERTISING RESEARCH

SJMCDAVV

Topic—ADVERTISING RESEARCH

BY- PIYALI MAJUMDAR

MAMC 3 SEM

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

• Theory versus application– Advertising research is valuable as a means of primary research

regardless of the practical application of the research– Advertising research without practical application is pointless

• Although advertising research is a constantly changing field, the traditional tools will always serve the researcher well, so long as the research is adaptive to new media, audiences, and advertising stragtegies

Advertising Research Process

• Preliminary Discussions and Agreements

• Planning and Data Collection

• Application

Preliminary Discussion and Agreements

• Problem Definition– Evaluate alternative choices

– Better understand marketplace problem

– Increase knowledge of a particular topic

• Research Justification– Value obtained exceeds cost of acquisition

– High cost implications of wrong decision

• Specification of Informational Needs

Planning and Data Collection

• Identify appropriate type of research

• Sampling and data collection

• Set budget and timing

• Prepare proposal

• Prepare research materials

• Conduct research

• Data collection and preparation

Application

• Data Analysis• Depends largely upon problem statement, research

questions, and type of data collected

• Presentation of Results• Focus on implications and conclusions supported by the

data, not the data itself

• Decision Making

Method of Advertising Research

Pre-market research • can 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 research • 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 topresent their messages.

“Copy” refers to an entire advertisement,including the verbal message, pictures, colors,and dramatizations, whether theadvertisement appears in print, on radio ortelevision, or some other medium.

Copy Testing

• Consumer Jury.

• Rating Scales.

• Portfolio Tests.

• Psychological Tests.

• Physiological Tests.

• Sales Tests.

• Day-after recall Tests.

Consumer Jury :

Oldest & simplest test. Personal interview may be used or a group may be

assembled & asked to vote on an alternative based ontheir preferences, interests, or influences to buy theproduct .

Provides a “rating” given by a group of consumerswho may represent potential buyers of the product.

Assumption: The respondent must like at least oneadvertisement.

Rating Scales:

Requires the establishment of standards for effectivecopy and numerical weights for each standard.

Ads are then “rated” in accordance with the scale valuesand a numerical score is obtained.

Advantage:Provides a list against which to check an ad & helps to

single out the elements that are good or bad.

Disadvantages:Different judges will rate the ad differently.

Portfolio Tests:

Sometimes the ad is placed in dummy copies

of newspapers or magazines.

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

Physiological Tests:

• Tests are obtained using special laboratory equipments which record an individuals physiological responses to ads.

• e.g.-Galvanic skin response, Eye movement test, Pupillometer.

Sales Test:

Sales tests are a useful measure of advertising

effectiveness 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.

Day-After Recall Test :

Research method that tests consumers‘

memories the day after they have seen an

ad, to assess the ad's effectiveness.

Post Testing

• Provide either periodic or continuous in-market research monitoring a brand’s 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 advertising—either 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 detailed information on the accomplishments of the campaign are most valued.

• Necessary to the advertising industry as much pricing is based on audience measures

• In addition to the creative aspects, the media aspects of a message are just as important

• A.C. Nielsen, RADAR, Arbitron

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 vehicles accumulate audiences.

• Difficulty of estimating value of different sizes of message units within and between media.

• Estimating actual geographical area covered.

References

o Mass Media Research AN INTRODUCTION

BY ROGER D.WIMMER & JOSEPH R.DOMINICK

o WIPIKEDIA.COM