Advertising research is an organized process of market research carried out to improve the efficacy of advertising in attracting consumers. Research is performed by companies who need to determine the most effective advertising campaigns to meet their marketing needs. Advertising research is an organized process of market research carried out to identify consumer responses to a specific marketing campaign or advertisement. The research helps to maximize advertising dollars and to minimize expenditures.
Market research done for advertising business research purposes helps to understand target markets. It also helps in formulating a message which can attract a specific audience. For this purpose companies carry out a detailed survey with a focus group. It is followed by interviews and focus group discussion to understand the message effectiveness.
In order to carry out a successful advertising research program, a good brand management approach is essential. A company should know its target market and the characteristics of the product it wishes to promote. This enables it to design an appropriate advertising campaign which will be most suitable to the target audience. It also requires account planning, which refers to the whole process of laying down how the advertising programs are to be disseminated and managed. Account planning includes the strategy and timing of the budget, research, buying, content, and other elements involved in the campaign.
The advertising research methodology determines the marketing mix. The research determines the right kind of message to be conveyed to consumers so that they will react positively to the product or service being advertised. The marketing mix includes the size of the budget, the type of message, the media sharing to be used, the audience response, the format of the message and the target market to be targeted. Other factors such as competitive aspect, culture and society of the country, etc. are taken into consideration in developing the marketing mix.
Advertising Research requires a lot of conceptualization and testing. Concept testing is done by observing the response of the audience towards the product or service being offered. It involves observing consumers in various situations and recording their reactions. This helps in deriving a concrete analysis of the concept being tested. An example is the television advertisement, which are very effective when it is aimed at the younger generation of consumers, but fails miserably when it is advertised in middle age groups or the older ones.
Advertising Research also involves collecting financial data. Data is required for a more thorough analysis of the effectiveness of the product or services being advertised. This data is needed for the content development of campaigns and for evaluating the performance of the advertisers. The data thus collected is not only needed for statistical purposes, but for planning the next phase of advertising research as well. For instance, if the next phase involves focus groups study, then the data gathered in earlier phase would help in better understanding of the target audience.
The effectiveness of the advertisements depends on a number of factors, such as on the type and the material of the ads, on the content of the ads, on the design of the ads and on the use of images in the ads. These days, with the advent of online marketing solutions and advertising research, online ads are among the most effective. This form of advertising is highly specialized and involves a lot of coordination between the creative team and the sales and marketing teams. A number of techniques are adopted to reach the target audience. In this way, both the parties to derive maximum benefit out of the advertising research.
Advertising Research deals with a wide range of activities that usually occur behind the scenes, but have an effect on the quality and prominence of the products or services of a company. Hence, it is essential that an awareness of the audience is created prior to the launching of the product or service. This is achieved through research, which in turn provides information on the consumer behavior, purchasing power etc of the audience. With this information, marketers can come up with appropriate ads, which reach the targeted consumers in the right way and help them make informed decisions about the product or service. If you are looking for cheap advertising services for your business, check gawdo
