All the aspects of Research in Advertising has been discussed in it. Definition,Types,Scope,Methods of Advertising Research are included in this presentation.

1. TOPIC
RESEARCH IN ADVERTISING
DEPARTMENT
MASS COMMUNICATION

2. Research in Advertising…
 Definitions...
 Advertising is a specialized form of marketing
research conducting 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 campaign.
 Advertising research is to be conducted to
measure the advertising impact or the result of effort
with the help of detailed study on advertising
objectives, copy testing and media effectiveness.

3. Importance Of Advertising
Research…
 Following are points that determine importance
of advertising research.
 Developing creativity…
 When all the information is accessible, a well
informed strategy could be designed to the
organization further.
 Improves your position in the field…
 It enables a company to find a suitable time
for their products.

4. Rank your Image…
 It enables comparison between organization. So it
helps a competitive place in market compared to
others.
 Predicts likely Issues…
It predicts forthcoming problems that an
organization might faced.
Monitor Progress…
It analyze your organization performance.
Less Chances of Failure…
There is reduce risk of failures if the advertising
research is thorough .

5. General Types OF Advertising
Research…
 Following are general types of adverting research.
 Customized Research…
 It is conducted for a specific client to address that
client’s needs. Only that client has access to results
of research.
 Syndicated Research…
 It is a single research study conducted by a
researcher company with it’s results available, for
sale to multiple companies.

6. Scope Of Advertising Research…
 Following are main points which analyze the
scope of advertising research.
 Increase awareness
 Analyze changing markets
 Public feedback
 Results
 Types Of Advertising Research…
 Pre- testing Research
 Post-Testing Research

7. Pre- Market Research…
 It can be optimize ads for any medium optimize advertisement for any medium.
It includes radio, tv, print billboard or outdoor.
 It includes three test routes:
 Concept testing
 Theme testing
 Copy Research
 Post- Market Research…
 Conducting after advertising either a single ad or entire a multimedia campaign
has been run in market. The focus is on what advertising has done for brand,
i.g increasing brand awareness, trial, frequency of purchasing.
 It includes three test routes:
 Inquiry and coupon response
 Split run test
 Recall test
 Sales test

8. Methods of Conducting Pre-
Market Research…
 The advertising research carried out before the campaign is about
understanding your audience. There will be different groups of
customers. The research should uncover the different market
segments. So you can target your campaign at specific groups.
 Following strategies are used to conduct pre market research.
 Surveys
 Google Analytics
 Keyword Research
 Question and Answer Sites
 Competitor Analysis
 Blog Comments
 Google trends and Consumer Behavior
 Syndicates Data

9. Methods Of Conducting Post-
Market Research…
 Campaign analysis is a simple task for a social intelligence platform
and by combining it with other data you can build up an accurate
picture of the response to your campaign.
 If you have set up UTM codes your web analytics will be able to tell
you how traffic came to your site, and if it was as a result of your
campaign.
 E-mail automation software will tell you open rates. You can
benchmark this against previous efforts or look at an industry study.
 Social intelligence can help to understand some solid campaign
metrics and provide a deeper understanding of the effect the campaign
had. You can take some of your advertising research from the earlier
stage and look at what has changed in response to the campaign. You
can also use it to write a social media report, describing the response
to the campaign on social.


10. Following are the strategies of
Post-Market Research…
 Volume of mentions
 Share of voice
 Elements That Affect your Research…
 Reach…
 Reach is the potential number of people that those mentions will be
seen by. It takes into account the number of followers of each author who
mention you. If your campaign included a celebrity, they are likely to
generate much higher reach.
 Engagement…
 How many people actually took an action when seeing your campaign?
This can give you an indication of the number of people that actively
engaged with campaign. These people would be more likely to recall it
even if they don’t go on to click through to your site.

11. News Coverage…
 Part of your campaign analysis will be to understand
how many media mentions you earned and categories
them into different tiered publications.
 Purchase Intent…
 You can create complex Boolean queries in a social
intelligence tool like Brandwatch, meaning you can
measure if purchase intent language has increased.
 Sentiment & Emotional Response…
 You can easily monitor positive & negative responses to
your campaign as a good social intelligence tool will
have sentiment analysis built in.

12. Brand Association…
 You can discover the qualities people associate with your brand by creating
rules that can segment mentions of your brand that featured adjectives to
discover brand association. Monitoring these over time can reveal changing
attitudes & associations that your campaign has influenced.
 Research Process…
 Brief…
 Research process starts from brief, ad agency received a brief from client.
Brief includes:
 Objective
 Product Detail
 Budget
 Positioning of your brand
 Geographical area to be covered
 Market Size

13. Research…
 Research is very important element of reseach process. It
includes:
 Product Appeal Research…
 It includes all detail of size, color, cost and other ingredients,
tools & tactics to convey your message.
 Advertising Message Research…
 It includes copy-testing research & elements of narration.
 Advertising Media Selection Research…
 It includes selection of electronic/ print media because it just
defines medium.

14. Advertising Effectiveness
Research…
 It includes post-testing research to conduct feedback from
people.
 Competitor Research…
 You go to social accounts of your competitors to check the
activities of them & then do work more hard to compete them.
 Advertising Message Strategy…
 It is developed carefully by blending elements of creative mix.
You tell all detail of target audience, product positioning,
communication media, message elements techniques, media
& script writers. Creative specialist make this & then execute
it.

15. Execution Stage…
 It determines plus & negative points of product.
 Testing Stage…
 It includes pre-testing & post-testing tactics &
conduct a pilot study to see the feedback of your
product.
 Release…
 Different mediums are used to addressed
different audience effectively.