FTG Academy provides training in journalism, mass communication, and professional communication. The document discusses advertising research and market research. It defines advertising research as a subset of marketing research that systematically gathers and analyzes information to develop and evaluate advertising strategies, ads, and media campaigns. The document also outlines various approaches to market research segmentation including demographic, geographic, psychographic, and behavioral approaches. It discusses topics such as the 4Ps of marketing, target audiences, consumer buyer behavior, steps in marketing, and external factors influencing marketing.

1. ADVERTISING RESEARCH
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Market Research
A systematic collection of data about people and analysis of data
either through Primary or Secondary source or both.
Advertising Research
 It is a subset of Marketing Research
 It is a systematic gathering and analysis of information to help
develop/evaluate advertising strategies, Ads/commercials
including media campaigns.
 It is conducted to improve efficiency of Advertising.

3. 3
Market Research
Approaches
Geographic Demographic Social class Psychographic Behavioristic
Climate Region Age Occupation Life style Benefit Sought
Political Boundaries Gender Education Personality Usage rate
Ethnicity Income User Status
Family size Loyalty status
Family lifestyle Attitude towards
products
Income
Religion
Race

4. Market Research Approaches
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5. 5
Demographic
Segmentation
Age
Gender
Ethnicity
Education
Family life
cycle
Socio
Economic
Status
Demographic

6. 6
Psychographic
Segmentation
Social
class
Personality
Attitude/behaviour
Lifestyle

7. Geographic Segmentation
Geographic
Segmentation
Rural
Highlands
Urban
Lowlands
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Climate Condition is also a factor of
Geographic segmentation

8. Micro versus Macro
Segmentation
Micro
i. Company
ii. Suppliers
iii. Customers
iv. Competition
v. Market
Intermediaries
Macro
i. Demographic
ii. Political
iii. Socio-cultural
iv. Technological
v. Economical
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9. Marketing
What do you understand by marketing?
 Managing Profitable Customer Relationships
 Attracting New Customers
 Retaining and growing current customers
Marketing is also the Management process which
identifies, anticipate and supplies customers’
requirements efficiently & profitably.
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10. FOUR P’s OF MARKETING
4P’s of
Marketing
Product
Price
Place
Promotion
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11. Target Audience
A set of potential buyers/customers that an
organization attempts to satisfy in the market place
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12. Consumer Buyer Behavior
Stimuli
Buyers’ Black
Box
Buyers
Response
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Controllable
4Ps (Product, Price, Place, Promotion) Buyers characteristics Brand Choice
Uncontrollable Buyers Decision Process Product Choice
Economic Dealer’ s Choice
Political Purchase Timing
Cultural Purchase Amount
Technological

13. Steps/Processes of Marketing
1. Understanding customer needs and wants
Carrying out Market Research
Collecting, analyzing and presenting useful information about consumers
Examples include; customer research, Product distribution, Sales and Marketing environmental
research
2. Marketing strategy
Customers are different therefore they have different needs and wants. For instance, Coca-Cola has
multiple extensions in a form of diet coke in multiple sizes, caffein-free & host of flavors to
satisfy its customer needs & wants.
3. Building profitable customer relationships
It is always important to maintain good relationship with customers
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14. External Factors of Marketing
Geographical
factor
Political
factor
Economic
factor
Education
factor
Cultural
factor
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15. 15
ISSUES & TRENDS OF ADVERTISING
 New media create new opportunities for advertisers
 Advertisers attempt to develop a sense of dissatisfaction
among consumers to generate demand for their products
and services
 Advertising is a primary source of revenue for most
media hence it offers a friendly environment to
advertisers
 Advertisers and advertising agencies engage in both
qualitative and quantitative research to identify their
target markets

16.  Multiple businesses encounter numerous
marketing problems. They face problems
regarding Product, Price, Place and
Promotion. Hence, marketing managers use
marketing research as a problem-solving tool for
marketing.
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ISSUES CONT……

17. Quiz
1. Describe the concepts of Advertising Research
2. What do you understand by Target Audience?
a) Who are they?
b) What features/benefits are they looking for?
c) Where do they live?
d) What need will you fulfil to them?
e) What are their tastes or preferences?
f) What are their buying patterns?
g) How will you reach them?
3. How can we study the Market?
4. Distinguish between Advertising Research & Advertising
Research
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18. 18
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19. References
• Clow, K. E. (2016). Integrated advertising, promotion, and marketing
communications. Pearson Education, India.
• Hasan, S. (2013). Mass Communication: Principles and Concepts.
2nd Edition. New Delhi: CBS Publishers & Distributors Pvt Ltd.
• Paxson, P. 2010. Mass Communication and Media Studies: An
Introduction. London: Bloomsbury.
• Wimmer, R.D., & Dominick, J.R. (2014). Mass Media Research: An
Introduction, 10th Edition. Stamford; Wadsworth Cengage Learning.
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FTG Academy
Journalism & Mass Communication Wing
Professional Communication Wing
Email: ftgacademy1234@gmail.com
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