Advertising research

1. ADVERTISING
RESREARCH
Submitted by:- Mahesh Wadhwa
MTTM Final
Kurukshetra university

2. Table of content
 What is Advertising Research
 Types of Advertising Research
 Objectives of Advertising Research
 Essentials of Advertising Research
 Method of Advertising Research
 Methods of Pre Testing
 Methods of Post-Testing
 Benefits of Advertising Research

3. WHAT IS ADVERTISING
RESEARCH
Advertising Research is a scientific technique of depth
analysis of consumers’ behaviors. It is done through a
process, which involves systematic gathering, recording,
and analysis of data related to the effectiveness of an
advertisement.

4. TYPES OF ADVERTISING
RESEARCH
TYPES OF
ADVERTISING
RESEARCH
Advertising
Effectiveness
Research
Advertising
Media
Selection
Research
Advertising
Message
Research
Product
Appeal
approach

5. TYPES OF ADVERTISING
RESEARCH
 Product Appeal approach:- The product
appeal is to be designed, considering the
favorable factors of a product. It will be the task
of the marketer to change the unfavorable image
of target group towards the product or the brand
presented, into a favorable one.
 Advertising Message Research:-
Message of the advertisement is of great
importance to create an impact and to project the
product in the market.

6. The methods are as follows:
 Copy testing
 Before test or Pre-testing
 Portfolio tests
 Consumer-jury tests
 Rating scales
 Simulated sales tests
 Psychological tests

7. TYPES OF ADVERTISING
RESEARCH
 Advertising Media Selection Research:
The decision making process in media selection
is based on the following fundamental issues:
 Choice of a particular medium or combination
of media viz. T.V., radio or print.
 Selection of national, regional or local level
media.
 The periodicity or the interval of the media use.

8. TYPES OF ADVERTISING
RESEARCH
 Advertising Effectiveness Research:
There can be various alternative strategies for
varying degree of effects on the target audience.
Different statistical models may be applied to
measure the scale of effectiveness and
generation of motivational attitude among the
prospective consumers. It also includes, Coupon
Research

9. Objectives of Advertising
Research
Objectives
of
Advertising
Research
To Know
Attitudinal
Pattern
Analysis
To Know
People’s
Action
To Enhance
Awareness

10. Essentials of Advertising
Research
 Research Equipment
 Media Research
 Marketing Trends
 Target Audience

11. Method of Advertising
Research
 Pre-testing: Pre- testing of ads is done to
diagnose any possible communication problems
before beginning an ad campaign.
 Post-testing: Post-testing of ads help
advertisers to evaluate the ad campaign results.
Method of Advertising Research
Pre-testing Post-testing

12. Methods of Pre Testing
METHODS OF
PRE-TESTING
Focus groups
Order of merit
test
Mock Magazine
tests
Print Advertising
Direct
Questioning
Portfolio test

13. Methods of Post-Testing
 Unaided Recall
 Aided recall
 Day- after- recall
 Recognition
 Inquiry

14. Benefits of Advertising
Research
 Develops creative design and strategy
 Identifies Opportunity in the Market
 Measures Your Reputation
 Identifies Major Problems
 Analyzes Progress
 Minimize the Risk

15. THANK
YOU

16. REFERENCES
www.slideserve.com
www.slideshare.net
 runacucolu.abrasiverock.com
www.businessmanagementidea
s.com
 www.questionpro.com
www.hotjar.com