Unit iii(2)


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Unit iii(2)

  1. 1. UNIT III
  2. 2. <ul><li>ADVERTISING RESEARCH </li></ul><ul><li>Advertising research is a specialized form of marketing research conducted to improve the efficiency of advertising . </li></ul><ul><li>“ It may focus on a specific ad or campaign, or may be directed at a more general understanding of how advertising works or how consumers use the information in advertising. </li></ul><ul><li>It can entail a variety of research approaches, including psychological, sociological, economic, and other perspectives.” </li></ul>
  3. 3. <ul><li>TYPES OF ADVERTISING RESEARCH </li></ul><ul><li>Research can be conducted to optimize advertisements for any medium: radio, television, print (magazine, newspaper or direct mail), outdoor billboard (highway, bus, or train), or Internet. </li></ul><ul><li>Different methods would be applied to gather the necessary data appropriately. </li></ul><ul><li>There are two types of research, customized and syndicated. </li></ul><ul><li>Customized research is conducted for a specific client to address that client’s needs. Only that client has access to the results of the research. </li></ul><ul><li>Syndicated research is a single research study conducted by a research company with its results available, for sale, to multiple companies. </li></ul>
  4. 4. <ul><li>PRE-TESTING </li></ul><ul><li>Pre-testing, also known as copy testing, is a form of customized research that predicts in-market performance of an ad, before it airs, by analyzing audience levels of attention, brand linkage, motivation, entertainment, and communication, as well as breaking down the ad’s Flow of Attention and Flow of Emotion. </li></ul><ul><li>Pre-testing is also used on ads still in rough form – e.g., animatics. </li></ul><ul><li>Pre-testing is also used to identify weak spots within an ad to improve performance, to more effectively edit 60’s to 30’s or 30’s to 15’s, to select images from the spot to use in an integrated campaign’s print ad, to pull out the key moments for use in ad tracking, and to identify branding moments. </li></ul>
  5. 5. <ul><li>Post-testing </li></ul><ul><li>Post-testing/Ad tracking studies can be customized or syndicated. </li></ul><ul><li>Tracking studies provide either periodic or continuous in-market research monitoring a brand’s performance, including brand awareness, brand preference, product usage and attitudes. </li></ul><ul><li>Advertising tracking can be done by telephone interviews or online interviews—with the two approaches producing fundamentally different measures of consumer memories of advertising, recall versus recognition. </li></ul>
  6. 6. Types of Advertising Evaluation <ul><li>Pre-Test Evaluation </li></ul><ul><li>Consumer Jury Test </li></ul><ul><li>Order of Merit Test </li></ul><ul><li>Paired Comparison </li></ul><ul><li>Portfolio Test </li></ul><ul><li>Mock Magazine Test </li></ul><ul><li>Perceptual Meaning studies(PMS) </li></ul>
  7. 7. Types of Advertising Evaluation <ul><li>PRETESTING BROADCASTING ADS </li></ul><ul><li>In-Home Projection Test </li></ul><ul><li>Trailer Test </li></ul><ul><li>Theater Test </li></ul><ul><li>Live Telecast </li></ul><ul><li>ADDITIONAL PRETESTING TECHNIQUES </li></ul><ul><li>Sales Experiment </li></ul><ul><li>Direct Mail Test </li></ul><ul><li>Physiological Testing </li></ul><ul><li>Simulated Test </li></ul>
  8. 8. Types of Advertising Evaluation <ul><li>Post-Testing Ads </li></ul><ul><li>Penetration Tests </li></ul><ul><li>Recognition Tests </li></ul><ul><li>Recall Tests </li></ul><ul><li>Progress Tests </li></ul><ul><li>Intend-to-buy Test </li></ul><ul><li>Sales Result Test </li></ul><ul><li>Controlled Experiment </li></ul><ul><li>Inquiry Test </li></ul><ul><li>Attitude Test </li></ul>
  9. 9. Layout <ul><li>What is layout? </li></ul><ul><li>Layout is nothing but arrangement of various elements within an advertisement. How these elements are conceived is know as visualization. once the artist conceives, he decides to put up the ad either at the top. or middle or bottom and decides whether it should be large or small. Visualization and layout put together constitutes an ad. </li></ul>
  10. 10. Layout <ul><li>PURPOSE OF LAYOUT </li></ul><ul><li>Attract the Reader. </li></ul><ul><li>Clear message delivery to the target audience. </li></ul><ul><li>Provide logical starting and end points. </li></ul><ul><li>Draw favorable reaction from the reader. </li></ul>
  11. 11. Layout <ul><li>Laws to create an effective layout. </li></ul><ul><li>Law of unity </li></ul><ul><li>Law of contrast </li></ul><ul><li>Law of movement </li></ul><ul><li>Law of rhythm </li></ul><ul><li>Law of emphasis </li></ul><ul><li>Law of simplicity </li></ul>
  12. 12. Layout <ul><li>Different types of layout </li></ul><ul><li>Conventional Layout </li></ul><ul><li>All types Layout </li></ul><ul><li>Poster Layout </li></ul><ul><li>Comic strip Layout </li></ul>
  13. 13. Layout <ul><li>Importance of Layout in visual communication </li></ul><ul><li>Attracting attention. </li></ul><ul><li>Communicating a relevant idea quickly and effectively. </li></ul><ul><li>Interest the audience in the headlines and copy. </li></ul><ul><li>Make the message believable. </li></ul>