This document discusses advertising research and its various methods and processes. It begins by defining advertising research and explaining its purpose to improve advertising efficiency. It then discusses the traditional tools and importance of adapting to new media/audiences. The document outlines the advertising research process as having three stages: preliminary discussions/agreements, planning/data collection, and application. It provides details on various pre-market and post-market research methods like copy testing, consumer juries, rating scales, and recall tests. Finally, it discusses challenges in audience measurement and references additional resources.

1. Assignment  ADVERTISING RESEARCH
SJMC
DAVV
Topic—
ADVERTISING RESEARCH
BY- PIYALI MAJUMDAR
MAMC 3 SEM

2. • Advertising research is a specialized form of
marketing research conducted to improve the
efficiency of advertising.

3. • Theory versus application
– Advertising research is valuable as a means of primary research
regardless of the practical application of the research
– Advertising research without practical application is pointless
• Although advertising research is a constantly changing
field, the traditional tools will always serve the
researcher well, so long as the research is adaptive to
new media, audiences, and advertising stragtegies

4. Advertising Research Process
• Preliminary Discussions and Agreements
• Planning and Data Collection
• Application

5. Preliminary Discussion and
Agreements
• Problem Definition
– Evaluate alternative choices
– Better understand marketplace problem
– Increase knowledge of a particular topic
• Research Justification
– Value obtained exceeds cost of acquisition
– High cost implications of wrong decision
• Specification of Informational Needs

6. Planning and Data Collection
• Identify appropriate type of research
• Sampling and data collection
• Set budget and timing
• Prepare proposal
• Prepare research materials
• Conduct research
• Data collection and preparation

7. Application
• Data Analysis
• Depends largely upon problem statement, research
questions, and type of data collected
• Presentation of Results
• Focus on implications and conclusions supported by the
data, not the data itself
• Decision Making

8. Method of Advertising Research
Pre-market research
• can be conducted to optimize ads for any medium
optimize advertisement for any medium: radio,
television, print (magazine, newspaper or direct mail),
outdoor billboard (highway, bus, or train), or Internet.
Post-market research
• conducted after the advertising, either a single ad or an
entire multimedia campaign has been run in-market. The
focus is on what the advertising has done for the brand,
for example increasing brand awareness, trial, frequency
of purchasing.

9. Pre testing or Copy Testing
Evaluation of alternative ways for advertisers to
present their messages.
“Copy” refers to an entire advertisement,
including the verbal message, pictures, colors,
and dramatizations, whether the
advertisement appears in print, on radio or
television, or some other medium.

10. Copy Testing
• Consumer Jury.
• Rating Scales.
• Portfolio Tests.
• Psychological Tests.
• Physiological Tests.
• Sales Tests.
• Day-after recall Tests.

11. Consumer Jury :
 Oldest & simplest test.
 Personal interview may be used or a group may be
assembled & asked to vote on an alternative based on
their preferences, interests, or influences to buy the
product .
 Provides a “rating” given by a group of consumers
who may represent potential buyers of the product.
 Assumption: The respondent must like at least one
advertisement.

12. Rating Scales:
Requires the establishment of standards for effective
copy and numerical weights for each standard.
Ads are then “rated” in accordance with the scale values
and a numerical score is obtained.
Advantage:
Provides a list against which to check an ad & helps to
single out the elements that are good or bad.
Disadvantages:
Different judges will rate the ad differently.

13. Portfolio Tests:
Sometimes the ad is placed in dummy copies
of newspapers or magazines.
A group of ads, usually a mixture of test ads and control
ads, is placed in a portfolio.

14. Physiological Tests:
• Tests are obtained using special laboratory
equipments which record an individuals physiological
responses to ads.
• e.g.-Galvanic skin response, Eye movement test,
Pupillometer.

15. Sales Test:
Sales tests are a useful measure of advertising
effectiveness when advertising is the dominant
element, or the only variable, in the company's
marketing plan.
Sales response may not be immediate and sales
tests, particularly field studies, are often costly
and time-consuming.

16. Day-After Recall Test :
Research method that tests consumers‘
memories the day after they have seen an
ad, to assess the ad's effectiveness.

17. Post Testing
• Provide either periodic or continuous in-market research
monitoring a brand’s performance.
• Including brand awareness, brand preference, product
usage and attitudes. Some post-testing approaches simply
track changes over time, while others use various methods
to quantify the specific changes produced by advertising—
either the campaign as a whole or by the different media
utilized.
• Overall, advertisers use post-testing to plan future
advertising campaigns, so the approaches that provide the
most detailed information on the accomplishments of the
campaign are most valued.

18. • Necessary to the advertising industry as much
pricing is based on audience measures
• In addition to the creative aspects, the media
aspects of a message are just as important
• A.C. Nielsen, RADAR, Arbitron

19. Problem of audience measurement
• Variation in composition and sizes of audience
of given media vehicle.
• Variation due to geography.
• Variation due to rate at which different
vehicles accumulate audiences.
• Difficulty of estimating value of different sizes
of message units within and between media.
• Estimating actual geographical area covered.

20. References
o Mass Media Research
AN INTRODUCTION
BY ROGER D.WIMMER & JOSEPH R.DOMINICK
o WIPIKEDIA.COM