Advertising research is functionalized way of marketing research to enhance the efficiency of advertising. Advertising research also decides the success of an advertising company by measuring the impact over its audience. The goal of advertising research is to either establish qualityof image or to improve one.
Importance of Advertising Research
Types of Advertising Research
• Pre-testing research : pre- test advertising research majorly focuses on the target audience, it will help the agency to figure out the tastes of the public and work accordingly. Pre-testing provides a final opportunity to check whether the original idea is still coming through, and whether that the ad does resonate with the intended audience. This helps the agency to optimize their campaigns before they go into the tedious process of production.
• Post-testing research : Post-testing advertising research helps to monitor the brand’s performance, including awareness, preference product usages and attitudes. Post- testing research involves a tracking process.
Media for Advertising Research
• Television Advertising
Not only does the term “television advertising” refer to a commercial with color, motion, and sound like those you see on television, it also refers to those same types of commercials you might see on the web, in social media, on YouTube, or on Facebook.
• Radio Advertising
Radio commercials can be as effective as television commercials, based on sales return per dollar spent on media. However, radio commercials seldom achieve their true potential because they tend to be inferior to television commercials in content and production quality.
• Print Advertising
Print advertising tends to work more slowly than television or radio. Therefore, an especially long period of time (or an especially heavy media schedule) is required to fully evaluate the total effects of print advertising.
• Outdoor Advertising
Outdoor advertising is great at extending or reinforcing the key theme of a television or radio campaign. If some of the visual elements and the key theme of a television or radio campaign can be condensed and shown via outdoor advertising, the awareness-build of television can be accelerated.
• Social Media Advertising
Social media continues to grow in importance and reach. Its ultimate value as an advertising media remains to be seen. Ads and commercials intended for online delivery or social media distribution operate by the same rules as all other advertising. Television-testing techniques, for example, can be applied to commercials that look like television commercials, regardless of where those commercials are aired.