Paragraphs on Advertising Research!
Advertising research is a specialised form of marketing research conducted to assess and improve the efficiency and effectiveness of advertising.
Advertising research is perhaps the most commonly used term to describe any research supporting marketing and communications initiatives.
While much of the research does concern advertisements, it should include all types of promotion such as direct marketing, PR and seminar programmes.
This paper addresses advertising research separately from other marketing and communications. When applied correctly, market research can be an invaluable tool to the marketing communications practitioner, providing support for the decisions, which need to be taken at every step in the process of marketing communications, whether it is in design, implementation or post campaign evaluation.
According to MarketConscious.com, “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. It can entail a variety of research approaches, including psychological, sociological, economic, and other perspectives.”
Advertising has a business approach as it is a part of marketing mix and a creative approach to advertising which refers to the effectiveness of communication from the seller to the target customer to advertising. The scientific approach is a practical way of ensuring against advertising failures and improving the probability of success. Advertising research adds the dimension of a scientific approach to advertising.
Purposes of advertising research are:
i. Motivation research
ii. Media research.
iii. Appraisal of ad campaigns
iv. Assessing ad effectiveness and ad impact
v. Assessing efficacy of sales