ADVERTISING RESEARCH Advertising Research is a scientific technique of depth analysis of consumers’ behaviors. Baer I ISING w RCH. It is done through a process, which involves systematic gathering, recording, and analysis of data related to the effectiveness of an advertisement.Objectives of Advertising Research >To Enhance Awareness: easy fo plan the marketing strategy >To Know Attitudinal Pattern: Analyses the changing attitudinal pattern of a geographic area. >To Know People’s Action/Re-action: records and analyzes people’s action or re-action regarding a particular product/service. > Analysis : it is simple to design and develop a creative ad, effective enough to influence consumers.Essentials of Advertising Research > Research Equipment: basic requirement of advertising research- includes a skilled person, computer system & relevant newspapers and magazine. »Media Research: /ielps fo reach the potential customers in a short period of time and at lower cost. > Marketing Trends: Knowledge of marketing trends help advertisers to know what products people are buying and what are the specific features of the products, which compels people to buy. > Target Audience: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.Pre- Testing Pre-testing is used to increase the likelihood of creating the most effective advertising messages. This helps in spotting any communication gaps or flaws in the ad message content before it is used. METHODS OF PRE-TESTING: [Link] Advertising Direct Questioning: The researcher using this method asks respondents specific questions about the ads such as What does the ad say to you? Does the ad tell you something new and different about the product 2. Focus groups: A group of 8 to 10 people who are potential users of the product or service, participate in a moderated but free wheeling discussion and interview. Lasts for about one hour and supervised by a trained moderator who provides direction and control.[Link] test: One group of respondents is exposed to a portfolio of test ads interspersed with other ads. Another group sees the portfolio without the test ads. [Link] of merit test: Respondents see two or more alternative ads and arrange them in rank order [Link] Magazine tests: Ads to be tested are “stripped into” into a magazine which is left with respondents for a specified time.Methods of Post-Testing [Link] Recall: respondents are asked without prompt whether they read saw or heard ad messages. 2. Aided recall: Respondents are shown certain ads with the name of the sponsor or brand concealed and then asked if their previous exposure was through reading, viewing or listening. [Link]- after- recall — most popular method of post testing in broadcast media. Measure of effectiveness is always the number of people who can recall the ad. Respondents may be asked simple question as “While watching program last night, did you see a commercial for (brand name) ?”4. Recognition: It refers to whether a respondent cam recognize an advertisement as having seen before. Such tests are conducted by mail survey in which questionnaires are mailed to 1000 households picked from a mailing list or telephone book. Provides mechanism for breaking a print ad into important elements such as headline, visual, copy and how these are remembered by a sample of respondents. 5. Inquiry: It refers to checking the effectiveness of ads appearing in various print media on the basis of which consumers respond by requesting for more information. The inquiry may depend on phone calls from interested persons, coupons returned or requests for free samples Researchers can test advertisements’ attention getting value, readability, comprehension.Benefits of Advertising Research > Develops creative design and strategy: helps in making a well-defined strategy to develop your business. > Identifies Opportunity in the Market > Measures Your Reputation > Identifies Major Problems: > Analyzes Progress: helps to analyze the performance of your product. > Minimize the Risk