Advertising Research
Module - 3
• It is a specialized form of marketing research conducted to improve the efficiency
of advertising.
• Advertising research is the systematic gathering and analysis of information to
help develop or evaluate advertising strategies, ads and commercials, and media
campaigns.
• It is a detailed study conducted to know how consumers respond to a particular ad
or advertising campaign.
Objectives
• To understand how consumers take & use the message in an ad.
• To evaluate the impact of media used in an ad campaign.
• To know the influence of message used in an ad on the target audience.
• To avoid wastage of money in ineffective ad campaigns.
• To identify the deficiencies of an ad campaign etc.
Feature
s
• Part of marketing research.
• Done to gather & analyse information to develop appropriate advertising strategies for an organisation.
• Helps in examining the quality of advertising messages, media & media vehicles used in an ad campaign.
• Examines the product awareness & knowledge of the customers after the advertising campaigns.
• Evaluates the changes in attitude of customers after the ad campaign.
• Provides valuable information for advertising decisions.
Measuring the Effectiveness of
Advertising
• Measuring effectiveness of ads in accomplishing the established goals is a crucial
issue in advertising.
• Advertiser should know the rate of return generated by an ad in relation to the
amount of money invested.
Methods of Measuring the
Effectiveness of Advertising
• Measuring ad effectiveness is also known as Ad Testing.
• Methods/Types:
a) Pre-Testing ( Copy Testing)
b) Post Testing
c) Concurrent Testing
a) Pre-Testing ( Copy Testing)
• Evaluation of an ad is made before it is transmitted to the potential customers.
• Objective:
To know whether a proposed ad is appealing to the customers or not.
• Methods:
a) Focus group sessions
b) One-to-One interviews
c) Consumer Jury method
d) Sales Area Test
e) Questionnaire Method
f) Recall Test Method
PACT Principles of Copy Testing
• Positioning Advertising Copy Testing (PACT)
• 1982, issued by 21 major U.S. advertising agencies
• Represents the underlying principles of a good copy testing system.
PACT Principles of Copy Testing
• Provide measurements relevant to objectives of advertising
• Ensure that samples selected are representatives of the target audience
• Avoid bias during the conduct of the testing process
• Repeat experiments to arrive at a conclusion
• Specify the use of results in advance before each test
b) Post Testing
• Conducted after the real transmission of an ad .
• Objectives:
a) to evaluate impact of ad on target audience
b) to know the communication & sales effect of an ad
c) to collect information for improving future ads
Methods:
a) Recognition Test
b) Recall or Impact Test
c) Inquiry Test
c) Concurrent Testing
• Done when the ad is running or is in progress.
• Results of this test give information about the deficiencies of an ad in real time which helps
the advertiser to correct the ad immediately.
• Methods:
a) Tracking Studies
b) Coincidental Surveys
c) Consumer Diary Test
d) Pantry/Store Checks
e) Mechanical Tests
DAGMAR Model for Measuring Ad
Effectiveness
DAGMAR – Defining Advertising Goals for Measured Advertising Results
Objectives of DAGMAR Approach:
Steps in Purchase
a) Awareness
b) Comprehension
c) Conviction
d) Action
• Need & Importance of Measuring Effectiveness
• Advantages of Measuring Effectiveness
• Limitations in Measuring Effectiveness