Advertising Research: Used to track the efficacy of an advertisement for any medium, measured by the ads ability to get attention, communicate the message, build the brands image and motivate the consumer to purchase the product or service.
It can go hand in hand with another kind of research called ad tracking, which is periodic or continuous in-market research to monitor a brand’s performance using measures such as brand awareness, brand preference, and product usage..
- Firms advertise to raise awareness and in the process convince the target market to make a purchase. It is said that consumers are more likely to make use of a product that they are aware of.
- Advertisements are also used to keep a healthy and positive image of firm.
Through advert tracking, one is able to assess the impacts of the advertisements, and seek for areas of possible improvement. Things to look out for would be reach, message take out, quality of the advert and whether the adverts are being flighted on a media with highest number of audiences.
An Advertising Test measures the effectiveness of an advert and therewith the impact of the marketing.
Example of an Advertising Test
An international FMCG company wished to gauge consumer reactions to it’s new advertising campaign for one of it’s top selling brands
- Establish how memorable the advertisement is
- Establish the audience’s understanding of each visual, including ranking
- Adopted a qualitative approach
- Designed a discussion guide for the Focus Group Discussions
- Facilitated FGDs
- Positive feedback on the advertised brand
- High brand awareness among respondents
Copy testing: The aim of advertising is to influence consumers to behave in a certain way towards your product or service. It is imperative that the advert piece is relevant to the target audience and attempts to communicate their core values.
- A copy testing predicts in-market performance of ad before it airs by analyzing audience levels of attention, brand linkage motivation, entertainment and communication , as well as breaking down the ads flow of attention and flow of emotion.
- This would be best done through qualitative research (Focus Group Discussions).
Audience Research: Research on who is listening, watching, and reading is important to marketers of television and radio programs and print publications—as well as to advertisers who wish to reach a certain target audience with their message. Television and radio ratings demonstrate the popularity of shows and determine how much stations can charge for advertising spots during broadcasts. Publication subscription lists, which are audited by tabulating companies to ensure their veracity, are important in determining the per page rate for advertising.