Advertising Research
Learn about different types of advertising research you can use to help you get a better return on your investment on advertising.
Advertising research can help you determine:
- What message will be most persuasive
- Who will be most interested in that message (who your advertising should target with your media buy)
- How effective the ad concept(s) are
- Which ad concept performs best
- What you can do to improve an ad to make the ad more effective.
- How well the ad performed in market - was it recalled? was it persuasive? did it elevate brand perceptions? increase awareness? drive preference to purchase? act as reminder advertising to drive sales?
- What media mix worked best - what media channels (TV, radio, print, online, outdoor billboards) worked best?
Advertising research to help you develop your advertising plan and strategy
Research to understand customers, their perceptions about the category of products/services being advertised and about the company, brand and products/services for the advertising assignment. This research can be done by the agency and/or client or done together.
- Generally this research is qualitative research (focus groups, 1:1 interviews or onsite interviews at the home or office of the customer).
- Learn more about qualitative research techniques.
Research to understand the customer's buying process. It is very insightful to understand what it's like for prospective customers to buy online, on the phone or in a store.
- That can be done through mystery shopping.
- Online surveys also work well for this. What's particularly helpful is to create an online survey where customers can answer what are called "open ended" questions by typing their answer in an open box. That way you learn the words they use.
- How to find market research participants explains the costs, top suppliers and process for recruiting people to participate in market research.
- Market research screeners are used to determine who to include (or exclude) in market research.
Messaging research is generally an excellent ROI because your messaging is the foundation for all your marketing and advertising.
All this research is used to
- Write the advertising strategy and creative brief given to the ad agency or freelancers who will be creating the advertising.
- It's also used to develop the media brief to outline for media planners and buyers who the advertising is to be directed to.
Next page - research to test advertising effectiveness
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