ADVERTISING RESEARCH

By Muhammad Urva

Advertising Research

Research conducted to improve the efficacy of advertising. 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.

Understanding Basic Concepts

Advertising Agencies

Target Audience
Demographics Creative Campaign Positioning Communication Objectives Campaign Exposure

The contribution of Research to Communication Planning

Advertising agencies typically take a systematic approach to advertising planning and development. Each step in advertising planning and development process provides a foundation for future decisions and may provide feedback for the decisions made in prior steps.
One important component of this systematic approach is research. Agency personnel have more confidence in the decisions reached at each step when their decisions are supported by research.

The Advertising Planning Process

Situation Analysis
Target Audience: Broad Trends Target Audience: Product Specific Product Positioning Product Perceptions

Essential Message
Creative Evaluation Media Analysis Campaign Tracking

The Advertising Planning Process

Situation Analysis
The advertising planning process begins with an examination of the market

place. The outcome of this examination commonly called a Situation Analysis, summarizes the brand current circumstances and identifies factors that might effect future marketing and advertising success. A situation analysis help a client and agency better understand the forces shaping the market place and how these forces may effect their own and competitors brands.
Advertisers rely on research to answer the following type of questions

raised in a situation analysis

What are industry trends What is the competitive environment What are our competitors current positioning What are our competitors Sales trends

 Target Audience (TA) Analysis

An understanding of the market place involves more than a study and

analysis of sales trends, brand activities and positioning. An additional analysis, commonly called target audience analysis involves an in-depth exploration of the characteristics of current and potential consumers for a product or service.
Dimensions of TA Analysis
1. General consumer trends; lifestyle, perceptions and product usage

2. Focus on clients product and services; segmentation, opportunities

 Creative Development
Approach identified based on TA analysis Big Idea Generation Discussion on multiple creative routes Development of Story Boards Creative Testing

Media Analysis and Placement

How much are competitors spending on advertising? How do these

levels of spending effect budget recommendations. Where, if anywhere, should the advertising be concentrated? What media mix should be used, what media overall and specific programing within media, has the greatest likelihood to reach specific TA When and how should advertising be scheduled

 Campaign Tracking
Once the creative has been produced and aired, research is often

used to access the validity of decisions reached. This type of tracking research collects information that can be used to access the impact of decisions on the brand and to determine how future strategic, creative, and media approaches can be improved.
1. To what extent did we accomplish our communication objectives 2. To what extent did we accomplish the desired attitudinal changes in

the TA 3. To what extent did the media plan deliver desired level of exposure

Assignment for Next class

In next class all groups will present on the advertising

planning process of campaigns:

Factors to be covered
Situation Analysis

Target Audience: Broad Trends

Target Audience: Product Specific Product Positioning Essential Message Creative Evaluation Media Analysis Campaign Tracking Product Perceptions