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Research
Topic—
ADVERTISING RESEARCH
Syndicated
Syndicated research is a single research study
conducted by a research company with its results
available, for sale, to multiple companies.
Method of Advertising
Research research
Pre-market
can be conducted to optimize ads for any medium optimize
advertisement for any medium: radio, television, print
(magazine, newspaper or direct mail), outdoor billboard
(highway, bus, or train), or Internet.
Post-market research
conducted after the advertising, either a single ad or an entire
multimedia campaign has been run in-market. The focus is on
what the advertising has done for the brand, for example
increasing brand awareness, trial, frequency of purchasing.
Pre testing or Copy Testing
Evaluation of alternative ways for
advertisers to present their messages.
Advantage:
Provides a list against which to check an ad & helps to
single out the elements that are good or bad.
Disadvantages:
Different judges will rate the ad differently.
Portfolio Tests:
Sometimes the ad is placed in dummy
copies
of newspapers or magazines.
A group of ads, usually a mixture of test
ads and control ads, is placed in a
portfolio.
Physiological Tests:
Tests are obtained using special
laboratory equipments which
record an individuals physiological
responses to ads.
e.g.-Galvanic skin response, Eye
movement test, Pupillometer.
Psychological Tests: