MARKET RESEARCH ADVERTISING

ADVERTISING RESEARCH

It is a Branch of marketing research. It is both a sort of insurance to avoid wasting money on ineffective advertising and a means of monitoring the effectiveness of a campaign while it is running and after the campaign is ended.

                                 

         Marketing Research

1. Reactive               

a. Experiment

-test marketing field                      experiments     

1.                              lab. Experiments           

2.                              b. Questioning

- Questionires

-Group discussion

- In-depth interview

2. Non-reactive

a.observation Non-       Participative consumer, panels, Retail audits

b.Existing/ a formation

- Laternal data

-De... research

 -syndicated surveys

Reactive Research- Information about the market place and the consumers his it. This is derived from experiments and questions.

Non-reactive- The interpretation of existing data or observed phenomena. It does not depend on data derived direct from respondant. 

Anatomy of Ad Research

Pre Campaign              Mid Campaign            Post Campaign

 

Defining copy platform        Reading and Notice         -final result and evaluation

-Copy pre test                                                                -Continuing Research 

-Plan the media                                                              - TABS

-Publisher's Research

- Media Research                                                                                        

                                                                             

Media Research

·         Independent survey

·         ABC

·         National readership survey 

Publishers Research                                                                   

THREE STAGES OF RESEARCH

1.      Define the copy platform or theme

2.      Pre-test proposed ads

3.      Plan the media schedule

Define the Copy Platform

What will make the most effective appeal- price, quality, something new, a special offer? Should there be a lot of copy or mostly picture? Should it be serious or ....?

To know these things basically there are two types of research

1. MOTIVATIONAL RESEARCH.

Dr. Ernst Dichter

Whats' the motive of the buyer to the specific product?

Is it safer, healthier or to satisfy her husband or his wife?

1. DISCUSSION GROUP

Discussed with the buyers community. The participants will select randomly. But it is difficult to handle the large group.

Both poverties interact and find out the problems.

Copy-testing

3.      This is the second step of ad marketing.

4.      After getting the ideas from those two researches the script of the ad prepare. There it will be tested on a sample of people representative of the market.

In a lasting process ads can be shown to respondents, then with drawing and questions asked to test what is remembered. This is known as the FOLDER technique.

Research during Campaign

Reading and Noting

In this process, the audiences are asked whether they have read newspaper and have they seen any advertisement. After finding the strengths and weaknesses, the final ad is produce to launch.

RESEARCH AFTER CAMPAIGN

·         Reading and noting tests may be held

·         Assess the total number of enquiries or orders obtained.

·         Review the market position

Continuous Research

·         It is a regular research

·         Can do an .... survey 

·         Can do in other two ways

Consumer panel       Dealer audit

Consumers are carefully recruited and consist of housewives or house holders who agree to keep a diary of their purchase. The diaries are posted to the research company for tabulation. The final report show what social grade buy which brands in which quantity, how often and where.

Dealer audit requires a recruited cross section of retailers who are visited regularly and their invoices and stocks checked to record the movement of brands and the shares of the market held by each brand.

 TABS

Tracking, Advertising and Brand Strength

By combining computer technology and very efficient self-completion questionnaires, TABS monitor the strength's of reactions about ad brands.

The respondents place tick marks on scaled and other questions covering brand buying, brand usage, brand awareness, ad awareness, brand goodwill, price image and detailed brand image.

These marks are read by an Optical Mark Reading computer which converts them into scores and percentages among the target market for each of the various products or service covered. 

MEDIA RESEARCH

-Independent Media Survey

-Readership and circulation

-ABC  

-Verified Free Distributions (D-T-D/struts nest for free newspapers)

- National Readership survey

-Postar-Poster Audience Research (out-door media)

- Radio Joint Advertising Research

-Broadcasters' Audience Research Board.