second module

8/2/2019 Second Module

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Advertising Research

& Evaluation


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Marketing Research is the

systematic design, collection analysis

and reporting of data and findings

relevant to a specific marketing

solution facing the company.Whereas Market research isresearch into a particular market is

just one component of marketingresearch.


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The Basic Concept of Marketing

Research According to American Marketing Association marketing

research is the systematic gathering, recording and analyzing ofdata about problems relating to the marketing of goods andservices.

According to Green and Tull, marketing research is thesystematic and objective search for and analysis of informationrelevant to the identification and solution of any problem inthe field of marketing.

Professor Philip Kotler defines marketing research asSystematic problem analysis, model-building and fact-findingfor the purpose of improved decision making and control in themarketing of goods and services.


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Objectives of Marketing Research

To estimate the potential market for a newproduct to be introduced in the market

To know the reactions of the consumers to a

product already existing in the market To find out the general market conditions and

tendencies

To know the reasons for failure of a product

already in the market To find out the better methods of distributing the

products to consumers


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Limitations of Marketing Research

It is not a Panacea(magical solution)

Not an exact science

Limitation of time

Erroneous findings

Not an exact tool of forecasting

In experienced research staff

Narrow Conception Involves high cost

Limitations of tools and techniques

It is passive


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ADVERTISING RESEARCH

Advertising effectiveness

Media research

Readership surveyMotivation survey

Appraisal of ad campaign

Assessing efficacy of sales


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PRODUCT RESEARCHCompetitive product studiesProduct testingConcept testingPositioning studiesPackaging researchBrand profile


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CONSUMER RESEARCHConsumer profile

Consumer behaviorMotivationPerception

SALES RESEARCHSales analysisTest marketing

Distribution / channel studies

Market analysisMarket potential


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CORPORATE RESEARCH

Trend analysis

Forecasting

Pricing studiesProduct mix studies

Environment analysis

Consumer studies

Corporate image


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ADVERTISING CAMPAIGN-

Advertising research is a specialized form ofmarketing research conducted to assess andimprove the efficiency and effectiveness ofadvertising.

According to MarketConscious.com, It may focuson a specific ad or campaign, or may be directedat a more general understanding of how

advertising works or how consumers use theinformation in advertising. It can entail a varietyof research approaches, including psychological,sociological, economic, and other perspectives.


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The effectiveness of the advertisement can

be measured from physiological (increased

heart beat or perspiration on being exposed

to the advertisement), behavioural (after

seeing the advertisement the customers goesto the shop and purchases the advertised

brand) and verbal (a satisfied customer tells

others about the brand) responses ofcustomers.


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Categories of advertising research Planning research, to help define the objectives

of the advertising against an overall marketing

strategy Creative development, to provide guidance ondeveloping adverts

Evaluative or pre-testing research, to test a

finished or near finished adverts Campaign evaluation, to test the effectiveness of

the advertising campaign


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CREATIVE DEVELOPMENT

MEASURING ADVERTISING EFFECTIVENESS

Awareness

Memorability

Persuasion


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Some of the issues involved in

choosing a pretesting service

Geographic location Test location

Exposure method

Timing of the interview


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Types of Advertising

Research


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Pre-testingPre-testing, also known as copy testing, is a

form of customized research that predicts in-

market performance of an ad, before it airs, byanalyzing audience levels of attention, brand

linkage, motivation, entertainment, and

communication, as well as breaking down the

ads Flow of Attention and Flow of Emotion.


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Pre-tests for Print Media

Advertisements

Consumer Jury Test

Portfolio Test

Mock Magazine Test

Direct Questioning Perceptual Meaning Studies (PMS)


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Pre-tests for Broadcast MediaAdvertisements

In Home Projection Tests

Trailer Tests

Theatre Test

Live Telecast Test


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Other Pre-Testing Techniques

Sales Experiment

Direct Mail Tests

Physiological Testing


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Paired Comparison Test: concept is determined using a series of pairs ofstatements. Total number of comparisons can be n(n-1)/2.

Order of Merit: respondents rank several ads in order of preference, usually

6 ads. Freeassociation Test: the first thing the consumer thinks when a name is

mentioned.

Rank Order: respondents rank concept or theme according to theirpreference in relation to product.

Direct Mail: different copy are printed and send. Those customers show

interest in some copy by sending back for availing offer, is consideredeffective copy.

Portfolio Test: a portfolio of different ads are prepared and given to selectedgroup of individuals . portfolio is taken back and respondents are asked torecall.

Psychological scoring: respondents are asked to rate on a special 7 point

bipolar scale. Mechanical or lab test: done in laboratory. Checks attention getting power

of the advertisement , do not check other attributes.

Inquiry test: measures effectiveness on the basis of inquiry generated fromB2B or C2B through phone calls, coupons returned etc.


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Post-Testing

Post-testing or Ad tracking, as

otherwise known, can be customized

or syndicated.


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Purpose of Post Testing

The purpose of ad tracking is generally to

provide a measure of the combined effectof the media weight or spending level, the

effectiveness of the media buy or

targeting, and the quality of the

advertising executions or creative.


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The data that a post-test might provide

are

Decision Analyst

Top of mind brand

awareness

Unaided brandawareness

Aided brand awareness

Brand fit Brand image ratings

Brand trial

Repeat purchase

Frequency of use

Purchase intent

Price perceptions

Unaided advertising

awareness

Aided advertisingawareness

Contd.


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Unaided advertising

message recall

Aided advertising

message recall Aided commercial recall

Ad wear out

Demographics

Promotion awareness

and usage

Market segment

characteristics Media habits

Lifestyle/Psychographics


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Different techniques of

Post-Testing

Penetration Tests

Gallup-Robinson Impact

Test

Recognition Vs Aided

Recall

Unaided Recall Tests

Day-After- Recall (DAR)

Total Prime Time (TPT)

Triple-Association Test

(TAT)

Progress Tests

The Netapps Method

Intend-to-buy Test

Sales Result Tests


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Triple association test: useful when researchers tries to find

out whether campaign is successful, consumers are able to

associate product with brand or copy theme.

Recognition test: respondents are shown issues ofmagazines that they claim, to have read. And he is asked to go

through it again and tell how much the advertisement were

read.Noted (N) signifies % of the readers having seen theadvertisement.Seen Associated (A) % of readers associating the

advertisement with the product or the advertisement.Read Most (RM) % of reader having read over half of the

advertisement

Inquiry Test No of inquiry generated through the

advertisement in print media(used both for consumer &

business)

second module

Documents