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Advertising Research: Definition & How to do it?

January 23, 2024 | By Hitesh Bhasin | Filed Under: Marketing

Table of Contents

What is Advertising Research?

Advertising Research is a specialized form of marketing research conducted to improve the efficacy of advertising. It involves a systematic process of collecting and analyzing data to help develop or evaluate advertising campaigns. 

The goal of research for an advertising campaign is to understand how ad campaigns resonate with the target audience and inform future decisions in the advertising realm. It offers insights into customer preferences and behaviors.

Key Takeaways!

• Advertising research involves gathering and analyzing data to enhance the effectiveness of ad campaigns.
• The data gathered helps in tailoring ads to resonate with a specific target audience.
• Ultimately, it drives strategic decision-making in the advertising realm.

Why use Advertising Research?

Advertising research is a powerful tool that serves multiple purposes. It not only measures the effectiveness of a marketing campaign but also lays the foundation for future advertising strategies.

Some of the reasons behind using advertising research are:

• Advertising research assists in identifying the most effective advertising channels.
• It aids in understanding the perceptions and attitudes of consumers towards a brand’s advertising.
• Through it, businesses can track changes in consumer behavior and preferences over time.
• It helps in predicting trends and patterns, facilitating proactive adjustments in advertising strategies.

Objectives of Doing Research for an Ad Campaign

1) Increasing Brand Awareness

• The primary objective of advertising research is to enhance awareness
• Increase visibility and recognition of brand or product among target audience
• Use advertising research to understand what aspects of advertising are working to raise awareness
• Fine-tune campaigns based on research findings for maximum effectiveness

2) Knowing Attitudinal Pattern

• Understanding the attitudinal pattern of consumers is a major objective of advertising research.
• This objective focuses on understanding consumers’ feelings, preferences, and dislikes towards a brand or product.
• Knowing the attitudes and perceptions of the target audience can guide the development of persuasive advertising messages.
• These messages resonate with their values and beliefs, leading to increased brand affinity and customer loyalty.

3) Knowing People’s Action/Reaction

• Advertising research aims to understand consumer actions and reactions to brand advertising efforts.
• It involves analyzing consumer behavior in response to advertisements, including purchasing decisions, brand interactions, and feedback.
• Insights from advertising research can help businesses tailor their advertising strategies.
• The goal is to elicit desired responses from consumers and achieve marketing and sales goals.

Market Research Essentials for an Ad Campaign

• Research Equipment: The right research tools are vital for collecting accurate and reliable data. Tools can range from qualitative research methods like focus groups and interviews to digital analytics tools that track ad performance.
• Media Research: Media research is a key aspect of advertising research. It involves analyzing media channels to determine which would be most effective for reaching the target audience. This includes looking at factors like audience demographics, media consumption habits, and cost-per-impression.
• Marketing Trends: Staying updated with the latest marketing trends is crucial for creating a successful advertising campaign. Businesses should keep an eye on emerging technologies, shifts in consumer behavior, and changes in the competitive landscape.
• Target Audience: Understanding the target audience is a fundamental part of advertising research. It involves analyzing demographic, psychographic, and behavioral data to understand the audience’s needs, wants, and preferences. Insights about the target audience can inform campaign ideas, marketing messages, and the overall marketing strategy.
• Campaign Launch: The launch of an advertising campaign is a critical phase that requires thorough planning and coordination. It involves deciding on the timing, selecting the right media channels, and ensuring that the marketing messages are consistent across all platforms. The success of a campaign launch can often be predicted through targeted advertising research.

How To Do Pre-Campaign Advertising Research

Now that we have established the importance of advertising research and its various components, let’s dive into how businesses can conduct pre-campaign research to ensure a successful ad campaign.

Some of the ways you can do your pre-campaign research are:

• Surveys: Surveys can provide valuable insight into a target customer’s thoughts and feelings about a product, service, or brand. By asking direct questions, businesses can gauge consumer interest, satisfaction levels, and potential areas for improvement.
• Google Analytics: This tool allows businesses to assess the behavior of visitors to their website – where they come from, how long they stay, which pages they visit, and so on. This data is invaluable in understanding the effectiveness of online advertising strategies.
• Keyword Research: By understanding the terms and phrases that customers use when searching for products or services, businesses can optimize their content for search engines, helping to attract more visitors to their websites.
• Customer Reviews: Reviews left by customers on sites like Amazon, Yelp, and Google can give businesses a direct line to their audience’s thoughts, allowing them to monitor sentiment and respond to feedback.
• Q&A Sites: Websites like Quora and Stack Overflow can provide insight into the questions and problems that customers are facing, potentially highlighting gaps in the market that a company’s products or services could fill.
• Competitor Analysis: By studying competitors’ advertising strategies, businesses can understand what works and what doesn’t, helping them to avoid mistakes and capitalize on successful tactics.
• Blog Comments: Comments left on a company’s blog can reveal how customers feel about particular topics or products, providing businesses with a direct line of communication with their audience.
• Google Trends and Consumer Barometer: These tools can help businesses keep track of changing consumer preferences and stay ahead of industry trends.
• Syndicated Data: Syndicated data from external providers can provide businesses with a broader view of market trends, competitive activities, and consumer behaviors.
• Twitter Insiders: This tool allows businesses to tap into the thoughts and feelings of Twitter users, providing real-time insights into consumer sentiment.
• Social Media: Platforms like Facebook, Instagram, and LinkedIn can provide businesses with a wealth of data on consumer behavior, preferences, and sentiment.
• Social Intelligence: This involves using technology to listen to and analyze conversations across social media and the web, providing businesses with insights into how they are perceived and where they stand in the market.

How To Do Post-Campaign Advertising Research

Once a company has launched an advertising campaign, it’s important to evaluate its impact and effectiveness. This is where post-campaign advertising research comes in – a critical step in understanding the campaign’s impact and identifying areas for improvement in future campaigns.

But how exactly does one go about conducting post-campaign advertising research? Here are some ways you can do it are:

• Volume of Mentions: This refers to the number of times the campaign or brand is discussed or mentioned across various platforms. A high volume of mentions often indicates increased awareness and visibility.
• Share of Voice: This measures the proportion of conversation your campaign has generated in comparison to your competitors. A higher share of voice typically signifies that your brand or campaign is dominating the conversation in your industry.
• Reach: Reach refers to the total number of unique individuals exposed to your campaign. It’s an essential metric to understand your campaign’s breadth and potential impact.
• News Coverage: News coverage reflects how much attention your campaign has attracted from news outlets and media platforms. Positive news coverage can significantly enhance your campaign’s credibility and reach.
• Purchase Intent: This metric gauges the likelihood of consumers purchasing your product or service after seeing your campaign. It’s a direct indicator of your campaign’s effectiveness in driving sales.
• Sentiment and Emotional Response: This involves analyzing the positive, negative, or neutral sentiment expressed in responses to your campaign, as well as the emotional reactions it triggers. This insight helps to assess the emotional resonance of your campaign.
• Brand Associations: These are the attributes and qualities consumers associate with your brand as a result of your campaign. Brand tracker tools can help identify these associations, providing valuable feedback on your campaign’s impact on your brand image.

How Ad Research Works

Ad research is an incredibly dynamic field, with two primary approaches being in-house research and third-party research. Both these strategies are effective in their own ways, offering unique advantages to advertisers who employ them:

• In-house research: This type of research is conducted internally by the advertising team. It allows for full control over the research process, ensuring that the focus remains closely aligned with the company’s specific objectives. However, it requires skilled personnel and resources to execute effectively.
• Third-party research: This involves outsourcing research to an external agency. While this may involve a higher cost, it offers the benefit of an objective perspective. These agencies bring their expertise to the table, often providing deeper insights and a more comprehensive understanding of the market and competition.

Pros and Cons of Advertising Research

• Informed Decision Making: Data-driven strategies enhance campaign success.
• Understanding Customer Behavior: Gain insights into target customers’ preferences and behaviors for effective targeting.
• Measure Campaign Impact: Assess campaign effectiveness to inform future strategies.
• Identify Potential Customers: Identify potential markets or customer segments for business expansion.
• Increase Sales: Ad research increases sales effectively.
• Time-Consuming: In-depth research can delay campaign launches.
• Can be Costly: Especially when using third-party agencies.
• Requires Expertise: Effective research and data analysis demands specialized skills.
• Data Overload: Excessive data can lead to analysis paralysis, slowing decision-making.
• Must be Repeated: Market conditions and customer preferences change quickly, necessitating regular research repetition.

Conclusion!

Ad research is a crucial cog in the mechanism of a successful marketing campaign. While it may present challenges in terms of cost and time, the insights garnered are invaluable in crafting effective, targeted strategies that boost sales and brand recognition.

1) How can market research improve advertising?

Market research improves advertising by uncovering customer behaviors and preferences, enabling precise targeting. It also measures campaign impact, helping refine future strategies.

2) What are the types of advertising research?

There are two main types of ad research: pre-testing, which assesses the effectiveness of ads before they are launched in the target market, and post-testing, which evaluates their impact after they have been in the market.

3) What are the three stages of advertising research?

Advertising can be divided into three key stages:

• Awareness, which focuses on building an audience and increasing visibility.
• Consideration, where the goal is to generate leads and establish authority in the field.
• Conversion, which involves nurturing leads and ultimately driving sales.

4) What is an example of advertising research?

While creating a blog, I utilized advertising research to identify my target audience’s interests and common search phrases. This data guided my content creation, ensuring it was relevant and engaging. Post-launch, I leveraged feedback and engagement metrics to refine my content strategy and optimize visibility.

Liked this post? Check out the complete series on Advertising

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About Hitesh Bhasin

Hitesh Bhasin is the CEO of Marketing91 and has over a decade of experience in the marketing field. He is an accomplished author of thousands of insightful articles, including in-depth analyses of brands and companies. Holding an MBA in Marketing, Hitesh manages several offline ventures, where he applies all the concepts of Marketing that he writes about.

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Advertisement Analysis – How to Write & Ad Analysis Essay Examples

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In this day and age, advertising is everywhere, from billboards and TV commercials to social media feeds and mobile apps. It’s an essential tool many companies use to draw customers’ attention and showcase their products and services. However, creating a compelling and distinctive advertisement is more challenging than it seems, and professionals often rely on ad analysis to achieve this goal. Advertisement analysis is a form of research that examines advertisements’ effectiveness and impact on society. Below, we will discuss how advertisement analysis can help businesses develop successful ad campaigns while ensuring their ads are ethical and socially responsible.

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Ad analysis is a type of research that experts use to develop compelling and eye-catching advertisements . It addresses each step of the ad’s creation process. Such an approach has become increasingly common because it shows marketing techniques’ impact on human consciousness. Experts evaluate the effectiveness of an ad using qualitative and quantitative methods , which help them create better advertisements. Language, imagery, and music used in a successful marketing campaign are just a few examples of what makes up effective ad messaging.

How to analyze the advertisement? While every company and its marketing team may have their own approach to ad analysis, the framework usually includes these 5 major steps:

Gather information. Before starting a project, looking up information about the product is vital. Make a SWOT analysis of the company for which you are conducting an ad analysis. This method will help you identify potential market opportunities and internal weaknesses.

Find target-audience preferences. To choose the perfect media tools for your marketing campaign, you must know your ad’s target audience . Knowing your audience will also assist you in learning how to convince the customers to get interested and purchase the product you are advertising.

Start questioning. You have to create a list of detailed inquiries regarding the advertisement. These questions will aid in finding information about the message or context of the ad . Also, it will help you understand which areas require more research and improvement.

Examine the strategic and tactical components. During this step, you first need to identify the objective. Make sure the message is conveyed clearly so the advertisement can serve its intended purpose. Then, you need to identify the target message. It’ll help to create a brief messaging framework.

Onlook the results. You have to watch whether your advertisement analysis works or not. Analyze how many new customers you receive after publication and your product’s popularity level. That way, you will both improve your research and gain experience for your next project.

Here you can find 2 incredible examples of advertisement analysis essays! The primary focus of each report is to examine how the created advertisement will affect potential customers.

Essay sample #1 – Pepsi advertisement

Target Audience: Pepsi targets consumers in their teens, early 20s, and early middle age. Pepsi print is of bright color , and that instantly attracts customers’ attention. In the commercial, many young people with happy smiles enjoy life, skating on the board and drinking Pepsi.

Implicit messages: The appearance of joyful teens in the Pepsi ad makes you want to buy this drink. The advertisement suggests that after consuming the product, you’ll feel like you’re living your best life.

Essay sample #2 – YSL perfume advertisement

Target Audience: YSL perfume advertisement targets women of early middle age. In the ad, the women are confident, independent, and successful. The advertisement connects the sensation of freedom and high status in society to the perfume itself.

Implicit messages: The advertisement appeals to those who want to make their own rules. YSL customers are women, so the company creates an image of powerful yet feminine females. The commercial suggests that after buying the perfume, you will embrace freedom and will be able to set old bridges on fire.

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BusinessEssay. (2024, May 11). Advertisement Analysis – How to Write & Ad Analysis Essay Examples. https://business-essay.com/analyses/advertisement-analysis-research-paper-examples/

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ENC 1101 - Rhetorical Analysis Project: Rhetorical Analysis Project Instructions Pt. 1

• Rhetorical Analysis Project Instructions Pt. 1
• Rhetorical Analysis Project Instructions Pt. 2
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Assignment instructions

Rhetorical analysis of print advertisements, purpose: what do i want the student to do.

This essay is designed to teach students how to successfully manage a research project, specifically identifying a thesis to research, locating applicable research sources, managing and evaluating those research sources, and writing an acceptable research paper.  Secondly, this project is designed to encourage students to become more proficient at thinking both critically and rhetorically about advertising and to become more aware at recognizing how this media shapes viewers’ responses to the outside world. 

This research project will be a balance between the two types of research modes typically assigned by your future professors: assigned topics and invented topics.

• Assigned topics : I will be requiring you to focus your attention on one particular area – the effectiveness of a specific advertising technique  or  the sociological effects of advertising.  This will give you experience in dealing with a topic that you are both unfamiliar with and required to address.
• Invented topic : I will be requiring you to select on your own the particular technique or effect that interests you.  This will require you to examine the general field and decide which technique or effect appeals to you.  This will give you experience in examining your own interests and curiosity and incorporating those interests into your academic work.

Advertisers use many recognizable techniques in order to better convince the public to buy or adopt a product, service, idea and/or belief.  Secondly, advertising in general have many effects on viewers, some of them positive, some of them negative.  Your goal in this assignment is to identify one of these techniques or effects, research how it works and use two print advertisements as examples .  As the power of advertising as a cultural and marketing force continues to grow, it is imperative that consumers understand the rhetorical techniques advertisers use to shape the public's attitude towards and desire for these commodities.

Understand that we will not discuss in detail the marketing strategies used by advertisers in class, nor will be discussing in detail the social effects, other than to briefly suggest ideas for locating them (for example, color, celebrity endorsement and sexual imagery as technique –  racism, sexism or negative body image as social issues).  Research papers  are designed to teach you how to teach yourself , using proper research methods and tools.  You will learn these advertising methods or effects on your own.  

Project Overview: How do I want the student to do the assignment?

Focus your research paper on answering  one  of the questions below:

• What makes a particular advertising technique so effective? (For example, “What makes celebrity endorsements so effective?) 
• What evidence do companies use to justify spending so much money on print advertising?
• What specific damage to society does advertising do, and how exactly is advertising to blame?

Conduct a rhetorical analysis that evaluates  two  advertisements for their rhetorical elements. The two advertisements must fulfill one of these conditions:

• Both ads are for the  same  product but were run at least five years apart ( history ).
• Both ads are for the  same  product but were created for  two very different cultures, geographical areas  or audiences  (such as American/European, American/Asian, male/female, gay/straight, rural/urban, etc). 
• The two ads are for  competing  products that occupy a similar market niche.

The assignment will be broken into the following five sections:

• Abbreviated   Research Proposal —the Abbreviated Research Proposal   is designed to put you on the right track when producing your research project.  Here you will identify your  thesis  (a hypothesis that you intend to prove with evidence uncovered in your Final Research Paper) and  locate viable research material . 
• Annotated Bibliography —the Annotated Bibliography will organize your research to make the research project easier to handle and enable you to understand fully all of your research.
• Proposed Outline —the outline will organize your future essay, prioritizing your thoughts and simplifying the drafting process.
• First Draft Research Paper  (5-7 pages)—the Research Papers will be  formal essays  in which you introduce your thesis, support your thesis in the body using evidence from academically sound sources, provide a conclusion, and produce a works cited page with at least  5 academically sound resources .
• Second Draft Research Paper  (5-7 pages)—a final draft to ensure me that you can indeed produce an acceptable research paper for future professors.

Advertising Technique Possibilities  

Advertisers use hundreds of techniques in order to sway viewers to buy or adopt their product.  Below is a list of possible topics to research.  (This list is by no means complete.  Every semester students surprise me with new topics.)

• Celebrity endorsement (Celebrity branding)
• Color symbolism
• Emotional appeals (for example, fear)
• Family values
• Informative
• Lifestyle or imitation
• Narrative (storytelling)
• Print techniques such as gaze, typography, framing or bleed techniques
• Sexual imagery
• Shock (startling or overtly offensive)
• Subliminal messaging
• Testimonials

Advertising in general can affect viewers’ behaviors and alter viewers’ perceptions of reality.  Below is a list of possible topics to research. (This list is by no means complete.)

• Racism and ethnic stereotyping
• Sexism or gender discrimination
• Negative body issues
• Negative health practices (obesity, smoking, alcoholism)
• Next: Rhetorical Analysis Project Instructions Pt. 2 >>
• Last Updated: May 16, 2024 9:11 AM
• URL: https://libguides.polk.edu/rhetoric

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