Advertising Research is a scientific technique of depth analysis of consumers’ behaviors.
It is done through a process, which involves systematic gathering, recording, and analysis of data related to the effectiveness of an advertisement.
Objectives of Advertising Research
(i) To Enhance Awareness: Through research, it is easy to plan the marketing strategy of any product/service.
(ii) To Know Attitudinal Pattern: A thorough research predicts the people’s attitude. It analyses the changing attitudinal pattern of a geographic area. Knowing the consumers’ attitude is very important before launching a new product and its advertisement.
(iii) To Know People’s Action/Re-action: Research also records and analyzes people’s action or re-action regarding a particular product/service.
(iv) Analysis: Based on deep research and analysis, it is simple to design and develop a creative ad, effective enough to influence consumers.
Importance of Advertising Research
Conducting research before launching a new product and subsequently developing an ad has the following importance:
(i) Develops creative design and strategy
Once, all information is available, it is very simple to develop an eye-catching design. It also helps in making a well-defined strategy to develop your business.
(ii) Identifies Opportunity in the Market
Research suggests — what is the right time to launch the product. It also tells, which geographical location is the best for the product.
(iii) Measures Your Reputation
It is always beneficial to know your competitor’s reputation and credit in the market. It helps to develop faultless strategy.
(iv) Identifies Major Problems
Research helps to identify the potential problems.
(v) Analyzes Progress
It helps to analyze the performance of your product. Likewise, you can monitor your progress.
(vi) Minimize the Risk
If you have done a thorough market research, there is least chance of failure.
(vii) Developing creativity
When all the information is accessible, a well- formed strategy could be designed to develop the organization further.
(viii) Improves your position in the field
Advertising research enables a company to find a suitable time and ways to launch their products.
(ix) Rank your image
Advertising research enables comparisons between organizations. So it helps a company to know its place in the market compared to others.
(x) Predicts likely issues
Advertising research predicts forthcoming problems that an organization might face.
(xi) Monitors progress
It analyzes your organization’s performance.
(xii) Less chances of failures
There is reduced risk of failures if the advertising research is thorough.