Importance of Advertising Research

By – Rishabh Sharma PGDM (2017-19)

Advertising research is a specialized form of market research which aims to discover which ads will be most effective within the existing and potential customer base.

Advertising research is a blend or systematic gathering of information which helps to develop advertising strategies.

 Types of Advertising Research

Customized Research: Conducted for a specific client to address the needs. The client for whom the study is conducted has the access to the results

Syndicated Research: Conducted by a research company and results are available for sale to multiple companies.

Read: The Promotional Mix

 Methods of Advertising Research

Pre-Campaign Research: The advertising research carried out before the campaign is about understanding your audience. There will be different groups of prospects and customers. The research should uncover the different market segments so you can target your campaign at specific groups

Post-Campaign Research: The advertising research carried out after the campaign is about understanding the impact it has made. For example, increasing brand awareness, trails, change in purchase frequency etc.

 The Aim of advertising research

• To understand the customers and their motivations
• To identify major problems
• Helps to find out the loop-holes in the marketing technique
• To help make the strategy to develop a particular business
• To know that which geographical area is best for the launch of the products

Read: Types of Advertising Agencies

Prominent tools for Advertising Research

• Surveys
• Google Analytics
• Keyword research
• Customer reviews
• Q&A sites
• Competitor analysis
• Blog comments
• Google Trends and Consumer Barometer
• Syndicated data
• Twitter Insiders
• Social media
• Social intelligence

Read: Specialized Services-Advertising Agencies

Nestle introduce instant noodles, called MAGGI, but later on, they introduced ATTA Maggi to gain the trust of parents. So first they notice how the customer responded to the product Maggi, and because of good response, they introduce various versions of Maggi like Atta Maggi, Oats Maggi and much more. Again, a classic example of a successful advertising research.

Cafe Coffee Day: The company has a wide range of shops and cafe house across the country, but hill stations are the best place for the sale of their products. More people consume coffee at hill stations. This is the outcome thru advertising research.

Zara sends their employees to the market and to most of the fashion shows. This helps them to know the mindset of the customers, their choices about the trending clothes. Because of this Zara introduce trending clothes in the market.

Patanjali is another success story resulted from careful and systematic advertising research. Finding out the latent need for Ayurveda products, targeting, market segmentation, and positioning are all results of successful advertising research.

So Advertising Research is a critical task to do from company’s side because the making of an adequate advertisement results in creating awareness, interest, desire, and purchase of the product and services.