The foundation of any successful advertising campaign is the understanding of motivations, perceptions and attitudes behind consumers’ choice.
Research is an important tool and is used most often in the following ways.
1) To help identify consumers.
2) To help look for new ideas in products or services.
3) To help improve current offerings.
4) To help pinpoint causes of certain problems.
5) To monitor activities.
6) To help in communication development.
7) To study promotional tools.
Objectives of advertising research
We can distinguish four possible objectives for advertising research. These
are, in time-order:
1. To help define advertising strategy and to provide understanding of the market and the target consumer.
2. To provide a basis for developing and modifying campaign ideas through looking at consumer reactions.
3. To provide a basis for final decisions about whether or not a campaign is fit to run.
4. To help us decide what our advertising has achieved once it has been exposed.
This should be seen as a cyclical process, since the output of research done to meet the fourth objective feeds naturally back into the first objective for the development of a subsequent campaign.
Research is an important tool and is used most often in the following ways.
1) To help identify consumers.
2) To help look for new ideas in products or services.
3) To help improve current offerings.
4) To help pinpoint causes of certain problems.
5) To monitor activities.
6) To help in communication development.
7) To study promotional tools.
Objectives of advertising research
We can distinguish four possible objectives for advertising research. These
are, in time-order:
1. To help define advertising strategy and to provide understanding of the market and the target consumer.
2. To provide a basis for developing and modifying campaign ideas through looking at consumer reactions.
3. To provide a basis for final decisions about whether or not a campaign is fit to run.
4. To help us decide what our advertising has achieved once it has been exposed.
This should be seen as a cyclical process, since the output of research done to meet the fourth objective feeds naturally back into the first objective for the development of a subsequent campaign.