Advertising Research

The essential goal of Advertising research is to provide marketing managers basic consumer input needed to evaluate current and prospective ad campaigns. When conducted properly, ad research helps show how an advertising campaign works in consumers' minds by analysing how they perceive the brand or advertisement both rationally and emotionally. Ad research also measures key elements of ad performance through measures of perception. Central location sampling or in-home interviews are the normal formats. The presentation of the stimuli must be on an individual basis. The method is based on the comparison of at least 2 Advertising Campaigns, typically the Current and the Alternative Campaigns for a brand. The interview takes the respondent through a succession of phases, analysing Brand Awareness, Ad Recall, Ad Likeability, Relevance & Comprehension, Ad & Brand Imagery, and Brand/Price Trade Off & Purchase simulations.