Meaning of advertising :
Meaning of advertising Tool for communicating business information to present and prospective buyers .it is paid form of non personal communication with large audience through T.V , news paper ,internet, radio etc
Meaning of advertising research :
Meaning of advertising research Advertising research is a specialized form of marketing research conducted to improve the efficiency of advertising .it is related three critical decision:
Setting objective
Selecting message
Choosing appropriate media vehicle
Advertising research process :
Advertising research process At every step in the ad campaign development and implementation process, there is an appropriate use of research to support it or quantify its impact and return on investment (ROI).
Advertising objective and product appeal
Attitude measurement
II. copy testing
III. media selection
COPY TESTING METHODS :
COPY TESTING METHODS
Conculsion :
Conculsion Advertising research is a specialized form of marketing resear Pre-testing, also known as copy testing, is a form of customized research that predicts in-market performance of an ad, before it airs, by analyzing audience levels of attention, brand linkage, motivation, entertainment, and communication, as well as breaking down the ad’s Flow of Attention and Flow of Emotion. Measuring attention is very important in Pre-testing. conducted to improve the efficiency of advertising Post-testing/Tracking studies provide either periodic or continuous in-market research monitoring a brand’s performance, including brand awareness, brand preference, product usage and attitudes. Some post-testing approaches simply track changes over time, while others use various methods to quantify the specific changes produced by advertising—either the campaign as a whole or by the different media utilized.