Advertising research is a specialized form of marketing research conducted to improve the efficiency of advertising. According to MarketConscious.com, “It may focus on a specific ad or campaign, or may be directed at a more general understanding of how advertising works or how consumers use the information in advertising. It can entail a variety of research approaches, including psychological, sociological, economic, and other perspectives.” [1]
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History
1879 - N.W. Ayer conducts custom research in an attempt to win the advertising business of Nichols-Shepard Co., a manufacturer of agricultural machinery.[2]
1895 - Harlow Gale of the University of Minnesota The University of Minnesota, Twin Cities is a public research university located in Minneapolis and St. Paul, Minnesota, United States. It is the oldest and largest part of the University of Minnesota system and has the fifth-largest main campus student body in the United States, with 51,140 students in 2008–2009 mails questionnaires to gather opinions about advertising from the public.[2]
1900s - George B. Waldron conducts qualitative research for Mahin’s Advertising Agency[3]
1910s - 1911 can be considered the year marketing research Marketing research is the systematic gathering, recording, and analysis of data about issues relating to marketing products and services. The term is commonly interchanged with market research; however, expert practitioners may wish to draw a distinction, in that market research is concerned specifically with markets, while marketing research is becomes an industry. That year, J. George Frederick leaves his position as editor of Printer’s Ink to begin his research company, the Business Bourse with clients such as General Electric and the Texas Co. Also in 1911, Kellogg Co.’s ad manager, R.O. Eastman creates the Association of National Advertisers which is now known as the Association of National Advertising Managers. The group’s first project is a postcard questionnaire to determine magazine readership. The results introduce the concept of duplication of circulation. In 1916, R.O. Eastman starts his own company, the Eastman Research Bureau which boasts clients such as Cosmopolitan, Christian Herald, and General Electric.[4]
1920s - In 1922, Dr. Daniel Starch tests reader recognition levels of magazine and newspaper advertisements and editorial content. In 1923, Dr. George Gallup George Horace Gallup was an American pioneer of survey sampling techniques and inventor of the Gallup poll, a successful statistical method of survey sampling for measuring public opinion begins measuring advertising readership.[4]
1930s - In 1936, Dr. George Gallup validates his survey methodology by using the same tools polling voters during public elections. This allows him to successfully compare and validate his study's results against the election’s results.[5]
1940s - Post World War II, the U.S. sees a large increase in the number of market research companies.[5]
1950s - Market researchers focus on improving methods and measures. In their search for a single-number statistic to capture the overall performance of the advertising creative, Day-After-Recall (DAR) is created.[6]
1960s - Qualitative focus groups gain in popularity.[7] In addition, some advertisers call for more rigorous measurement of the in-market effectiveness of advertising in order to provide better accountability for the large amounts being spent on advertising. In response, Seymour Smith and Associates, using Advertising Research Foundation The Advertising Research Foundation is a nonprofit industry association for creating, aggregating, synthesizing and sharing the knowledge in the fields of advertising and media. It was founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies. Its stated mission is to improve the practice of data as a jumping-off point, develops the Communicus Communicus is an international advertising research firm that has contributed significantly to the field of advertising, and to the body of learning about advertising. Through its use of the longitudinal design for advertising research, the company produces evidence that advertising does, in fact, work and that its impact can be measured System, a comprehensive approach to isolating the in-market impact of advertising across media.
1970s - Computers emerge as business tools, allowing researchers to conduct large-scale data manipulations. (Honomichl p. 175) Multiple studies prove DAR (Recall) scores do not predict sales. The measure, persuasion, also known as motivation, is validated as a predictor of sales.[8] The measure known as “breakthrough” is re-examined by researchers who make a distinction between the attention-getting power of the creative execution (attention) and how well “branded” the ad is (brand linkage). [9] Herbert Krugman seeks to measure non-verbal measures Copy testing is a specialized field of marketing research. It is the study of television commercials prior to airing them, and is defined as research to determine an ad’s effectiveness based on consumers’ responses to the ad. It covers all media including print, TV, radio, Internet etc. Although also known as copy testing, pre-testing is biologically by tracking brain wave activities as respondents watch commercials. (Krugman) Others experiment with galvanic skin response, voice pitch analysis, and eye-tracking.[10]
1980s - Researchers begin to view commercials as a “structured flow of experience” rather than a single unit to be rated on the whole, creating moment-by-moment systems Copy testing is a specialized field of marketing research. It is the study of television commercials prior to airing them, and is defined as research to determine an ad’s effectiveness based on consumers’ responses to the ad. It covers all media including print, TV, radio, Internet etc. Although also known as copy testing, pre-testing is such as the dial-a-meter.[11]
1990s - Ameritest Research Ameritest is an international advertising research firm, headquartered in Albuquerque, New Mexico, which provides its clients with worldwide market research on their advertising concepts, and executions creates Picture Sorts to provide accurate non-verbal measurements in a moment-by-moment system. Picture Sorts results are graphed to visually represent commercial viewers' moment-by-moment image recognition (Flow of Attention), positive and negative feelings (Flow of Emotion), and brand values (Flow of Meaning).[12] Trends in in-market tracking include a greater focus on the multimedia nature of entire advertising campaigns.
2000s - Global advertisers A marketing restricted to the political boundaries of a country, is called "Domestic Marketing". A company marketing only within its national boundaries only has to consider domestic competition. Even if that competition includes companies from foreign markets, it still only has to focus on the competition that exists in its home market seek an integrated marketing research system that will work worldwide so they can compare results across countries.[13] For a look at trends predicted for advertising research in the 21st century, see Seven Trends for the Future Copy testing is a specialized field of marketing research. It is the study of television commercials prior to airing them, and is defined as research to determine an ad’s effectiveness based on consumers’ responses to the ad. It covers all media including print, TV, radio, Internet etc. Although also known as copy testing, pre-testing is. Dr. Robert Heath publishes the seminal and controversial monograph “The Hidden Power of Advertising” which challenged the traditional models used in advertising research and shows how most advertising is processed at an emotional level (not a rational level). His monograph leads to re-examination of in-market research approaches that compare the behaviors of those who have seen advertising versus those who have not, such as the Communicus Communicus is an international advertising research firm that has contributed significantly to the field of advertising, and to the body of learning about advertising. Through its use of the longitudinal design for advertising research, the company produces evidence that advertising does, in fact, work and that its impact can be measured System, and the development of brand new pretesting systems such as the OTX AdCEP system.[14]
Types of advertising research
There are two types of research, customized and syndicated. Customized research is conducted for a specific client to address that client’s needs. Only that client has access to the results of the research. Syndicated research is a single research study conducted by a research company with its results available, for sale, to multiple companies. [15] Pre-market research can be conducted to optimize advertisements for any medium A marketing restricted to the political boundaries of a country, is called "Domestic Marketing". A company marketing only within its national boundaries only has to consider domestic competition. Even if that competition includes companies from foreign markets, it still only has to focus on the competition that exists in its home market: radio, television, print (magazine, newspaper or direct mail), outdoor billboard (highway, bus, or train), or Internet. Different methods would be applied to gather the necessary data appropriately. Post-testing is conducted after the advertising, either a single ad or an entire multimedia campaign has been run in-market. The focus is on what the advertising has done for the brand, for example increasing brand awareness, trial, frequency of purchasing.
Pre-testing
Pre-testing, also known as copy testing Copy testing is a specialized field of marketing research. It is the study of television commercials prior to airing them, and is defined as research to determine an ad’s effectiveness based on consumers’ responses to the ad. It covers all media including print, TV, radio, Internet etc. Although also known as copy testing, pre-testing is, 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.[16] Pre-testing is also used on ads still in rough form – e.g., animatics or ripomatics. Pre-testing is also used to identify weak spots within an ad to improve performance, to more effectively edit 60’s to 30’s or 30’s to 15’s, to select images from the spot to use in an integrated campaign’s Integrated Marketing Communications is a term used to describe a holistic approach to marketing communication. It aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, from search engine print ad, to pull out the key moments for use in ad tracking Ad tracking, also known as post-testing or ad effectiveness tracking is in-market research that monitors a brand’s performance including brand and advertising awareness, product trial and usage, and attitudes about the brand versus their competition, and to identify branding moments.[17]
Campaign pre-testing
A new area of pre-testing driven by the realization that what works on TV does not necessarily translate in other media. Greater budgets allocated to digital media Digital media are usually electronic media that work on digital codes. Today, computing is primarily based on the binary numeral system. In this case digital refers to the discrete states of "0" and "1" for representing arbitrary data. Computers are machines that (usually) interpret binary digital data as information and thus in particular have driven the need for campaign pre-testing. The first to market with a product to test integrated campaigns was OTX in association with Sequent Partners with the introduction of MediaCEP. The latest generation of this product incorporates one of the leading media planning Media Planner is a job title in an advertising agency or media planning and buying agency, responsible for selecting media for advertisement placement on behalf of their clients. The main aim of a Media Planner is to assist their client in achieving business objectives through their advertising budgets by recommending the best possible use of tools developed by a media modeling and software company Pointlogic. The addition of a media planning tool to this testing approach allows advertisers to test the whole campaign, creative and media, and measures the synergies expected with an integrated campaign [18].
Post-testing
Post-testing/Tracking studies Ad tracking, also known as post-testing or ad effectiveness tracking is in-market research that monitors a brand’s performance including brand and advertising awareness, product trial and usage, and attitudes about the brand versus their competition 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.
Overall, advertisers use post-testing to plan future advertising campaigns, so the approaches that provide the most detailed information on the accomplishments of the campaign are most valued. The two types of campaign post-testing that have achieved the greatest use among major advertisers include continuous tracking, in which changes in advertising spending are correlated with changes in brand awareness, and longitudinal studies, in which the same group of respondents are tracked over time. With the longitudinal approach, it is possible to go beyond brand awareness, and to isolate the campaign's impact on specific behavioral and perceptual dimensions, and to isolate campaign impact by medium[19].
Terminology
- advertising Advertising is a form of communication intended to persuade an audience to purchase or take some action upon products, ideals, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. These brands are usually
- aesthetic emotion
- attention
- awareness
- fit
- brand linkage
- branding moment
- copy sort
- copy test
- day-after recall (DAR)
- Flow of Attention
- Flow of Emotion
- Flow of Meaning
- motivation
- peak visual
- persuasion
- Picture Sorts
- Shockvertising Shock advertising or Shockvertising is a type of advertising generally regarded as one that “deliberately, rather than inadvertently, startles and offends its audience by violating norms for social values and personal ideals.” It is the employment in advertising or public relations of "graphic imagery and blunt slogans to highlight"
- stickiness
- stopping power
See also
- Ad tracking Ad tracking, also known as post-testing or ad effectiveness tracking is in-market research that monitors a brand’s performance including brand and advertising awareness, product trial and usage, and attitudes about the brand versus their competition
- Brand management The annual list of the world’s most valuable brands, published by Interbrand and Business Week, indicates that the market value of companies often consists largely of brand equity. Research by McKinsey & Company, a global consulting firm, in 2000 suggested that strong, well-leveraged brands produce higher returns to shareholders than weaker,
- Web analytics Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage
- Copy testing Copy testing is a specialized field of marketing research. It is the study of television commercials prior to airing them, and is defined as research to determine an ad’s effectiveness based on consumers’ responses to the ad. It covers all media including print, TV, radio, Internet etc. Although also known as copy testing, pre-testing is
- Cross-sectional data Cross-sectional data or cross section in statistics and econometrics is a type of one-dimensional data set. Cross-sectional data refers to data collected by observing many subjects (such as individuals, firms or countries/regions) at the same point of time, or without regard to differences in time. Analysis of cross-sectional data usually consists
- Communicus Communicus is an international advertising research firm that has contributed significantly to the field of advertising, and to the body of learning about advertising. Through its use of the longitudinal design for advertising research, the company produces evidence that advertising does, in fact, work and that its impact can be measured
- Ameritest Ameritest is an international advertising research firm, headquartered in Albuquerque, New Mexico, which provides its clients with worldwide market research on their advertising concepts, and executions
- Panel analysis
- Branding A brand is the identity of a specific product, service, or business[page needed]. A brand can take many forms, including a name, sign, symbol, color combination or slogan. The word brand began simply as a way to tell one person's cattle from another by means of a hot iron stamp. A legally protected brand name is called a trademark. The word brand
- Continuous Ad Tracking
- Global Advertising A marketing restricted to the political boundaries of a country, is called "Domestic Marketing". A company marketing only within its national boundaries only has to consider domestic competition. Even if that competition includes companies from foreign markets, it still only has to focus on the competition that exists in its home market
- Marketing Marketing is the process by which companies create customer interest in products or services. It generates the strategy that underlies sales techniques, business communication, and business development. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves
- Marketing research Marketing research is the systematic gathering, recording, and analysis of data about issues relating to marketing products and services. The term is commonly interchanged with market research; however, expert practitioners may wish to draw a distinction, in that market research is concerned specifically with markets, while marketing research is
- Motivation Motivation is the activation or energization of goal-orientated behavior. Motivation is said to be intrinsic or extrinsic. The term is generally used for humans but, theoretically, it can also be used to describe the causes for animal behavior as well. This article refers to human motivation. According to various theories, motivation may be rooted
- Advertising agency An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client's products or services. An agency can also handle overall marketing and branding strategies and
- Guerrilla marketing The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing campaigns are unexpected and unconventional; potentially interactive; and consumers are targeted in unexpected places. The objective of guerrilla
- David Ogilvy David MacKenzie Ogilvy, CBE , was a notable advertising executive. He has often been called "The Father of Advertising." In 1962, Time called him "the most sought-after wizard in today's advertising industry." He was known for a career of expanding the bounds of both creativity and morality
- Selective perception in advertising research
- Television advertisement A television advertisement or television commercial–often just commercial or TV ad , or advert or ad (UK/US), or ad-film (India)–is a span of television programming produced and paid for by an organization that conveys a message. Advertisement revenue provides a significant portion of the funding for most privately owned television networks
- Infomercials Infomercials are long-format television commercials, typically five minutes or longer. Infomercials are also known as paid programming . This phenomenon started in the United States where infomercials were typically shown overnight (usually 2:00 a.m. to 6:00 a.m.)--outside of peak hours. Some television stations chose to air infomercials as an
- Impulse purchase Marketers and retailers tend to exploit these impulses which are tied to the basic want for instant gratification. For example, a shopper in a supermarket might not specifically be shopping for confectionary. However, candy, gum, mints and chocolate are prominently displayed at the checkout aisles to trigger impulse buyers to buy what they might
- Viral marketing The buzzwords viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives through self-replicating viral processes, analogous to the spread of pathological and computer viruses. It can be word-of-mouth delivered or
References
- Honomichl, J. J., Honomichl on Marketing Research, Lincolnwood, IL: NTC Business Books, 1986.
- Krugman, H., Memory Without Recall, Exposure Without Perception. Journal of Advertising Research, July/August, 1977.
- Young, Charles E., The Advertising Research Handbook, Ideas in Flight, Seattle, WA, April 2005, ISBN 0-9765574-0-1
- Thorson, Esther and Moore, Jeri. Integrated Communication: Synergy of Persuasive Voices. New Jersey: Lawrence Erlbaum Associates, Inc., 1996.
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