Advertising research is a specialized form of marketing research conducted to improve the efficiency of advertising.

Mass demand has been created almost entirely through the development of Advertising Calvin Coolidge in the New York Public Library. For the development of advertising and to get best results one need to follow the advertising process step by step. The following are the steps involved in the process of advertising: 1. 2. Step 1 - Briefing: the advertiser needs to brief about the product or the service which has to be advertised and doing the SWOT analysis of the company and the product. Step 2 - Knowing the Objective: one should first know the objective or the purpose of advertising. i.e. what message is to be delivered to the audience?

3.

4.

5.

6.

7.

8. 9.

Step 3 - Research: this step involves finding out the market behavior, knowing the competitors, what type of advertising they are using, what is the response of the consumers, availability of the resources needed in the process, etc. Step 4 - Target Audience: the next step is to identify the target consumers most likely to buy the product. The target should be appropriately identified without any confusion. For e.g. if the product is a health drink for growing kids, then the target customers will be the parents who are going to buy it and not the kids who are going to drink it. Step 5 - Media Selection: now that the target audience is identified, one should select an appropriate media for advertising so that the customers who are to be informed about the product and are willing to buy are successfully reached. Step 6 - Setting the Budget: then the advertising budget has to be planned so that there is no short of funds or excess of funds during the process of advertising and also there are no losses to the company. Step 7 - Designing and Creating the Ad: first the design that is the outline of ad on papers is made by the copywriters of the agency, then the actual creation of ad is done with help of the art directors and the creative personnel of the agency. Step 8 - Perfection: then the created ad is re-examined and the ad is redefined to make it perfect to enter the market. Step 9 - Place and Time of Ad: the next step is to decide where and when the ad will be shown. The place will be decided according to the target customers where the ad is most visible clearly to them. The finalization of time on which the ad will be telecasted or shown on the selected media will be done by the traffic department of the agency.

10. Step 10 - Execution: finally the advertise is released with perfect creation, perfect placement and perfect timing in the market. 11. Step 11 - Performance: the last step is to judge the performance of the ad in terms of the response from the customers, whether they are satisfied with the ad and the product, did the ad reached all the targeted people, was the advertise capable enough to compete with the other players, etc. Every point is studied properly and changes are made, if any. If these steps are followed properly then there has to be a successful beginning for the product in the market.

Copy Testing
Copy testing is a specialized field of marketing research that determines an ads effectiveness based on consumer responses, feedback, and behavior. Also known as pre-testing, it covers all media channels including television, print, radio, internet, and social media.

Copy Testing Research

What is Copy Testing Research? Copy testing research allows companies to measure advertising effectiveness, ad recall, and ad comprehension. Copy Testing can save an organization a significant amount of time and money by allowing them to determine the impact of a particular ad prior to a large scale launch. Purpose of Copy Testing Copy testing is used to define the potential of advertising to engage its target audience. Idea communication, persuasiveness of the ad copy, and brand recognition are some of the items that can be measured by copy testing. Copy testing is one part of Advertising Research. Copy Testing Can Be Used To Evaluate:

Internet Ads Print Ads Radio Ads Television Commercials

Ad Copy Testing Defined

Today we're taking a marketing research question from James, a VP of Marketing in Dallas, Texas. He asks... "Please define Ad Copy Testing and other relevant measures for advertising performance." James, Thanks for asking. As you likely know, this has been a perennially controversial area of marketing research. The importance and effectiveness of and the most productive approaches to copy testing have been much debated over time. For instance, many have questioned the usefulness of advertising recall as a measure. Current methodologies are fraught with issues. I am providing a simple summary of a fairly comprehensive approach to this below, however, the chosen approach will vary greatly depending on what specifically is to be tested. More sophisticated approaches have been used (galvanic skin response, MRI, etc.), however these tend to be quite expensive. People have also used pulse and heart rate, facial expression and other physiological indicators of mental states as measures of advertising effectiveness. Some research orgnizations like Millward Brown and Ipsos-ASI will argue the importance of validated predictive metrics and normative databases in this area of research because they have these. Ad Copy Testing More aptly named pre-testing, copy testing is the study of advertising (print, TV, radio, billboards, Internet, etc.) prior to launching it. It predicts how effectively an ad will perform, based on the analysis of feedback gathered from the target audience. Each test will either qualify the ad as strong enough to meet company action standards for airing or identify opportunities to improve the performance of the ad through editing. Objectives: Filtering/selection: Minimize the risk of low advertising ROI by identifying (and eliminating) less effective ads Optimizing/revision: Improve ads by identifying (and fixing) potential problems What is Measured? Congruence with brand/intended message Likeability * Persuasion (pre/post, including day after) * o Purchase intent and frequency o Brand switch measure Purchase-related beliefs (pre/post) Emotional response o Emotions evoked o Intensity of those emotions Recall (day after) Methodology: Single exposure multiple market on-air testing Forced exposure testing in a laboratory or theater setting o Increasingly executed online with the added benefit of tracking click-throughs and actual purchases