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Ibrahim Matwawala

Research Design

Title:
To understand and optimize marketing communication basis testing.

Need and Significance:


Marketing communication testing (Post-testing) will be beneficial to understand whether an
advertisement carries a strong-enough message. It can help to make sure that the campaign is
effective. Post-testing is done after the advertisement is run on the media. This is the most
realistic because the advertisements are tested in real life setting.

The main purpose of ad-testing is to fix ads which may not connect with the audience. If
consumers are not able to connect with the ad, they might get a wrong message. Also to
determine if the campaign is accomplishing the objectives required and to serve as input of
how well it's doing.

To overcome this challenge, the advertisement is shown to a small group of people to


measure their responses. By conducting this experiment, the responses can be quantified to
get more meaningful insights.

Research objective:
To determine an ad’s effectiveness based on consumer responses, feedback, and behaviour.
Also to optimize marketing communication by analysing the data collected from the
respondents.

Type of research:
Experimental design will be more appropriate because any media exposure that may have
occurred outside of the ad exposure could be equalized.

Research Methodology:
Both qualitative and quantitative research methodology will be used since
 Qualitative methodologies emphasize the richness and detail of participant’s
responses and taps into messages and meanings consumers derive from the ads, and
the ideas and beliefs they associate with the ads.
 Quantitative approach is used to measure recall or recognition of a brand.

Types of data collected:


Primary data: In-depth interviews and questionnaire survey.

Secondary data: Research paper, journals, and internet searches.


Ibrahim Matwawala

Sampling design:
Target Group:

Sample size: Since qualitative methods and in-depth interviews are selected, the sample size
will be 12 to 15 respondents.

Sampling technique: Convenience sampling technique will be used for this research.

Limitations:
Ibrahim Matwawala

Parameters for effective ad


 Recall of the brand: An exceptionally good predictor of the ultimate effectiveness of
the ads.
 Recognition
 Persuasion
 TOM (Top of Mind) brand awareness
 Aided and unaided brand awareness
 Aided and unaided advertising awareness
 Purchase intent and future purchase
 Frequency of use
 Media

Ad Effectiveness:

This type of ad testing measures how effective an ad is, based on behavioural and attitudinal goals.
These goals will vary by ad and include such factors as whether the ad is entertaining to watch,
whether the ad is informative, and whether the ad drives consumers to purchase a product of
service.

Ad tests work best when you have a clear expectation of the purpose of the ad. Some
advertisements are designed to promote awareness, while others look to build a brand or drive
behaviour. Regardless of the intent, it’s important to define the goal of the advertisement before
running tests.
Ibrahim Matwawala

Source:
http://www.yourarticlelibrary.com/advertising/advertising-research-testing-various-types-of-
advertisements/22276

https://www.questionpro.com/a/PreviewSurvey

https://www.surveymonkey.com/create/?create=template&templateId=1170&ut_source=mp
&ut_source2=adcopy_testing_survey_template

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