Introduction
Advertising Research is to find how advertising works effectively in a democratic society as India or America. There are many products available in marketplace and advertising helps to sell these effectively. Pepsi Coke Apple computers Wal Mart and other brands are available in the US and in India many brands Horlicks Boost Kelvinator and others are available, and these uses advertising more. Kapil Dev Sachin Tendulkar are used in Boost commercials actor Vijay in Coke Ajit in Nescafe and others to sell products Advertising Research is used to find out effectiveness of these commercials and let us look at what are these
Pretesting – Before a campaign is launched advertisements or commercials are created and tested in market or among target audiences. Advertisement copies are shown to people, and they are asked about how good or effective these are. If majority or more are favoring it or say it positively advertisements or campaign is launched. Pretesting is a good method to correct wrong or bad advertisements and launch campaign effectively.
Post Testing – After a campaign is launched agencies or advertisers study its effectiveness as to how successful the advertisements or campaign has been. This is called post testing and during middle of the campaign also it is done and if commercials are not reaching audiences effectively corrections are done and re launch is done. Many advertisers and agencies do pre and post testing in India USA and other countries.
Measuring effectiveness of advertising. This is a overall research done to find out how the campaign has been and what are its advantages and disadvantages and how these reached audiences. Overall research will help in future campaigns and in marketing decisions in deciding present and future prospects for a company or organization generally.
Ratings – Ratings are for TV shows or programs after it is launched and found out for thousands or
Ten thousand of audiences. Such studies are TV shows and how well a show is popular, and advertisers or agencies want for deciding t1o invest or not to invest in a show. Nielsen and Arbitron ratings are done in the US to show popularity of shows. If a show is rated well, it will get more sponsors and earn more money. Similar ratings for TV shows are done in India for cable and non-cable programs.
Readership surveys. Audience measurements for newspapers are done, and it is one form of research. NRS or National Readership surveys are done all over India to find out popularity of newspapers in English and vernacular languages. These are done by market research agencies frequently to show the exact status of publications. IMRB conducted NRS in 1980s to show reach of newspapers across the countries.
Media Research – Academic media research is done in the US Universities to show how advertising is creating impact in markets and social issues. In India also many universities carry such studies like IITs and IIms and others to find out impact of topics like Advertising During Indira Gandhi time SITE research was carried out and studies were published in Journal of Communication and Journalism Quarterly of the US Advertising research is also done by private MR and media firms to study impact of campaigns
Conclusion – Advertising Research has come off age, and it is booming in many societies in India as well as USA. Many marketing decisions are made on using this and professionalism has come about in India and USA as well as in other countries in this area. New technology is making big impact in this, and MR agencies use new techniques to do research in various ways. Advertising Research will make great impact on advertising and marketing decision in coming days.
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