Successful Advertising Research Methods

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Today every company needs to advertise its product to inform the customers about the product, increase the sales, acquire market value, and gain reputation and name in the industry. Every business spends lot of money for advertising their products but the money spent will lead to success only when the best techniques of advertising are used for the product. So here are some very common and most used techniques used by the advertisers to get desired results. This technique of advertising is done with help of two factors - needs of consumers and fear factor. Most common appeals under need are:.

This technique involves giving away samples of the product for free to the consumers. The items are offered in the trade fairs, promotional events, and ad campaigns in order to gain the attention of the customers.

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This type of technique involves convincing the customers to join the group of people who have bought this product and be on the winning side. For e. Here, advertisers use numbers, proofs, and real examples to show how good their product works. Lays - no one can eat just one or Horlicks - more nutrition daily. Sunsilk Hairfall Solution - reduces hairfall. The advertisers use celebrities to advertise their products. The celebrities or star endorse the product by telling their own experiences with the product.

Recently a diamond jewellery ad had superstar Amitabh Bacchan and his wife Jaya advertising the product. The ad showed how he impressed his wife by making a smart choice of buying this brand.

Again, Sachin tendulkar, a cricket star, endorsed for a shoe brand. The consensus emerges about the best ad copy at the end.

Advertising Techniques

But the best may be the best amongst the worst ones. In the paired comparison test at a time two ad copies are compared one-to-one. Every single ad is compared with all others.

Advertising Techniques - 13 Most Common Techniques Used by the Advertisers

Sources are recorded on cards. They are summed up. The winner gets the highest score. This technique is easier than order of merit. Till ten copies, there is good accuracy; which later decreases.

What is advertising research?

The number of comparisons one is required to make with the help of the following formula:. Along with the regular advertisements some dummy copies are kept in a folio. Then the consumer-sample sees the folio. The consumer is then asked about what he has seen in each ads. The ad giving minimum playback is considered the best. But then it is necessary to observe whether the chosen advertisement is dummy or regular.

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  • The Marketing Definition of Advertising Research?

If found dummy the actual one is improved on the same lines. Unlike the above method of keeping the advertisements in a folio, test ads are introduced in a real magazine to an experimental group to read. The control group is also exposed to the same magazine, but is without test ads. A consumer jury is formed and either the whole ad or its different elements are tested by asking direct questions. Sometimes there is one single question only and sometimes an elaborate questionnaire is prepared to assess attention strength, read-through strength, affective strength and behaviour strength of the ad.

For each component the copy is allotted some points. Each ad is rated from the best to the worst. In this method the respondent is exposed to test the ads for a limited time period. Tachistoscope is an instrument that may be used in this test. After the respondent sees the advertisement, he is subjected to a recall test for the product, brand illustration and the main copy.

All the above methods can be applied to broadcast media also. In addition, some special methods are available to pre-test broadcast media ads — TV and radio ads. The techniques used are:.

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He is questioned before and after the exposure to the advertisements. The questions are related to the ad and the change it causes after exposure. The strong and weak points of the ads can be assessed. Two groups of customers are considered. Both are given discount coupons to purchase the brand under consideration and are invited to shop in a real life shopping environment, a departmental store, a shopping centre etc. The prospects are invited to the display their products. Now one group is shown the test ads whereas the other group is not.

The redemption rate of coupons is measured for both groups which may give an idea about the effectiveness of test ads. A group of people who could be a captive audience for an entertainment programme is considered and a questionnaire is sent to them. The free tickets are later sent to them for the programme where the test ads are run. On viewing these, they are asked to fill up another questionnaire. It assesses product, brand and its theme. The advertisements are put on air either by narrow casting or live telecasting. These ads are test ads, and not the regular ads.

Later, viewers are interviewed to know their reactions. Before a product advertisement is launched nationally, a small ad campaign of one or more advertisements is run. Two or more test centres are selected to do so. The ads are run for a fixed period say one to four months and then the sales responses are noted. It is a very useful and effective measure for FMCG items and those ads who aim to motivate buyers to take an immediate sales action.

A group of prospects are selected from the mailing list randomly and are sent different test ads. Then to measure the response, the orders against each lot are noted. In this test, rather than what respondents say, what is considered more important is the physiological reaction of the respondents. Three principal instruments to do so are:. It measures how the eye moves over the layout of test ads. The route taken by the eye and also the pauses are noted so that the areas of interest and attention can be judged. It measures skin responses to ad stimuli like perspiration by gland activity through palm.

More perspiration decreases the resistance and faster current passes. The tension is generated. The greater it is, the more effective the ad is. The technique is of limited use for ads of a very sensitive nature. They record changes in pupils dilatation. Dilatation indicates reading and attention. Contraction shows dislike of the respondent to what is being read. It evaluates interesting appealing visual stimuli. It is developed by Eekhard Hess and James Polk. Left eye is photographed to record dilatation.

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Pre Testing is also called copy testing by some experts. Copy testing is a specialised field of marketing research, it is the study of television commercials prior to airing them. Although also known as copy testing, pre-testing is considered the more accurate, modern name Young for the prediction of 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. We saw various tests which are all pretests. Following is another classification of pretest or copy tests. There are four general themes woven into the last century of copy testing.

The first theme is the quest for a valid, single-number statistic to capture the overall performance of the advertising creative. This search has spawned the creation of various report card measures. Once this measure was adopted by Procter and Gamble, it became a research staple.

Research Methods - Introduction

But every thing was not that bright about these tests. In the 70s, 80s, and 90s, tests were conducted to validate a link between the recall score and actual sales. The second theme is the development of diagnostic copy testing, the main purpose of which is optimisation. Understanding why diagnostic measures such as attention, brand linkage, and motivation are high or low can help advertisers identify creative opportunities to improve executions. But then again this method was not perfect.