Advertising Research

Advertising Research

Advertising Research

Advertising research is a highly specialized function. There are research organizations solely engaged in a study of all the various advertising media to measure their relative effectiveness. Most advertising agencies rely upon the services of research SEO consultants to advise them on the choice of suitable media and to guide them in the preparation of advertising copy to achieve the best results from any specific medium which is chosen.

(1) Readership Research

Newspapers and periodicals publish their circulation figures. It is not, however, the total number of readers of any particular journal that interests the potential advertiser so much as how that readership is made up. He wants to know the breakdown according to age, to social class, where the majority of these readers are to be found-in the country or in towns-whether the readership is predominantly men or women, how many of the women are housewives, the average number of children per reader and the children's ages. He wants to know the kind of occupations of the majority of readers-artisans, office and factory workers, executives-and their likely income bracket. In addition he is anxious to discover what their special interests may be, how many of them are likely to be keen gardeners, for example, how many do their own home decorating, how many own a car.

It is information of this kind, presented in the form of statistical tables, which the advertising researcher makes available to the agencies or directly to intending advertisers.

(2) Television Audience Research

One of the problems of assessing the. size of one's audience when advertising on television or commercial radio is that there are no 'circulation figures' to provide conclusive evidence of the actual numbers of people who watch television or listen to radio programmes at specific times. The TAM organization does provide advertisers with the number of television sets which are tuned in to the programmes of the Independent Broadcasting Authority and the British Broadcasting Corporation networks. This minute-by-minute assessment of the number of homes in which one's advertisement will be screened gives a fair indication of the total audience being reached. What cannot be assessed by this means is the actual number of people who are consciously absorbing the advertising message. In many homes, the TV set is switched on for several hours per day, but whether or not anyone is actually viewing-whether or not anyone is actually in the room-throughout this period of time is problematical.

(3) Copy Testing

Although readership and 1'V audience research can go a long way towards establishing the identity and numbers of consumers reached by advertising, one is still confronted with the question of the effectiveness of the advertising message one is trying to put across. Here again, researchers have devised various methods to aid the advertiser.

In one of these, a small sample of readers of the particular newspaper or magazine in which a specific advertisement appears is invited to answer certain questions and undertake some simple tests. The researcher asks them which advertisements they have seen and whether they can describe them. Subsequently, the reader is shown the particular advertisement in which the researcher is interested and is asked whether he has read it all, or in part. From the responses obtained, it is possible to assess the effectiveness both of the various positions of advertisements in a paper in relation to one another and also the 'pulling power' of different types of advertisement layout and copy.

Copy testing is also influenced by semantics, which is a branch of linguistic research concerned with studying changes in the meaning of words. Philological studies of this kind have established the words in the language which are most frequently used and are, therefore, most likely to be understood by the majority of people.

What next? 2015 Existing Impressions

Please Note

The Trade is, of course, a major source of product ideas. All manufacturers examine, with avid interest, the new products of their competitors.

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