1. Advertising Research
• Type of marketing research to objectively assess the
role, impact and effectiveness of advertising
• Field became relevant in early 1900 to gather opinions of
advertisements from consumers
• Types based on client needs
 Customized – specific to client interests
 Syndicated – research about multiple firms available for
sale to clients
 Objective
 Develop ads
 Evaluate the effectiveness of ads

2. Types of Advertising Research
• Premarket research (Pre-testing)
 To optimize advertisements for media
 Done before advertising
 Based on consumer responses, feedback, behavior – Copy
testing
 Campaign pre-testing –testing effectiveness of integrated
campaign (print, media, TV, internet)
• Post testing (Tracking studies)
 Continuous tracking - Longitudinal study to monitor brand
awareness, preference and product usage changes with
changes in advertisement spending
 Track changes over time, quantify sales volume changes
 Means to plan future campaigns

3. Copy testing Techniques & Tools
 Recall measure
– Burke's Day-After Recall Measure (DAR)
– Measure of the ad to break-through and register in long
term memory of consumer , key message elements
– Used by P&G in early 60s
– Effect of attention and branding measured separately
 Persuasion measure
– ARS Persuasion measure (Percent choosing a brand vs.
other brands before and after advertisement)
• „ Likeability „ % judging product/service “likeable”
• „ Different - „ % judging product/service positively “different”
• „ New Information - „ % judging ad provides “news” or “new
information”
• „ Persuasion - „ % judged to be positively persuaded

4. Copy testing validity
• Qualitative research – opinions, preferences, experiences
• Audience Impression of Ad – Open ended questions
– Interest in idea
– Potential misconceptions
• Validity unaddressed until 80s
• ARF Copy Testing Validity Project (CRVP) – several copy testing
measures to predict sales
• Methods employed
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Recall vs. Persuasion
On-Air vs. Off-Air
Recruited vs. Self-selected audience
Single vs. Multiple exposure testing
In program vs. Isolated exposure testing
Pre vs. Post testing

5. Copy testing methods
Advertisement Used
• Mockup
• Finished advertisement
Frequency of Exposure
• Single exposure
• Multiple exposure
How it is shown
• Isolated
• In a clutter
• In program or magazine
Where the exposure occurs
• In a shopping center
• At home on TV
• At home through mail
• In a theater
How respondents are obtained
• Pre-recruited forced exposure
• Not pre-recruited / natural exposure
Geographic scope
• One city
• Several cities
• Nationwide
Alternative measures of persuasion
• Pre/Post tests of attitude/behavior shifts
• Multiple measures
(Recall/Involvement/Commitment)
• After only questions measuring persuasion
(Constant sum preference)
•Test market sales measures (Scanner panel)
Bases of Comparison and evaluation
• Comparing test results to norms
• Using control group

6. Copy testing measures
Persuasion
Brand choice
Purchase interest
Consideration
Overall rating
Salience
Top of mind awareness
Unaided awareness
Total awareness (Unaided + aided)
Recall
Recall from product category cue
Recall from brand cue
Communication
Main point
Ad situation
Ad positive
Commercial reaction
Likeability
Diagnostics - learning (Positive or
Negative diagnostics)
Other measures
Adjective checklist – warm, amusing,
informative, irritating
Eye movement tracking
Physiological measurement – GSR,
heart beat, voice pitch analysis,
facial expressions

7. Management Impact of Advertisement Research
• Impact on management decisions
– Tracking studies help refining budget decisions
– Multiple exposure testing to find optimal exposure – guide
advertisement spending
– Regression analysis of sales, advertisement
– Correlation to market share and market growth

8. Media Research & Sales promotion Research
• Media research (Media alternative)
– Print vehicle audience methods
• Recent reading – within past week or months
• Reading habit – several issues
• Through the book – specific issue
– Broadcast vehicle audience methods
• People meter
• Diary (panel)
• Sales Promotion research
– Consumer promotion – manufactures to consumers - Pull (eg.
Sampling, Bonus , value packs)
– Retailer promotion – retailer to consumers – Push (eg. Price cuts, free
goods, coupons)
– Trade promotion – to retailers or other trade entities – Push (Case, Ad
allowance, Trade coupons)
– Co-operative or promotion partnerships