Research in Advertising

When designing an advertisement for a particular product many things should be researched like where it should be displayed, whether the advertisement can be printed in newspapers or magazines or broadcasted on television or radio or published on the Internet. Many methods are undertaken to collect relevant information. The research itself is of two kinds, syndicated and customized. Syndicated research is a single research done by the company that is available to other companies as well. Customized research is research based on certain criteria and is done for a particular company and its results are available to only that company.
Pre-testing or copy testing is a type of customized research that determines the in-market efficiency of an advertisement before it is released or before the final production. The more the pre-testing is done the more likely it that it will be a successful advertisement and each pre-testing should be applied a number of times. This can be done by studying the level of attention the customers have, motivation, brand linkage, communication, and entertainment. The flow of emotions and flow of attention are broken down and studied individually. The results are applied to the advertisement that is still being developed to recognize the weak points and replace them. A reliable feedback loop can guide the researchers, client, and agency to work in harmony. Tests should be applied during the storyboard stage of ad making. This is an early stage and the results are highly predictive. During this process, images are selected and used as an integrated campaign print ad.