Everything You Need To Know About Advertising Research
Not only is it possible, it is incredibly necessary. Without a good advertising research, the advertising impact would be impossible to measure and, therefore, the quality of a certain idea or action could not be measured. Broadly speaking, this research will provide us with data on the response of the target group to our communication proposal.
What Is An Advertising Research
Through advertising research we can guide the path of our work, since it gives us information about the environment and the public that we would not be able to obtain otherwise. Both the study prior to launching a campaign and the subsequent analysis of the results obtained are essential to measure the effectiveness and efficiency of our actions, something that has always been one of the fundamental points for companies and brands.
In addition, this research will later serve to optimize the marketing strategy and improve communication and the choice of channels in which it will take place. And last, but of course not least: it will determine the ROI (Return On Investments – Return on Investments).
Broadly speaking, we could determine that there are four factors that limit advertising research, which we will develop later: Strategy, Ideas, Media and Evaluation. All these phases of research are intrinsic to it, so we must go through all of them if we want our Research to provide real information and valuable data.
Why It Is Important To Promote Research In Marketing Companies
Investigating at the advertising level means being in contact with consumers, with their lifestyles and interests. As a result of the situation in which the consumer is currently, in a context crowded with advertising stimuli and the rapid globalization of communication strategies, companies increasingly need to get closer to their customers to be able to generate a communication proposal that fits them.
In fact, advertising research should never stop at analyzing the results, but should be a cycle in which the company continuously dialogues with its consumers and adapts to the media and the messages they expect to receive.
The current consumer raises reality and has evolved with respect to past decades, making it more demanding and less credulous. Therefore, we must provide valuable content that enriches or satisfies the concerns of our audience. And for that, we have to know it. And to know it, we need to investigate.
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Research Methods Helps In Advertising
Differences with scientific research
Although they have many common characteristics, we cannot say that scientific and commercial research follow the same processes. Both seek to obtain data, but based on the intention of the research, we consider it necessary to point out the differences between both types:
- Scientific research: search for solutions to problems of a scientific nature. Through the scientific method, the investigation will take a certain path by which it must be investigated, as well as the techniques through which to carry it out.
- Advertising research: consists of obtaining information in order to carry out a commercial decision-making process.
In conclusion, although both employ a systematic method for research, we find the differentiation in the way the products turn out. In the case of advertising research, the result is a salable product, while scientific research focuses on obtaining more technical results.
It should be added that both types of research are not exclusive. If there is a situation in which both investigations can be combined, the result would be optimized.
Methodologies Of An Advertising Research
Returning to the types of advertising research that we have discussed in previous sections, it is worth highlighting certain characteristics of each of them:
- Strategy: there are different types of strategy that we can carry out. To know which strategy we will choose, there are four types of study:
- Corporate Reputation: helps determine if the image that the company believes it projects matches the image that the public actually have.
- Brand Health: the health of the brand determines the ability to generate profits at the time of the study, regardless of its ability to do so in the future. This parameter can be measured through Brand Equity, which we will develop below.
- Positioning: consists of an analysis of the competitive advantages and disadvantages that our brand presents, so that we are able to find a place in the market where we can position ourselves and through which we are recognizable to our target.
- Brand Equity Research: consists of comparing the value of the brand with its real recognition. Brand equity is studied through four elements: brand awareness, brand associations, perceived quality, and brand loyalty.
- Ideas: At the idea development stage of our campaign, we can apply different types of study to ensure that our insights match those of the public:
- Proof and Concept: consists of clearly identifying market opportunities and differentiation opportunities with respect to other brands.
- Packaging, Name and Logo Test: consists of an approach to the consumer to assess whether the aforementioned elements will have a positive impact on our target, if the different elements that make up our product are understood and accepted.
- Advertising Concept Test: approach to the consumer to assess whether the concept we have chosen for our campaigns or actions is clearly understood, and whether it will lead the company to achieve the strategic objectives set in the first phase.
- Advertising Pretest: once our communications are finished, they are tested with potential consumers to analyze the impact and their ability to achieve the objectives.
- Means: to analyze through which channels and means we must carry out our communications, we can take into account three studies:
- Media Research: with this study we intend to identify the ideal channels to carry out our communication, taking into account different parameters collected in the previous phases, together with the tone and content of our communication.
- Audience Study: aims to determine to which media the people who make up our target audience are most exposed, as well as provide information about the audience of each of the media, which will provide us with very valuable information for the launch of our campaign.
- Brand Experience Analysis.