Advertising research is a highly specialised function. There are research organisations 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.
Advertising agencies that do the research for you
Exterion Media is an advertising agency that takes that extra step for their clients. Thorough research and findings allows Exterion Media to suggest and design a campaign that is most suited to their target audience.
They invest heavily in research, meaning they can share accurate, meaning campaigns are more likely to be successful.
An advertising medium that has proven successful in most recent years is experiential offering. This method delivers memorable experiences; therefore the audience is more likely to recall the company. View more information.
OOH advertising and experiential offering:
- Reach out and engage with audience through on-site staff
- Supplement creative solutions that standout
- Adds contextual messaging opportunities
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.
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. Click here to see this campaign.
Although readership and TV 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. See advertisement production.
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.
Written by Tanya Sowell