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Advertising Research

by Bill Brine

The importance of advertising research depends really on your advertising campaign and the type of your company and other demographic factors. If you are a small company, sucn as a restaurant or local grocer, there is a good chance that advertising research is not for you. You will already have a finger on the local pulse, and be able to exploit community recognition to advance your business. Advertising research can be pricey for the limited budget of the small businessman or small business woman.

If you are conducting a national campaign, however, advertising research might be just the thing to ensure the effectiveness of your advertising campaign. The bottom line is that it is impossible to know for sure how people are going to react to an advertisement on a nationwide scale. Advertising research can make it much more likely to succeed. And, while for a small business running only a few ads at a relatively low price, and catering to a small, local market, advertising research makes little sense, a large corporation launching a huge and expensive nationwide marketing campaign has good cause to hire advertising researchers.

Advertising research comes in almost as many different flavors as advertising itself. Advertising researchers use focus groups, surveys, perceptual and psychological tests, and sensory data – the advertising research lab is practically a science facility. Basically, the idea is always the same: to predict how people in general will respond to an advertisement through monitoring a small sample of people and seeing how they feel about different advertisements.

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