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    SIMR - Pratulya

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    SIMR - Pratulya

    Uploaded by

    sajidshah.ubs
    3 views11 pages

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    SIMR- Pratulya

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    © © All Rights Reserved

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    © All Rights Reserved
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    Download as pptx, pdf, or txt
    3 views11 pages

    SIMR - Pratulya

    Uploaded by

    sajidshah.ubs

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
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    Types of

    Advertising
    Research
    Advertising research is a crucial component of successful
    marketing campaigns. It encompasses various methods to
    understand consumer behavior, test ad concepts, and measure the
    impact of advertising efforts.

    Presented by: PRATULYA DHAULTA


    (MBA-IB 2nd yr)
    Pre-testing and Post-
    testing
    1 Pre-testing
    Used before campaign launch to predict its success
    through methods like concept testing and focus
    groups.

    2 Post-testing
    Used after the ad has run to measure its impact,
    including brand recall and purchase intent.
    Pre-testing
    1 Concept Testing 2 Focus Groups
    Evaluating the potential Gathering qualitative
    success of an ad concept feedback from a small,
    before it is produced and targeted group of
    launched. consumers.

    3 Predict Success
    Pre-testing helps identify strengths and weaknesses of an ad
    to optimize its performance.
    Post-testing
    Brand Recall Purchase Intent Impact Measurement

    Measures how well consumers Evaluates the ad's ability to Post-testing provides insights to
    remember the ad and associate it influence consumer behavior and optimize future advertising
    with the brand. drive sales. strategies.
    Qualitative and
    Quantitative Methods
    Qualitative Methods Quantitative Methods
    In-depth interviews, focus Surveys, data analytics, and
    groups, and ethnographic experimental testing to
    studies to understand measure and quantify
    consumer behavior and advertising effectiveness.
    attitudes.
    Qualitative Methods

    Focus Groups
    Facilitated discussions with a small, targeted group of consumers.

    In-depth Interviews
    One-on-one conversations to deeply understand individual perspectives.

    Ethnography
    Observing consumers in their natural environments to uncover insights.
    Quantitative Methods

    Surveys
    Structured questionnaires to collect quantifiable data from a larger sample.

    Data Analytics
    Analyzing metrics and performance data to measure advertising effectiveness.

    Experimental Testing
    Controlled experiments to test the impact of specific advertising elements.
    Examples of
    Advertising
    Research in
    International
    Context
    Advertising research in an international context explores how
    different markets and cultures respond to similar advertising
    campaigns. This can provide valuable insights for businesses looking
    to expand their global reach.
    Cases Showing Market Differences
    US Advertising Japanese Advertising

    American audiences often respond best to humorous, Japanese consumers tend to prefer more subtle, group-
    bold, and individualistic advertising messages. oriented, and visually-striking advertising that aligns
    with cultural values.
    Media Research and
    Analysis
    1 Audience Insights 2 Content
    Performance
    Analyzing platform usage,
    demographics, and Evaluating how different
    engagement helps types of content resonate
    determine the best on each media platform
    channels to reach target guides content strategy.
    consumers.

    3 Campaign Optimization
    Continuous measurement and adjustment ensures
    marketing campaigns are effective and cost-efficient.
    Media Planning and
    Buying
    TV & Radio Digital Platforms
    Traditional broadcast media Online channels allow for
    can provide broad reach and targeted ads, programmatic
    impactful messaging. buying, and data-driven
    optimization.

    Print & OOH


    Physical media like newspapers, magazines, and billboards can
    complement digital efforts.

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