Advertising Research Findings: Techniques, Requirements and Analysis

This assignment delves into the realm of advertising research, providing a comprehensive overview of its importance and methodologies. It begins by highlighting the need for media research and testing, emphasizing its role in informing advertising decisions and understanding market dynamics. The assignment then outlines appropriate techniques for identifying advertising research requirements, distinguishing between pre-testing (copy testing) and post-testing methods. Pre-testing techniques such as mock magazine tests, portfolio tests, and perceptual meaning studies are discussed, along with their respective applications. Post-testing techniques, including penetration tests and recognition vs. aided recall, are also explored. Furthermore, the assignment covers the research brief, legal, and ethical requirements for an advertising campaign, including codes of practice, environmental policies, and privacy regulations such as the Privacy Act 1988 and anti-spam regulations. The assignment concludes by emphasizing the importance of adhering to relevant guidelines to ensure responsible and effective advertising practices.

Advertising research
findings
Name of the Student
Name of the University
Author Note

Advertising
research
findings

Need for media research and testing
• It helps the business to figure out the whole
advertising work
• It also helps the business to decide whether a
certain form of advertising is financially worth
• It also help the organization to get knowledge
about the market demand of other competitive
products offered by the companies
• It helps the organization to create a market
demand.

Appropriate techniques to identify advertising research
requirements
 Pre Testing is also known as the copy testing which is known to
analyze or predict the market performance before providing the
advertisement.
 The techniques of pre testing methods are :
Mock Magazine test Portfolio test
Indirect Questioning Perceptual meaning
studies

Mock Magazine test
 Magazines will help to attract the test ad which is introduced in the
real magazines. The control group is used to exposure in the same
magazine. The effectiveness will be assessed.

Portfolio test
 Along with the regular advertisement it can also be recommended for
the organization to provide. The consumer can then be asked about
the physical features of the dummy product

Indirect Questioning
 Direct questioning will help the organization to gain knowledge about
various types of functions of the dummy product that is shown to the
customers. It will provide strength, weakness, opportunities to the
company.

Perceptual meaning studies (PMS)
 In this method the respondent or the customers of the company will
have to test the advertisement for the limited period of time.
Tacmhistoscope is an instrument which is used to recall the test for
the product and describe the brand illusion.


Appropriate techniques to identify advertising
research requirements
 Post testing techniques is the process of testing
and tracking down the studies which are
provided in the periodic or continuous in the
market.
Penetration
Test
Recognition Vs
Aided Recall
Progres
s Tests
Intend-to-
buy Test

Penetration Test
 Here in this test the customers will be providing the issues which
were found out in the magazines. Here the person who has only seen
the advertisement will be seeing the study. Rather than the person
who claims of seeing the advertisement but says that he or she does
not remember the advertisement content.

Recognition Vs Aided Recall
 In the aided recall portion the test i0ssue is kept close to the
consumers f the product or the person who has seen the
advertisement. The aided recall method has various types of
recognition methods used in the process.

Progress Tests
 This test is known to asses the total effect of the sales procedure. It
includes various types of tests or in other words the customer needs
to go through various types of methods of organization decision
making process