Importance of Advertising Research For Agencies
To run a successful and effective campaign, research is a prominent factor. A well and up-to-date research lead to successful advertising. The quality of research decides how much the brand will succeed. Also, it is the prominent deciding factor of the brand’s accomplishments.
The two principal reasons behind this are either improving an existing brand image or establishing one. Careful research will give you insights into the target audience and how one can engage them. How can one elevate the brand’s growth, and what measures can one take to achieve success. The research is in its nascent stage; there will be many alterations, corrections, and modifications until it is 100% ready.
Reasons why it is prominent.
Thorough research before anything is essential for the following reasons:-
- Once all the research on the competitor brands and the trends is done, one can then form a concrete strategy and develop innovative formulas for the agency.
- As infinite competitors are serving the same products or services, knowing how to position yourself is essential. Scrutiny thus helps to understand how one should do things.
- It helps predict the possible risks that are likely to happen.
- Careful research helps you position yourself in the market. It helps figure out where you stand.
- The chances of failure are reduced.
Scope of the research
- It helps increase awareness, and check the risks which are likely to happen. It gives insight into the market and helps build great brand campaigns.
- Analyzing the market, and the changes, and taking proactive measures to sustain the change.
- It gives insights into the public feedback to gauge all the possible threats and keep it smooth sailing. All of this will result in healthy campaigns being presented and successful.
Types Of Ad Research
Pre-testing – This involves testing the ad before it is launched. Pre-testing the ad campaign before it hits the market is essential as marketers get an insight into whether or not this will work. I am necessary as it decides on which points the business will be built. Gauging the effectiveness of the campaign can be done through this. Hence it is essential.
Pre-testing research
Every business begins with some solid ideas. Executing these into reality is never an easy job; it is complex and involves many risks. This is proven that 65% of ideas never see the light as they fail in the creative process. Reaching your target audience is the main task, and that needs to be accomplished. A detailed study of the brand and target audience can be done through the research. This stage decides whether the idea will be accepted or not. The advertiser gets an insight into what his target audience like and prefers, helps to know the taste of its prospects, and works accordingly. This is a crucial step advertisers must adapt before proceeding with the actual production. Any shortcomings here indicate the plan to fail in the future likely. Hence it is essential to have this before getting into the tedious production process. It includes three methods wherein. First, the concept is tested, then the theme, and post the copy. Concept testing involves a minute examination of a single idea, the creative plan. It requires communication testing and how powerful the message is. The theme can be the subject matter of the ad. This involves creating engaging crisp content. This together helps a lot in the process of scrutinizing the brand and making it strong enough to face the competition.
Post–testing research
Any communication is considered to be accomplished post the audience reaction. After watching how the prospects react to it and whether or not they like it, one can decide its success. Once the customer feedback is received, the brand’s success can be gauged. Careful research is undertaken to measure the effectiveness of the brand and its awareness. How well people recall it will determine its success of it. This will eventually determine its effectiveness and test the waters.
Tracking o this process is equally important and is done in multiple ways:-
Inquiry – This is fieldwork. The consumers are given forms and coupons to get brand-related information. This helps the advertisers get an insight into brand awareness.
Recall tests – The customers are asked to share their brand memories and what they can recollect about the brand.
Sales test – This is a direct method once the campaign starts. It is a straightforward calculation of the sales tracked after the product hits the market.
These are some advantages and benefits why one must consider research both post and before the campaign is run.
