Advertising research paper

Advertising research paper

Advertising Strategies - Advertising Strategies research papers examine the campaigns designed by companies in order to encourage people to purchase a particular good or service. Commercialism - Research papers on commercialism discuss the application of free market principles to some aspect of the business world that often takes the form of advertising or corporate control over a product or Marketing Strategy, Online Advertising, Laboratory experiment, Research Paper Brand recall of skippable vs non-skippable ads in YouTube Purpose By integrating the evidence of various audience theories, a comparison is made of viewers’ information processing of new interactive video advertising formats (skippable video ads) with traditional Research Paper on Advertising. Samples After a long day’s work or a hard day at the office, people come home, sit in the Laz-e-Boy recliner, and flip on the television. Watching a favorite TV show has become many people’s favorite way to relax or past the time. A wide variety of programming exists and most anyone will be able to watch something they can enjoy

Online Advertising Research Papers - blogger.com

Traditional media are also suffering from a long-term trend toward promotional expenditures consuming a larger share of the marketing budget. Many consumer-goods companies are spending less on advertising in total, as their executives strive to please Wall Street with improved short-term profits.

This decline of traditional media advertising in many consumer-goods companies is creating an opportunity for companies that appreciate the power of traditional advertising. Social media, advertising research paper, online, search, and mobile advertising all grab the headlines and attract marketing executives like moths to the flame, but we should not be dazzled or awed by the new media.

Indeed, advertising research paper, we would argue that mastery of the traditional media—especially television, radio, and outdoor advertising is a far wiser strategy than aggressive pursuit of the new media. The most important concept is strategic-investment spending in media advertising.

Think of media advertising as the long-range artillery of marketing. A brand may have to take financial losses for a year or two while it builds awareness, advertising research paper, tells its story, and crafts a brand image.

This is the price of marketing success. Media choice is a advertising research paper task in a world of infinite media choice, advertising research paper, so here are some guidelines. Thusly defined, television advertising is still the gold standard and the most effective of all media for consumer products. Television commercials have the greatest advertising research paper and tend to move awareness numbers up swiftly—with sufficient media weight.

Generally, the equivalent of GRPs Gross Rating Points per week is the lower limit of spending level if you hope to see measurable increases in advertising awareness. Also, television commercials like all advertising would be more effective advertising research paper a higher share were tested among consumers before airing. Radio commercials can be as effective as television commercials, based on sales return per dollar spent on media.

However, radio commercials seldom achieve their true potential because they tend to be inferior to television commercials in content and production quality.

Typically, radio budgets are much less than television, and radio commercials are rarely tested among consumers. If you plan to use radio, pretest the commercials to make sure they work. Print advertising tends to work more slowly than television or radio. Therefore, an especially long period of advertising research paper or an especially heavy media schedule is required to fully evaluate the total effects of print advertising. Print is an important arrow advertising research paper the media quiver, however, because a share of the population tends to be heavy readers.

Outdoor advertising also called out-of-home or OOH is especially effective as an advertising research paper medium, if used properly. First, the message must be a on strategy and b expressed in few words. Outdoor advertising is great at extending or reinforcing the key theme of a television or radio campaign. If some of the visual elements and the key theme of a television or radio campaign can be condensed and shown via outdoor advertising, the awareness-build of television can be accelerated.

Outdoor advertising can add a visual element to a radio campaign e. Social media continues to grow in importance and reach. Its ultimate value as an advertising media remains to be seen.

Ads and commercials intended for online delivery or social media distribution operate by the same rules as all other advertising. Television-testing techniques, for example, can be applied to commercials that look like television commercials, regardless of where those commercials are aired.

Static banner ads are similar to print ads and can be evaluated by those metrics. Many social media and online ads and commercials fall in between these extremes, and require some adjustments in measuring techniques. Advertising is primarily a strategic weapon, as previously noted. Its total effects must be evaluated in the context of years, not weeks or months. Advertising cannot compete with sales-promotion and direct-marketing activities in generating short-term sales effects.

But in the advertising research paper term, the cumulative force of strategically sound media advertising can achieve results that cannot be equaled by sales promotion or other marketing activities. Given the greater effectiveness of new product advertising, one of the most common marketing mistakes is failure to take advantage of this inherent benefit i. Perhaps no other industry advertising research paper a failure rate as high as the advertising industry with the exception of the promotion industries, direct-marketing industries, telemarketing industries, and other alternatives to traditional advertising.

The persistently high advertising-failure rate results primarily from the lack of an accurate feedback mechanism—a lack of testing and evaluation, advertising research paper. Among commercials that are effective, the degree of sales effectiveness can vary greatly from one commercial to the next.

One commercial might be several times more effective than another. This indicates that the quality of advertising tends to be more important than the quantity of advertising. Nevertheless, the quantity of advertising i. Limited online surveys or telephone tracking research that can even be done with modest budgets can monitor the cumulative effects of advertising upon awareness, brand image, and consumer attitudes. This is one of the simplest advertising research paper most effective ways to make sure that your advertising is doing its job.

Recall of specific messages from advertising is not a very good indicator of advertising effectiveness, and some very effective commercials produce little measurable message recall, advertising research paper. Message recall is a positive factor, but its importance should not be overstated. Brand registrationhowever, is advertising research paper important as opposed to message or element recall. Failure to register the brand name is one of the most common advertising mistakes.

The next time you review your advertising, just make sure that the brand name is clearly stated and clearly shown in the commercial. If your brand name is not easy to remember, then more emphasis must be placed on the brand name in commercials.

Ultimate truth is elusive. Advertising effectiveness cannot be determined by any one measure, such as persuasion or recall. Recall is a good measure for some commercials, but not for others. Purchase intent works reasonably well for new products, but not so well for established products. A large number of important variables must be examined in concert to judge the potential effectiveness of advertising. Advertising that offends the viewer, or is in poor taste, is almost always ineffective.

If viewers like a commercial, its chances of being advertising research paper are improved. Likeability, however, is not sufficient in and of itself to ensure advertising success. Advertising works in the arms of sound strategy. What messages must the advertising communicate? What images should the advertising project? These are strategy issues, and they bring us to this conclusion: without sound strategy, the chances of advertising success are very low.

Several research techniques are available to identify and resolve strategy issues before creative development begins. Homework and hard work are more likely to yield effective advertising than creative brilliance and flashes of creative genius. Great advertising evolves from research feedback, tinkering, and tweaking.

Pretesting each commercial is a laboratory experiment, an opportunity to learn how to re-edit current creative and how to make the next commercial even better. Big egos creative egos, client egos, research egos, advertising research paper, and agency egos are barriers to the creation of effective advertising, because big egos tend to substitute wish and emotion for thinking, reasoning, advertising research paper, and objectivity. If your agency or your client is unwilling to make creative adjustments—based upon objective advertising research paper feedback—to improve advertising research paper creative product, then you have the wrong agency or the wrong client.

Test your advertising. Show it to members of your target audience and see how they react, advertising research paper. No one not the client, advertising research paper, the agency, advertising research paper, or the researcher is smart enough to know how consumers will perceive and react to a given commercial.

Show the new commercial and a couple of old ones, and ask some consumers which one would most advertising research paper their interest in buying the brand. The latter method is surprisingly accurate, but often leads to a messy divorce.

Once you have chosen an advertising-testing system, stick with it so that you the agency, the creatives, the brand managers, and the researchers all learn how to use and how to interpret the test results for your product category and your brand.

No testing system is perfect. No testing system can be used blindly. A large dose of intelligent human judgment must always be incorporated into the advertising-evaluation process. If budgets permit, test at the rough, as well as the finished, stages of creative development, advertising research paper. Testing at the rough stage can advertising research paper you refine the creative before spending the big dollars on production. The more rough executions you evaluate, the greater the probability that the winning execution will be effective, advertising research paper.

Testing at the finished stage can help guide final editing or re-editing of advertising research paper, help determine how much weight should be put behind the creative, and provide understanding to help guide campaign evolution and the creation of subsequent commercials. Good luck! Jerry W. Thomas jthomas decisionanalyst. He may be reached at or Copyright © by Decision Analyst. This article may not be copied, published, or used in any way without written permission of Decision Analyst.

Advertising Research by Jerry W. Thomas A growing share of consumer-goods media spending is shifting away from traditional advertising media television, radio, advertising research paper, print, and outdoor.

The proliferation of new media alternatives online advertising, YouTube, social media, advertising research paper, mobile, search engines, apps, advertising research paper, etc.

is attracting money once spent on traditional media. Related Services Advertising Research Services Concept Testing Services. Case Histories Case Study: Restaurant Advertising Research Benchmarking New Ads CopyCheck of Animatic Ads Using a MaxDiff Analysis to Make Decisions. White Papers Dark Energy in the Digital Age Name Testing Article by Jerry W. Thomas Positioning.

Advertising Pretesting Research

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Advertising Research Papers - blogger.com

Outdoor Advertising. Outdoor advertising (also called out-of-home or OOH) is especially effective as an advertising medium, if used properly. First, the message must be (a) on strategy and (b) expressed in few words. Outdoor advertising is great at extending or reinforcing the key theme of a Estimated Reading Time: 9 mins Research Paper on Advertising. Samples After a long day’s work or a hard day at the office, people come home, sit in the Laz-e-Boy recliner, and flip on the television. Watching a favorite TV show has become many people’s favorite way to relax or past the time. A wide variety of programming exists and most anyone will be able to watch something they can enjoy Advertising play a fundamental role in this network, showing itself to be an instrument for the dissemination and legitimization of social norms, roles and gender stereotypes. Because of these possibilities, it is interesting to examine the role that advertising plays in anti-feminist reactions