Advertising Research

A growing share of consumer-goods media spending is shifting away from traditional advertising media (television, radio, print, and outdoor).

A growing share of consumer-goods media spending is shifting away from traditional advertising media (television, radio, print, and outdoor).
The proliferation of new media alternatives (online advertising, YouTube, social media, mobile, search engines, apps, etc.) is attracting money once spent on traditional media.
Advertising research, often referred to as ad testing, aims to determine an ad’s effectiveness based on consumer responses, feedback, and behavior. This can be done on a piece-by-piece basis, or it can be done with periodic or continuous in-market research that monitors the performance of a campaign over time.
It is conducted to improve the efficacy of advertising. It may focus on a specific ad or campaign, or may be directed at a more general understanding of how advertising works or how consumers use the information in advertising. It entails a variety of research approaches, including psychological, sociological, economic, and other perspectives. It allows companies and advertising agencies to evaluate many advertising concepts at different stages before production in order to identify a winning concept and prevent the investment of many man-hours and production resources in unsuccessful advertisements... Ad testing allows you to:

Ad tests work best when you have a clear expectation of the purpose of the ad. Some advertisements are designed to promote awareness, while others look to build a brand or drive behaviour. Regardless of the intent, it’s important to define the goal of the advertisement before running tests.


The following are seven commonly performed ad tests