Marketing Communications

290 CHAPTER 9 ADVERTISING RESEARCH

Introduction

Advertising research is not always supported by those who are involved in the communica-

tions process. Creative professionals, for instance, are inclined to perceive research eff orts as

a potential threat and limitation to their creativity. Moreover, many marketing managers and

other communications professionals believe that research cannot replace experience and

intuition, and therefore is a waste of time and money. Finally, there is a widespread belief that

the eff ects of communications eff orts cannot be measured validly, and therefore one should

not even try to do so. As in all prejudices, there is a core of truth, and a lot of ego defence

and/or misunderstanding.

Obviously, advertising research should not lead to a situation in which all creativity is

stifl ed, but should lead to more relevant, functional and, therefore, more eff ective creativity.

Furthermore, research can never replace marketing knowledge, and even intuition, but

should rather serve as an eye-opener and a correction to the ‘marketing myopia’ that is

oft en mistakenly called ‘experience’. Th ere is more truth in the belief about the problem

of measuring the eff ectiveness of communications eff orts. Th eir eff ect on sales, market

share or profi ts oft en cannot be isolated, and the commercial pay-off of marketing com-

munications is only visible aft er a certain period of time. Th erefore, in advertising research,

very oft en ‘intermediate’ eff ects, such as brand awareness, brand knowledge, attitude,

preference or purchase intention, are measured, and they are assumed to be predictors of

commercial success. In previous chapters it has been established, though, that positive

intermediate eff ects are not always good predictors of commercial results. Nevertheless, the

measurement of intermediate eff ects is frequently used in advertising research. In spite

of these fundamental caveats, it is still worthwhile carrying it out. Like all research, it avoids

mistakes or allows the communications manager to control the process and to adapt strategies

whenever necessary.

Most of the research techniques discussed in this chapter have been developed for, and

used in, an advertising context. Four basic types of advertising research will be discussed:

preliminary or strategic communications research, pre-testing, post-testing and campaign

evaluation research. Most of the techniques discussed can easily be transferred to other

communications tools, such as public relations or in-store communications. In the chapters

on specifi c communications instruments such as sales promotions, direct and interactive

marketing and sponsorship, some specifi c research techniques to measure the eff ectiveness

of these tools will be highlighted.

Strategic advertising planning and the role of research

Advertising research is used to improve decision-making in each stage of the advertising

planning process. Th e various types of advertising research can therefore be linked to the

stages in this process. Th is is illustrated in Figure 9.1. Th e starting point of a good advertising

plan is a situation analysis or strategic research, on which the strategy can be built. On the

basis of this research, objectives and target groups can be defi ned, and message and creative

strategies can be developed. Following the development of an advertising strategy, a number

of advertising tools (print advertisements, television spots, posters, etc.) will be developed

and tested. Th is process is called pre-testing. Aft er the development of the campaign, it is

placed in the media. Th e impact of each of the tools can be assessed in post-tests. Finally, the

results of the whole campaign can be compared with its objectives in campaign evaluation

research. Th e results of the latter can serve as input for the development of subsequent adver-

tising campaigns.

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