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Advertising Research
DECIDING wHEN TO USE ADVERTISING RESEARCH
Advertising research may be used at various stages of the campaign such as:
• Pre campaign research
• Research during campaign
• Post-campaign researchIf the advertising campaign is of sufficient significance the approaches stated may jointly be used.
PRE-CAMPAIGN RESEARCH: this is useful to assist in defining the problem, which the advertising
campaign may seek to solve, to guide creative strategy development and indicate the type and level of
advertising, which might be required. The objectives for research before a campaign are to increase the
effectiveness of the campaign when it does run, to screen out any negative ideas being considered and
to select the best of possible alternatives.
RESEARCH DURING CAMPAIGN: this is most likely to be carried out for a long running and important
advertising campaign in which specific objectives for levels of awareness have been set. The use of
performance monitoring research is to expose areas that are not meeting up with objectives and fine-
tuning activities toward achieving the set objectives. This research allows the firm to re-allocate resources
in order to compensate for identified variances.
POST CAMPAIGN RESEARCH: this measures the degree to which advertising objectives set for the
campaign have been achieved. The feedback received from post campaign research may be used as input
for improving future advertising campaign. (Vanden Bergh and Katz, 1999; Warshaw, and Kinnear, 1983)