Marketing Communications

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Marketing Communications
Advertising Research

TYPES OF ADVERTISING RESEARCH

There are four major types of advertising research; they encompass aspects data that could be gathered
for decision-making:

1. MEDIA RESEARCH gathers data relating to:-
   • Media vehicle distribution
   • Media vehicle audience
   • Advertising exposure
   • Advertising perception
   • Advertising communication
   • Sales response


2. MEDIA VEHICLE DISTRIBUTION involves data on circulation levels of publications


3. MEDIA VEHICLE AUDIENCE involves audience exposures concerning:
   • Magazine audiences
   • Newspaper audiences
   • Television audiences
   • Radio audiences


4. COPY TESTING: this involves gathering data pertaining to the effectiveness of each
   advertisement message or copy.

MEDIA RESEARCH

Advertisers must make decision about the selection of media vehicles to use in an advertising plan. They
choose between media types – television, radio or newspaper and others. They also make decisions on
specified advertisement insert in the selected type of media – all of these decisions require the availability
of data about the media.

The Advertising Research Foundation suggests six types of data which should be available about media
vehicles. These data would distinguish between the prospects and non-prospects of the product being
advertised. Data are to be gathered on six areas such as:

1. Media Vehicle Distribution: the circulation number for a magazine or newspaper or the
   number of television or radio sets available to carry the advertising.


2. Media Vehicle Audience: the number of people exposed to the media vehicle. For example,
   readership of a given issue of magazine or newspaper or the number of viewers of a specific
   television station is more than media distribution because more than one person reads the
   same magazine or watches on the same television set.


3. Advertising Exposure: the number of people exposed to a specified advertisement in
   the media vehicle. People may be exposed to a media vehicle, but do not notice a specific
   advertisement because of the creative aspects of the advertisement, or the nature of the
   environment of exposure. Exposure is typically lower than vehicle audience.