Research and
Evaluation Plan
The Components of
Advertising Research
Strategic vs. Evaluative
Research
Strategic research is an extension of the
situation analysis and is used to help
develop creative designs and media plans.
Evaluative research measures how well
the advertiser has reached their goals.
Strategic Research
Information-Gathering Process that Enhances the
Design of a Creative Strategy
Secondary Research
Primary Research
Government
Organizations
Primary
Research Suppliers
Trade
Associations
Simmons Market
Research Bureau
Secondary
Research Suppliers
Mediamark
Research, Inc.
Secondary Info.
on the Internet
Strategic Research
Early Feedback
Methods
Contact Methods
i.e. in person
Survey Research
i.e. population or sample
Observation Research
i.e. people-watching
Use of Metaphors
i.e. images, not words
Content Analysis
i.e. audits of competitors'
advertisements
In-Depth Interviews
i.e. one-on-one
Focus Groups
i.e. group in-depth
interviews
Evaluation Research Methods
Brand Tracking
Memory Tests
In-Market Tests
Persuasion Tests
Frame-by-Frame
Tests
Direct-Response
Counts
Communication
Tests
Memory Tests
Recall Tests
Ask Questions
After Ad Has Run
Unaided or
Aided Recall
Recognition Tests
Show Ad & Ask If People
Remember Having Seen It Before
Persuasion Tests
Persuasion Test
Attitude Change Test
Step 1
Consumers Are
Asked If They’d
Buy a Brand
Step 2
Consumers Are
Exposed to an
Ad for That Brand
Audience Composition
Environment
Step 3
Consumers Are
Asked Again
about Purchase
Intentions
Brand Familiarity
Assessing Persuasion Tests
Step 4
Results Are
Analyzed
Cost
Evaluation Research Methods
Direct-Response Counts
Communication Tests
Request a Direct Response
Via a:
Did ad deliver the message it was
Intended to deliver?
Toll-Free Number,
Coupon,
Did ad deliver any messages it was
not intended to deliver?
Web site,
Offer embedded in the
body copy
Count Number of Sales or
Requests.
How did representatives of the
target audience react to the
message, etc.?
Evaluation Research Methods
Frame-by-Frame
In-Market Tests
Brand Tracking
Viewers Watch &
Respond to a TV
Commercial by
1) Turning a Dial,
2) Pressing
Numbers on a
Keypad, or 3)
Wearing
Electrodes.
Evaluate
Advertisements
by Measuring
Their Influence
on Sales.
Following Brands
From Rejection
Through Levels
Of Acceptance
For Every Brand
In a Market.
Seldom Used
With
Individual Ads.
May Use Simulated
Test Markets
Tracking the
Brand is More
Important than
Tracking the Ad.
Testing Creative Research
Test the ad’s success
Define expectations
Measure the effect
Pre-test
Post-test
Summary
Research used most often:







To help identify consumers
To help look for new ideas in products or services
To help improve what is offered in product or
services
To help pinpoint causes of special problems
To monitor activities
To help in communications development
To study promotional tools
It is much less expensive to test concepts and
ads prior to buying expensive media
schedules.