The Marketing Definition of Advertising Research

Successful Advertising Is Based on Research and Data

Advertising Research
Getty Images / Monty Rakusen

Advertising is based on high-quality research, both as to what ads are most effective with existing and potential consumers as well as in the success of each marketing campaign.   

What Are the Different Types of Advertising Research? 

A brand will commonly perform some research into the habits and preferences of its customers before it launches an advertising campaign. This nails down an understanding of who its customers are, as well as what appeals to them and what they're looking for in a product or services.

 An advertising base is often expanded to potential customers in different groups when a company is looking to launch a new product so the brand can understand what its market niche is and create a message that speaks to that market.  

One type of common advertising research focuses on the effectiveness of the created advertisement. This is done in all different walks of advertising, including print, television, radio and digital forms. Individuals are shown various forms of advertising and are asked what they think about the different products that are featured, such as whether they would consider purchasing them and how well they know the product overall as a result of the ad. 

Measuring Success

After a campaign is conducted, advertising research will measure the success of the advertising by trying to understand the amount of impact it had on the sales of the organization. This type of advertising research can help pinpoint the success of the advertising platform.

It's most effective when comparing alternative forms of advertising through different markets. This can help a company understand whether it needs to revise its advertising methods. 

Methods of Advertising Research 

Some brands conduct research internally and ask clients to fill out or complete surveys, both about themselves as well as how they located the product or the service that the company is offering.

These surveys can also calculate customer satisfaction.  

Others rely on third-party advertising research firms to make sure the studies are independent and unbiased. A variety of different methods may be used to provide advertising research in addition to surveys. Some show ads to individuals and ask them to relay what they saw and whether the product "sunk in" and had an impact. Others monitor whether the advertisement was able to generate an interest in the product by viewing what the individual looked up or researched after being exposed to it.  

What's the Purpose of Conducting Advertising Research? 

The overall purpose of these varying forms of advertising research is to improve your brand awareness and increase revenues. They should create a better form of advertising that more effectively and efficiently reaches your target market. Over time, a company or advertising agency can hone and refine its message to further improve it, as well as to improve its business with the results of the advertisements that it develops.