Advertisement Research: Successful Advertisement is not a Coincidence
Advertisement research is an area of market research. Its task is to analyze and improve the use and impact of ads and other communications processes (qv Gabler Wirtschaftslexikon).
Advertisement research is surely one of the major disciplines of market research. The successful measurement and sound analysis of ad impact and success are hotly discussed topics, especially in times of converging media channels. However, at the end of the day it usually boils down to the following questions:
CENTRAL QUESTIONS OF ADVERTISEMENT RESEARCH
- Are people noticing the ad? What are its awareness and recall?
- In which situation and in which media was the advertisement perceived by whom?
- What impact has a campaign, in the single media channel or in the mix of all channels?
- What’s the message that’s being told?
- Which emotional response is prompted? What does the ad trigger?
- Which influence has the communication on brand and sales?
MODELS OF COMMUNICATION AND ADVERTISEMENT RESEARCHBased on the different and further developed models of communication sciences (W. Schramm, D. Berlo), ad impact, such as the stimulus – organism – response step models (S-O-R models) and hierarchical models of impact level, like, for example the CAB model (cognition-affect-behavior) from Howard, Sheth, Kroeber-Riel and Esch and the findings of neuroscience we help our clients develop and optimize their brand and product communication. We approach this field always as partners and in a constructive way, because we don’t want to “direct” advertisements, but instead want to help optimize it with our means and experience.
QUALITATIVE AND QUANTITATIVE AD-TEST METHODSBy means of our qualitative and quantitative test methods we analyze the media-specific impact of classic offline communication (print, billboard, TV, radio, flyer), online communication (banner, pre-rolls, YouTube etc.) and POS – advertisement material, event and sponsoring activities in a reliable way. This analysis can cover the process from the initial communication idea to the finished above-the-line or below-the-line campaign.
We use proven qualitative and quantitative offline and online tools, such as focus groups, in-depth interviews and Eyetracking for pre-tests, post-tests and tracking.
EMOTIONAL AD IMPACT
Another aspect entering ad research is the implicit emotional impact and fit of advertising material and brand: Does the ad experience fit with the emotional positioning? Do the design of the ad and its message blend well with the brand?
We analyze this exciting question with EPS, a response-time testing method based on verbal and non-verbal stimuli. It avoids the rationalizations that are usually measured when assigning attributes to brands and advertisement material. EPS uncovers the underlying world of emotions that influences brand preferences substantially. It makes transparent harmonies and dissonances between brand and advertisement experience. This knowledge can be incorporated into the communication development.
We call our advertisement research portfolio
- AdUp® Advertising Upgrade