Advertising Research
Advertising research is a specialized form of research that works to improve the effectiveness and efficiency of advertising. It entails numerous forms of research which employ different methodologies. Advertising research includes pre-testing (also known as copy testing) and post-testing of ads and/or campaigns—pre-testing is done before an ad airs to gauge how well it will perform and post-testing is done after an ad airs to determine the in-market impact of the ad or campaign on the consumer. Continuous ad tracking and the Communicus System are competing examples of post-testing advertising research types.
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Famous quotes containing the words advertising and/or research:
“The susceptibility of the average modern to pictorial suggestion enables advertising to exploit his lessened power of judgment.”
—Johan Huizinga (1872–1945)
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—Friedrich Dürrenmatt (1921–1990)