a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea.
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 includes a wide range of qualitative and quantitative techniques, including: focus groups, in-depth target audience interviews (one-on-one interviews), small-scale quantitative studies and physiological measurement.
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Post-testing employs many of the same techniques as pre-testing, usually with a focus on understanding the change in awareness or attitude attributable to the advertisement.
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