ADVERTISING EFFECTIVENESS

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Effectiveness  testing involves  specialized  set of research  techniques  known as “Advertising  Research”.  This  is purely evaluative in  nature, as  opposed  to  the research  done  prior  to  campaign  planning,  which  helps  to  develop  the overall campaign  strategy.  A  lot  of  time  and  money  is  spent  on  the  latter  type  of research,  also  known  as  “Developmental  Advertising  Research”.   Advertising research  gives advertisers  and campaign planner’s  feedback  such as how many people  received  the  message,  how  it  was  interpreted, which  media  were  most successful   in   delivering   the   message,   and   what   sales   resulted   from   the advertising.  This  feedback  in  turn,  helps  to  refine  or  modify  the  campaign  in successive phases.

 

REASONS FOR ADVERTISING RESEARCH IN INDIA

 

1.   Growth In Advertising Spends:

In India, the growth in the scale of advertising expenditures has been brought about  mainly  by  the  entry  of  MNC’s.  According  to a  recent  study,  MNC’s account for over 50% of the total money spent on advertising today. This has lead   to   increasing    research   spending   to   test   the   effectiveness   of   the campaigns.

 

2.   General Trend Towards More Scientific Decision-Making:

Market  research  has  taken  off  in  a  big  way  in  India,  because  it  provides accurate  data  based  on  which  decisions  may  be taken. The same  is  true of advertising  research.  It  helps  to  select  the  approach  that  best  achieves  the objective of the campaign.

 

3.   Differences In  The  Effectiveness  Of  The  Individual  Advertisements And The Media:

Research has revealed that advertisements costing the same amount of money differ   vastly  in  their  effectiveness.  Some   medias   are  found   to   be  more effective  than  others, irrespective  of the message. This  has  given  rise  to  the need for advertising research, to see whether ads have high or low ratings.

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