Advertising Research Foundation

Examples of Advertising Research Foundation in the following topics:

• Methods for Evaluating Marketing Performance

  • Independent organizations such as the Advertising Research Foundation evaluate the validity of commonly used measurement systems to produce standards and best practices for evaluating marketing and advertising data.

• Social Media

  • All can be woven into a marketing plan rich with sales promotions, public relations outlets, advertising, and other elements of the "promotional mix."
  • A good social media marketer researches the correct words that people type into search engines so it behooves a business to embed those words in their websites.
  • If a narrower focus is used when selecting keywords, competition within the search results drops dramatically so research using search phrase competition results, and search volume is the foundation of successful Internet marketing.
  • The Internet has overtaken television as the largest advertising market, as banner and pop-up ads showcase a vast array of products and services.
  • They are seen more quickly and by more users without the time delays of traditional advertising methods.

• Understanding The Consumer + The Planning Process

  • Understanding the consumer is the key to strategic advertising.
  • Conduct research or engage outside vendors to produce research, including qualitative research, quantitative research, secondary research, and primary research
  • Yes, advertising is that powerful!
  • But, Maslow’s Hierarchy of Needs remains the foundational tool for understanding human behavior. 
  • Primary research is “first person” research.

• Understanding The Agency System + Account Services

  • Draw an organizational chart of a traditional, full service advertising agency
  • Monitor ongoing internal activities including creative materials, research activities, budget oversight and profit delivery, project timelines, and media planning & buying.
  • Join your school’s advertising club.
  • Don’t have an advertising club at your school?
  • Look into regional advertising clubs.

• Researching Consumer Markets

  • An example of the government researching consumer markets is the US Census.
  • Advertising research is a specialized form of marketing research conducted to improve the efficacy of advertising.
  • Primary research is conducted from scratch.
  • Secondary research already exists since it has been collected for other purposes.
  • Secondary research costs far less than primary research, but seldom comes in a form that exactly meets the needs of the researcher.

• Funds Available Relative to Costs

  • Marketing departments need to look at what types of advertising are available that will keep them within budget.
  • There are different types of advertising available.
  • Consumers in each type of market will have a preferred form of advertising.
  • When a company is looking at launching a new product, they need to consider research, development, production, and marketing.
  • A company may focus more on the research and development of a product, which will affect the amount of money that is available for marketing and production.

• Differences in Messaging in For-Profit vs. Non-Profit Organizations

  • This messaging may aim to directly persuade customers to purchase goods or services (print advertisements are an example of this type of messaging).
  • B2B marketers engage in more personal selling rather than mass advertising and are willing to make extensive adjustments to factors such as the selling price, product features, terms of delivery, and so forth.
  • This is done through colorful packaging and advertisements showing people who are successful because they start each day with a cup or two (or ten) of Starbucks coffee.
  • These operations can involve a broad array of concerns, such as religious, philanthropic, or research interests; public broadcasting; politics; and environmental issues.
  • Some examples of charitable organizations include student merit scholarships for athletic or academic achievement and organizations concerned with humanitarian and human rights issues, disaster relief, and research.

• Advertising

  • Advertising generates feedback that is analyzed and measured.
  • Assessing how a particular message and target audience relates to different types of media by analyzing the research findings provided by the media type.
  • Current technology is forcing advertisers to move away from antiquated structure and practices.
  • No longer is a product limited by the scope and time-frame of a conventional advertising campaign.
  • The key to successful advertising is to sell benefits, not features.

• Perception

  • Seymor Smith, a prominent advertising researcher, found evidence for selective perception in advertising research in the early 1960s, and he defined it to be "a procedure by which people let in, or screen out, advertising material they have an opportunity to see or hear.
  • People who like, buy, or are considering buying a brand are more likely to notice advertising than are those who are neutral toward the brand.
  • This fact has repercussions within the field of advertising research because any post-advertising analysis that examines the differences in attitudes or buying behavior among those aware versus those unaware of advertising is flawed unless pre-existing differences are controlled for.

• Issues in Marketing

  • A company must have ethical marketing policies to guide their pricing, advertising, research, and competitive strategies.
  • Some ethical problems in market research are the invasion of privacy and stereotyping.
  • In the 1940s and 1950s, tobacco used to be advertised as promoting health.
  • Violence is an issue especially for children's advertising and advertising likely to be seen by children.
  • Through negative advertising techniques, the advertiser highlights the disadvantages of competitor products rather than the advantages of their own.