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How to Integrate Advertising Research into Your Ad Campaign

By Mark Etinger

Republish: EasyPublish™
Published: 03Jan2012
Word count: 431
Viewed: 87 time(s)

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When you shell out the money for billboard printing or full color vinyl banners, you want to make sure that you're getting a return on your investment. Really, that's what advertising is. It is an investment in your business.

Effective advertising will help you to recoup on that investment by bringing new and return consumers back to your business. If someone sees your large format banner on the outside of a building and stop in to your establishment to purchase some of your goods or services then your campaign is ostensibly making its money back. When that same customer returns to your business you are making money for your business that you may otherwise have missed out on.

But other than being able to recognize faces and know that repeat customers were brought in by a specific advertising campaign, what are other ways to judge the effectiveness of your marketing?

In 1879, a man by the name of N.W. Ayer did a custom survey and research questionnaire on the how the people of a certain town reacted to an advertisement by a farm machinery supplier. It was during this survey that advertising research became a new and undeniably useful tool for businesses across the world.

There are two different types of research in advertising one is called customized and one is called syndicated. As you can imagine, customized is for specific businesses to assess specific needs. This type of research is usually conducted by private advertising research companies and the results are only disclosed to the client that hired them. In contrast, syndicated research is done on a larger scale and the results are then sold to companies who think they could benefit from the information.

Pre-testing in advertising is done before an ad campaign even begins and tests the projected effectiveness of a certain run of ads (like television commercials or outdoor vinyl banners.) Post-testing is tracking for a brand's performance after an ad campaign. It is a great way to be able to tell if your advertising is effective and drawing in new and return clients and creating brand awareness and preference. This type of testing can go on for a long period of time or a period of "flash time" that occurs directly after the campaign comes out.

To gather the best evidence of the effectiveness of your ad campaign, you really should hire someone who knows about advertising research. This can tell you if your investment is worthwhile or if you need to go in another direction.

BlockBanner provides custom vinyl banners, billboard printing, and other promotional and advertising services for businesses.

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