Importance Of Advertising Research
1.0 INTRODUCTION
Every advertiser and advertising agency wants to find better ways to advertise an effective advertising for their product or service. The term advertising can be defined as “communication of a message to the public, that message being designed to achieve an objective; the objective will vary, depending on whether the advertisement serves a business or a public purpose” (Firestone, 1968, p.1).Before a brand launches, advertising research are commonly perform by advertising a company, to study about the audience habits and preferences of their customers so that they can understand who their customers are and what appeals to them. Many companies and advertising agencies are still surprisingly unsystematic in the ways they choose to advertise. The end result of unsystematic decisions like these, wasting money on ineffective advertising, alienating the public and producing fewer sales profit are some of implication to the advertiser.
“The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace.” said David Ogilvy (1963). Therefore, acquire some understanding of the process through which advertising decision are made are the first step toward effective advertising research. The problem following the needed of advertising research is that to measuring advertisements or advertising messages and also measuring the media which expose the advertising
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