Advertising Research
- First Online: 13 January 2024
Cite this chapter
- Manukonda Rabindranath 3 &
- Aradhana Kumari Singh 4
170 Accesses
This chapter gives an overview of conducting research in the field of advertising. Research is very vital for any business entity and companies. But when it comes to creative field like advertising research plays a significant role in producing creative content that instantly grab the attention of its incidence. Creativity is the heart of advertising while research is the backbone of advertising. Without appropriate research, even creativity also fails. Advertising promotes products and brands to increase sales of the advertised products or brands. Without proper research, it is difficult to achieve advertising goals and objectives. Research helps to understand the nature of potential target consumers very well. It is extremely needed to identify prospective consumers and to understand their buying behaviour. What influence them to prefer one product over the other product of the same category? The answer to this question lies in research. Research is also important to evaluate the effectiveness of the ad. It is also vital to find out the result of the efforts put into the advertising campaign. Advertisers spend a lot of money on advertising every year. Because of this, it is important to evaluate how well the advertising copy and the final ad work to influence consumers and get a good response to the advertised products. Marketers have a firm belief that the process of advertising that is not backed by research activities is a waste of time and effort. Research activities in advertising are usually performed by advertising agencies on the demand of their clients. There is an individual department that only deals in research activities about planning, preparation, placement and evaluation of advertising campaigns. In this chapter, we are going to learn about the basics of advertising research and what techniques and methods are involved in advertising research. This chapter's objective is to provide both theoretical and practical knowledge of advertising research. A case study of the Beti Bachao Beti Padhao (BBBP) (Save daughter, educate daughter.) advertising campaign is provided at the end of the chapter to demonstrate how post-test research in advertising is conducted.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
- Available as PDF
- Read on any device
- Instant download
- Own it forever
- Available as EPUB and PDF
- Durable hardcover edition
- Dispatched in 3 to 5 business days
- Free shipping worldwide - see info
Tax calculation will be finalised at checkout
Purchases are for personal use only
Institutional subscriptions
Real Indian gooseberry.
Village Council.
Ching’s secret—Remove Hunger from India. Campaign to raise funds to fight against hunger in India.
Only when the daughter is educated, she will move forward in her life.
Journals and Online Reports
CII. (2019, April 19). In-Cinema Advertising in India. https://www.ciiblog.in/industry/in-cinema-advertising-in-india/ .
Clement, J. (2020). Twitter: most users by country. Retrieved July 3, 2020, from https://www.statista.com/statistics/242606/number-of-active-twitter-users-inselected-countries/ .
Cobb, C. J. (1985). Television Clutter and Advertising Effectiveness . AMA Educators’ Conference: American Marketing Association.
Google Scholar
Dar Video. (2019, August 02). Why You Should Make Animated Advertisement And What Type Of Animation To Use? https://darvideo.tv/blog/why-you-shouldmake-animated-advertisement-and-what-type-of-animation-to-use/ .
Jaglan, S. (2016). Selfie With Daughter. Retrieved July 3, 2020, from http://selfiewithdaughter.world/about.aspx .
Jain, N., & Sanghi, K. (2016). The Rising Connected Consumer in Rural India (p. 3). The Boston Consulting Group. https://image-src.bcg.com/Images/BCG-TheRising-Connected-Consumer-in-Rural-India-July-2016_tcm9-61868.pdf .
Kaiser Family Foundation Report. (2008). Public Service Advertising in a Changing Television World. https://www.kff.org/wp-content/uploads/2013/01/7715.pdf .
Mord, M., & Gilson, E. (1985). Shorter Units: Risk-Responsibility-Reward. Journal of Advertising Research, 25(4) : 9–19.
Speck, P., & M, Elliott. (1998). Consumer Perceptions of Advertising Clutter and its Impact Across Various Media. Journal of Advertising Research . https://go.gale.com/ps/i.do?id=GALE%7CA54376730&sid=googleScholar&v=2.1&it=r&linkaccess=abs&issn=00218499&p=AONE&sw=w .
Stanley, N. (2015). Why Frequency matters when it comes to advertising. https://www.aprs.com.au/why-frequency-matters-when-it-comes-toadvertising .
Surti, S. (2017, February 21). PM Modi's Beti Bachao Beti Padhao misses the Digital India bandwagon - Social Samosa. http://www.socialsamosa.com/2017/02/beti-bachao-beti-padhao-digital-india/ .
Webb, P., & Ray, M. (1979). Effects of television clutter. Journal of Advertising Research, 19 : 7–12.
White, S., & Dawson, C. (2007). Clutter, clutter on the screen – Is this the way it’s always been? Admap, 482 : 43.
Zhao, X. (1997). Clutter and Serial Order Redefined and Retested. Journal of Advertising Research, 37(5) : 57.
Download references
Author information
Authors and affiliations.
Centre for Media Studies, Jawaharlal Nehru University, New Delhi, India
Manukonda Rabindranath
Research Assistant, Indian Council of Social Science Research (ICSSR), Ministry of Education, Govt. of India, New Delhi, India
Aradhana Kumari Singh
You can also search for this author in PubMed Google Scholar
Corresponding author
Correspondence to Manukonda Rabindranath .
Rights and permissions
Reprints and permissions
Copyright information
© 2024 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
About this chapter
Rabindranath, M., Singh, A.K. (2024). Advertising Research. In: Advertising Management. Palgrave Macmillan, Singapore. https://doi.org/10.1007/978-981-99-8657-6_7
Download citation
DOI : https://doi.org/10.1007/978-981-99-8657-6_7
Published : 13 January 2024
Publisher Name : Palgrave Macmillan, Singapore
Print ISBN : 978-981-99-8656-9
Online ISBN : 978-981-99-8657-6
eBook Packages : Business and Management Business and Management (R0)
Share this chapter
Anyone you share the following link with will be able to read this content:
Sorry, a shareable link is not currently available for this article.
Provided by the Springer Nature SharedIt content-sharing initiative
- Publish with us
Policies and ethics
- Find a journal
- Track your research
IMAGES
VIDEO
COMMENTS
With advertising practice and research changing significantly in the last decade, it is likely that the definition of advertising also needs some transformation. Rather than broadening the definition to eliminate key dimensions, this study seeks to redefine advertising by replicating Richards and Curran ( Citation 2002 ) study, which suggested ...
This study aims to compare, contrast, &analyze the evolution of advertising definitions over grey time by identifying pertinent research. The various reports are contrasted with earlier versions ...
Marla Royne Stafford ([email protected]) is Professor of Marketing in the Lee Business School at the University of Nevada-Las Vegas. She is past Editor-in-Chief of the Journal of Advertising, past-president of the American Academy of Advertising, the 2016 recipient of the Ivan Preston Award for Outstanding Contribution to Advertising Research and the 2021 Elected Fellow of the Academy.
communication about an organization and its products that is transmitted to a target audience. through a mass medium such as television, radio, newspapers, magazines, direct mail, public ...
Abstract With advertising practice and research changing significantly in the last decade, it is likely that the definition of advertising also needs some transformation. Rather than broadening the definition to eliminate key dimensions, this study seeks to redefine advertising by replicating Richards and Curran (2002) study, which suggested the current US-based definition. Using Delphi ...
Advertising research is a specialized area that applies different methods to measure advertising effectiveness. It is a systematic process that involves collecting, recording and analysis of data to evaluate the potential of an ad in communicating a message successfully be it a print or audio-visual ad.
Promotional media. Research. v. t. e. Advertising research is a systematic process of marketing research conducted to improve the efficiency of advertising. Advertising research is a detailed study conducted to know how customers respond to a particular ad or advertising campaign.
Recent criticism of advertising research has highlighted its lack of practical relevance and the absence of replication studies. Both are significant shortcomings for applied science intended to improve advertising practice. This paper proposes a methodological four-stage approach to the study of advertising execution to address these deficiencies.
Journal home. Published by Cambridge University Press on behalf of The ARF (formerly Advertising Research Foundation), the Journal of Advertising Research, which has been in existence for more than 40 years, is dedicated to providing up-to-date and practical information, as well as theoretical discussions on diverse aspects of advertising ...
The paper also attempts to discuss the possibility that a potential new paradigm of marketing as a science by a value creation theory, which focus on the new role of marketing in value creation ...