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Advertising Research System
Pages 2 (502 words)
Advertising is one of the biggest investments that companies make in a brand. As such it’s often necessary to conduct research prior to, after or during advertising campaigns to establish if the investment in the brand was worth it.
Did/will the company get any value of the air buys? Are/were the advertisements perfectly tuned to their message and audience? For copy review, refinement and development to enhance the safety and care features of the kid’s nutritional products, both one-on-one interviews and focus groups will be equally applicable research methods. The focus group is a technique used in marketing research to gather data through topic based interactions as determined by the marketing researcher. The data comes from the group while the researcher determines the focus of the group. The use of focus groups in advertising can be traced back to the Second World War when they were used to evaluate the effectiveness of training materials that the groups were using and the effectiveness of war propaganda efforts. By using focus groups it was realized that respondents to a particular research became were able to reveal information that they deemed as sensitive when they were in the confines of a comfortable and safe place with people like themselves. Any form of effective advertising is directed to a human audience. It’s on this fact that focus groups derive their strength from. One of the key characteristics of focus groups as a research tool, just like advertising, is that it actively involves people. ...
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