{"id":24043,"date":"2021-01-16T09:19:51","date_gmt":"2021-01-16T13:19:51","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=24043"},"modified":"2021-01-18T01:37:25","modified_gmt":"2021-01-18T05:37:25","slug":"advertising-research","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/advertising-research\/","title":{"rendered":"Advertising Research: Factors to Consider"},"content":{"rendered":"\n

What is advertising research? How can advertising research help create great ads, and test your ads for their effectiveness? <\/p>\n\n\n\n

Advertising research takes into account a lot of factors. When doing advertising market research, you can take into account product, company, economic, and advertising factors to gather marketing information. <\/p>\n\n\n\n

Read more about advertising research and factors you should consider when researching. <\/p>\n\n\n\n\n\n\n\n

Advertising Research<\/strong><\/h2>\n\n\n\n

Now that we know the basics of marketing, we\u2019ll look at using advertising research to check if we\u2019ve successfully applied them. We\u2019ll also use this research to inform our advertising in Part 2.<\/p>\n\n\n\n

Factors to Research<\/strong><\/h3>\n\n\n\n

There are two things advertising research can\u2019t <\/em>tell you, so you\u2019ll have to use your judgment:<\/p>\n\n\n\n

  1. How to price your product<\/a>. (At the time of writing, marketers just picked numbers and hoped they worked.)<\/li>
  2. Which campaigns will be most effective in the long term.<\/li><\/ol>\n\n\n\n

    However, when it comes to other factors, ad research can tell you a lot:<\/p>\n\n\n\n

    Product Factors<\/strong><\/h4>\n\n\n\n

    Factor #1: Product development<\/strong>. Studying your competitors\u2019 test markets, profit margin, and cost of goods can tell you what kinds of products do well.<\/p>\n\n\n\n

    Factor #2: Early consumer feedback.<\/strong> Avertising research can tell you what people think of a product before you manufacture it. If there\u2019s little interest, you can abandon the project before investing too much money into it.<\/p>\n\n\n\n

    Factor #3: Product quality.<\/strong> Once your product is available for sale, research can tell you what consumers think of it compared to the competitor\u2019s products. If they don\u2019t like your product best, you can ask your R&D to improve it.<\/p>\n\n\n\n

    Factor #4: Important features. <\/strong>Research will tell you what people consider when deciding whether or not to buy your product.<\/p>\n\n\n\n

    Factor #5: Extras. <\/strong>Research can predict which smells, colors, flavors, and recipes will be most popular.<\/p>\n\n\n\n

    Factor #6: Packaging. <\/strong>Research will tell you which package designs are likely to attract the most attention. Additionally, it can tell you if your package is so hard to open that it discourages people from buying it.<\/p>\n\n\n\n

    Factor #7: Vocabulary.<\/strong> Research can find out what vocabulary people use when talking about products in your category.<\/p>\n\n\n\n

    Factor #8: Line extension<\/a>.<\/strong> Research will tell you what additional products might do well under the same brand name.<\/p>\n\n\n\n