Different Areas of Advertising Research

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Different Areas of Advertising Research

Target Marketing Research: Advertiser use consumer segmentation research to identify and understand the groups of consumers that comprise the market place for a particular product or service. Segmentation also helps multi-brand advertisers to avoid “brand cannibalization” and makes distinct brand images.

Competitive Activity Research: Also known as situation analysis research. The aim of competitive research activity is to learn how much money are competitors spending and on which media. Covers competitors’ creative strategies and executions. Helps the company make the ad budget, do media selection & render creative strategies to gain competitive edge.

Positioning Research: Brand specific. Perceptual mapping is also undertaken & helps in the following ways,

• Number of dimensions consumers use to distinguish between brands or products.
• Nature and characteristics of these dimensions, 

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