Introduction advertising unit Structure

14.5 QUESTIONS
 
1. Define illustration and explain the essentials of a good illustration 
2. What is illustration? Explain the functions of Illustration. 
3. What are the types of Illustrations Explain them in brief. 
4. What is Layout? What are features of a Good Layout? 
5. What are the types of Layout? 
6. What are the steps involved in process of Layout? 
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15 
 
 
ADVERTISING RESEARCH 
 
Unit Structure : 
 
15.0 Objectives of the lesson 
15.1 Introduction 
15.2 Advertising Research 
15.3 Testing of an Advertisement 
15.4 Pre-Testing Methods 
15.5 Post-Testing Methods 
15.6 Summery 
15.7 Questions 
15.0 OBJECTIVES OF THE LESSON
After completion of this lesson the student will be able to 
understand : 
Advertising research 
Need and importance of Advertising Research 
Types of Advertising Research 
Testing of an Advertisement 
Evaluating Advertising Effectiveness 
Pre-testing and Post-testing methods 
15.1 INTRODUCTION
Advertising research is the systematic, scientific and 
continuous process of studying consumers within the context of 
market situations, product attributes and competitors' strategies. A 
well-conducted research programme provides inputs that are the 
foundation of an advertising campaign. 

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15.2 ADVERTISING RESEARCH 
 
15.2.1 Definition 
Advertising research is defined as the systematic gathering 
recording and analysing of data relating to the effectiveness of 
advertising.