Introduction advertising unit Structure

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15.2.3 Importance of Research in Advertising : 
 
Following points justify the need and importance of advertising 
research : 
1. Target Audience :
Target market/audience can be identified 
through ad research and accordingly the message can be directed 
to the right target audience. 
2. Media-Mix :
It enables to determine the proper media/media-mix 
that can be employed to run the ad campaign. Proper media is 
selected to reach more effectively to particular groups of potential 
customers. 
3. Unique-Selling Proportion (USP) : 
Research may reveal a 
unique buyer benefit that no one had thought of before. Advertising 
research helps to discover USP that can be effectively presented in 
the ad. 
4. Costly Errors Can be Minimized :
Advertising research can 
prevent the advertiser from making cost mistakes. Mistakes can 
often be committed in over budgeting, selecting wrong media. 
Directing the ad message to wrong audience etc. 
5. Budget Amount :
Advertising research also enables to 
determine the proper amount that can be effectively spent on 
advertising. Proper budget amount can be allocated and utilized by 
using the ads at the right time and at the right frequency. 
6. Layout, Copy and Illustrations :
It can help to develop effective 
layout, copy illustration that would be most effective in gaining 
consumer attention and in inducing effective readership / viewer 
ship of the ads. 
7. Appeals in Advertising :
Through proper conduct of consumer 
research, one can understand their likes, dislikes, tastes and 
preferences. A study can be made of their buying motives. 
Accordingly appropriate appeals can be developed to stimulate 
demand among the various groups of prospects. And as such the 
most effective ad campaign theme can be devised and used to 
bring about desired response from the consumers.