Introduction advertising unit Structure

8. Competitive Advertising :
Proper advertising research can help 
to develop not only creative ads but also competitive ads to face 
the challenges posed by competitors claims in their advertisement 
and other marketing efforts. 

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15.2.4 Types of advertising research :
Advertising research can 
be sub-divided into the three major areas : 
1. Budget Research :
It is covered with the amount of money 
allocated to advertising. 
2. Media Research :
It concerned with advertising research, 
frequency, efficiency and the effectiveness of different media and 
combinations of media in reaching target customers. 
3. Copy Research :
It deals with what is said and how it is said in 
the employed media. All these areas are inter related and 
interdependent. For example, the use of inappropriate media would 
affect even the most effective advertising message. Media 
effectiveness may also be influenced by the available budget. 
15.3 TESTING OF AN ADVERTISEMENT 
 
Ad testing deals with the measurement advertisement 
effectiveness. What constitutes effectiveness? Which variables (s) 
should be tested, or, measured to know the degree of advertising 
effectiveness? 
15.3.1 Meaning : 
In practice, the following four categories of variables, are, 
generally, tested viz. (1) message variables, (2) media variables, 
(3) scheduling variables and (4) budgeting variables. 
1. Message Variables :
In the case of an advertising message in 
an advertising message in a typical print advertisement the variable 
to be tested would be the headline, the illustration, the body test, 
the layout, and the typography, individually as well as severally. In 
the case of television commercials, the variables to be tested would 
be appeals, themes, propositions, rhetorical style, audio-visual 
devices, format illustration technique, staging casting music, sound 
effects, etc.