Purpose and background:
Advertising research process consists of systematic gathering and analysis of data to assist develop or value advertising methods, ads and commercials, and media campaigns. Researching a company’s past advertisement pattern or deciding a future plan of action for proper, effective advertisement for a company enables a company/brand to yield most out of any paid commercials.
Scope and responsibilities:
Advertising analysis could target a particular ad or campaign, or may be directed at a more general understanding of how advertising works or how consumers use the information in advertising. It will highlight a range of analysis approaches, including psychological, sociological, economic, and other perspectives. Client’s need is taken into consideration on priority and customized research is conducted accordingly. Additionally, a thorough study of output generated from advertising is a crucial step to ensure it has been implemented correctly. Only that consumer has access to the results of the analysis. Syndicated analysis may be a single analysis study conducted by a market research company with its results available, for sale, to multiple companies.

Procedure and Methodologies:
A) Desk research or Pre-market research: It can be conducted to optimize ads for any medium and optimize advertisement for any medium: Radio, television, print (magazine, newspaper or direct mail), outdoor billboard (highway, bus, or train), or Internet.
B) Post-market research: It is conducted after the advertising, either a single ad or an entire multimedia campaign has been run in-market. It is conducted to review the effects of advertising on the brand, i.e was it beneficial in increasing brand awareness, trial, frequency of purchasing.
C) Targeted advertisement: After studying the results of the first cycle of ad campaigns, understanding the ratio of consumers in terms of age, gender, marital status, income brackets and geographic location is necessary to further plan a targeted advertisement campaign.
D) Selective media: Character of each media source is studied to ensure its reach in terms of geography and other characteristics (gender, age) of consumers. Depending on these, extensive list of media sources is curbed to specific sources for effective campaigning and better results. For example: For some companies, radio advertisements might work better, while for others Social media platforms like Facebook, Twitter might work better.
E) Providing coupons/discounts to lure new users and to retain pre-existing users.
F) Loyalty points schemes play a vital role in user retention
G) Referral discount can be offered to both old and new consumers.