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    Advertising Research and Copy Testing

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    Mahantesh Kodli
    Retail auditing involves collecting data from retail outlets to evaluate various metrics like sales, stock levels, displays, and competitor activity. There are different types of audits, including market audits to understand customer sentiment, merchandising audits to review inventory data, and loss prevention audits. Regular auditing is important to identify issues, share best practices, evaluate performance, and identify training needs. It helps build relationships with store managers and foster competition between stores.

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    Advertising Research and Copy Testing

    Uploaded by

    Mahantesh Kodli
    94 views15 pages
    Retail auditing involves collecting data from retail outlets to evaluate various metrics like sales, stock levels, displays, and competitor activity. There are different types of audits, including market audits to understand customer sentiment, merchandising audits to review inventory data, and loss prevention audits. Regular auditing is important to identify issues, share best practices, evaluate performance, and identify training needs. It helps build relationships with store managers and foster competition between stores.

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    advertising reserch

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    Retail auditing involves collecting data from retail outlets to evaluate various metrics like sales, stock levels, displays, and competitor activity. There are different types of audits, including market audits to understand customer sentiment, merchandising audits to review inventory data, and loss prevention audits. Regular auditing is important to identify issues, share best practices, evaluate performance, and identify training needs. It helps build relationships with store managers and foster competition between stores.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    94 views15 pages

    Advertising Research and Copy Testing

    Uploaded by

    Mahantesh Kodli
    Retail auditing involves collecting data from retail outlets to evaluate various metrics like sales, stock levels, displays, and competitor activity. There are different types of audits, including market audits to understand customer sentiment, merchandising audits to review inventory data, and loss prevention audits. Regular auditing is important to identify issues, share best practices, evaluate performance, and identify training needs. It helps build relationships with store managers and foster competition between stores.

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    of 15

    RETAIL AUDITING

    RETAIL AUDITING
    • Retail audits are studies of selected retail outlets performed by brand
    representatives or retail store employees for the purpose of collecting data
    about the health of the brand’s products.
    • Sales volume
    • Stock levels (shelf and backstock)
    • Descriptions of in-store displays and promotional materials
    • Competitor activity
    • shelf location, number of facings present, missing/inaccurate shelf tags
    • Pricing
    • In-store location of products
    • Product damage
    TYPES OF RETAIL AUDITING
    • Market audit: Survey customers for brand sentiment, get a sense of
    how passers by interact with your store, and take a close look at what
    your competitors are up to.
    • Merchandising audit: This type of report compiles all your inventory
    data. Highlight stock levels, the effectiveness of product pricing, how
    products are displayed, the impact of your current visual
    merchandising, and product promotions.
    • Loss prevention audit: Is your current loss prevention plan working?
    What products are stolen most? Where in your store are they
    stocked? What strategies are working and which aren’t?
    IMPORTANCE OF RETAIL AUDITING
    • Identifying and solving inconsistencies in-store presentation, visual
    merchandising,
    • Finding store-level problems, such as maintenance and operational issues.
    • Uncovering best practices to share with other areas/stores
    • Creating and implementing new in-store processes and procedures
    • Providing a framework to evaluate financial metrics, and team
    performance
    • Build better relationships with your most important asset: your store
    managers and associates
    • Foster positive competition between your stores
    • Identifying training needs
    ADVERTISING RESEARCH AND COPY TESTING
    • Advertising research is a specialized form of marketing research
    conducted to improve the efficiency of advertising.
    • Advertising research is the systematic gathering and analysis of
    information to help develop or evaluate advertising strategies, ads
    and commercials, and media campaigns.
    • “Advertising research may focus on a specific 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 can
    entail a variety of research approaches, including psychological,
    sociological, economic, and other perspectives.”
    TYPES OF ADVERTISING RESEARCH
    • Customized
    Customized research is conducted for a specific client to address that
    client’s needs. Only that client has access to the results of the research.
    • Syndicated
    Syndicated research is a single research study conducted by a research
    company with its results available, for sale, to multiple companies.
    METHODS OF ADVERTISING RESEARCH
    • Pre-market research
    can be conducted to optimize ads for any medium optimize
    advertisement for any medium: radio, television, print (magazine,
    newspaper or direct mail), outdoor billboard (highway, bus, or train), or
    Internet.
    • Post-market research
    conducted after the advertising, either a single ad or an entire
    multimedia campaign has been run in-market. The focus is on what the
    advertising has done for the brand, for example increasing brand
    awareness, trial, frequency of purchasing.
    COPY TESTING
    • Evaluation of alternative ways for advertisers to present their
    messages.
    • “Copy” refers to an entire advertisement, including the verbal
    message, pictures, colors, and dramatizations, whether the
    advertisement appears in print, on radio or television, or some other
    medium
    TYEPES OF COPY TESTING
    • Consumer Jury.
    • Rating Scales.
    • Portfolio Tests.
    • Psychological Tests.
    • Physiological Tests.
    • Sales Tests.
    • Day-after recall Tests.
    CONSUMER JURY
    • Oldest & simplest test.
    • Personal interview may be used or a group may be assembled &
    asked to vote on an alternative based on their preferences, interests,
    or influences to buy the product .
    • Provides a “rating” given by a group of consumers who may represent
    potential buyers of the product.
    • Assumption: The respondent must like at least one advertisement.
    RATING SCALES
    • Requires the establishment of standards for effective copy and
    numerical weights for each standard. Ads are then “rated” in
    accordance with the scale values and a numerical score is obtained.
    • Advantage:
    Provides a list against which to check an ad & helps to single out the
    elements that are good or bad.
    • Disadvantages:
    Different judges will rate the ad differently
    PHYSIOLOGICAL TESTS
    • Physiological Tests:
    Tests are obtained using special laboratory equipments which record an
    individuals physiological responses to ads. e.g.-Galvanic skin response,
    Eye movement test, Pupillometer
    A list of reactions like self pity, security, fear or nostalgia is set up.
    Alternative ads are then rated on how readers respond w.r.t. those
    reactions.
    A no. of techniques including word association, sentence completion,
    depth interview & story telling are adopted. Difficult to implement,
    since skilled interviewers are required
    SALES TESTS
    • Sales tests are a useful measure of advertising effectiveness when
    advertising is the dominant element, or the only variable, in the
    company's marketing plan.
    • Sales response may not be immediate and sales tests, particularly
    field studies, are often costly and time-consuming.
    DAY-AFTER RECALL TESTS
    • Research method that tests consumers‘ memories the day after they
    have seen an ad, to assess the ad's effectiveness
    PROBLEMS IN MEDIA SELECTION
    • Problems in media selection
    • It’s not sufficient to select the major media, you also need to make
    specific selections within these general types of media.
    • Character of media has to be considered before selecting it as it has
    great influence on effectiveness of the advertisement.

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