Marketing research is an important thing need to be done in doing an advertisement, it’s a process of planning, collecting and analyzing the data needed to solve marketing problems. In cooking a dish you gather first ideas how to cook it and what are the ingredients, in advertisement you do first marketing research before creating an advertisement. You need to plan, know your target market, you need to be very careful before releasing you advertisement. Some location or places and some people may get offended or may get angry to your advertisement if you didn’t plan it properly. It can help [your company identify threats and opportunities and through this companies can track their progress.
In Marketing research there are steps you can follow, the first one is identify and define the problem, next one develop the research design, third is determine the method for collecting data, collect the data, analyze the data and the last one report and present the data. In marketing research we have the primary market research where in you collect data for the first time, you can done it through survey and focus group. We can measure the effectiveness of an advertising message through advertising and primary market research. While in secondary market research you collect data from internal company reports, trade and professional association, nonprofit organization, government report, business websites and news and media sources. The advantage of this is you can save time and money which is very important to every researchers, but the disadvantages are the reliability of the source and most of the information are not timely.
Advertising plan is like a blue print of every advertisement, because in the document it has written there the goals of an advertising campaign, the methods used to accomplish these goals. There are steps in creating the advertising plan, first perform a situational analysis, you can use here the SWOT analysis. Second is set advertisement objectives, without objectives you cannot get your desired results. Third determine the budget, advertisement can be an expensive one that’s why you need to plan it carefully. Fourth is develop the creative strategy, you advertisement is just a waste if your target market didn’t get the message of your work, advertisement is a way of communication with your target market. Lastly evaluate the plan, this time evaluate if you can get your return of investment.
In advertising plan we have the advertising plan analysis, it’s the most time-consuming task. because you need make analysis in internal and external factors that can affect your advertising plan. In industry analysis you focus on the development and trends within an entire industry, in market analysis, you study who is your target market and your potential buyers. In competitor analysis, it can help you develop strategies to overcome the completion. Other analysis you need to do are global analysis, standardize for greater efficiency and customize to appeal to local tastes.