Analysis of an Advertisement CD Cover Advertisements in print media or visual media incorporate color, images, text, argument, persuasion and many other critical ideas. To analyze an advertisement, a student should approach the task using the same steps as analyzing a written text.
Because any mistake can be costly, analysis is done at every stage of the advertising process: The analyst uses a range of techniques to test the effectiveness of advertising approaches.
Developmental Research Analysis of potential advertising messages is known as developmental research. Its goal is to understand the kinds of promises and solutions sought by the brand's target audience. One approach, called concept testing, involves asking consumers for feedback on the advertiser's suggested message or new product ideas.
Alternatively, a focus group may be convened. This is an unstructured but professionally moderated discussion designed to elicit the participants' perceptions of the brand and suggestions for an advertising message. Evaluative Research Evaluative research is used to judge the effectiveness of proposed copy and visuals.
One method of analysis is a communication test, where members of the brand's target audience view the ad and then give their opinions or respond to a questionnaire about it. Two other approaches are recall and recognition tests.
Usually used for television commercials, recall tests involve asking participants to watch a certain program; the next day, they tell researchers how much they remember of particular ads during the show. Print recognition tests ask readers whether they recognize an ad in a magazine they previously read.
Field Research After an ad is launched, the goal of analysis is to evaluate how well it is working. A common approach, known as a tracking study, surveys members of the target audience over time.
This allows researchers to follow, or track, ongoing changes in their attitudes, purchase intent and knowledge of the brand.
Companies assess the effectiveness of Internet advertising based on number of direct responses, like the number of inquiries or sales generated by a particular ad.
Challenges While no form of marketing research is easy, advertising analysis faces unique challenges. First is the problem of audience distraction. If people watch television while engaging in other activities such as eating or talking to friends, a poor recall score for a commercial may say little about its effectiveness.
Similarly, someone who casually flips through a magazine may be unable to give meaningful feedback about a particular print ad.
Another challenge is posed by Internet advertising, which is believed to influence people in different ways than traditional media vehicles. Ronald Lane, et al. Handlin graduated from Harvard and holds advanced degrees in marketing from Columbia and New York University.If you are using the web for a comprehensive historical analysis of advertising, you will likely face a significant problem.
Ads on the web are usually separated from the editorial matter and the other advertisements that surrounded them. The process of making an advertising campaign is as follows: Research: first step is to do a market research for the product to be advertised.
One needs to find out the product demand, competitors, etc. 4. What can you deduce about American culture in general by looking at this ad? How should the target audience or public react to this ad?
Organization: Sample Outline 1. Introduction: What is the ad for? General summary of the context of ad, name the company or product, and your thesis—what is the ad doing or saying and who is the audience. Lesson for an introduction to the analysis of deontological ethics high An introduction to the analysis of setting up a civilization school literature class to explore essential questions.
Central Board of Secondary Education (CBSE) conducted the an introduction to the analysis of recycling Class 12 Physics an analysis of the process of advertisement examination today.
4. What can you deduce about American culture in general by looking at this ad? How should the target audience or public react to this ad? Organization: Sample Outline 1. Introduction: What is the ad for? General summary of the context of ad, name the company or product, and your thesis—what is the ad doing or saying and who is the audience.
Evaluation of Advertising Effectiveness Using Agent-Based Modeling and Simulation Junwei Cao Department of Computer Science analysis, prediction, and scheduling. This work presents an agent-based modeling and simulation approach to comprise the total advertising process. The components of advertising are illustrated in Figure 1.