Advertising research uncovers data that's needed to make advertising decisions. The type of information that a company should know before developing their advertising campaign are:
1. How people see its products and services
2. How potential customers view the competition
3. What brand or company image would be most credible
4. Which ads have the best look and feel, aesthetically
Strategy Research: Helps define the product, idea or concept
1. Creative Concept Research: measures consumers’ responses to creative thoughts
2. Pretesting of ads: diagnose potential problems with communication prior to a campaign
3. Posttesting of ads: evaluate the success and effectiveness of a campaign after it is exposed
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