subject: Market Analysis For Database Driven Advertising [print this page] Market analysis for database driven advertising is done in order to produce better advertisements that are more efficient in motivating customers to buy a product or a service. The market analysis can be based on a particular advertising campaign or can be more generalized and based on how advertisements create an effect on people's minds.
Many approaches involved in conducting a market analysis of advertising come into play such as: economical, psychological, demo-graphical and sociological.
The purpose of the database is to freeze the final advertising design and provide the business owner with a vehicle to confidently replicate the advertisements into a broad array of sub-markets and maintain a sustained effectiveness over a period of time. The database software encapsulates the final results of the market research.
When designing an advertisement for a particular product many things should be researched like where it should be displayed, whether the advertisement can be printed in newspapers or magazines or broadcasted on television or radio or published on the Internet. Many methods are undertaken to collect relevant information.
The market analysis itself is of two kinds, syndicated and customized. Syndicated market analysis is a single market analysis done by the company that is available to other companies as well. Customized market analysis is market analysis based on certain criteria and is done for a particular company and its results are available to only that company. These results are the conclusions that represent the database driven advertising campaigns employed by the company for all future operations.
Pre-testing or copy testing is a type of customized market analysis that determines the in-market efficiency of an advertisement before it is released or before the final production. The more the pre-testing is done the more likely that it will be a successful advertisement and each pre-testing should be applied a number of times. This can done by studying the level of attention the customers have, motivation, brand linkage, communication and entertainment.
Flow of emotions and flow of attention are broken down and studied individually.
The results are applied on the advertisement that is still being developed to recognize the weak points and replace them.
A reliable feedback loop can guide the client and the agency to work in harmony. Tests should be applied during the storyboard stage of ad making. This is an early stage and the results are highly predictive. During this process, images are selected and used as integrated campaign print ads.
Post-testing or ad tracking studies are either syndicated or customized. Studies are done over a period of time or continuously. The in-market market analysis is done to understand a brands linkage, performance, awareness, and preference along with product attitudes and usage. They are done by, conducting interviews either on phone or via Internet.
Testing the finished advertisement provides the confidence of the effort and gives the business owner an idea as to whether it is following the strategy originally described from the beginning.
All the above database assisted studies should facilitate the client's advertisement development and make the end product easier to achieve. The study should contain rational information having not only surface knowledge but also provide deep in-sight that will open a window to a customer's mind.
The rapidly changing likes and needs of the customers are difficult to track, but should be subjected to a statistical survey in order to discover buying habits that can be used in database driven advertising to increase the quality of advertisement and lengthen the period of effective and profitable returns on investment.
