Advertising research

Research carried out to assist with the development of effective advertising, whether for TV, radio, press, poster or internet. This research may be carried out at an early stage, to help determine strategy, and/or at later stages of the development of specific advertising ideas. It can also include forms of advertising evaluation and diagnostic research carried out after an ad or campaign has appeared.

Related Terms

Creative Development Research
Strategy Development Research
Pre-Testing

Related Websites

Account Planning Group
Institute of Practitioners in Advertising