Sources of information 

Unit 30 .1

Advertising agencies hire advertising research agencies to go out a collect information they want on their product research demographics.

The research agencies will conduct various types of methods such as; surveys/ questionnaires, focus groups & other types of audience research. They then send the information back to the advertising agency where they use this information to direct their advert strategies at the chosen audience.

Below I have listed various types of companies that do this type of research

• Researchnow
• Research Global 

Information research from - http://en.wikipedia.org/wiki/Advertising_research 

There are two types of research customized and syndicated-

- Customized research is executed for a specific client to fit the clients needs, only that client has access to the information/results of the research conducted.

- Syndicated research is a single research conducted by a research company, once research is complete the results are available for sale to multiple companies or agencies.

Pre-testing;

also known as copy testing, is a form of customized research that predicts in-market performance of an advert, before it airs. By analysing audience levels of attention, brand linkage, motivation, entertainment and communication.

The company tests the flow on attention and emotion which consist of studying where the customers were most and least interested. They do this by studying where the persons attention draws to or eyes get drawn to by examining where their eyes move in relation to their head.

The most attention drawn areas will be chosen to be fully featured in the final output of the advert.