ВИКОРИСТАННЯ ДОСЛІДЖЕНЬ РЕКЛАМНОГО РИНКУ ДЛЯ СТВОРЕННЯ ЕФЕКТИВНОЇ РЕКЛАМИ

Abstract

Unlike most of the business world, which is governed by numerous feedback cycles, the advertising industry receives few objective, reliable reviews about its advertising. Few advertisements and commercials are being tested among consumers (by some estimates, less than one percent). The proposed article is devoted to the analysis of the main directions of research of the advertising market to create effective advertising that help marketers to create the correct positioning and expression of the company’s brand. It is noted that testing advertising can provide a reliable feedback cycle and lead to much better advertising, but there are many obstacles. Agencies and customers often think they know how to create and evaluate good advertising. But this is not the case. The effectiveness of advertising has been the subject of worldwide scientific interest for many decades, but advertising agencies and their clients continue to clumsily evaluate advertising. Therefore, research of the advertising market is undoubtedly necessary. It concerns primarily the collection and analysis of data on the target advertising market and competitors, as well as features, trends and changes in the general market. Of all the aspects of marketing, advertising is the most visible part of a business strategy and is a high risk for both businesses. When the risk pays off, businesses benefit from a sharp increase in sales that lasts long after the end of the campaign. Having advertising that cannot achieve the goal of the business is a major risk for the business. Money spent on marketing is money not spent on other areas of business; areas that can often show more concrete and immediate results. The additional costs and complexity for marketers in developing advertising are the ever-increasing choice of media, ways to advertise on these media and the growing demands of business to show the marketing return on investment for a communication strategy. Reducing risks and increasing the chances of businesses to have a positive return on investment is the role of advertising market research. So, obviously, advertising requires its own market research. Why and how to conduct advertising market research? What is advertising market research? This article is devoted to these issues.