Advertising and Content Research

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Advertising and Content Research

Advertising research is aimed at increasing return on investment (ROI) and delivering the marketing message to the right person at the right time. This is studied in three main stages: Planning (Pre-test), Measurement (Tracking), and Improvement (Post-test).

Research Stages

This is the stage of “testing” the advertisement before releasing it to the public.

  • Message testing (Concept Testing): Is the advertising idea understandable to customers? Is it able to attract their attention?
  • Channel selection: Where do target customers spend the most time? (Facebook, Instagram, TV, Outdoor advertising, etc.).
  • Creative solution: Checks whether the video, image, and text are aligned with the brand identity.
  • Timing planning: When should it be released to gain the highest response?

Measures actual results using quantitative indicators while the advertisement is running.

  • Advertising reach: How many people saw the advertisement in total, and how many times was it viewed?
  • Engagement: Are people liking, commenting, and sharing it further?
  • Number of people who clicked the link (Click-Through Rate-CTR): What percentage of people who saw the advertisement clicked the link and entered the website?
  • Cost per acquisition (CPA): How much advertising cost is being spent to acquire one customer?

After the advertisement ends, the results are analyzed to determine what should be focused on next time.

  • Brand growth: By what percentage did brand awareness increase as a result of the advertisement?
  • Return on investment: How many tugriks in sales revenue were generated from each 1 tugrik spent on advertising?
  • A/B test results: Comparing which type of image or text performed better and improving the design of future advertisements.
  • Negative impact analysis: Checking whether the advertisement had any negative effect on the brand’s reputation.

When evaluating advertising results, they are considered at the following 3 levels:

  1. Cognitive level: Do people remember the advertisement? (Recall)
  2. Emotional level: Did people like the advertisement? (Attitude)
  3. Behavioral level: Did people make a purchase after seeing the advertisement? (Action)

Advertising should not be simply “released,” but rather planned based on research, measured with data, and improved by correcting mistakes, so that the marketing budget can be saved, used efficiently, and turned into real profit.