Advertising Research Studies

---

• Advertising Communication Studies are tests of whether a proposed ad has the effect that it is intended to have. We recommend the following criteria for evaluation of a new ad versus an existing ad:
1. Comprehension – does the target audience understand the message in the ad?
2. Believability – if the target audience understands the message, do they believe it?
3. Relevance – if they understand and believe the message, do they care about it?
4. Motivation – does the new ad motivate purchase more than the existing ad does?
• Advertising Awareness Studies are studies to determine whether target audiences have seen your advertising and, if so, what they can recall from it. These studies are usually done in conjunction with Communications Studies or Brand Awareness Studies.