Advertising Research: The New Trends

Advertising research is so important because now, more than ever before, the influence of technology and the internet is making significant changes to the way consumers buy. Advertisers continually seek and develop new ways to reach out to people. In this age of technological supremacy, such outreach has become faster, but also more competitive. The primary methods of advertising in the past are no longer currently in the lead. People spend a large amount of time on the internet and interacting on social media, rather than reading magazines and listening to the radio. This means that the Advertising industry is facing new challenges and opportunities with the increase of internet use and the explosion of new media choices. So we need more RESEARCH!

Advertising research is completely essential because of:

1. Competition! Managers have to find a way to position their business to be successful among such a multitude of changes (technology is accelerating this dynamic!)
2. The Internet! Web analytics and Behavioral research can measure and evaluate consumer use of specific websites. 
3. Parity Products! Marketers and Advertisers need to build a brand image to put their product above other parity products 
4. The explosion of media choices! So many choices, so little time
5. Changing consumer markets! Resulted in a need to conduct frequent population audits and understand the mindsets of different groups. 

The BAD vs. the GOOD of Ad Research:

WEAKNESS: 
Advertising research can run into some ethical issues, especially with new  developments in behavioral targeting online. The idea that individual consumer movements can be monitored is alarming and concerning for some people. 
Also... research measuring advertising effectiveness relies on responses to questions about what consumers think and feel. Yet, these responses are sometimes swayed by the consumers opinion of what the research wants/ is looking to hear from them. 
#bad

STRENGTH: 
The future looks bright! many new and developing online research tools are increasing the breadth and depth of information available. Advertisers are now coming up with new ways to really understand the emotions and personal insights of the consumer (which is essential!) Ethnographic methods, in particular, help researchers gain a deeper understanding of people and culture.. and what they need. This is what advertising/ marketing/ communication is all about!! 
#good