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Advertising research is a specialized form of marketing research conducted to improve the efficiency of advertising. According to MarketConscious.com, “It may focus on a specific ad or campaign, or may be directed at a more general understanding of how advertising works or how consumers use the information in advertising. It can entail a variety of research approaches, including psychological, sociological, economic, and other perspectives.”
History
1879 - N.W. Ayer conducts custom research in an attempt to win the advertising business of Nichols-Shepard Co., a manufacturer of agricultural machinery.H173>Honomichl p.173
1895 - Harlow Gale of the University of Minnesota mails questionnaires to gather opinions about advertising from the public.H173/>
1900s - George B. Waldron conducts qualitative research for Mahin’s Adverstising AgencyHonomichl pp.173-174
1910s - 1911 can be considered the year marketing research becomes an industry. That year, J. George Frederick leaves his position as editor of Printer’s Ink to begin his research company, the Business Bourse with clients such as General Electric and the Texas Co. Also in 1911, Kellogg Co.’s ad manager, R.O. Eastman creates the Association of National Advertisers which is now known as the Association of National Advertising Managers. The group’s first project is a postcard questionnaire to determine magazine readership. The results introduce the concept of duplication of circulation. In 1916, R.O. Eastman starts his own company, the Eastman Research Bureau which boasts clients such as Cosmopolitan, Christian Herald, and General Electric.H174>Honomichl p. 174
1920s - In 1922, Dr. Daniel Starch tests reader recognition levels of magazine and newspaper advertisements and editorial content. In 1923, Dr. George Gallup begins measuring advertising readership.H174/>
1930s - In 1936, Dr. George Gallup validates his survey methodology by using the same tools polling voters durin read more at » http://en.wikipedia.org/wiki/Advertising+research
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