Burke Institute Seminars
The Burke Institute presents

Advertising Research On-Site Training

This on-site training class is also available as Public Schedule Seminar.

In this 2-day seminar, you will learn how marketing research techniques are used at the various stages of development and evaluation of print and broadcast advertising

Course Description/Agenda

What You Will Learn

You will learn which customized and proprietary research methods are best for:
  • Deciding what to say in the advertising message e.g., strategy development.
  • Evaluating advertising copy e.g. copy pretesting.
  • Broadcast, print and internet media research.
  • Justifying advertising claims.
  • Assessing the effectiveness of specific ads or entire campaigns, e.g., ad tracking.


Course Outline and Schedule

----- First Day -----
08:30 AM - 08:45 AM Introduction of Participants
08:45 AM - 10:00 AM Session I
HOW DOES ADVERTISING RESEARCH FIT INTO MARKETING DECISIONS?: Major advertising decisions and the research response; parties involved in ad research and their expectations; sources of ad research; controlling the quality of ad research.
10:00 AM - 10:15 AM Coffee Break
10:15 AM - 12:15 PM Session II
CHOOSING THE TARGET, SELECTING THE SOURCE AND JUSTIFYING THE CLAIM: Research techniques to support advertising planning; methods for segmenting markets, selecting targets, and developing customer profiles; methods for identifying compelling ad themes, including gap analysis, problem detection studies, benefit structure analysis, brainstorming, focus groups and others; strategic advertising research.
12:15 PM - 01:30 PM Lunch Break
01:30 PM - 03:00 PM Session III
DEVELOPING THE MESSAGE: Strategic advertising research, gap analysis, problem detection studies, benefit structure analysis, brainstorming, laddering, focus groups and other qualitative and quantitative research approaches to select the ad theme. Positioning research and how it is used to decide what to say in an ad; identifying priorities based on customer inputs to help decide advertising content.
03:00 PM - 03:15 PM Coffee Break
03:15 PM - 05:00 PM Session IV
EVALUATING ADVERTISING COPY: Evaluation of several videotaped commercials to establish criteria for evaluating ads; critical issues in copy research; communication vs. sales measures; the FCB Grid and other models of how advertising works; diagnostic vs. evaluative measures; testing rough vs. finished execution; validity, reliability, sensitivity and other criteria for evaluating copy testing methods.

----- Second Day -----
08:30 AM - 10:30 AM Session V
METHODS FOR PRESENTING ADS, OBTAINING RESPONSES AND THE MEASURES USED IN COPY TESTING: On air vs. off air, recruited vs. natural exposure, in-home vs. central location, and other options for TV. Portfolio, tip-in, on-screen and other options for print; focus groups, self-administered questionnaires, telephone interviews, electronic devices and other options for assessing responses in copy testing. Pros and cons of various options and when to use which. Measures of awareness, interest, arousal and diagnostics; physiological measures and objective evaluations; measuring recall and communication; techniques for measuring persuasion, cautions and guidelines; assessing sales impact.
10:30 AM - 10:45 AM Coffee Break
10:45 AM - 12:15 PM Session VI
COMMERCIALLY AVAILABLE COPY TESTING PROCEDURES FOR TELEVISION, PRINT AND RADIO: Criteria for evaluation; description of various copy testing methods assessing recall, persuasion, sales, diagnostics…; description and comparison of various commercially available standardized procedures, their pros and cons and variants; new developments in copy testing.
12:15 PM - 01:30 PM Lunch Break
01:30 PM - 02:45 PM Session VII
ASSESSING THE IMPACT OF ADVERTISING CAMPAIGNS: Post testing an ad and an entire multimedia campaign; tracking surveys, typical measures used, illustrative questionnaires and analytical procedures used for interpreting the results; commercially available advertising tracking systems; design of pre-post, post only and other studies to determine the effectiveness of campaigns; measures and questionnaires used; analysis procedures; impact of advertising vs. promotion; allocation of marketing budgets.
02:45 PM - 03:00 PM Coffee Break
03:00 PM - 04:30 AM Session VIII
MEDIA AND AUDIENCE RESEARCH: Media/audience research; measures used in broadcast, print and internet media; vehicle and ad distribution, audience and response measures; recall and recognition procedures for print; meter, diary and interviewing techniques for broadcast; description of commercially available procedures; terminology and operational definitions in media research; weight testing; wearout; competitive spending.
04:30 PM - 04:45 PM Concluding Remarks


What Past Participants Have Said About This Seminar

Verbatim evaluations from participants who have attended the "Advertising Research" seminar.
Names of evaluators have been left out as a matter of professional courtesy.

"Excellent, well organized, informative. Very complete/comprehensive."
Research Director, Snyder Communications


"Excellent seminar, very informative. Knowledgeable and interesting speaker. Kept interest in materials, good humor."
Associate Director, PDEI


"Excellent seminar -- gave me a comprehensive overview of research for advertising. Excellent instructor -- made seminar content meaningful, relevant to my interests and needs."
Director of Advertising, Pitney Bowes


"Very comprehensive. Very informative. Good foundation


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The Burke Institute
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