| Market research should forecast the impact of an | | | | results in valid and effective information which |
| eventual advertising campaign. It is a preliminary | | | | enables advertisers and managers to reduce the |
| strategy providing various indicators regarding the | | | | failure risks and to prioritize lucratively the major |
| most efficient way to approach the advertising | | | | assets of a business in a particular context. |
| process and to consider selling and developing | | | | Market research comprises 2 fundamental |
| strategies within private or public companies. | | | | components, primary and secondary research. |
| Regardless of the quality and creativity standards in | | | | Primary research is considered a very dynamic |
| advertising, a TV commercial or an online campaign | | | | process because marketers are required to collect |
| cannot be truly efficient if the audience has no | | | | information which, should later lead professionals to |
| interest in the advertised product or service. Market | | | | identify consumers' behavior and profile. Secondary |
| research values a wide spectrum of indicators which | | | | research interprets data which has already been |
| gradually narrow a targeted audience. The process | | | | gathered such as statistics on demographic indicators |
| has its starting point in generalized information such | | | | or authorities' financial reports. We can easily notice |
| as demographic information and can identify and | | | | that primary research focuses on prediction, |
| interpret even financial data for a particular category | | | | whereas, secondary research focuses on |
| of prospective consumers. | | | | interpretation. |
| Market research is definitely a laborious process | | | | Depending on the outcomes of market research, |
| because it involves complex procedures such as | | | | advertisers will be able to create proficient advertising |
| collecting information, analysis and interpretation. | | | | concepts and to develop them in outstanding ad |
| However, an adequate completion of the entire path | | | | campaigns. |