Elements and Performance Criteria
- Assess advertising research requirements
- Analyse information about consumer, product and market environment to identify and justify need for further research
- Assess creative concepts to determine and justify need for concept testing
- Assess media options and scheduling to determine and substantiate need for media research
- Identify and assess legal, ethical and cultural considerations for advertising research to determine their impact on research methods
- Select research method/s
- Confirm research budget and timeframe in selecting appropriate research method/s
- Assess capacity of primary and secondary research methods to provide required information
- Select pretest advertising method/s most likely to provide required information on time and within budget
- Prepare research brief specifying research objectives and method/s, budget, time, schedule and reporting requirements
- Utilise advertising research findings
- Analyse research results using appropriate techniques to identify findings and impact on advertising strategies, budgets and timelines
- Adjust advertising strategies, budgets and timelines to reflect research findings
- Revise advertising strategies to meet legal and ethical requirements, and requirements of advertiser