One of the largest and best known research institutes is Nielsen. Nielson research includes television, films, newspapers and radio. Nielsen offer a number of areas that they can conduct research into including advertising effectiveness, marketing performance and promotional strategy’s. For each area they conduct a number of test to increase accuracy, for example when carrying out research in advertising effectiveness they:
- Find out what audience the advert is reaching
- Compare how much one company is spending on advertising against another
- Improve advertising strategy’s
- See if the improvements have made the brand more memorable and likeable
Another example of a media research company is SKOPOS which operates in mostly European countries, and again carries out research in areas such as PR evaluation, brand evaluation and website evaluation.
Clearly the fact that there are many different research companies shows how competitive media companies are and how vital research is to help companies to sell their product, otherwise these companies wouldn’t exist.
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