Assistant Professor, Department of Commerce, A.S. College, Khanna, India
Online published on 3 June, 2015.
Today's in this competitive environment, strategies and research are the wealth of an organization, which can help it in achieving its goals. It is of paramount importance for the success of any organization. Advertising agency is no exception to this. Advertising research has become the focal center of attention in advertising agency circle because of its contributions. This paper attempts to know the fundamental understanding of the research process and the relationship of research to decision making in indian advertising agencies. Research is also used for evaluating the cumulative effect of advertising campaigns. In India, marketing research originated with advertising agencies.
It also highlights the status of research in organizational structure of advertising agencies and how the agencies verify the reliability of the information given by the clients. Lastly, how the advertising agencies make strategy regarding research in advertising to its effectiveness in some form or the other and the challenges involved for this. So, with the adoption of the strategies, the overall effectiveness of the business will improve.
