This document discusses different types of advertising research. There are two main types - customized research conducted specifically for a client, and syndicated research where results are available for multiple companies. Pre-testing is a form of customized research that predicts how well an ad will perform before it airs. It analyzes audience attention, brand awareness, and the emotional impact. Post-testing also tracks brand metrics like awareness over time. Various methods are used to pre-test and post-test ads across different media like TV, print, and online.

1. UNIT III