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 Apply research techniques for effective advertisements
At present, and in the past, diverse research strategies—psychological, social, and cultural—
help advertisers understand consumers and assess the effectiveness of advertising messages
directed to them. Focus group is a good research method to study customer behavior. Suppose
you are working in an AD agency as research assistant. You are assigned to serve as Moderator
of Focus Group before making an AD of your client of ABC TEA.
Q1: Enlist at least 10 possible issues that you may investigate as moderator. 10
Q2: Branding is the process by which companies distinguish their product offerings from the
competition. Brands are created by creating a distinctive name, packaging and design. Do you
think that brand name has an impact on customer’s decision? Explain your answer with the help
of your own two real life example.

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