Measuring Reception of Advertising Endeavors through Quantitative Metrics

Selecting an appropriate quantitative research method for analyzing advertisements can be challenging.It would require carefully identifying the advertising metrics, categorizing variables, and, most importantly, selecting an appropriate statistical method.However, it is imperative because the study of advertisements often correlates with the study of consumers from different mediums, especially when measuring the variables and their relationship to audio-visual advertisements.Quantitative research for advertising can be bifurcated into sections and subsections of different kinds, depending on the nature of the study and type of data; for example, there can be two different types of metrics that are useful in the quantitative analysis of advertising; they are categorized into theoretical and applied metrics.Sometimes, it is enough to apply simple methods like mean, median, and mode to analyze and conclude the data; however, on some occasions, the nature of the study compelled the researcher to apply complex methodologies like mean deviation, standard deviation, correlation, regression, etc.The study provides guidelines for researchers dealing with qualitative data for analyzing advertisements, with examples that make the methods comprehensible.