Advertising research, as evident from its name, is research that is primarily conducted for the purpose of advertising. In other words, the information that is garnered from an advertising research would later be utilized by the brand manager or the marketer to make the advertisement that will communicate the features and other aspects of the brand to the consumer segment that the brand is primarily targeting. There are two major classifications of advertising research – the first classification or category is strategic research and the second category or classification is evaluative research. The first category revolves around the prospect of garnering facts, in the light of which, the advertising strategy would be shaped. Strategic research has certain steps and stages in its carriage that consist of data collection, organization and strategy document. As for evaluative research, it is conducted to evaluate the merits and scope of the advertisement. It consists of three phases too namely before execution, during execution and after execution.