Market Research in Advertising. Team members Boshao Zhang Deepa Vijayakumar K T Chen Vijayakumar Vijayan Yiren Ren. Agenda . What is Advertising Ad Effectiveness Studies Advertising Testing Approach Types of Advertising Types of Stimulus Measures of Ad Effectiveness
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K T Chen
40% of Liking
70% Knowledge / comprehension
90% of Awareness
Advertising Decision Process
Develop Ad and Copy Testing
More expensive the ad, more testing needed
7/9/2002 FOX Milwaukee 9.5 17 10,046,000 14,653,000Neilsen TV Rating
Example: Major League Baseball All Star Game
Rating: a percent of the universe that is being measured, most commonly discussed as a percent of all television households.
Share: the percent of households or persons using television at the time the program is aired and who are watching a particular program.
Percentage of searches done by US web surfers at different websites owned by companies shown in May 2003