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Research and Evaluation Plan

Research and Evaluation Plan. The Components of Advertising Research. Strategic vs. Evaluative Research. Strategic research is an extension of the situation analysis and is used to help develop creative designs and media plans.

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Research and Evaluation Plan

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  1. Research and Evaluation Plan

  2. The Components of Advertising Research

  3. Strategic vs. Evaluative Research • Strategic research is an extension of the situation analysis and is used to help develop creative designs and media plans. • Evaluative research measures how well the advertiser has reached their goals.

  4. Strategic Research

  5. Strategic Research Information-Gathering Process that Enhances the Design of a Creative Strategy Secondary ResearchPrimary Research Primary Research Suppliers Government Organizations Simmons Market Research Bureau Trade Associations Mediamark Research, Inc. Secondary Research Suppliers Secondary Info. on the Internet

  6. Evaluation Research Methods Brand Tracking Memory Tests In-Market Tests Persuasion Tests Frame-by-Frame Tests Direct-Response Counts Communication Tests

  7. Evaluation Research Method: Memory Tests Recall Tests Ask Questions After Ad Has Run Unaided or Aided Recall Recognition Tests Show Ad & Ask If People Remember Having Seen It Before

  8. Persuasion Test Attitude Change Test Evaluation Research Method: Persuasion Test Step 1 Consumers Are Asked If They’d Buy a Brand Step 2 Consumers Are Exposed to an Ad for That Brand Step 3 Consumers Are Asked Again about Purchase Intentions Step 4 Results Are Analyzed Audience Composition Environment Brand Familiarity Cost Assessing Persuasion Tests

  9. Did ad deliver the message it was Intended to deliver? Did ad deliver any messages it was not intended to deliver? Direct-Response Counts How did representatives of the target audience react to the message, etc.? Evaluation Research Methods Communication Tests Request a Direct Response Via a: • Toll-Free Number, • Coupon, • Web site, • Offer embedded in the body copy Count Number of Sales or Requests.

  10. Summary • STRATEGIC Exploratory: Surveys, Focus groups, Observation, Content analysis Creative: Testing the message in ad; words/pics Media: Finding out media habits of audience EVALUATIVE Memory, Persuasion and Communication Tests, Direct Response counts, Sales figures. Use for for both Before and After execution of campaign.

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