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Assessing Ad Message Effectiveness. 11. Advertising Research. Message Research. Media Research. 2. Advertising Research. Message Research. Media Research. 3. Ideal Measure of Advertising Research. Provide an early warning signal

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Presentation Transcript
advertising research
Advertising Research

Message Research

Media Research

2

advertising research1
Advertising Research

Message Research

Media Research

3

ideal measure of advertising research
Ideal Measure of Advertising Research
  • Provide an early warning signal
  • Evaluates in terms of sales volume generated by advertising
  • Satisfy reliability & validity
  • Permit quick & inexpensive measurement

4

message research methods
Message Research Methods

Message

Research

Methods

Recognition & Recall

Physiological Arousal

Persuasion

Sales Response

5

message research methods1
Message Research Methods
  • Starch readership service (magazines)
  • Burke day-after recall (TV)
  • Bruzzone tests (TV)

Recognition & Recall

6

measures of recognition recall
Measures of Recognition & Recall

Starch

readership

service

7

message research methods2
Message Research Methods
  • Starch readership service (magazines)

Recognition & Recall

8

message research methods3
Message Research Methods
  • Burke Day-After Recall (TV): DAR

When should recall be used?

What are the problems?

Recognition & Recall

9

when does memory matter
When does Memory Matter?

When information in memory is used as basis for evaluation (memory-based judgments)

When information in memory is useful for distinguishing brand from competition

When information in memory is not available in retail/decision context

11

message research methods4
Message Research Methods
  • Online Processing

Attitude formed during ad exposure

  • Memory-Based Processing

Attitude formed after exposure

Recognition & Recall

12

measures of recognition recall1
Measures of Recognition & Recall

Bruzzone-

tested

commercial

for American

Express

13

message research methods5
Message Research Methods
  • Galvanometer (GSR)
  • Pupillometer

Physiological Arousal

15

message research methods6
Message Research Methods
  • ASI theater testing
  • ARS Persuasion method by “rsc The Quality Measurement System” (rsc for short)

Persuasion

16

conclusions by rsc
Conclusions by rsc
  • Ad copy:
  • Ad weight:
  • Selling power:

17

message research
Message Research

West Virginia Tourism

Fahlgren

message research methods7
Message Research Methods
  • IRI’s BehaviorScan
  • Nielsen’s SCANTRACK

Sales Response

19

measures of sales response
Measures of Sales Response

Single-Source Systems

Gather purchase data from panels of

households using optical scanning

equipment and merge it with household

demographic characteristics and with

information about casual marketing

variables that influence household purchases

20