ADVERTISING: Research. Measuring Advertising Effects SALES ?. Product Quality. Competition. Promotion. Price Policy. SALES. The Economy. Distribution. Reasons to Measure Avoid costly mistakes Evaluate strategies Increase efficiency of advertising. Reasons Not to Measure
Basic understanding of consumers
Ideas shown to people in target audience
Potential viewers evaluate ads
Used for print Ads
Measures brain wave activity
1. Alpha activity is bad
2. Hemispheric lateralization
Measures what is looked at
(Announcer) Remember Jared from Name? Turns out he has inspired a lot of people. (Singer) …You’re still looking good. He’ll show you the way. His name is Jared, and he’ll lead you to Name.
2. Do you remember seeing that commercial on TV?
Yes No Not sure
3. How interested are you in what that TV commercial is trying to tell you or show you about what's being advertised?
Very interested Somewhat interested Not interested 4. How does it make you feel about what's being advertised?
Good OK Bad Not sure
5. Please check any of the following if you feel they describe that commercial.
Amusing Appealing Familiar Fast moving Pointless Seen a lot
Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
(Ogilvy & Mather)