Advertising Programs. Effects of Advertising Programs. Stages. Specific Effects. Cognitive stage Exposure to message Message recall Awareness of product Knowledge of product attributes and uses
Paid messages designed to inform or persuade buyers or users about a product, service, belief or action.
Prior Year Budget
Percentage of Sales Adjustment
Message Design Cost
Results of Experiments
Changes in Other Programs
Potential Media Vehicles
Frequency and Reach Criteria
Size, Length and Position
Duplication Among Vehicles
Cost per Insertion
Media Scheduling Model
Compare Alternative Schedules
Estimate the percentage of people claiming to have read a magazine who recognize an ad when it is shown to them.
Estimate the percentage of people claiming to have read a magazine who can recall an ad and its contents.
Potential audience members are asked to rank alternative advertisements as most interesting, most believable, best liked, etc.
Theatre audience is asked for brand preferences before and after an ad is shown in context of a TV show.
Specific Advertising Objectives:
Potential; buyers are asked to indicate the brands that come to mind in a product category. A message used in an ad campaign is given, and buyers are asked to identify the brand that was advertised using that message.
Potential buyers are asked to rate individual or competing brands on determinant attributes, benefits, other characterizations using rating scales.
Evaluating Motivational Impact:
Potential buyers areindicate likelihood they will buy a brand (on a scale from “definitely will not” to “definitely will”.
Sales changes in different markets are monitored to compare effects of different messages, budget levels, etc.