Advertising Exam, Ch. 11 Flashcards
Directional Research
Guides the creative effort by providing a clearer view of the realities faced by the creative team, useful during situation analysis
Assessment Research
Evaluates the success of the creative product in achieving strategic objectives
-research conducted earlier has greatest value, but it’s conducted throughout the entire creative process
Protesting
- Developmental protesting (conducted during strategy development, early in creative process)
- quick, relatively inexpensive
- small sample sizes
- focus on awareness and attitude change
Final Pretesting
- finished ads
- last check before investment in media
Largest portion of budget is spent in?
Media
Field test
more common, natural conditions, sacrifice control for real world impact
Laboratory test
- Exposure in controlled setting
- sacrifice realism for control
Post-Testing
- after the campaign is in marketplace
- evaluation of campaign objectives
- beginning of situation analysis for next campaign
What is measured
- awareness
- attitude
- behavior
- physiological response
Day After Recall
Percent of respondents that can recall a message the day after exposure to the message
Problems with awareness
- low involvement products test poorly
- less effective for emotional message
Experiments
cause and effect based on exposure to an ad
-field experiments, laboratory experiments
Surveys
- Telephone (less popular)
- internet (quick, inexpensive)
Focus groups
- Development of ideas
- Qualitative Data
- Small groups
- Open-ended discussion
