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24 Cards in this Set
- Front
- Back
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What is Assessment Research? |
Evaluation of the product, DAGMAR Defining, Advertising, Goals, for Measured, Advertising, Results |
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What is Directional Research? |
Guides the creative effort by providing a clearer view of the realities faced by the creative team Useful during situation analysis |
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Why is directional research useful during situation analysis? |
Consumer analysis Product analysis Competitive analysis Macro analysis |
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What is Assessment research more in depth? |
Evaluates the success of the creative product in achieving strategic objectives "tells if you got there" Research conducted early in the decision sequence has the greatest value Conducted through the entire process Evaluates concepts, ads, achieving DAGMAR |
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Directional Research vs. Assessment Research |
Both tell you where you're going, usually don't have money for both. Bigger companies will do both types of research while smaller ones will only chose one due to $$$$$$$ |
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What is pretesting? |
Developmental Pretesting (Concept Testing) Testing of ideas |
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What are ways of developmental pretesting? |
Conducted during strategy development Early in the creative process "what are you trying to determine" "are concepts appropriate for achieving of objects" Quick and relatively inexpensive feedback Small sample sizes Focus on awareness and attitude change |
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What is the Final Pretesting? |
Finished ads or close to finished Last checked before investment in media "Largest portion of the budget is spent in media" |
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What is the field test? |
More common in community "local" and more important Conducted under natural conditions "like in Tally on the streets or billboards" Sacrifice control for real world impact "people may not like product, weather conditions" |
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What is the Laboratory test? |
Exposure in a controlled setting "cause and effect, everything else is cancelled" Sacrifice realism for control "it is natural, does not guarantee success" |
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What is post-testing? |
After the campaign is in the marketplace Evaluation of campaign objectives "have time to make adjustments" Beginning of situation analysis for the next campaign "Respondents who participate get paid" |
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What is measure in Assessment Testing? |
4 basic variables: Awareness Attitude Behavior Physiological response |
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What is awareness? |
Most common variable, most individual ads go unnoticed Day after recall The percentage of respondents that can recall a massage the day after exposure to the message "hearing, seeing, reading ad." |
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What is a problem with awareness? |
Low involvement products often test poorly "very low, people can't remember" Less effective for emotional messages "rational is more effective" May measure intrusiveness, not effectiveness Reduces creative judgment to a single number "an actual dress different in crowd percentage" May lead to less than ideal decisions |
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What is Attitude? |
Changes in perception, from pre to post |
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What is behavior? |
More common in post testing Sales results Purchase intent "more inclined to buy that product only" Frequency of purchase |
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What is the physiological response? |
No mental effort Not natural Difficult to interpret results "Body research, heart rate, blood pressure, eyes etc.." |
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What kind of methods are available in assessment research? |
Experiments Surveys Focus groups |
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What are experiments? |
Cause and effect based on exposure to an ad |
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Two types of experiments: |
Field experiments: "Natural viewing" "Sacrifices control" Laboratory Experiments: "Artificial viewing environment" "Control" "Sacrifices realism" |
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What are two types of surveys? |
Telephone- "land lines have decreased" Losing popularity and difficult to reach people Internet- Fast growing, very quick, and inexpensive |
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What are focus groups? |
Small group of people with a moderator asking questions to open up and get people talking |
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What are focus groups meant for? |
Development of ideas Qualitative data Small groups and moderator Open-ended discussion |
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What are some problems with focus groups? |
Subjective analysis "get to see what people have to say about product but everyone is different" Appearance of reality "don't reach a huge audience" Consumers aren't experts on advertising "only there to give feedback, don't know true techniques" |
