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15 Cards in this Set
- Front
- Back
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Audits
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Formal reports of activities, which may be performed internally or externally
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Bias
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Prejudiced results occurring b/c of probllems w/research methodology design.
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Consumer jury
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A group of 50-100 target customers who are interviewed individually or in small groups to evaluate promotional effectiveness.
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Control ads
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Sponsored messages that have been evaluated extensively over a period of time and proviide a basis for comparing the effectiveness of test ads.
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Event diary
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A document chronicling all of the planning, budgeting, and implementation processes of an activity; also called a show diary.
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External audit
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An evaluation conducted by a cosnultant or client from outside the audited organization.
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Eye camera
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A piece of equipment that tracks eye movement with infrared light sensors as a subject reads an advertisement.
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Internal audit
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An evaluation conducted by a firm's human resources personnel, superiors, and peers to determine the performance of an employee and his or her programs.
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Media research
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An investigation that attempts to determine the size of advertising outlets and their ability to attract the target audience.
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Message research
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An inquiry that is done to evaluate the effectiveness of the creative message, from copy and ingenuity to the visual impact of the advertisement.
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Performance appraisal system
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A system for measuring an individual's performance that starts with goal setting.
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Physiological profiles
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Techniques for measuring involuntary reaction to ads.
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Portfolio test
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An evaluation method in which participants are exposed to a series of test and control advertisements.
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Posttests
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Measurements taken after an advertisement has been placed in the media.
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Pretests
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Test administered prior to the implementation of an advertising campaign.
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