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19 Cards in this Set
- Front
- Back
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Metrics
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Measures that are designed to accurately portray the effectiveness of a marketing communications plan.
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Message evaluation techniques
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Methods used to examine the creative message and the physical design of an advertisement, coupon, or direct marketing piece.
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Respondent behavior evaluations
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Methods used to examine visible customer actions including making store visits, inquiries, or actual purchases.
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Storyboard
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A series of still photographs or sketches that outlines the structure of a television ad.
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Concept testing
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An evaluation of the content or concept of the ad and the impact that concept will have on potential customers.
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Copytests
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Tests that are used to evaluate a marketing piece that is finished or is in the final stages prior to production.
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Portfolio test
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A test of an advertisement using a set of print ads, one of which is the ad being evaluated.
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Theater test
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A test of an advertisement using a set of television ads, including the one being evaluated.
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Mall intercept technique
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A test where people are stopped in a shopping mall and asked to evaluate a marketing item.
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Recall tests
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An approach in which an individual is asked to recall ads he or she has viewed in a given time period or setting.
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Day-after recall (DAR)
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Indiviuals participating in a study are contacted the day after an advertisement appears to see if they remember encountering the ad.
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Unaided recall
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A test in which subjects are asked to name, or recall, the ads without any prompts or memory jogs.
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Aided recall
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A tests in which consumers are prompted by being told such information as the product category and, if necessary, names of specific brands to see if they recall an ad.
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Recognition test
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A test format in which individuals are given copies of an ad and asked if they recognize it.
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Warmth monitor
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A method to measure emotional responses to advertisements.
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Psychogalvanometer
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A device that measures perspiration levels.
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Pupillometric meter
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A device that measures the dilation of a person's pupil.
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Psychophysiology
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A brain-image measurement process.
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Positioning advertising copytesting (PACT)
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Principles to use when assessing the effectiveness of various messages.
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