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29 Cards in this Set
- Front
- Back
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Measurement DOES add:
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precision to marketing/communication decisions
TRUE |
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Two Types of Research
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- Developmental research
- Evaluative research |
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3 Basic Questions for Planners
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- Whether or not to measure
- When to measure - What to measure |
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Evaluative Research
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- Takes place after campaign happens
- Evaluate how well we've done |
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Developmental Research
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- Takes place before the campaign
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Reasons to Measure
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- Help make decisions and Avoid costly mistakes
- Evaluate alternative strategies - Increase Ad efficiency |
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Reasons not to Measure
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- Cost
- Research problems - Disagree on what to test**** - Creative objectives - Time |
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When do we use Concept Testing
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- After situation analysis and before final ads are completed
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How to test Concept Testing
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- Focus groups **
- Mall intercepts - One‐on‐one interviews |
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What is concept testing ?
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> Test of strategic development
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Copy Testing
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used to predict effectiveness of an ad or an entire campaign
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What is the value of Copy Testing?
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- Evaluating ads in terms of such concepts as awareness, persuasion, or likeability
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Television Tests
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Story boards
> Animatic > Photomatic > Ripamatic > Liveamatic |
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Animatic
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a series of still images filmed together
- handdrawings |
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Photomatic
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series of photos filmed together
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Ripamatic
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composed of audio and video segment from other commmercials
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Liveamatic
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closet to the real thing
– uses live talent only to approximate real thing best for measuring effectiveness of ad before the real thing |
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Four Stages of a Campaign:
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1. Beginning of Creative Process
2. Middle and End of Creative Process 3. While ad is appearing in the media 4. After the ad has appeared in the media |
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Beginning of Creative Process
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> Concept Testing
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Middle and End of Creative Process
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Copy Testing
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While Ad is appearing in the media
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Concurrent Testing
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After the Ad has appeared in the media
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Post Testing
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Concurrent Testing is mostly done by:
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Phone
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Copy Testing and Concept Testing are mostly done by:
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Focus Groups
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Tracking Studies Term
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Industry term for Concurrent Testing
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Post-testing
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- Happens at the end
- Provides benchmark for making better campaigns for the future - Provides rigorous objective way to assess the performance of agencies |
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Two Types of Post-Testing:
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- Communication Effects
- Behavioral Effects |
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Communication Effects
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Possibly measuring:
- Recognition - Recall - Attitudes and Awareness |
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Behavioral Effects
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- What people did:
- Sales - Inquiries |
