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15 Cards in this Set
- Front
- Back
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Copy testing |
Testing all elements of the ad: including content, font, images, at all stages of development. |
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Dimensions of Impact in the persuasive process |
1. Cognitive 2. Affective 3. Conative |
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Cognitive Dimension- key dependent variables |
Attention; awareness exposure; recognition; comprehension; and recall
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Aided recall |
Subjects are shown prompts that include ads that were and were not included in the sample they viewed. |
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Unaided recall |
General question, "have you seen any ads that interest you lately?" |
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Engagement |
Multidimensional measure to determine how involved the customer is with an ad or media content. (There is a positive correlation with intention to purchase) |
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Affective Dimension - key affective variables |
Research into whether consumers attitudes have changed due to exposure to an ad or a campaign. 1. Attitude change 2. liking/disliking 3. involvement |
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Conative Dimension |
deals with consumer buying predisposition and purchasing behavior
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Reach |
The cumulative audience, expressed as a percentage of the total universe of households that have been exposed to a message.
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Frequency |
Number of exposures to the same message that each household or person receives. Average freqency is total exposures/reach. |
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Gross ratings points |
Reach x Average freqency |
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Stepwise Analysis |
Itertaive model: the same model (set of instructions to the computer) is repeated with slight modification s until a predetermined best solution is reached |
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Decision calculus |
Uses an objective function which is a mat statement that provides a quantititave value for a given media combination. The value represents the schedule's effectiveness in providing ad exposure. (based on audience size and composition) Also takes into account other variables. Which media will have better impact, GQ or True Detective. |
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Campaign Assessment research |
• Usually uses two strategies: pretest/postest • Tracking studies to assess the impact of the campaign by measureing effects at several times during the progress of the campaign |
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Qualitative Techniques |
- Projective - asking subjects to tell a story or fill in the blank about a product or ad - Respondent diaries - ask people to keep diaries of their purchases - Directed Observation - following folks in grocery stores or pantry checks |
