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Assessing Ad Message Effectiveness

Assessing Ad Message Effectiveness. 11. Advertising Research. Message Research. Media Research. 2. Advertising Research. Message Research. Media Research. 3. Ideal Measure of Advertising Research. Provide an early warning signal

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Assessing Ad Message Effectiveness

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  1. Assessing Ad Message Effectiveness 11

  2. Advertising Research Message Research Media Research 2

  3. Advertising Research Message Research Media Research 3

  4. Ideal Measure of Advertising Research • Provide an early warning signal • Evaluates in terms of sales volume generated by advertising • Satisfy reliability & validity • Permit quick & inexpensive measurement 4

  5. Message Research Methods Message Research Methods Recognition & Recall Physiological Arousal Persuasion Sales Response 5

  6. Message Research Methods • Starch readership service (magazines) • Burke day-after recall (TV) • Bruzzone tests (TV) Recognition & Recall 6

  7. Measures of Recognition & Recall Starch readership service 7

  8. Message Research Methods • Starch readership service (magazines) Recognition & Recall 8

  9. Message Research Methods • Burke Day-After Recall (TV): DAR When should recall be used? What are the problems? Recognition & Recall 9

  10. CPM The 8 Stages of Consumer Information Processing 10

  11. When does Memory Matter? When information in memory is used as basis for evaluation (memory-based judgments) When information in memory is useful for distinguishing brand from competition When information in memory is not available in retail/decision context 11

  12. Message Research Methods • Online Processing Attitude formed during ad exposure • Memory-Based Processing Attitude formed after exposure Recognition & Recall 12

  13. Measures of Recognition & Recall Bruzzone- tested commercial for American Express 13

  14. Measures of Recognition & Recall 14

  15. Message Research Methods • Galvanometer (GSR) • Pupillometer Physiological Arousal 15

  16. Message Research Methods • ASI theater testing • ARS Persuasion method by “rsc The Quality Measurement System” (rsc for short) Persuasion 16

  17. Conclusions by rsc • Ad copy: • Ad weight: • Selling power: 17

  18. Message Research West Virginia Tourism Fahlgren

  19. Message Research Methods • IRI’s BehaviorScan • Nielsen’s SCANTRACK Sales Response 19

  20. Measures of Sales Response Single-Source Systems Gather purchase data from panels of households using optical scanning equipment and merge it with household demographic characteristics and with information about casual marketing variables that influence household purchases 20

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