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MEASURES OF ADVERTISING RESULTS

MEASURES OF ADVERTISING RESULTS. Often decisions must be made without benefit of research because:. Time pressures Insuffient funds Research weaknesses Decision not worth the research investment. CLASSES of ADVERTISING MEASURES:. Pretests (Before run time; prediction)

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MEASURES OF ADVERTISING RESULTS

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  1. MEASURES OF ADVERTISING RESULTS

  2. Often decisions must be made without benefit of research because: • Time pressures • Insuffient funds • Research weaknesses • Decision not worth the research investment

  3. CLASSES of ADVERTISING MEASURES: • Pretests (Before run time; prediction) • Post tests (After run time; evaluation)

  4. CLASSES of ADVERTISING MEASURES: • DIRECT (Overt Behavior) • INTERMEDIATE (Precedes overt behavior)

  5. Classification of Advertising Measures Direct Intermediate Pretests Post Tests

  6. Direct Measures Include: • Sales • Market share • Inquiries • Other overt behavior (ie., voting)

  7. 3 Forms of Intermediate Measures: • Cognitive (knowledge) • Affective (like/dislike) • Conative (action tendencies)

  8. 3 Techniques Used This Semester: Cognitive: • Starch Reports Recognition - a light measure of learning • Gallup & Robinson Aided Recall - a stronger memory response Affective: • Readex - measures reader interest

  9. Starch Gallup Readex Probability Sample No No No Sample # 100 males 150 men/ 1st 100 100 females women responses Location 20 - 30 10 major Depends metro metro on areas areas responses

  10. Starch Gallup Readex Procedure: Thru 1 day, in Check items the home + of interest; book telephone mail return

  11. StarchGallup Readex Problems: 1. Starch overclaims 2. None predict purchase * 3. Not representative or projectable * See Zinkhan & Gelb article

  12. Starch Reports Three Measures: • Noted (% overall recognition) • Seen (% brand recognition) • Read Most (% more than 50%)

  13. Gallup Reports Three Measures: • PNR - Proven Name Register (% recall of brand name) • Idea Communuication ( # selling points remembered) • Buying attitude ( % more favorable to purchase)

  14. Readex Reports: • % saw the ad • % found the ad interesting.

  15. To improve the scores . . . Suggestions From Long Term Analysis of Starch Results: • Identify clear, tangible benefits • Clearly tell what the product does • Keep it simple, visual • Use larger illustrations • Avoid being cute, catchy • Emphasize personal identification

  16. The End

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