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Chapter 17 Evaluating advertising

Chapter 17 Evaluating advertising. The Communication Evaluation Process. What should be measured? Should we test? When should we test? How should we test?. Pre-testing. Unfinished advertisements Concept testing Focus groups Consumer juries Pre-testing finished advertisements

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Chapter 17 Evaluating advertising

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  1. Chapter 17 Evaluating advertising

  2. The Communication Evaluation Process • What should be measured? • Should we test? • When should we test? • How should we test?

  3. Pre-testing • Unfinished advertisements • Concept testing • Focus groups • Consumer juries • Pre-testing finished advertisements • Dummy vehicles • Readability tests • Theatre tests

  4. Physiological measures • Pupil dilation • Eye tracking • Galvanic skin response • Tachioscopes • EEG (Electroencephalographs

  5. Post-testing • Inquiry tests • Recall tests • Recognition tests • Sales tests • Simulated market tests • Single-source data

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