Marketing Communications

278 CHAPTER 8 MEDIA PLANNING Studies on the impact of media-style–ad-style congruency are scarce and reveal con- tradictory conc ...

MEDIA CONTEXT 279 unexpectedness of the information given its context increases the attention to the ad because consumers see th ...

280 CHAPTER 8 MEDIA PLANNING Summary In media planning, the decision is taken about what media and vehicles will be purchased, a ...

CASE 8 281 Case 8: Maes: a challenger brand with more character Maes: a Belgian lager beer with character in decline Jupiler (AB ...

282 CHAPTER 8 MEDIA PLANNING Fig u r e 8 .12 Market share of lager brands in Belgium in the off-trade channel have a severe nega ...

CASE 8 283 Increase spontaneous awareness, advertising awareness and product quality attributes: excellent quality and good tas ...

284 CHAPTER 8 MEDIA PLANNING that continued throughout the year (Figure 8.14). In terms of trial, the objective was to decrease ...

CASE 8 285 Figure 8.15 Commitment to Maes Figure 8.16 Evolution of Maes brand image results were obtained among others because t ...

286 CHAPTER 8 MEDIA PLANNING Maes Average I like it 83% 58% Credible 92% 51% Original 89% 61% Informative 94% 55% Inciting 71% 4 ...

REFERENCES 287 (^6) MacInnis, D.J., Rao, A.G. and Weiss, A.M. (2002), ‘Assessing When Increased Media Weight of Real-World Adver ...

288 CHAPTER 8 MEDIA PLANNING (^43) Brace, I., Edwards, L. and Nancarrow, C. (2002), ‘I Hear You Knocking... Can Advertising Reac ...

CHAPTER 9 Advertising research CHAPTER OBJECTIVES This chapter will help you to: z Carry out strategic communications research i ...

290 CHAPTER 9 ADVERTISING RESEARCH Introduction Advertising research is not always supported by those who are involved in the co ...

STRATEGIC ADVERTISING RESEARCH 291 Strategic advertising research Marketing communications, as one of the instruments of the mar ...

292 CHAPTER 9 ADVERTISING RESEARCH can be carried out on the basis of an internal analysis, but should ideally be based on resea ...

PRE-TESTING OF ADVERTISING 293 Pre-testing of advertising In a pre-test , advertising stimuli are tested before the ad appears i ...

294 CHAPTER 9 ADVERTISING RESEARCH instance, a number of words in the text (e.g. every sixth word) can be removed, and a sample ...

PRE-TESTING OF ADVERTISING 295 Communications or intermediate eff ects are measured in a sample of customers of the target group ...

296 CHAPTER 9 ADVERTISING RESEARCH together with the other ads. Th e subject is asked to look at the ads, and some time later (2 ...

PRE-TESTING OF ADVERTISING 297 Th e subject may be asked to rate each ad on a number of scales, to order them on the basis of a ...