Marketing Communications

298 CHAPTER 9 ADVERTISING RESEARCH An example of an indirect opinion test is the theatre test. A group of test subjects is invit ...

PRE-TESTING OF ADVERTISING 299 is measured by means of diff erences in redemption between the various coupons. Again, the partic ...

300 CHAPTER 9 ADVERTISING RESEARCH In a pre-test, a number of elements can be measured that are considered to be important for t ...

POST-TESTING OF ADVERTISING 301 Post-testing of advertising A post-test is a test of the eff ectiveness of a single ad aft er pl ...

302 CHAPTER 9 ADVERTISING RESEARCH a masked identifi cation test of a billboard ad for a new car is shown, together with the res ...

POST-TESTING OF ADVERTISING 303 Recall and recognition tests are useful and easy to carry out, but they have a number of severe ...

304 CHAPTER 9 ADVERTISING RESEARCH exposure and recall measurement. Recall scores are nearly 100% immediately aft er exposure, b ...

ADVERTISING CAMPAIGN EVALUATION RESEARCH 305 Finally, the communications eff ect of a campaign can be measured on the basis of t ...

306 CHAPTER 9 ADVERTISING RESEARCH Following the campaign you just saw, would you consider doing any of the following? Please t ...

ADVERTISING CAMPAIGN EVALUATION RESEARCH 307 Most of the communications eff ect measurements are frequently used in tracking stu ...

308 CHAPTER 9 ADVERTISING RESEARCH Isolating the effect of an advertising campaign is not always obvious. The following two exam ...

ADVERTISING CAMPAIGN EVALUATION RESEARCH 309 An analysis combining awareness and behavioural measures to assess the effectivenes ...

310 CHAPTER 9 ADVERTISING RESEARCH Apart from changes in sales, more specifi c behavioural eff ects can be measured, such as tri ...

FURTHER READING 311 Summary Advertising campaigns can only be eff ective if they are accompanied by a well-structured research p ...

312 CHAPTER 9 ADVERTISING RESEARCH CASE 9: Win for Life: reviving and repositioning a scratch game Win for Life, a scratch produ ...

CASE 9 313 ‘WFL is a fun, playful brand’: 45% agreed in December 2007; only 31% in December 2009. ‘WFL is a modern brand’: 40% a ...

314 CHAPTER 9 ADVERTISING RESEARCH Table 9.3 WFL image pre-test, objectives and results 18–34 year olds Pre-test March 2010 (%) ...

CASE 9 315 Figure 9.8 Evolution of sales during and in between campaign waves positively, well above the objectives. Table 9.5 s ...

References 1 Rossiter, J.R. and Percy, L. (1997), Advertising Communications and Promotion Management. New York: McGraw-Hill. 2 ...

CHAPTER 10 Public relations CHAPTER OBJECTIVES This chapter will help you to: z Understand the role of public relations in the c ...