Marketing Communications

306 CHAPTER 9 ADVERTISING RESEARCH

1. Following the campaign you just saw, would you consider doing any of the following?
   Please tick all options that apply.
   … Search for information about the campaign online
   … Search for information about the campaign in magazines or other media
   … Search for information about the brand online
   … Search for information about the brand in magazines or newspapers
   … Search for information about other products of this brand online
   … Search for information about other products of this brand in magazines or newspapers
   … Visit the brand website
   … Visit a store for information about the brand
   … Visit a store for information about other products of this brand


2. Following the campaign you just saw, would you consider doing any of the following?
   Please tick all options that apply.
   … Share the campaign with friends, family, colleagues or acquaintances online (e.g. through Facebook, Twitter,
   YouTube, blogs, etc.)
   … Post something about the brand online (e.g. through Facebook, Twitter, YouTube, blogs, etc.)
   … Start a conversation with friends, family, colleagues or acquaintances about the campaign
   … Start a conversation with friends, family, colleagues or acquaintances about the brand
   … Join a conversation with friends, family, colleagues or acquaintances about the campaign
   … Join a conversation with friends, family, colleagues or acquaintances about the brand


3. Why did you visit the brand website?
   Please tick all answers that apply.
   … See the campaign again
   … Find out more about the brand and/or products
   … Find price information

RESARCH INSIGHT

Activation measures

degree would you recommend the following brand to your family or friends?’, measured on

a 0–10-point scale. Th e net promoter score is calculated by subtracting the percentage of

people scoring 0–6 from the percentage of people who scored 8–10.

Besides intention to buy and to recommend, the eff ectiveness of an advertising campaign

can also be measured by means of activation measures. Th ey measure the extent to which

people actively react to advertising by, for instance, looking up further information,

talking to friends (buzz), and going to a store. Below are a number of examples of activation

measures.

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