TOPIC 7 – ADVERTISING
RESEARCH
FUNCTION
1. Measurement of (mainly) intermediate effects (predictors commercial success):
- brand awareness
- brand knowledge
- brand attitude
- brand preference
- purchase intention
2. Avoiding mistakes, better process management and adapt strategies
Types of advertising research
Pre-testing
Post-testing
Campaign evaluation
PRO-TESTING
WHAT IS PRE-TESTING
When
Test your creative concept or creative execution before it appears in the media
What
Can the advertisement achieve the intended objectives
Examines the effects of 1 advertisement
Whay
Helps choosing the most suitable ‘creative concept’ or ‘creative execution’
Testing before media appearances can save you a lot of money
3 TYPES OF PRE-TESTING
, INTERNAL EVALUATION:
PRE CHECKLIST
READABILITY ANALYIS
What: Is the advertising text
- easy to read?
- quick to understand?
How?
- Delete words => fill in the missing words
Rule of thumb: Easy to read and understand by the target group
- KISS
- Short sentences
- Short, concrete & familiar words
COMMUNICATION OR INTERMEDIATE EFFECTS
PHYSIOLOGICAL TEST
= the reaction of the body to advertising stimuli is measured.
1. Measurement of arousal: the activation of the nervous system
Indication of the intensity of the effect evoked by an ad
- Pupil of the eye dilation
- Galvanic skin response: humidity of the skin
- Heartbeat increase
- Neuro diagnostics: reaction of the brain (see video next slide)
is expensive and the results are difficult to interpret.
RESEARCH
FUNCTION
1. Measurement of (mainly) intermediate effects (predictors commercial success):
- brand awareness
- brand knowledge
- brand attitude
- brand preference
- purchase intention
2. Avoiding mistakes, better process management and adapt strategies
Types of advertising research
Pre-testing
Post-testing
Campaign evaluation
PRO-TESTING
WHAT IS PRE-TESTING
When
Test your creative concept or creative execution before it appears in the media
What
Can the advertisement achieve the intended objectives
Examines the effects of 1 advertisement
Whay
Helps choosing the most suitable ‘creative concept’ or ‘creative execution’
Testing before media appearances can save you a lot of money
3 TYPES OF PRE-TESTING
, INTERNAL EVALUATION:
PRE CHECKLIST
READABILITY ANALYIS
What: Is the advertising text
- easy to read?
- quick to understand?
How?
- Delete words => fill in the missing words
Rule of thumb: Easy to read and understand by the target group
- KISS
- Short sentences
- Short, concrete & familiar words
COMMUNICATION OR INTERMEDIATE EFFECTS
PHYSIOLOGICAL TEST
= the reaction of the body to advertising stimuli is measured.
1. Measurement of arousal: the activation of the nervous system
Indication of the intensity of the effect evoked by an ad
- Pupil of the eye dilation
- Galvanic skin response: humidity of the skin
- Heartbeat increase
- Neuro diagnostics: reaction of the brain (see video next slide)
is expensive and the results are difficult to interpret.
