Advertising Research - Summary
Advertising Research - Summary
Criteria used in copy testing can be usefully grouped into four types: recognition, recall, persuasion, and behavior. BRC uses mail questionnaires to measure television commercial recognition and brand name association. Communicus for television and Starch for print ads use personal interviews. Day-after-recall is widely used but controversial because of its inability to predict persuasion or behavior, especially for emotional appeals. Persuasion has been measured in forced exposure or on-air contexts, by change in brand preference, change in prize list brand preference, comparison of the effect on brand preference with a nonexposed control group, measures of advertisement involvement and brand commitment, and measures tailored to particular advertising objectives. Behavior measures include coupon stimulated buying after a forced exposure to an ad and scanner-based monitoring of a panelist in a split-cable testing operation.
Copy test validity concerns usually focus on the naturalness of the
28"ARB and NSI Defend Their TV Diaries," Media Decisions (October 1973), 72-74.
exposure, the reactive (or guinea pig) effect of being in an experiment (especially when the exposure setting is not natural and when an attitude measure is required), the representativeness of the sample and the appropriateness and validity of the response measure.
A tracking study provides measures of advertising impact over time by taking periodic (monthly, quarterly, or yearly) surveys of audience response. Awareness of the advertising or of specific claims or elements of the advertising is often included, but any measure relevant to the objectives can be included. Diagnostic testing, to evaluate the advertisement content at all stages of the process, includes qualitative research, audience ad impressions, adjective checklists, eye movement, physiological measures, and the monitoring audience response during the commercial.
Several research approaches are relevant to the budget decision. Regression analysis is limited by lack of variation in advertising data, the difficulty in controlling for other causes of sales variation, and in detecting the carry-over impact of advertising. Field experimentation is highly visible, relatively expensive in time and money, and subject to contamination by factors other than advertising such as competitor actions. A split-cable test solves most of the problems of the other approaches but is expensive and absorbs time.
Media research includes the measurement of vehicle audiences, which involves asking people about their reading habits, and by the use of au-dimeters connected to television sets.
Criteria used in copy testing can be usefully grouped into four types: recognition, recall, persuasion, and behavior. BRC uses mail questionnaires to measure television commercial recognition and brand name association. Communicus for television and Starch for print ads use personal interviews. Day-after-recall is widely used but controversial because of its inability to predict persuasion or behavior, especially for emotional appeals. Persuasion has been measured in forced exposure or on-air contexts, by change in brand preference, change in prize list brand preference, comparison of the effect on brand preference with a nonexposed control group, measures of advertisement involvement and brand commitment, and measures tailored to particular advertising objectives. Behavior measures include coupon stimulated buying after a forced exposure to an ad and scanner-based monitoring of a panelist in a split-cable testing operation.
Copy test validity concerns usually focus on the naturalness of the
28"ARB and NSI Defend Their TV Diaries," Media Decisions (October 1973), 72-74.
exposure, the reactive (or guinea pig) effect of being in an experiment (especially when the exposure setting is not natural and when an attitude measure is required), the representativeness of the sample and the appropriateness and validity of the response measure.
A tracking study provides measures of advertising impact over time by taking periodic (monthly, quarterly, or yearly) surveys of audience response. Awareness of the advertising or of specific claims or elements of the advertising is often included, but any measure relevant to the objectives can be included. Diagnostic testing, to evaluate the advertisement content at all stages of the process, includes qualitative research, audience ad impressions, adjective checklists, eye movement, physiological measures, and the monitoring audience response during the commercial.
Several research approaches are relevant to the budget decision. Regression analysis is limited by lack of variation in advertising data, the difficulty in controlling for other causes of sales variation, and in detecting the carry-over impact of advertising. Field experimentation is highly visible, relatively expensive in time and money, and subject to contamination by factors other than advertising such as competitor actions. A split-cable test solves most of the problems of the other approaches but is expensive and absorbs time.
Media research includes the measurement of vehicle audiences, which involves asking people about their reading habits, and by the use of au-dimeters connected to television sets.
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