Free M.B.A. Guide
Free MBA Resources

Masters of Business Administration Notes


Home

About Us Advertise Contact us  Saturday 21st January 2017 Success Essentials
 
 
.Reviews
Advertising Management
eBooks
Finance Management
Home Based Business
Industrial Relations
List of MBA Colleges
Marketing Management
Negotiations
Office Administration
Office Management
Organisational Behaviour
Organisational Theory
Personnel Administration
Principles of Management
Production Management
Sales Management
Tally - Accounting Software

MEASURING ADVERTISING EFFECTIVENESS






FILL YOUR ADMISSION FORM for IIBM NOW





Postini Alternative

 
How to test the communication effects of advertising

There are many critical and unresolved issues in determining how to test the communication effects of advertising. Among these are:

Click to read - How to test the communication effects of advertising

Thee distinct reasons for measuring advertising results

There are at least thee distinct reasons for measuring advertising results. These are:

Click to read - Thee distinct reasons for measuring advertising results

Three vital questions of Advertising goals

During pre-testing, there is often research one three vital questions:

Click to read - Three vital questions of Advertising goals

Result of advertising goals

The exact result of a given advertising expenditure is extremely difficult to predict because:

Click to read - Result of advertising goals

Advertising goals

If a firm's advertising goals are to be achieved and ad effectiveness increased, the manger must attempt Evaluation. To do so her requires better methods of learning how advertising affects the buyer's behavior but this is very difficult undertaking because measurements are imperfect and imprecise.

Click to read - Advertising goals

Controlled Experiments of methods of copy testing

They are similar to the sales area test in general character but are conducted on a much smaller scale.

Click to read - Controlled Experiments of methods of copy testing

Triple associates Tests of psychological analysis

This ties in advertising with recall by seeking to learn the extent of the consumers' association with the product, brand name an copy theme.

Click to read - Triple associates Tests of psychological analysis

Attitude Tests of psychological analysis

Various types of attitude tests have been developed by psychologists and applied to copy testing.

Click to read - Attitude Tests of psychological analysis

Tests of Believability of psychological analysis

An advertising message must have a high degree of creditability for readers.

Click to read - Tests of Believability of psychological analysis

Tests of Readability and Comprehension of psychological analysis

Tests of Readability and Comprehension of psychological analysis

Click to read - Tests of Readability and Comprehension of psychological analysis

Psychological Analysis of methods of copy testing

The whole process of advertising is psychological in character. It is natural, therefore, that certain psychological procedures should be adapted for copy testing.

Click to read - Psychological Analysis of methods of copy testing

Sales Area Test of methods of copy testing

This measures the effectiveness of an advertisement by determining the resulting amount of sales.

Click to read - Sales Area Test of methods of copy testing

Recall or Impact Test of methods of copy testing

The recognition test measures the stopping power of the advertisement buy does not tell us what the reader understood or retained of the advertisement.

Click to read - Recall or Impact Test of methods of copy testing

Recognition Test of methods of copy testing

It determines the readership of advertisements in the publications and is conducted by personal interviews with readers and magazines or newspapers.

Click to read - Recognition Test of methods of copy testing

Coupon-Return Analysis of methods of copy testing

Various themes, advertisements or elements are measured on the basis of the number of enquiries received in response to an offer contained int eh advertisement.

Click to read - Coupon-Return Analysis of methods of copy testing

Consumer-Jury Survey of methods of copy testing

This test is designed to learn, from a typical group of prospective customers, their preference for one advertisement over another or for several advertisements out of a group.

Click to read - Consumer-Jury Survey of methods of copy testing

Methods of Copy Testing

All copy testing procedures fall in the major types given below. All theme approaches maybe used for the pre-testing of advertisements.

Click to read - Methods of Copy Testing

The Purpose of Copy Testing

The ideal copy research programme has, a its objective, the measurement of an advertisement's effectiveness before it appears int its final form, during and after is exposure to be audience, to determine whether and to what extent it has accomplished its assigned task.

Click to read - The Purpose of Copy Testing

Advertising copy research

What is it? Advertising deals with imponderable. Since people differ so greatly in their wants, in the economic and other motives which actuate them, and in the various ways by which their interests is aroused, it happens that some advertising is more effective than others.

Click to read - Advertising copy research

Objectives and Goals

Next, it is necessary to define advertising objectives and goals. To measure results, it is even more necessary to distinguish between advertising objectives and advertising goals.

Click to read - Objectives and Goals

Next Last

Tally - Download Free Tally

 
 
© 2008 - Free MBA Reources - FreeMBA.in