Strategic advertising research Chapter 9 (pre-test: advertising stimuli…
Strategic advertising research Chapter 9
strategic advertising research:
research that is aimed at collecting information about the market environment, the market, the product and consumer behaviour, as preparation for developing and advertising campaign.
communications-audit: all forms of internal and external communications are studied to assess their consistency with overall strategy, as well as their internal consistency.
competitor communications strategy research : Competitive ads, promotions, PR material, etc., can be collected and analysed to judge competitive (communications) strategies in order to define target groups and positioning strategies more clearly for the company’s own products.
pre-test: advertising stimuli are tested before the ad appears in the media.
Focused on brand name
Consistent with target group
Consistent with creative brief
readability analysis: advertising test that checks whether the advertising copy is simple and easy to understand 'at first glance'.
physiological test: the reaction of the body to advertisement stimuli is measured.
complicated and expensive, results are difficult to interpret (doesn't show positive or negative)
eye tracking (gaze) - heat map
recall test: such as portfolio test, the extent to which and individual recalls a new or new execution amid existing ads is tested.
severe limititions; memory of the individual is tested, product category involvement plays an important role, the recall test is carried out very briefly after the exposure.
direct opinion measurement test: a jury of customers is exposed to a number of a number of ads and asked to rate the ads on a number of characteristics
disadvantage: individuals are exposed to ads in a very unatural environment.
post-testing: test of the effectiveness of a single ad after placement in the media.
Gallup- Robinson impact test: people are called and aksed to recall as many ads as they can. After that, a number of questions about the content of ads are asked: proved name registration, idea penetration and conviction.
Day-after recall (DAR) test :dvertising post-test by means of a telephone interview. A number of consumers are called. They are asked to indicate which ads they saw on television or heard on the radio the day before, within a certain product category. Brand names are mentioned, and the respondent has to indicate if he or she remembers having seen or heard an ad for the brand. Additionally, a number of questions about the ad content are asked.
Starch test:: participants are asked to indicate whether they have noticed an ad, associated it with a brand and read most of the text.
intention (not always necessary)
advertising campaign evaluation research:
focuses on the effectiveness of a whole advertising campaign
unaided awareness: top-of-mind awareness (TOMA)
aided awareness: number of brands are mentioned, and the consumer has to indicate the ones he or she knows.
awareness measured before and after campaign
behaviour/ activation measures
Standardized questionnaire for random samples of recipients at regular intervals