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MKTING 7 (Advertising research (media effectiveness
message research,…
MKTING 7
Functions of music in advertising
- attract attn
- promote +ve mood
- increase receptivity of msg
- communicate meaning
Distraction from msg
- attractive sources, music, colors
- arguments in favor of distraction (reduce counterargument, +ve emotions, conditioning)
- arguments against distraction (why purposely try to distract when there are alr other distractions in process of ad?)
Sex
- generate attn
- enhance recall
- +ve affect
- cultural issues
eg. A&F
Message sidedness
use 2 sided msg if
- ppl dont agree w the topic (brand, ad msg)
- counterarguments anticipated
- audience use competitors brand
- audience better educated
-
Advertising research
-
Research might be conducted
- copy development stage (focus group)
- rough stage
- final production stage (pretest eg. lab reaction & copy test, field on-air & dummy ad vehicles test)
- after ad done (posttesting eg. recall tests, tracking)
Ideal measures
- provide early warning signal
- evaluate sales vol generated by ad
- satisfy reliability & validity
- quick & inexpensive measures
Example metrics
Ad tracking
- memorability, likability, brand & ad recognition, unaided brand awareness
Behavioural metrics
- sales, response rates, redemption rates, inquiries, QR code
Online metrics
- redemption rates, sales, response rates, length of engagement, dwell rate & time
Media research
-
Measures
Recognition & recall
- assess whether ad have successfully influenced brand awareness & brand related thoughts & feelings
Emotional reaction
- whether ad have emotionally aroused cust
- physiological tests (indicate arousal/engagement but not always true valence (the +ve/-ve directions)
- self reporting
- brain imaging
Persuasive impact
- prebehaviour indicator whether its likely to influence purchase intentions
- voice pitch analysis
- eye tracking
Sales response
- affected consumers purchases
- single source data (demographic, scanner data eg. retail purchases product codes)