COMM RESEARCH - EXAM 2 STUDY

COMM RESEARCH - EXAM 2 STUDY - Ch. 15: Research in...

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Ch. 15: Research in Advertising 24/02/2008 14:00:00 Research in Advertising Three Main Areas Copy Testing : Pre-testing an advertisement either at various stages in its development or after completion. Copy testing is performed to measure whether the advertising message has the desired effect. o Dimension of Impact Cognitive Affective Conative Media Research o Reach = total number of households or persons that will be exposed to a message in a particular medium at least once over a certain period) o Frequency = the number of exposures to the same message that each household receives. o Total Exposure For all households = Average frequency Reach o GRPs = Reach x Average Frequency Campaign assessment research: builds on copy testing and media research o Tracking studies: assess the impact of the campaign measuring effects several times during progress of campaign o Pretest/Posttest method: take measurements before and after campaign o Advantage: provides important feedback while campaign is still in progress can change creative strategy or media strategy o Disadvantage: deciding upon dependent variable Cognitive Impact Cognitive : Attention, Exposure, Awareness, Recognition, Comprehension, (Recall Study)
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Unaided Recall – Asks respondents to recall specific information, no hints. Aided Recall – Mention of lead story or cover to jog memory. Masked Recall – Picture of Cover shown with Title blacked out. Recognition – Logo/Cover identified, Reader scans source for stories read. Affective Affective : o Attitude Change because of exposure to ad o Liking/Disliking o Involvement Polychronic: non-linear; more “Type B”; relaxed Monochronic: linear; time-driven; “Type A” Conative Conative : Consumer behaviors buying predisposition and actual purchasing behavior o Intention to buy o Intention to vote o Actual behaviors Advocacy/Viral Viral: product promotion telling friends about it Advertising Effects Copy Research has shown a high level of validity across time.
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Advertising Campaigns o Formative Research used to understand consumers’ desires and needs o Summative Research used to determine whether program has accomplished its goals and done something o Pre-test/Post-test typically use person interviews to collect data; data before and after are compared to gauge effectiveness Advertising Buys Mon.   Tues.   Wed.   Thurs.      Fri.  ABC           2    0      0         2     2 NBC           3    2      2         3     3 CBS           1    2      2          3     3 Group 1 Group 2 1. ABC   (M)    1. ABC (T)    2. CBS  (T)          2. ABC (W)    3. CBS (M-F) 3. ABC (T)    4. NBC (M-F) 4. ABC (W)   5. ABC (M,W,F); NBC (T, Th)
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This note was uploaded on 03/30/2008 for the course COMM 1024 taught by Professor Jctedesco during the Spring '08 term at Virginia Tech.

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COMM RESEARCH - EXAM 2 STUDY - Ch. 15: Research in...

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