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Unformatted text preview: Chapter 19 ARGUMENTS FOR AND AGAINST MEASURING EFFECTIVENESS REASONS TO MEASURE EFFECTIVENESS 1. Avoiding costly mistakes 2. Evaluating alternative strategies 3. Increasing the efficiency of advertising in general 4. Determining if objectives are achieved REASONS NOT TO MEASURE EFFECTIVENESS 1. Cost 2. Research Problems 3. Disagreement on what to test 4. The objections of creative 5. Time CONDUCTING RESEARCH TO MEASURE ADVERTISING EFFECTIVENESS WHAT TO TEST o Source Factors o Message Variables o Media Strategies-Vehicle option Source Effect- The differential impact that the advertising exposure will have on the same audience member if the exposure occurs in one media option rather than another. People perceive ads differently depending on their context. o Budgeting Decisions WHEN TO TEST o Pretesting o Posttesting 1. Determine if the campaign is accomplishing the objectives sought 2. Serves as input into the next periods situation analysis WHERE TO TEST o Laboratory Tests-Laboratory Tests- People are brought to a particular location where they are shown ads and/or commercials. The major advantage of the lab setting is the control it affords the researcher. Major disadvantage is lack of realism....
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- Fall '08