Lecture 20 - 19 - Measuring the Effectiveness

Lecture 20 - 19 - Measuring the Effectiveness - MEASURING...

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MEASURING EFFECTIVENESS: THE TESTING PROCESS
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Tackling the challenge… Liking vs. Results The Manager Perspective
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Class Activity: Evaluating Advertising Who is the target? What is the message? (what is it saying to target) What is the message strategy? (appeal type used) How does the target make purchases in this category? (theory of consumer behavior) What is the objective? (intention; sensible goal?) Is the ad effective?
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Class Activity: Evaluating Advertising Ad # (Description ) Target ? Message ? Strategy? (Appeal type) Communicati on Objective? Effective ? Ad 1 Ad 2 Ad 3 Ad 4 … 1) Budweiser set: N Drive 2) Levi’s: DVD set and YouTube - Tainted Love:  http://www.youtube.com/watch?v=gVY04NQUpxk - Pitt:  http://www.youtube.com/watch?v=AdaKNHWi1SQ 1.  Your Name 2.  Complete the following Matrix
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The Creative Filter Model Brand Filters (Brand POV) Is framing of brand benefits compelling? Is expression of brand symbolism apt? Will the ad resonate with target culture(s)? Communication Filters (Customer POV) Story : Engaging, simple, original, creative? Product Integration : Integrates product into story? Campaign Filter Effective extension of campaign? Douglas Holt, HBS Case Series
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Viewing things through a consumer lens The Consumer Perspective
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Important Terms: Before you run it… Vehicle option source effect Methodological considerations Sample characteristics Observation bias Experimental demand Single vs. Joint evaluation Validity Reliability
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Lecture 20 - 19 - Measuring the Effectiveness - MEASURING...

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