Wells19_Basic - Evaluation of Effectiveness Part 5...

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Evaluation of Effectiveness Part 5: Integration and Evaluation Chapter 19
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19 - 2 Chapter Outline I. Chapter Key Points II. Evaluating Effectiveness III. Stages of Copy Testing IV. Media Evaluation V. Campaign and IMC Evaluation
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19 - 3 Key Points Demonstrate that you understand why and how advertising evaluation is conducted List and explain the stages of copy testing Identify the key areas of media evaluation Discuss how campaigns and IMC programs are evaluated
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19 - 4 Evaluating Effectiveness Types and stages Developmental research Concurrent research Posttesting research Diagnostic research Factors to be evaluated Communication effects Sales impact Copy-testing services Developed norms for product categories
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19 - 5 Stages of Copy Testing Message Development Research Message strategy Concept testing Pretesting Diagnostics
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19 - 6 Stages of Copy Testing During Execution: Concurrent Testing Tracking studies Attitude tests Wave analysis Consumer diaries Pantry checks Test marketing
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