Test Your Knowledge2

Test Your Knowledge2 - Use multiple measures Understand...

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Test Your Knowledge _____ is a method of testing ads by placing them randomly in  certain copies of regularly distributed magazines.  A) Vehicle source testing  B) Burke's reflection test  C) A Flesch test  D) Dummy advertising vehicle testing  E) A contextual test  18-1
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Pretesting Finished Broadcast Ads Theater Tests On-Air Tests Physiological Measures 18-2
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Physiological Measures Eye tracking Pupil dilation Galvanic skin response Brain waves 18-3
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Market Testing of Ads Recall Tests Inquiry Tests Recognition Tests Tracking Studies Testing 18-4
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Starch Ad Recognition Scores Noting Score Brand-associated Score Read Most Score 18-5
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Posttests of Broadcast Commercials Test marketing Day after recall tests Persuasive measures Diagnostics Comprehensive measures Single-source tracking Tracking studies Testing 18-6
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Comprehensive Testing by Ipsos-ASI 18-7
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Essentials of Effective Testing Use a consumer response model Use both pretests and posttests
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Unformatted text preview: Use multiple measures Understand & implement proper research Establish communications objectives 18-8 Test Your Knowledge Good tests of advertising effectiveness must address the nine principles established by PACT, that we just reviewed on the previous slide. The first step in the model is to: A) Understand the appropriate research B) Create a model that uses multiple measures C) Establish communication objectives D) Decide whether to use posttests or pretests E) Develop a consumer response model 18-9 Measuring Effectiveness of Other Programs Shopping cart signage Ski resort-based media In-store radio and television Other media Non-traditional media Sales promotions Sponsor-ships Exposure methods Tracking measures 18-10...
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This note was uploaded on 01/19/2012 for the course MKTG 4650 taught by Professor Tyramitchell during the Spring '12 term at Kennesaw.

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Test Your Knowledge2 - Use multiple measures Understand...

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