chapter 11: assessing ad message effectiveness. exposure- media research chapter 12 awareness-...
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TRANSCRIPT
Chapter 11:Assessing Ad
Message Effectiveness
Exposure- Media Research
Chapter 12
Awareness- Message Research
Pretesting and Posttesting “Copy”
Persuasion- Message Research
Exposure (Media Research)
A. Simmons (Magazine)
B. Mediamark (Magazine)
C. Arbitron (Radio)
D. Nielsen (TV)
Awareness (Message Research) [Note: "Recall Controversy" 336-337]
A. Starch Readership (Magazine)
B. Burke Day-After Recall (TV)
C. Bruzzone (TV)
Buzz Analytics
Persuasion (Message Research)
A. Consumer Information Processing Model Methods
1. Measures of Cognitiona. Belief Formation or Change
2. Measures of Affect/Attitude + Purchase Intentions (Conation)
a. Ipsos-ASI Next*TV Method (Attitudes, Preferences, Intentions)
b. ARS Persuasion Method (Post-Pre Brand Preferences)
Multi-Media Engagement
B. Hedonic, Experiential Model Methods
1. Measures of Emotionsa. The Warmth Monitorb. TRACEc. BBDO’s Emotional Measurement System
2. Physiological Arousal Measuresa. Psychogalvanometerb. Pupillometerc. Voice-Pitch Analysis*
C. Action/Sales Response
1. IRI’s BehaviorScan2. Nielsen’s SCANTRACK3. Split-Cable Tests
IV. Industry Standards for Advertising Research-Positioning Advertising Copytesting (PACT)
Chapter Eleven Discussion Questions: 6, 8, 9