7 Post-testing Memory tests Persuasion tests Likability tests Inquiry testsScannerSingle-sourceRecognition, RecallAttitude changeLiked/DislikedResponses to adRecall - aided and unaided. Established connections between product and commercialSingle Source- Divides community into matched groups and sends ads to one group and not the other. Results are measured at the super market scannerCheck out scannersMatched groups
8 Media Evaluation Check estimates against actual vehicle performance Determines whether reach and frequency objectives were obtainedEvaluates GRP and CPM
9 Media Efficiency ROI Wearout Optimization Creation/Running vs Revenue Lack of or no responseDollars spent vs greatest impact
10 Campaign Evaluation Last stage in the development of a campaign plan Determines whether the campaign was effective
11 Direct ResponseEvaluate ads containing elements that can be returned by using direct-response counts
17 International Advertising Evaluation should focus on pretestingHelps correct major problems before miscommunication
18 Discussion QuestionResearch professionals recommend using focus groups to help develop a campaign strategy or theme, but many are opposed to using focus groups to choose finished ads for the campaign.Is this advice contradictory? Why or why not?
19 Discussion QuestionMost clients want a quick and easy answer to the question of whether the ad works.Advertising professionals tend to believe that a one-score approach is not appropriate.If you were helping an agency prepare for a presentation regarding campaign effectiveness, what would you suggest the agency say to the client that a one score approach is not valid?
20 Discussion QuestionIn the dot.com craze of the late 1990s, new Internet companies emerged almost daily.What types of strategic or evaluative research do you think many of these companies conducted, if any?Do you believe research would have helped any of these companies make decisions that might have helped them survive the dot.com crash?