1. Assessing Ad Message Effectiveness 11

2. Advertising Research Message Research Media Research 2

3. Advertising Research Message Research Media Research 3

4. Ideal Measure of Advertising Research Provide an early warning signal Evaluates in terms of sales volume generated by advertising Satisfy reliability & validity Permit quick & inexpensive measurement 4

5. Message Research Methods Physiological Arousal Persuasio n Recognition & Recall Sales Response Message Research Methods 5

6. Message Research Methods Recognition & Recall Starch readership service (magazines) Burke day-after recall (TV) Bruzzone tests (TV) 6

7. Measures of Recognition & Recall Starch readership service 7

8. Message Research Methods Recognition & Recall Starch readership service (magazines) 8

9. Message Research Methods Recognition & Recall Burke Day-After Recall (TV): DAR When should recall be used? What are the problems? 9

10. The 8 Stages of Consumer Information Processing CPMCPM 10

11. When does Memory Matter? When information in memory is used as basis for evaluation (memory-based judgments) When information in memory is useful for distinguishing brand from competition When information in memory is not available in retail/decision context 11

12. Message Research Methods Recognition & Recall Online Processing Attitude formed during ad exposure Memory-Based Processing Attitude formed after exposure 12

13. Measures of Recognition & Recall Bruzzone- tested commercial for American Express 13

14. Measures of Recognition & Recall 14

15. Message Research Methods Physiological Arousal Galvanometer (GSR) Pupillometer 15

16. Message Research Methods Persuasion ASI theater testing ARS Persuasion method by “rsc The Quality Measurement System” (rsc for short) 16

17. Conclusions by rsc Ad copy: Ad weight: Selling power: 17

18. Message Research West Virginia Tourism Fahlgren

19. Message Research Methods Sales Response IRI’s BehaviorScan Nielsen’s SCANTRACK 19

20. Measures of Sales Response Single-Source Systems Gather purchase data from panels of households using optical scanning equipment and merge it with household demographic characteristics and with information about casual marketing variables that influence household purchases 20