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2.
3.
Advance Marketing
Research
Table 10-1
Summary of recall of the TV commercial
(example of first data table)
Total
Base: Total in the commercial audience
120
22
15
25
21
32
15
Advance Marketing
Research
Table 10-2
Summary of recall of the TV commercial (example of second data table)
Total
Base: Total in the commercial audience
Copy recalls: unduplicated
The real economy car
The winner of rallies
Rallis wining performance
Its not miracle, its Toyota
120
18
11
7
3
2
15
Advance Marketing
Research
7
2
2
4
2
Advance Marketing
Research
Advance Marketing
Research
Advance Marketing
Research
10
Advance Marketing
Research
11
Advance Marketing
Research
12
Example
Ad seen in the class:
Duration
Advance Marketing
Research
13
Example
Ad seen in the class:
Advance Marketing
Research
14
Example
Ad seen in the class:
Product Use and Benefits
Advance Marketing
Research
15
Example
Ad seen in the class:
Advance Marketing
Research
16
Example
Ad seen in the class:
Product demonstration
Advance Marketing
Research
17
Example
Ad seen in the class:
Presenter
Advance Marketing
Research
18
19
2. Mentions the brand name at least four times during the commercial
20
21
22
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6. Ensures that the product story comes through in the video alone
24
25
26
Example
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35
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Exposure to the ad
Feelings
Judgment of ads
characteristics
Brand attitude
evaluations
Key:
39
1.
2.
3.
4.
40
Ad generated feelings
Advance Marketing
Research
41
42
Ad Tracking Studies
Ad tracking study should measure all six steps of the advertising
effect sequence. The six steps are the following:
1.
Ad exposure
2.
Ad processing
3.
Ad communication
4.
5.
6.
43
Under the hierarchy of ad effects model, the media inputs are responsible
for the first two initial ad impacts. These are the base effects of ad
awareness and ad recall.
Ad awareness items:
Q1 What brands of product category
have you seen, heard, or read in ads?
Brand AA
Brand BB
Brand CC
Brand DD
Others:
Q1
Q2
FM OM Aided
1
1 1
2
2
2
3
3 3
4
4 4
Ad recall item:
Q3 will you tell me everything that you remember from the ad for brand not mentioned in
Q1?
The Advertising Program and the
Ad-post Testing & tracking Study
44
In doing its work, market mind does not break down the ads
communication process into two steps (processing and
communication).
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Ad awareness effect:
The percent of category users who have first mention ad
awareness, total unaided ad awareness and total ad awareness.
Ad recall effect:
The percent of category users who have related ad recalls.
46