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Assessing Ad Message Effectiveness

Last updated: October 6, 2008

I. What is the purpose of Advertising Research?

II. Which ad pulls best?

A. Name the benefit.

 

 

 

 

B. The product is the big benefit.

 

 

 

 

C. Keep the message simple

 

 

 

D. Emphasize the benefit

 

 

 

 

E. Do not obscure the benefit

 

 

 

 

F. Get personal with the benefit

 

 

 

 

G. The benefit is not always rational

 

 

 

III. Media Research:

A. Purpose of media research

 

 

 

 

B. Examples of Tools

IV. Message Research: How effective is the creative message?

A. Pre-testing

 

1. Communication tests:

 

 

2. Theater Tests:

 

 

3. Thought Listings:

 

 

4. Physiological Measures

 

 

 

B. Post-testing: Getting the impression of a sample audience before the ad is aired or printed.

 

 

 

1. Recall Testing

 

 

 

2. Awareness and Attitude Tracking

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