台大推廣策略8.ppt

无忧资源：/ 中国最大最全的资源下载网 教育新天地：/中国最大的学习培训咨询平台 Measuring Advertising Effectiveness Five basic questions should we test what to measure message, source factor(s) media budget when to test: pretest /or posttest where to test: field /or laboratory how to test: P.A.C.T methodology Measurement, Pro Con Reasons to Measure Avoid costly mistakes Evaluate strategies Increase efficiency of advertising in general Reasons Not to Measure Cost of measurement Problems with research Disagreement about what to test Creative objections Message Research Methods Emotions Physiological Arousal Persuasion Recognition Recall Behavior Response Pretest Methods Emotions Physiological Arousal Persuasion Recognition Recall Behavior Response Magazine Dummies Pretest Methods Emotions Physiological Arousal Persuasion Recognition Recall Behavior Response The warmth monitor Market fact’s TRACE BBDO’s emotional measurement system Pretest Methods Emotions Physiological Arousal Persuasion Recognition Recall Behavior Response Psychogalvanometer Eye Tracking Voice Response Analysis (VOPAN) Pretest Methods Emotions Physiological Arousal Persuasion Recognition Recall Behavior Response ASI theater testing ARS Persuasion method by rsc The Quality Measurement System(rsc for short) Post Testing Methods Emotions Physiological Arousal Persuasion Recognition Recall Behavior Response Starch readership service (magazines) Bruzzone tests (TV) Burke day-after recall (TV) Post Testing Methods Emotions Physiological Arousal Persuasion Recognition Recall Behavior Response Inquiry/Direct Response Measures Single-Source-Tracking Measures ESSENTIALS OF EFFECITVE TESTING: P.A.C.T. methodology Establish communications objectives Use a consumer response model Use both pretests posttests Use multiple measures Understand implement proper research * 无忧资源：/ 中国最大最全的资源下载网 教育新天地：/中国最大的学习培训咨询平台 *