Advertising Research Methods

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Questions and Answers

What is the primary purpose of measurement in the context of marketing?

To evaluate the relevance of an ad

To measure the novelty of an ad

To confirm biases in research

To measure the return on investment (ROI) (correct)

What is one of the major problems facing marketers?

Confirming biases in research

Measuring the relevance of an ad

Measuring the return on investment (correct)

Measuring the novelty of an ad

Why is research important in marketing?

To confirm personal biases

To gain a better level of understanding and inform decision making (correct)

To measure the relevance of an ad

To evaluate the novelty of an ad

What is one of the reasons why marketers should measure their marketing performance?

To provide credibility (B) Signup and view all the answers

What is one of the challenges of measurement?

It can be costly, especially for smaller companies (D) Signup and view all the answers

What should marketers test according to the provided content?

The campaign objectives (A) Signup and view all the answers

What is a consequence of not measuring marketing performance?

Making costly mistakes (C) Signup and view all the answers

What is a reason not to measure marketing performance?

It can limit creativity (A) Signup and view all the answers

What are some factors that influence how someone responds to an advertisement?

All of the above (D) Signup and view all the answers

What is the purpose of pre-tests in advertising?

To eliminate bad ads and amplify good ones (A) Signup and view all the answers

What type of testing involves evaluating performance throughout a campaign?

During-testing (B) Signup and view all the answers

What is the main difference between lab testing and field testing?

Lab testing lacks realism, while field testing lacks control (A) Signup and view all the answers

What is neuromarketing used for?

To measure the subconscious response to stimuli (B) Signup and view all the answers

What are the two methods of measurement used in neuromarketing?

Biometric and brain-imaging (C) Signup and view all the answers

What is an example of biometric measurement used in neuromarketing?

Using glasses to track eye movements in supermarkets (C) Signup and view all the answers

What is the benefit of online surveying in advertising?

It is quicker and lower in cost than other methods (A) Signup and view all the answers

Study Notes

Importance of Measurement in IMC

Measurement is crucial to test campaign success and evaluate return on investment (ROI)
Without proper measurement, facts and data remain unknown, uncertain, and unqualified

Goals of Measurement

To measure ROI and evaluate campaign success
To know where money is being wasted and where it's being invested properly
To gain a better understanding and inform decision making

Phases of Evaluation

Pre-tests: measures taken before the campaign to test ideas and eliminate bad ads
During tests: evaluating performance throughout the campaign to see consumer response
Post-tests: measures taken after the campaign to determine success and evaluate the next campaign

Reasons to Measure

Provides accountability
Allows comparison of past performance
Provides credibility
Helps design marketing programs and allocate marketing budget
Avoids costly mistakes
Evaluates alternative strategies
Increases efficiency of IMC campaign
Increases reach and awareness
Determines if objectives have been achieved

Reasons Not to Measure

Costly, especially for smaller companies
Research can be difficult and time-consuming
Internal disagreement on what to test
Can limit creativity
Time-consuming

What to Measure/Test

Campaign objectives
Influencer/spokesperson reception
Message variables (e.g., sex appeals to men vs. women)
Context experience (e.g., ad reception in different environments)
Effectiveness of the campaign

Measurement Process

Source factors
Message variables
Media strategies
Budget decisions

Types of Testing

Lab testing (neuromarketing) under controlled conditions, but lacks realism
Field tests in natural viewing settings, but lacks control
Online surveying for quicker and lower-cost testing
Neuro Marketing: measures subconscious response to stimuli in natural environments and real-time
Biometric measurement (facial expression, eye gaze, heart rate, brain function)