Marketing Communications Promotional Practice Measuring Advertising Effectiveness Week

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Marketing Communications & Promotional Practice Measuring Advertising Effectiveness Week 4 Lecture 1 HAUT Transfer

Marketing Communications & Promotional Practice Measuring Advertising Effectiveness Week 4 Lecture 1 HAUT Transfer Abroad Programme

Marketing Communications & Promotional Practice Why Measure? To ensure budget is effective To ensure

Marketing Communications & Promotional Practice Why Measure? To ensure budget is effective To ensure creative objectives are met To ensure that media objectives are met To avoid future mistakes Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice Message Research Copy testing Creative execution testing Bangor Transfer

Marketing Communications & Promotional Practice Message Research Copy testing Creative execution testing Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice Message Research Using consumer qualitative research tecniques such as

Marketing Communications & Promotional Practice Message Research Using consumer qualitative research tecniques such as focus groups and one to one interviews Storyboards Animatics Photomatics Rippomatics Liveamatics Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice Positioning Advertising Copy Testing PACT Measure against Consideration of

Marketing Communications & Promotional Practice Positioning Advertising Copy Testing PACT Measure against Consideration of objectives Decide how results will be used Use multiple measurement techniques Base research on Stimulus frequency aspect Finished advertising is best Consider exposure context Response TV at home Ensure sample is representative Bangor Transfer Abroad Programme Reliable and valid

Marketing Communications & Promotional Practice Measures of Recognition and Recall Starch Readership Service Magazine

Marketing Communications & Promotional Practice Measures of Recognition and Recall Starch Readership Service Magazine Buzzone test Television Advertising Response Method ARM Day after recall The Galvanometer The Pupilometer Bangor Transfer Abroad Programme

Marketing Communications & Promotional Practice Measuring Impact Persuasion and Sales Response Split copy Bangor

Marketing Communications & Promotional Practice Measuring Impact Persuasion and Sales Response Split copy Bangor Transfer Abroad Programme

Marketing Communications Promotional Practice Advertising Planning Week 3Marketing Communications Promotional Practice Advertising Planning Week 3
Marketing Communications Promotional Practice Advertising Management Creating EffectiveMarketing Communications Promotional Practice Advertising Management Creating Effective
Marketing Communications Promotional Practice Advertising Management Creating EffectiveMarketing Communications Promotional Practice Advertising Management Creating Effective
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Chapter 14 Integrated Marketing Communications Promotional Mix AdvertisingChapter 14 Integrated Marketing Communications Promotional Mix Advertising
Advertising MANAGEMENT Lecture 10 MEASURING EFFECTIVENESS OF ADVERTISINGAdvertising MANAGEMENT Lecture 10 MEASURING EFFECTIVENESS OF ADVERTISING