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8/2/2019 Adv.research

1/11

Careerbuilder.com

Advertisement Pre-testing


2/11

S C O P E : A C C E P T T H E A D V E R T I S E M E N T

The product is better understood (90.6%)Respondents feel the product is Imaginative and attention seeker (87.5% and 96.9%)

Original (89%)

Different (87.5%)

The ad is Unforgettable (84.4%)

To p 5 R e a s o n s a s w h y w e s h o u l d g o f o r i t

W o r s e 5 Re a s o n s o n w h a t r e - w o r k i s n e c e s s a r y

The ad is irritating (75%)

The ad is worn out and dull ( 67%)

The ad did not induce watch again feel (65.5%)

The ad is not informative (59.4%)The ad failed to create Immediate feel of buying (45%)


3/11

R E C A L L

Respondents generate it from memoryThe Ad received fairly good recall with 63 out of 64 people recalling it

25% of the respondents find no specific reason for disliking it

R e c a l l

To p 5 r e a s o n s t h a t m a d e t h e m r e c a l l

Originality, animation and Follow of Heart concept (44.64%)

Boss and Employee concept (21.08%)

Unrealistic job and I quit concept (19.61%)

Career builder (9.31%)

Building being crushed (4.9%)Try to break trend (0.49%)


4/11

R E C O G N I T I O N

Respondents able to recognize the ad at their first recall20.3% of the respondents able to recollect the ad at first instinct

It also depends on frequency of the ad played

R e c o g n i t i o n

To p 5 r e a s o n s f o r r e c o g n i t i o n

Originality, animation and Follow of Heart concept (45.2%)

Unrealistic job and I quit concept (21.2%)

Boss and Employee concept (19%)

Building being crushed (9.5%)

Career builder (2.4%)Try to break trend (2.4%)


5/11

0.0

5.0

10.0

15.0

20.0

25.0

Recalled at first Instinct (in %)

Recall (in %)

20.3%

14.1%

12.5%

9.4%7.8%

6.3%4.7%

3.1%1.6%


6/11

0.0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0

45.0

50.0

Originality,animation and

Follow of Heart

concept

I quit andUnrealistic job

concept

Boss andEmployee

Concept

Building beingcrushed

Career Builder Try to breaktrend

Reasons for likes (in %)

Reasons for likes (in %)

45.2%

19.0%21.4%

2.4%2.4%

9.5%


7/11

I N D I V I D U A L D I F F E R E N C E S , P E R S P E C T I V E S & A R E A S T O R E - W O R K

S a m p l e : 1 3 r e s p o n d e n t s ( 2 0 . 3 % o f t h e r e s p o n d e n t s )

P e r s p e c t i v e s :

5 respondents are marketing oriented, 5 respondents are Finance oriented,

2 respondents are IT oriented, 1 for manufacturing oriented.


8/11

M a r k e t i n g p e r s p e c t i v e R e s p o n d e n t s f e e l :

T h e a d i s n o t l i v e l y

T h e a d i s n o t i n f o r m a t i v e

T h e a d d i d n o t i n d u c e W a t c h A g a i n f e e l

T h e a d i s n o t w a r m a n d s e n s i t i v e

M a n u f a c t u r i n g p e r s p e c t i v e R e s p o n d e n t fe e l :





9/11

F i n a n c e p e r s p e c t i v e R e s p o n d e n t s fe e l :

T h e a d d i d n o t i n d u c e I m m e d i a t e b u y i n g f e e l



I T p e r s p e c t i v e R e s p o n d e n t s f e e l :

C l a i m s a r e n o t b e l i e v a b l e

T h e a d l a c k s o r i g i n a l i t y

T h e a d i s n o t a p p e a l i n g




10/11

R E F E R E N C E S

Krishnan Shankar, Chakravarti Dipankar (1999) Memory measures for pre-testingadvertisements: An Integrative conceptual framework and a diagonostic template,

Journal of Consumer Psychology, 8(1), 1-37.

Kent. R.J., Machleit . K.A. (1990) The differential effects of within-brand and

between-brand processing on recall and recognition of television commercials,

Journals of Advertising, 19, 4-14.


11/11

T H A N K Y O U !

Advertising reflects the mores of society, but it does not influence them.

- David Ogilvy

Abbas Mithaiwala

Abdul Rahim Shah

Baleshwar Srivatsava

Vidhyalakshmi KVinay Patil

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