chapter 11: assessing ad message effectiveness. exposure- media research chapter 12 awareness-...

Chapter 11:Assessing Ad

Message Effectiveness

Exposure- Media Research

Chapter 12

Awareness- Message Research

Pretesting and Posttesting “Copy”

Persuasion- Message Research

Exposure (Media Research)

A. Simmons (Magazine)

B. Mediamark (Magazine)

C. Arbitron (Radio)

D. Nielsen (TV)

Awareness (Message Research) [Note: "Recall Controversy" 336-337]

A. Starch Readership (Magazine)

B. Burke Day-After Recall (TV)

C. Bruzzone (TV)

Buzz Analytics

Persuasion (Message Research)

A. Consumer Information Processing Model Methods

1. Measures of Cognitiona. Belief Formation or Change

2. Measures of Affect/Attitude + Purchase Intentions (Conation)

a. Ipsos-ASI Next*TV Method (Attitudes, Preferences, Intentions)

b. ARS Persuasion Method (Post-Pre Brand Preferences)

Multi-Media Engagement

B. Hedonic, Experiential Model Methods

1. Measures of Emotionsa. The Warmth Monitorb. TRACEc. BBDO’s Emotional Measurement System

2. Physiological Arousal Measuresa. Psychogalvanometerb. Pupillometerc. Voice-Pitch Analysis*

C. Action/Sales Response

1. IRI’s BehaviorScan2. Nielsen’s SCANTRACK3. Split-Cable Tests

IV. Industry Standards for Advertising Research-Positioning Advertising Copytesting (PACT)

Chapter Eleven Discussion Questions: 6, 8, 9