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Imc case study presentation 2003

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  • 1. MEASURING ADVERTISINGEFFECTIVENESSTHE AIDA MODELThawban Baig
  • 2. AD EFFECTIVENESS MEASUREMENT IDENTIFY “WHAT ADVERTISING AIMS YOUWANT TO ACHIEVE”???? AIDA (AWARENESS, INTEREST, DESIRE ANDACTION) MODEL IS USED AS A FRAMEWORKTO DESCRIBE THE KEY MEASURES OFADVERTISING EFFECTIVENESS. THE MODEL IS PURELY BASED ONSUCCESSIVE STAGES OF CONSUMERRESPONSE.
  • 3. THE AIDA MODEL
  • 4. AWARENESS FOLLOWING MEASURES ARE USED TOMEASURE EFEECTIVENESS OF AN AD’S ABILITYTO STIMULATE AWARENESS:A)RECALL.B)UN AIDED RECALL.C)AIDED RECALL.D)RECOGNITION.
  • 5. AWARENESS (CONT…) RECALL MEASURES VERBAL MEMORY. RECOGNITION MEASURES VISUAL MEMORY. MOST CONSUMERS HAVE BETTER VISUALMEMORY. EMOTIONAL ADS CAPTURE HIGH SCORES ONRECOGNITION AS COMPARED TO RECALL
  • 6. INTEREST FOLLOWING MEASURES ARE USED TO MEASUREEFFECTIVENESS OF AN AD’S ABILITY TOSTIMULATE CONSUMER’S INTEREST:A)ADVERTISING RECALL.B)ATTITUDES.C)BRAND EQUITY.D)POSITIONING.E)INQUIRIES (THROUGH WEBSITE,TELEPHONE ORSTORE ETC.).
  • 7. INTEREST (CONT…) RECALL CAN ALSO BE USED TO MEASURECONSUMER’S INTEREST. ATTITUDES ARE MEASURES THROUGHQUESTIONNAIRES (ATTITUDE SCALES). THESE ATTITUDES CAN RESULT IN PURCHASEINTENTIONS RESEARCHS SHOWS THAT BOTH CENTRALAND PERIPHERAL FACTORS OF AN AD CANINFLUENCE THE CONSUMER’S ATTITUDE
  • 8. INTEREST (CONT…) ASSESSMENT OF BRAND EQUITY. BRAND EQUITY IS DEFINED AS “DIFFERENTIAL EFFECT OF BRAND KNOWLEDGEON CONSUMER RESPONSE TO MARKETING OFTHAT BRAND”. BRAND EQUITY IS A USEFUL INDICATOR OFCONSUMER’S INTEREST.
  • 9. DESIRE THE EFFECTIVENESS OF AN AD’S ABILITY TOSTIMULATE DESIRE FOR A PARTICULARPRODUCT OR SERVICE. THIS CAN BE MEASURES WITH THE HELP OFCONDUCTING INTERVIEWS AND SURVEYS THATARE SELF-ADMINISTERED. CONSUMER’S INTENTIONS TO BUY APARTICULAR PRODUCT OR SERVICE COULD BEKNOWN THROUGH INTERVIEWS AND SURVEYS.
  • 10. ACTION AN AD’S ABILITY TO STIMULATE CONSUMER’SBEHAVIOR AND ACTIONS. IDENTIFY YOUR MARKET SHARE AND SALESGROWTH IN ORDER TO MEASURE CONSUMER’SBEHAVIOR. RECORDS OF PURCHASES AT RETAIL STORES ORCHECK-OUT POINTS. COMPANIES MANAGE HUGE DATA-BASES BUILTTO STORE DATA RELATED TO THEIR SALES