Concept of FET test

1. A D V E R T I S I N G
R E S E A R C H
P r e s e n t e d B y : -
S h i v a m P a t e l

2. WHAT IS ADVERTISEMENT ???
Process of communication between the company and their potential customers through
their products, the basic essence of advertisement are-
• Mass communication
• Non personal form
• Through paid media
• Identified sponsor

3. • OBJECTIVE : To analyse the customers likeability towards the advertisement and in
turn their purchasing intentions.
• Number of Respondents : 10
• Test Performed : Forced Exposure Test

4. FORCED EXPOSURE TEST (FET)
• It is a central location test
• Based on personal interviews
• Advertisement is exposed to respondents
• Respondents are recorded

5. Exposure to advertisement in clutter
–Recall of exposure
–Message conveyed
–Specific likes and dislikes
–Overall likability
–Content recall
–Purchase intent brand associations

6. Message Recall
Main Idea communicated
(post exposure-clutter)
FEVIQUICK Connecting Culture by demolishing boundaries.
McDONALDS Bringing People together.
IDEA Kill your negativities and if you are happy you can walk like king on streets.
MERCEDES Passionate and Comfortable.
NIKE When you can beat your friend then why not the expert in that field.
PRESTIGE If you love your life partner then buy prestige.

7. Likability Of The Ad
FEVIQUICK McDonald IDEA MERCEDES PRESTIGE NIKE
MEAN
SCORE 0.3 0.2 0.2 0.5 0.1 0.7
# REFER EXCEL

8. Reasons for liking / disliking
Reasons for liking / disliking the Ad %
1
2
3
4
5

9. Purchase intentions
FEVIQUICK McDonald IDEA MERCEDES PRESTIGE NIKE
MEAN
SCORE 0.1 0.4 0.1 0.4 0.1 0.7
# REFER EXCEL

10. What was said in the Ad
VOICE RECALL PERCENTAGE (%)
FEVIQUICK 4
MERCEDES 20
IDEA 18
PRESTIGE 19
McDONALDS 14
NIKE 25

11. What Was Shown In The Ad
SCENE RECALL PERCENTAGE (%)
FEVIQUICK 19
MERCEDES 15
IDEA 14
PRESTIGE 12
McDONALDS 17

12. Conclusion

13. Thank You