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Chap19 Measuring The Effectiveness Of The Promotional Program
1. There are various methods for measuring the effectiveness of advertising campaigns, including pre-testing concepts and rough versions of ads, as well as post-testing using recognition, recall, and diagnostic tests. 2. Effectiveness can be measured through laboratory experiments, field tests of ads in real media, and tracking studies that monitor key metrics over time. 3. Multiple measures are recommended over single measures, and tests should be based on models of human response while considering factors like sample size and potential biases.
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Discusses importance of measuring advertising effectiveness, pros and cons, methods, and testing principles.
Outlines various testing factors, methods, pre-testing, post-testing, and principles for effective ad testing.
Describes focus group testing methods, advantages, limitations, and influence biases on consumer responses.
Explains various testing techniques like Consumer Juries, physiological measures, and different forms of ad testing.
Focuses on post-testing of ads including inquiry tests, recognition tests, and their effectiveness evaluations.
Discusses comprehensive measures for ad effectiveness, including tracking studies and factors influencing outcomes.
