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Chapter 7 Advertising Promotion Research
Chapter 7 Advertising Promotion Research
Advertising &
Promotion
Research
Objectives
1. Purpose/Methods of Ad Research
2. Secondary Data Sources (Yahoogle?!)
3. Purpose/Methods of Copy Research
Key Definitions
2. Account Planning
A broader view than traditional research that introduces data
earlier in the development process & relies on a wider variety of
research techniques.
Advertising & Promotion Research
• Resonance Tests
– To what extent does the ad ring true?
• Thought Listings
– Determine the thoughts that occur during exposure
• Recall Tests
– How much does the viewer remember from the message?
Copy Research Methods (con’t)
• Recognition Tests
– Do people remember seeing an ad or sponsor?
• Physiological Tests
– Eye tracking, psychogalvanometer, voice response analysis
Copy Research Methods (con’t)
• Pilot Testing
– Split cable, split run, split list
• Direct Response
– Track consumer inquiries or direct responses