ADVERTISING
usually measured by: MESSAGE DELIVERY, IMPACT, LIKEABILITY. PERSUASION (MILP)
success measured against objectives: awareness, attitudes, donations
CREATIVE DEVELOPMENT RESEARCH
Use qualitative techniques to feed into ideas or check understanding e.g. storyboards, roughs
PRE-TESTING
- predictive research
- measured quantatively against set criteria
- done via 'hall/studio tests' - audience shown with cluster of adverts with TV programme, or in portfolio of folders with others
- specialist agencies have normal values used to benchmark
Buy into omnibus surveys which monitor pre-& post-advertising variables over time
- measure brand/product awareness (prompted and unprompted recall)
- attitudinal change
- imagery association
COMMUNICATIONS RESEARCH - not just advertising
- Sales research - selling costs for different customers, is personal selling more effective
- Sales promotion research - what extra sales resulted from promotional spend? levels of retention post-promotion, what % to spend customer/trade?
- PR/publicity research - how to effective compared with others, how to measure attitudinal change, how much attention do people pay to editorial?
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