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ddd [48]
2 years ago
12

What are the three stages at which advertising evaluation occurs, and what do marketers evaluate at each stage? What are the dif

ferent types of testing methods for measuring ad effectiveness? If you were an advertiser, which type of testing method would you use? Explain the reasons for
your choice of method. (PLATO)
Business
1 answer:
krek1111 [17]2 years ago
4 0

Answer:

There are 3 phases of advertising: Awareness (audience building), Consideration (lead generation and obtaining authority), and Conversion (nurture and sales). Advertising has a history going back millennia. In fact, the origins of advertising go back to ancient times or even earlier, right to the stone age. From rock carvings and papyrus to the radio and T.V. and the latest addition of online advertising, the journey of advertising has been a most metamorphic one.

1. Pre-test and Post Test: Pre-test implies testing advertising message before it is sent to specific media.

2. Communication and Sales Effect Test.

3. Laboratory and Field Test.

4. Experimental and Survey Test.

5. Message and Media Effect Test.

Inquiry tests: It is controlled experiment conducted in the field. In inquiry test, the number of consumer inquiries produced by an advertising copy or the medium is considered as to the measure of its communication effectiveness.

Copy testing often evaluates ad based on demographics and certain changes in the ad are made with respect to its demographics. Memory tests (recall/recognition), direct response tests, persuasion tests, continuous measurement tests, psychological response tests are some of the quantitative methods of copy testing.

(My Answer^)

Explanation:

(Plato Example Answer) : Advertising evaluation can occur at three different stages: during ad in preparation, after the ad launches in the market, and while the ad campaign is running in the market.

During the first stage before the ad’s launch, marketers use pre-testing methods to evaluate an ad’s effectiveness. They help a company identify and correct flaws in its ad copy through trials or surveys. Randomly selected consumers view the ad. Based on the data gathered from their responses, the company will make changes in the ad copy or select one ad from among different ad alternatives. Various aspects of an ad copy, such as colors, message, language, design, etc., might change or gain further approval based on the results of these tests. Pre-testing methods include consumer jury methods such as an order of merit test or paired comparison test, advertising concept test, direct mail test, and in-home projection test.

During the post-testing stage after the ad’s market launch, marketers use post-testing methods to measure ad effectiveness. These tests help in gauging the immediate effect that the ad campaign has had on consumers and determine whether the ad has succeeded in achieving its goals. Post-testing methods also make use of randomly selected samples of respondents from the market. The methods include a rating scale test, day-after recall test, portfolio test, and association test.

The ad campaign is continuing its market run. During this stage, marketers use concurrent testing methods to evaluate ad effectiveness. If properly implemented, the tests can help the company to adapt an ad campaign to make it more effective. Concurrent testing methods also help advertisers to decide which expenses to curtail. These methods depend on observing consumers’ reactions to the ad and thus determining how consumers perceive the ad. Concurrent testing methods include telephone surveys, interview tests, and passers-by count tests.

If I were an advertiser, I would spend money on pre-testing methods because they would help me to make critical changes in an ad’s content before it goes out in the market. These methods of measuring ad effectiveness are more proactive. For instance, an advertising concept test can help in gathering consumer responses regarding various aspects of an advertisement. I would make sure that the sample selected for these tests is large enough so that it would leave little room for uncertainty regarding the ad’s effectiveness. In addition, I would use more than one method to measure the effectiveness of my ad campaign.

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1 year ago
what are two significant strengths that can have an impact on your overall success? why do you think so?
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3 years ago
Elsa participates in an investigation into possible violations of the Civil Rights Act of 1964 at Fabrication Foundry, Inc., whe
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Answer:

The correct answer is letter "D": disparate-impact discrimination claim.

Explanation:

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What are the profound and philosophical goals and benefits of a modern industrial society, according to Frederick Winslow Taylor
netineya [11]

Explanation:

The greatest objective and benefit of a modern industrial society according to Taylor was the transformation of management into a science, which should maintain the standardization of administrative processes in order to reduce production time and maintain the quality of work.

He developed the rational organization of work, a tool for researching human labor conditions, such as division of labor, specialization, standardization, supervision, salary incentives, etc., whose aim was to analyze how such factors influence productivity and the quality with which a worker perceives and performs his work.

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5 0
3 years ago
Michigan Mattress Company is considering the purchase of land and the construction of a new plant. The land, which would be boug
swat32

Answer:

6 years

Explanation:

The Payback period calculates how much it takes the amount invested in a project to be recovered from the cumulative cash flow.

Total amount invested =  $500,000 +  $100,000 =  $-600,000

Cash inflow in year 2 =  $100,000

Amount recovered in year 2 = $-600,000 + 100,000 = $-500,000

Cash inflow in year 3 =  $100,000 × 1.1 = 110,000

Amount recovered in year 3=$-500,000 + 110,000 = $-390,000

Cash inflow in year 4= $121,000

Amount recovered in year 4 = $-390,000 + $121,000 = $-269,000

Cash inflow in year 5= $133,100

Amount recovered in year 5 = $-269,000 + $133,100 = $-135,900

Cash inflow in year 6 = $146,410

Amount recovered in year 6 = $146,410 $-135,900 = $10,510

The amount is recovered In 5.93 years

I hope my answer helps you

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