Evaluating advertising

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Presentation transcript:

Evaluating advertising Chapter 17 Evaluating advertising

The Communication Evaluation Process What should be measured? Should we test? When should we test? How should we test?

Pre-testing Unfinished advertisements Concept testing Focus groups Consumer juries Pre-testing finished advertisements Dummy vehicles Readability tests Theatre tests

Physiological measures Pupil dilation Eye tracking Galvanic skin response Tachioscopes EEG (Electroencephalographs

Post-testing Inquiry tests Recall tests Recognition tests Sales tests Simulated market tests Single-source data

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