MKTG204 Lecture Notes - Lecture 12: Copy Testing, Behavior, Conation

• School: Macquarie University
• Department: Marketing
• Course: MKTG204
• Professor: Lawrence Ang

Document Summary

A bad ad can hurt a brand even with a single exposure. A good ad of the same brand can outsell a bad one by about four times, even with the same media spend. Think of ad evaluation as a risk-reduction exercise. Once we have found the creative idea, the next step is to actualize it in one (or a number of) rough executions. Based on principles, we subjectively evaluate each execution (not concept) using these questions: Even with guidelines and frameworks it is still important to test the ad with a large number of respondents, which allows us to continually refine our learning. Three classes of metrics are used with the target audience, usually carried out in a controlled situation: cognition (i. e. thoughts and memory) affect (i. e. intensity of feelings) conation (i. e. behavioral predispositions). We do not measure the behavior of the target audience, which is normally tracked when the campaign is in progress.