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Lecture 24

ADM 3326 Lecture Notes - Lecture 24: Asus, Brand Awareness, Ecall


Department
Administration
Course Code
ADM 3326
Professor
Michael Guolla
Lecture
24

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Data$observed,$recorded,$and$collected$ specifically$to$resolve$an$
identified$issue.
Primary
!
Data$compiled$and$published$by$others,$for$purposes$other$than$resolving$
a$specific$issue.
Secondary
!
Measure$with$open>ended$questions$(interpretation).
Tends$to$be$discussions$or$interviews.
Qualitative
!
Tends$to$be$survey$or$experiment.
Quantitative
!
Information$useful$in$the$preparation$or$evaluation$of$an$advertisement,$
advertising$campaign$or$complete$IMC$campaign$effectiveness.
Advertising$Research
!
Information$useful$in$the$preparation$of$the$media$plan$since$it$includes$
qualitative$and$quantitative$facts$of$the$media$alternatives.
Media$Research
!
Creative$strategy$(i.e.,$theme,$appeal,$source).
Creative$tactics$(i.e.,$style,$structure,$design).
What$to$test
!
Laboratory$test$(i.e.,$controlled$setting).
Field$test$(i.e.,$natural$setting).
Where$to$test
!
Pre>test$(i.e.,$prior$to$campaign$launch).
Post>test$(i.e.,$after$campaign$launch).
When$to$test
!
Concept,$comprehension$and$reaction,$jury.
Assess$partially$completed$creative$(e.g.,$storyboard).
Portfolio,$readability,$dummy$vehicles.
Theatre,$on>air,$physiological.
Assess$completed$creative$(e.g.,$TV$ad).
Occurrence$of$test:
Strategic$(e.g.,$different$creative$options).
Tactical$ (e.g.,$subtle$changes$music).
Focus$of$test:
Pre>test
!
Assess$completed$creative$that$has$been$launched.
Processing$of$creative$strategy$and$tactics.
Recall/recognition$&$attitude$and$to$ad.
Recall/recognition$of$benefit$claims$&$brand$attitude.
Usually$measures:
Print$(inquiry,$recognition,$recall).
TV$(day>after>recall,$comprehensive,$test$market,$tracking).
Types$of$tests often&have&names&pertaining&to&task.
Post>test
!
Do$you$intend$to$purchase$a$tablet$in$the$next$6$
months?
Category$need
What$brands$of$tablet$come$to$mind?$(Recall)
Which$of$these$brands$have$you$seen$before?$
(Recognition)
Brand$awareness
Track$if$communication$objectives$are$met.
Overall,$how$would$you$rank$ASUS$tablet$for$school$use,$
single$best,$second$best$or$what?
Benefit$beliefs$(price,$performance...).
Brand$attitude
If$you$were$going$go$buy$a$tablet$for$school$use,$how$
likely$would$you$buy$an$ASUS$table?
Brand$purchase$intention
Post>campaign
!
Mention$brand$as$first$one$that$comes$to$mind.
Top$of$mind$recall
Mention$brand$when$asked$to$name$all$brands.
Unaided$recall
Percentage$of$all$brands$mentioned$unaided.
Share$of$mind$recall
Indicate$that$brand$has$been$seen$when$presented$with$a$list.
Aided$recall$(recognition)
Different$ways$to$summarize$awareness
!
ADVERTISING+RESEARCH
Lecture'24'*Advertising'Research
Thursday,$ December$ 3,$2015
1:28$PM
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