COMM 320 Lecture Notes - Lecture 2: Semantic Differential, Wieden, Snickers
Document Summary
Assigning numbers to observations according to specified rules. More abstract the idea the more difficult it is to precisely specify rules for. Most popular measurement of the super bowl ad popularity (mars snickers was #1) Only about 5k people actually vote on the super bowl ads. Objectives some measurements require pre and post testing. Determination of evaluation strategy should be made before campaign, not after . Happens at every point in strategic communication process. How much you are spending on advertising relative to your competition in the. Index numbers measure. : consumer attitudes toward and use of your brand and competitive brands, consumer buying behaviors, consumer interests/how they spend time, consumer media habits. O(cid:374)e thi(cid:374)g that"s (cid:374)ot o(cid:374) the pro(cid:272)ess (cid:373)odel is the e(cid:373)otio(cid:374)al rea(cid:272)tio(cid:374)s of people. You do(cid:374)"t ha(cid:448)e a(cid:374)y rea(cid:272)tio(cid:374) u(cid:374)til you"(cid:448)e had a(cid:374) e(cid:373)otio(cid:374)al rea(cid:272)tio(cid:374) How many people in a particular universe are watching a particular program.
