Chapter 5: Advertising Research

Question 1

Pre-testing

Answer 1

Testing of creative concept or creative execution before it appears in the media

Question 2

What is the purpose of pre-testing

Answer 2

• Helps choosing most suitable ‘creative concept’ or ‘creative execution’
• Testing before media appearance can save money

Question 3

Types of pre-testing techniques

Answer 3

1) Internal evaluation
2) Communication effects
3) Behavioural effects

Question 4

Types of internal evaluations within pre-testing

Answer 4

• Checklists
• Readability analysis

Question 5

Readability analysis

Answer 5

Is the given stimulus easy to read & quick to understand?

Question 6

Types of communication effects within pre-testing

Answer 6

• Physiological tests
• Recall
• Direct opinion measurement

Question 7

Physiological tests

Answer 7

The measurement of the reaction of the body to a given advertising stimuli

Question 8

What are the disadvantages of physiological tests within pre-testing?

Answer 8

• Expensive
• Results difficult to interpret

Question 9

Recall test

Answer 9

Testing the ability to recall a new ad or execution amid existing ads, takes place 20-30 minutes after exposure to the advert

Question 10

What are the disadvantages of recall tests within pre-testing?

Answer 10

1) Memorisation capacity of the purveyor
2) Interest in product category of the purveyor can be questioned
3) Measurement is very briefly after the test

Question 11

Direct opinion test

Answer 11

Jury of customers assesses the advert using a scale to measure the given aspects

Question 12

What are the disadvantages of direct opinion tests within pre-testing?

Answer 12

• Unnatural environment
• Consumer jury effect: act like instant experts

Question 13

Types of behavioural effects within pre-testing

Answer 13

A/B test

Question 14

A/B test

Answer 14

Checks which advertisement works best: version A or version B and is tested on behaviour related (conversions, clicks, etc)

Question 15

Limitations of pre-testing

Answer 15

• Artificial setting
• Consumer jury effect
• Neglects effect of repetition
• Limited time between exposure and testing
• Individual testing

Question 16

Post-testing

Answer 16

A test of the effectiveness of a single advertisment after its placement in the media

Question 17

Types of post-testing

Answer 17

1) Exposure
2) Message processing
3) Behaviour

Question 18

Exposure test

Answer 18

The extent to which the ad has reached it’s intended audience

Question 19

Types of message processing tests within post-testing

Answer 19

• Recall test
• Recognition test

Question 20

Recognition test

Answer 20

Test in which a sample of ads is presented to a consumer, who is asked to indicated whether he or she recognizes the ad or not

Question 21

Unaided recall test

Answer 21

Consumers have to indicate which ad they remember ‘spontaneously’ having seen, in a specific magazine, TV or billboard

Question 22

Aided recall test

Answer 22

The consumer’s memory test is helped by means of clues when asked which ads they remember

Question 23

Limitatons of recall and recognition tests

Answer 23

• Consumer’s honesty may be questioned
• Relevance of recall
• Time between exposure and measurement
• Not an indicator of message processing and buying behaviour

Question 24

KPI

Answer 24

Key Performance Indicators

Question 25

Net Promoter Score

Answer 25

A measure of the loyalty of a company’s customer base with a score from 0-10 which comes from the customers answering the question “how likely are you to recommend this company to a friend or colleague?”

Question 26

What is the name given for the numbers 0-6 within the NPS

Answer 26

Detractors

Question 27

What is the name given for the numbers 7-8 within the NPS

Answer 27

Passives

Question 28

What is the name given for the numbers 9-10 within the NPS

Answer 28

Promoters

Question 29

How is NPS calculated?

Answer 29

% promoters - % detractors