1. Giải thích lý do và tầm quan trọng của tin nhắn nghiên cứu. 2. Mô tả các kỹ thuật nghiên cứu khác nhau được sử dụng để người tiêu dùng biện pháp "công nhận và thu hồi thông điệp quảng cáo. 3. Minh họa các biện pháp của các phản ứng cảm xúc đến quảng cáo. | Measuring Advertising Message Effectiveness CHAPTER 10 Explain the rationale and importance of message research. Describe the various research techniques used to measure consumers’ recognition and recall of advertising messages. Illustrate measures of emotional reactions to advertisements. Explicate the role of persuasion measurement, including pre- and post-testing of consumer preference. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 10– 10– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Explain the meaning and operation of single-source measures of advertising effectiveness. Examine some key conclusions regarding television advertising effectiveness. Chapter Objectives (cont’d) After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 10– 10– © 2010 South-Western, a part of Cengage . | Measuring Advertising Message Effectiveness CHAPTER 10 Explain the rationale and importance of message research. Describe the various research techniques used to measure consumers’ recognition and recall of advertising messages. Illustrate measures of emotional reactions to advertisements. Explicate the role of persuasion measurement, including pre- and post-testing of consumer preference. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 10– 10– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Explain the meaning and operation of single-source measures of advertising effectiveness. Examine some key conclusions regarding television advertising effectiveness. Chapter Objectives (cont’d) After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 10– 10– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Introduction to Advertising Research Measuring Message Effectiveness Enables management to increase advertising’s contribution toward achieving marketing goals and yielding a reasonable return on investment What Does Advertising Research Involve? Measures of media effectiveness Measures of message effectiveness (later chapters) 10– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Introduction to Advertising Research Stages of Advertising Research Copy development stage (pretesting) “Rough” stage Final production stage After media run (posttesting) 10– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Industry Standards for Message Research Principles of the Positioning Advertising Copy Testing (PACT) Principle 1 Provide measurements that are relevant to the advertising objectives Principle 2 Requires agreement about how the results will be used in advance of each specific test Principle 3 Provides multiple .
