Term
| Vehicle Option Source Effect |
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Definition
| the differential impact that the advertising exposure will have on the same audience member if the exposure occurs in one media option rather than another |
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Definition
| measures taken before the campaign is implemented |
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| occur after the ad or commercial has been in the field |
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Definition
| tests of consumer reactions to advertising under controlled conditions |
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Definition
| tests of the ad or commercial under natural viewing situations, complete with the realism of noise, distractions, and the comforts of home |
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Term
| Positioning Advertising Copy Testing |
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Definition
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| research which is undertaken when a decision is to be made about whether advertising should run in the marketplace |
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| conducted very early in the campaign development process in order to explore the targeted consumer's response to a potential ad or campaign or have the consumer evaluate advertising alternatives |
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| Comprehension and reaction tests |
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Definition
| designed to assess the responses (which makes you wonder why some ads are ever brought to the marketplace) |
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| may be asked to rate selection of layouts or copy versions presented in pasteups on separate sheets |
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| tendency for participants to rate an ad good on all characteristics because they like a few and overlook specific weaknesses. distorts ratings and defeats the ability to control for specific components. |
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| laboratory methodology designed to expose a group of respondents to a portfolio consisting of both control and test ads |
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| participants are invited by telephone, mall intercepts, and/or tickets in the mail to view pilots of proposed TV programs |
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Definition
| designed to measure dilation and construction of the pupils of the eyes in response to stimuli |
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Term
| electrodermal (galvanic skin) response |
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Definition
| measures skin's resistance or conductance to a small amt of current passed btwn 2 electrodes |
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Definition
| viewers are asked to view an ad while a sensor aims a beam of infrared light at the eye |
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| Electroencephalographic (EEG) measures |
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Definition
| can be taken from the skull to determine electrical frequencies in the brain |
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Definition
| designed to measure advertising effectiveness on the basis of inquiries generated from ads appearing in various print media, often refereed to as "bingo cards" |
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| variations of the ad appear in different copies of the same newspaper or magazine, and/or running the same ad in different media |
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Definition
| advertising effectiveness measure of print ads that allows the advertiser to assess the impact of an ad in a single issue of a magazine over time and/or across alternative magazines |
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Term
| single-source tracking methods |
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Definition
| track behaviors of consumers from the television set to the supermarket checkout counter |
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Term
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Definition
| have been used to measure the effects of advertising on awareness, recall, interest, and attitudes toward the ad and/or brand as well as purchase intentions |
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