Abstract:
Advertising affects buyer attitudes to the brand in a number of characteristic ways. The important effects are similar across product types fmcg, durables and services because brand attitude formation is relatively similar in the unpressured environments where most advertising is received. Attitudes change in correlated patterns in response to advertising, and can be used to explain most changes in preference for the brand. This allows pretesting to show both whether and how advertising is working, and with a relatively high degree of confidence. The practice of pretesting must embrace five principles to be effective; marginal buyer preference, comprehensive attributes, attribute importance, competitive effects and correlated attributes. This allows the problems of quantitative pretesting that have been experienced in the past by users to be largely resolved.
This could also be of interest:
Research Papers
Beyond pretesting advertising
Catalogue: Seminar 1988: New Methodologies In Test Marketing
Authors: Karl-Georg Muslol, Uwe Munzinger
Company: GfK
June 15, 1988
Research Papers
Can pretesting be validated?
Catalogue: Seminar 1983: Effective Advertising- Can Research Help?
Authors: John Downham, Tony Twyman
Company: Unilever
June 15, 1983
Research Papers
Abbreviated simulated test markets as advertising pretesting tools
Catalogue: ESOMAR Congress 1987
Author: Jörg Rehorn
 
September 1, 1987
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