I am going to talk first of all about a measure we have used to pre-test commercials at early stages of their development and then I'm going on to suggest how it might be possible to use this method to assess techniques used for evaluating finished commercials .
The main object of this paper is to consider a number of different criteria which can apply when one is attempting to measure advertisements in terms of their effectiveness, and different ways of analysing data in terms of these criteria. In particular, this paper will demonstrate how one specific form of data collection, the pre-post-gift-choice question, can generate more than one type of measure dependent upon the criteria initially set up.
Most case stories are. written when the success is an established fact. This paper is a case where part of the story was written in advance, in the form of objectives. To be precise, it is a case story the outcome of which is not yet known. The story concerns the introduction of Pall Mall cigarettes in Denmark, launched in September 1964, after marketing preparations and testing were accomplished for the initial ad campaign. We are now in the process of seeing whether or not the market responds as our tests predicted. To the extent that it did not, we shall be grateful to those readers who can help by telling us why.
This paper illustrates some of the results end advantages of obtaining Readership and TV viewing measurements from the housewives in continuous, reporting Consumer Panels. The data are drawn from the experience gained from the Attwood Consumer Panel in Great Britain.
The subject of today's talk gives me the opportunity to present to you the outline of a method which our advertising agency has been using for some months already. Considering the limits of time and also the subjects to be discussed today, I only intend to outline quite simply a method for pre-testing magazine advertisements mainly stressing the use of psychological attitude scales. Before embarking on our main theme, it may be useful to underline the advertising problems which we hoped to solve with our method.
The Delta Copy Test deals with a problem, which is bound to come up regularly in the process of creating a well-planned advertising campaign if the responsible team happens to have a clear understanding of the difference between the purchase proposition. The purchase proposition lays down in more abstract than concrete terms what the ads should communicate, which ideas on the product, the service, or the brand they should get across to the concerned public.The ad has to communicate in vivid concrete terms of text and illustration by ingenious transformation of the purchase proposition into the public's perspective.
Much of the advertising research being carried out today defines - whether explicitly or implicitly - the effectiveness of an advertisement in terms of memorability , believability or other factors. Such advertising research is based on assumptions that are not by any means proven and which are, in fact, generally false. Assumptions such as that an advertisement that is remembered, liked or believed is necessarily more effective than an advertisement that does not have a high memorability, believability or like-ability.
A new phase in Market Research ? Perhaps it can hardly be considered, hut there has certainly been during these last few years an evolution towards greater specialisation. Many companies have been setting up their own Research Departments either on a large or small scale and are now using market research directly in some form or other usually adapting the various techniques to their specific needs.
This report describes the principal methods used for measuring the difficulty of language, makes a critical survey of the circumstances in which they can be used and discusses the problems associated with adapting some of them to other languages. Some recent experiments conducted by RAI (Radiotelevisione Italiana) in this field of research are also considered.
A Dutch association of market researchers was established in May 1963. On 15th October 1963 the first meeting devoted to market research was organized in Scheveningen. Some 400 people took part representing a large number of Dutch industries, governmental institutions, research and advertising agencies. By the end of 1963 the association numbered about 120 members. Several working parties have been established, each of them devoting itself to some particular problems, such as meetings, education, techniques, international relations, etc.