How to effectively communicate a social media campaign that encourages reporting against child and adolescent abuse? In a pro-bono copy-testing study, we optimized the Liberta Institute's campaign, which contributed to an increase in 10.3% of abuse reports in Brazil.
How to effectively communicate a social media campaign that encourages reporting against child and adolescent abuse? In a pro-bono copy-testing study, we optimized the Liberta Institute's campaign, which contributed to an increase in 10.3% of abuse reports in Brazil.
This paper will describe a project recently undertaken in the United States to attempt to validate some commonly used copy testing measures. New Product commercials were chosen for study for two reasons: 1. in their own right, they represent a special class of commercials of interest to many marketers; and 2. they are considerably easier to validate than ads for established brands, for a number of reasons described in the paper. The key in-market validation measure used was the level of consumer trial generated by the commercial (after correcting for differences between brands based on ad spending, promotion and price). The paper describes the validation procedure in detail, including its limitations, and then shows the results for two major copy-testing procedures: day-after-recall (e.g., Burke tests), and the Viewer Response Profile (as developed by Schlinger).
Effect hierarchy models have a long and well-establis tradition in marketing and communication research. Figure 1.1. contains an overview of some of the more prominent ones, viz. the "AIDA" model due to Strong (1925), the "Hierarchy of Effects" model of Lavidge and Steiner and Rogers' (1962) "Innovation Adoption" model. Also eluded in the figure is the hierarchy underlying the TEST, an integrated conceptual and measurement model copy testing that has been developed and validated by Sherman Group Inc. It is a commercial application of BUY©TEST, conducted by AIM Research, Denmark, that will form the empirical basis for this paper.
This paper is very different from the last in that it is a methodical review of the pre-test measures then available. The objectives of this stage are clearly set out and these are still current. The six methods are also familiar (though the last is not one applied to an individual problem, it is an attempt to generalise about how styles of advertising are associated with advertisement recall). The conclusions are sensible: each method has its own advantages and none of them is enough on its own; the researcher must communicate clearly (nowadays we would not say so easy . . . that even the advertising man can grasp the definitions!); he and the creative man must be partners.
This paper argues that the advance in knowledge about the communication process of advertising has been insufficiently applied in the context of copy-testing methods, in particular of pre-testing methods. It surveys the progress of social psychological research on communication from the early learning theory approach to the more recent cognitive response approach.
Over four years, 323 print advertisements were studied for stopping power and/or communication. Stopping power is measured by exposing ads from slides on a magazine-size rear projection screen, for 1.25 sec. unless stopped by respondent; percent who stop an ad is its score. Principal communication measure is proportion who can play back all of the ad's intended message immediately after reading it following selection of it as being of interest.
The research for this colour magazine a supplement of DIE ZEIT (weekly) started in 1965/66, four years before it was launched, and the research activities are still going on. At the beginning of the planning phase prior to the development of ZEIT magazin the then available market research data were discussed and analysed at great length with the editor-in-chief and his staff. Market research 1966 revealed certain gaps between editorial arid wishes of readership In 1966, a survey by the Allensbach Institute for Demoographics had broadly covered the ZEIT readers' interest in various editorial themes and copy tests had also been carried out on two issues of DIE ZEIT.
The aim of the analytical evaluations presented here is to make better use of the information contained in the copy-test data than it has been happening thusfar. Better use must be made of such information in order to obtain more exact indications for an optimal combination of the editorial offer. The principle of this new method of approach consists of coordinating in a proper manner the evaluation per article with the evaluation per person. A three stage evaluation system was formulated on the basis of these considerations. It consists of a table, simulation and optimization program that can be adapted to the demands of actual situations in a flexible manner.
Research in the area of postering seems to have been somewhat neglected, although this medium is of unquestionable importance. Its very special characteristics, in fact, format as well as placement, content, and method of acting have always made impossible a blunt application of the methods developed in the other areas of advertising. It seems however that some reflection on the exact nature of pre-testing, as on the relatively small importance of the conditions of implementation of a method with respect to the principle of the method, could indicate that some transpositions are possible. Among others, this is the case for the study of attention value, and, using test folder type methods, we have attempted to develop a specific methodology for posters.