The effects of shopping cart signage—this study used personal interviews in grocery stores to measure awareness of, attention to, and influence of this medium.
• The effectiveness of ski-resort-based media—The Traffic Audit Bureau is tracking the effectiveness of this form of advertising to give advertisers more reliable criteria on which to base purchase decisions.
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• Breakeven analysis-Seeks to determine the point at which the total cost of the promotion exceeds the total revenues.
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• Conversion studies- promotional campaigns are typically evaluated by conversion studies or by advertisement tracking studies. The research efforts of conversion studies consist of surveying a sample of target customer through one of advertisement mechanisms (e.g. clip a coupon, call a 1-600 number, mail back a postcard, tear out a magazine tip-in card /business reply card). Typically, these studies collect demographic, tripographic and expenditure information from the respondents. In other words, advertising conversion research measures the number of inquiries that are “converted” into actual purchase. Conversion studies estimate gross and net proportion of inquirers.
• Response rate: In this method the potential sales effectiveness of advertisements is measured through the number of response that an advertisements gets.
• Attitude measurement tests try to assess the effectiveness of the advertising or other promotion in changing consumers’ evaluation of the company and its brands. It is assumed that when attitudes are favorable it is more likely that consumers will buy the product.
• The triple associate test: It is another form of recall test. It is used to measure the effectiveness of the campaign rather than the individual advertisements. in this the interviewers asks the respondent the name of the brand or advertiser they associate with the product, the theme or slogan which is mentioned by the interviewer.
• Sales effects- Post-testing methods that measure the sales effects of advertising are:
1. Measures of past sales
2. Experiment Designs
• The effectiveness of ski-resort-based media—The Traffic Audit Bureau is tracking the effectiveness of this form of advertising to give advertisers more reliable criteria on which to base purchase decisions.
•
• Breakeven analysis-Seeks to determine the point at which the total cost of the promotion exceeds the total revenues.
•
• Conversion studies- promotional campaigns are typically evaluated by conversion studies or by advertisement tracking studies. The research efforts of conversion studies consist of surveying a sample of target customer through one of advertisement mechanisms (e.g. clip a coupon, call a 1-600 number, mail back a postcard, tear out a magazine tip-in card /business reply card). Typically, these studies collect demographic, tripographic and expenditure information from the respondents. In other words, advertising conversion research measures the number of inquiries that are “converted” into actual purchase. Conversion studies estimate gross and net proportion of inquirers.
• Response rate: In this method the potential sales effectiveness of advertisements is measured through the number of response that an advertisements gets.
• Attitude measurement tests try to assess the effectiveness of the advertising or other promotion in changing consumers’ evaluation of the company and its brands. It is assumed that when attitudes are favorable it is more likely that consumers will buy the product.
• The triple associate test: It is another form of recall test. It is used to measure the effectiveness of the campaign rather than the individual advertisements. in this the interviewers asks the respondent the name of the brand or advertiser they associate with the product, the theme or slogan which is mentioned by the interviewer.
• Sales effects- Post-testing methods that measure the sales effects of advertising are:
1. Measures of past sales
2. Experiment Designs