广告测试概要.pptVIP

广告测试概要 广告测试的3W1H：明确测试的目的和手段 测试什么 What to test？ 源数据 Source factors 所传递的信息和变量 Message variables 媒介策略 Media strategies 预算决策 Budget decisions 什么时候进行测试 When to test？ 事前测试 Pre-testing 事后测试 Post-testing 广告测试的分类：针对广告不同阶段和对象范围 广告测试的分类：详细的测试方式 事前测试 实验方法 Laboratory Methods 消费者审查 Consumer juries 投资测试 Portfolio tests 心理测试 Psychological measures 剧院测试 Theater tests 粗测试 Rough tests 概念测试 Concept tests 可靠性测试 Reliability tests 理解度测试 Comprehension tests 反应测试 Reaction tests 广告测试的分类：效果测试的实施时间 事前测试的方法与流程 事后测试的方法与流程 重点广告测试的方法与流程 Appendix： Measuring the Effectiveness of the Promotional Program Positioning Advertising Copy Testing (PACT) 1. Provide measurements relevant to objectives of advertising 2. Require agreement on how results will be used before each test 3. Provide multiple measures (Single measures arent adequate) 4. Be based on a model of human response to communications 5. Consider multiple versus single exposure to the stimulus 6. Require alternative executions to have the same degree of finish 7. Provide controls to avoid the biasing effects of exposure context 8. Take into account basic considerations of sample definition 9. Demonstrate reliability and validity Concept Testing Objective: Explores consumers’ responses to various ad concepts as expressed in words, pictures, or symbols Method: Alternative concepts are exposed to consumers who match the characteristics of the target audience Reactions and evaluations of each are sought through a variety of methods, including Focus groups Direct questioning Survey completion Sample sizes vary depending on the number of concepts to be presented at the consensus of responses Output: Qualitative and/or quantitative data evaluating and comparing alternative concepts Focus Group Limitations The results are not quantifiable Sample sizes are too small to generalize to larger populations Group influences may bias participants’ responses One or two members of the group may steer the conversation or dominate the discussion Consumers becom