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Measuring the Effects of Advertising

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Chapter 14 - Measuring the Effects of Advertising

Why We Evaluate Campaigns

Why We Evaluate Campaigns Continued

Difficulties in Measuring Campaigns

Isolating Marketing Variables

Hierarchy if Effects

Hierarchy if Effects Continued

Key Measurement Tools

Awareness and Recall

Awareness and Recall Continued

Aided Recall

Liking and Attitude Changes

Preference and Conviction

Preference and Conviction Continued

How We Track Campaign Results

How We Track Campaign Results Continued

Consumer Diaries and Pantry Checks

Consumer Diaries and Pantry Checks Continued

Posttesting

Posttesting Continued

Syndicated Research

Syndicated Research Continued

Custom Research Techniques

Custom Research Techniques Continued

Evaluating the Results

Evaluating the Results Continued

Understanding ROI

Understanding ROI Continued

PPT Slide

Send E-mail to Prof. Rich Lei.
or call (520) 523-2490

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Measuring the Effects of Advertising

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