Theater tests of advertising effectiveness sometimes involve having several groups of people observe a pilot film for a television series which has a number of commercials interspersed. Several groups see a commercial for the brand under test whereas other groups do not see this commercial. After the showing, the viewers complete a questionnaire which, in part, measures their attitude toward the test brand. Differences in attitudes between those who saw the commercial and those who did not are a measure of the commercial’s effectiveness. What type of experiment is this? What type of errors are likely to affect it? what changes, if any, would you suggest?
Selective Demand Advertising
Advertising includes communicating with people regarding a product or any service or an idea to sell or promote them. Advertising attracts the consumer towards a specific brand or to a product of a brand which enables them to buy products from that company and hence the company can prosper. Advertising is important both for the company which is in the industry for a longer period of time and even for those who are just starting up with their business. These days it is found that not only the transmission of the messages of a particular brand is done through television or radio but also it is done on the social media platform. Particularly for homegrown brands, social media has become one of the most important platforms which promote the advertising of their products and attract consumer to demand the same. The strategy to have a good advertising background is important for marketing a particular company or a brand.
Primary Demand Advertising
This topic is significant in the professional exams for both undergraduate and graduate courses, especially for
Theater tests of advertising effectiveness sometimes involve having several groups of people observe a pilot film for a television series which has a number of commercials interspersed. Several groups see a commercial for the brand under test whereas other groups do not see this commercial. After the showing, the viewers complete a questionnaire which, in part, measures their attitude toward the test brand. Differences in attitudes between those who saw the commercial and those who did not are a measure of the commercial’s effectiveness. What type of experiment is this? What type of errors are likely to affect it? what changes, if any, would you suggest?
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