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Advertising Agency Evaluating Advertising Effectiveness refers to determining how well an ad is performing in the market and assessing the real value of the advertising performance. Evaluating Advertising Effectiveness helps to identify whether the advertisement has reached its target base successfully Evaluating Advertising Effectiveness: Method Communication Effect Research Communication Effect Research, also known as Copy Testing Method, is performed by the marketers before and after the ad is broadcasted or printed to know whether it has been successfully communicating with the target audience Copy Testing Method: Questionnaire Answer A questionnaire Answer refers to a draft of an advertisement that has relevant questions. It is sent to target consumers and the reply is later analyzed to understand whether the proposed ad is adequate or not Recall and Recognition Test In Recall Method regular users are asked whether they can recall specifics about an advertisement like the name of the product and brand and its lyrics or words. In Recognition Method the customers are asked to point out the advertisements they recognize and on this basis, advertising effectiveness is evaluated. Direct Rating Method In the Direct Rating Method, the customers are asked to rate the advertisements Theatre test In the Theatre test, random customers are asked to watch a new show along with some advertisements in the theatre. Customers mention their preference at the onset and again later after viewing the show. This method is used to influence customers On-air test In the On-Air test, respondents watch a show on their television and are asked to answer questions regarding a commercial Laboratory Test In Laboratory Tests, an apparatus is used to measure the physiological reactions of a body like perspiration, pressure, and heart rate of a customer after he watches a specific ad. Neuro-marketing Neuro-marketing is a process to analyze how a consumer’s brain responds to a specific ad Example – PepsiCo, Cheetos Sales Effect Research Sales Effect Research helps to assess the impact of promotional activity on the sale of the product that is being advertised Experimental Research Experimental Research measures the impact of the ad on the sales Example – 1. Nike Just Do It 2. Apple – Get a Mac campaign Importance of Evaluation Avoid waste of money Find the impact of advertising on potential customers Identify the strong and weak points of the ad Identify the sources of higher effectiveness This video is on Advertising Agency and it has the following sub-topics. Time Stamps 0:25 - Evaluating Advertising Effectiveness 8:25 - Advertising Agency 21:38 - Agency Compensation 25:43 - Advertising Budget 31:22 - Methods of Preparing an Advertising Budget 36:04 - Copywriting- Introduction 41:48 - Concept Testing vs. Copy Testing 46:46 - Elements of TV commercial 52:20 - Advertising Testing 57:48 - Media relations 1:03:57 - Trends in Advertising