Scribd
Upload
25 views

MR Tuesday

1. Advertising tracking and effectiveness research monitors a brand's performance including awareness, trial, usage and attitudes over time. It provides information on advertising spending and effectiveness of media buys and creative executions. 2. Advertising pre-testing and post-testing are types of ad effectiveness research. Pre-testing predicts in-market performance before ads air, while post-testing provides periodic or continuous monitoring of brand metrics after advertising launches. 3. Customer satisfaction research focuses on customer perceptions of shopping or purchase experiences. It includes descriptive research providing a snapshot of attitudes, and inferential research presenting firms with recommendations to improve satisfaction.

Uploaded by

itsgouravarora
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
25 views

MR Tuesday

1. Advertising tracking and effectiveness research monitors a brand's performance including awareness, trial, usage and attitudes over time. It provides information on advertising spending and effectiveness of media buys and creative executions. 2. Advertising pre-testing and post-testing are types of ad effectiveness research. Pre-testing predicts in-market performance before ads air, while post-testing provides periodic or continuous monitoring of brand metrics after advertising launches. 3. Customer satisfaction research focuses on customer perceptions of shopping or purchase experiences. It includes descriptive research providing a snapshot of attitudes, and inferential research presenting firms with recommendations to improve satisfaction.

Uploaded by

itsgouravarora
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 7

m m

m 

m

 
 m m


m
 

m  !

 " # $ %& !

'" #m"'"

 !  %

 % (  !'"
m m
 m  , is in-market research
that monitors a brand¶s performance
including brand and advertising awareness,
product trial and usage, and attitudes about
the brand versus their competition.
 mlso known as post-testing or ad
effectiveness tracking.
 The researcher has information on when
the ads launched, the length of each
advertising flight, the dollars spent.
")''*m m
 irovide a measure of the combined effect of
the media weight or spending level.
 The effectiveness of the media buy or
targeting.
 The quality of the advertising executions or
creative.
m 

m
 m
    is a specialized form of
marketing research conducted to improve the
efficiency of advertising.
 Types of md Research
^ ire-testing
^ iost-testing
)'*m 

m
i  is a form of customized
research that predicts in-market performance
of an ad, before it airs.
 i provide either periodic or
continuous in-market research monitoring a
brand¶s performance, including brand
awareness, brand preference, product usage
and attitudes.
 
 m m


m
 w      is that area
of marketing research which focuses on
customers' perceptions with their shopping or
purchase experience.
 Types of Customer Satisfaction Research
^ escriptive or documentary research
^ Inferential or models-based research
)'* 

m m

m 
  
     
  simply provide a snapshot in time
of customer attitudes.
 Õ   
  the results of these studies are
more powerful because they present the firm
with recommendations on how to improve
customer satisfaction.

You might also like