Can advertising pre-tests predict the longevity of advertising effects?

Article Abstract:

Advertising pre-tests are widely used to assess the likely effectiveness of an advertising campaign, but they tend to produce inconsistent results, according to Max Blackston, worldwide director of advertising and brand research at Research International and president of Research International Brand and Communications. High pre-test scores do not necessarily mean that an advertising campaign will be successful, and the effects of high scoring advertisements do not necessarily last very long. The main problem is that traditional pre-testing measures fail to distinguish adequately between transitory and more permanent effects of exposure to advertising as they do not take into account the level of personal significance the advertisement has for the consumer.

Speeches, lectures and essays, Transcript, Blackston, Max

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Use of the 2-by-2 table in advertising effectiveness

Article Abstract:

Researchers aiming to portray the effectiveness of advertising often use the 2-by-2 table, but this tool has drawbacks. The table is simple, and it appears to be open to simple interpretation. It relates decisions to buy or not to buy a product to exposure or non-exposure to advertising of the product. However, the relationships are much more complex than the simple relationship, and care must be taken to to exclude a range of explanations before the relationships can be interpreted as causal. The Jones' odds ratio is a more useful tool for showing the effectiveness of advertising.

Consumer Behavior, Market Survey Techniques, Management, Marketing research, Market research, Market surveys

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How Internet advertising works

Article Abstract:

A review of the literature reveals that Internet advertising is an effective method of advertising but that companies should incorporate it as an additional, not a replacement, form of advertising. Internet advertising can take the form of sponsorship, advertisements placed on sites, or the company's own site. The most important aspect is the banner. Research shows that internet advertising affects consumer behaviour, enhances brand image and disseminates product information. Users rarely click on advertisements, but this is not necessary for effectiveness in Internet advertising.

Advertising Management, Internet, Marketing management

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