Chapter 15 - Research in Advertising
One way to test advertising recall is called the "top of the mind" recall method. A researcher asks a respondent, "Have you seen any ads for automobiles (or some other product) in the past week?" If the answer is "yes," the researcher asks the respondent to describe the ads and the products. Although this is a simple technique, some advertising professionals think it is the best way to measure recall. Why?
Visit the Gallup-Robinson web site (www.gallup-robinson.com). List and briefly describe the company's advertising research services.
Read the section on "Copy Research and Validity" on page 365. Is it possible to prove that advertising actually helps sell a product?
Calculate the CPM for Magazine A and Magazine B in the table below:
|
Mag A |
Mag B |
|
|
Ad Cost |
$3,000 |
$5,000 |
|
Circulation |
20,000 |
30,000 |
|
Avg. # of people who read each issue |
5.8 |
3.2 |
|
CPI |
? |
? |