Market Studies 14
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[edit] Advertising Value Identification and Analysis Surveys
Advertising value analysis focuses on the hierarchical attributes, benefits, and values that are associated with and portrayed by an advertisement. Means-end analysis is often part of this type of study.
[edit] General Measures That Are Part Of Advertising Value Identification
- Ad Recognition
- Recognition and recall of similar ads
- Overall description/characterization of the ad personality
- Identification of main message of ad
- Most liked, least liked about the ad
- Ad attributes, benefits, and value association assessment
- Identification and desirability of attributes of the product
- Understandable, believable, relevance of benefits associated with the product and ad
- Likelihood of value associations or achievement through benefits (higher order values)
- Likelihood of purchase questions
- Usage situations (frequency of usage)
[edit] The Ad Buzz
Value Centrality: are values central enough that they want to tell others; if so, how often in the last month have they told someone?
Have you ever heard (if yes) about the product from friends and neighbors, and if yes, how often? Have you ever invited others to use the products? If yes, how often?
What are the core features and benefits that you share with others?
How likely are you to share information with others of your peer group? How many people did you tell about the ad…is there something in particular that you would talk about with others…is there a buzz?
[edit] Respondent Profiling
- Demographic questions
- Psychographic questions (activities, interests, opinions)
- Product purchase/use history
[edit] Ad Placement and Congruence with Media
Familiarity and frequency of viewership of specific types of media (list of TV shows, Magazines)
In which media would you expect to see an ad for this product?