Imc case study presentation 2003
- 1. MEASURING ADVERTISING EFFECTIVENESS THE AIDA MODEL Thawban Baig
- 2. AD EFFECTIVENESS MEASUREMENT IDENTIFY “WHAT ADVERTISING AIMS YOU WANT TO ACHIEVE”???? AIDA (AWARENESS, INTEREST, DESIRE AND ACTION) MODEL IS USED AS A FRAMEWORK TO DESCRIBE THE KEY MEASURES OF ADVERTISING EFFECTIVENESS. THE MODEL IS PURELY BASED ON SUCCESSIVE STAGES OF CONSUMER RESPONSE.
- 5. AWARENESS FOLLOWING MEASURES ARE USED TO MEASURE EFEECTIVENESS OF AN AD’S ABILITY TO STIMULATE AWARENESS: A)RECALL. B)UN AIDED RECALL. C)AIDED RECALL. D)RECOGNITION.
- 6. AWARENESS (CONT…) RECALL MEASURES VERBAL MEMORY. RECOGNITION MEASURES VISUAL MEMORY. MOST CONSUMERS HAVE BETTER VISUAL MEMORY. EMOTIONAL ADS CAPTURE HIGH SCORES ON RECOGNITION AS COMPARED TO RECALL
- 7. INTEREST FOLLOWING MEASURES ARE USED TO MEASURE EFFECTIVENESS OF AN AD’S ABILITY TO STIMULATE CONSUMER’S INTEREST: A)ADVERTISING RECALL. B)ATTITUDES. C)BRAND EQUITY. D)POSITIONING. E)INQUIRIES (THROUGH WEBSITE,TELEPHONE OR STORE ETC.).
- 8. INTEREST (CONT…) RECALL CAN ALSO BE USED TO MEASURE CONSUMER’S INTEREST. ATTITUDES ARE MEASURES THROUGH QUESTIONNAIRES (ATTITUDE SCALES). THESE ATTITUDES CAN RESULT IN PURCHASE INTENTIONS RESEARCHS SHOWS THAT BOTH CENTRAL AND PERIPHERAL FACTORS OF AN AD CAN INFLUENCE THE CONSUMER’S ATTITUDE
- 9. INTEREST (CONT…) ASSESSMENT OF BRAND EQUITY. BRAND EQUITY IS DEFINED AS “ DIFFERENTIAL EFFECT OF BRAND KNOWLEDGE ON CONSUMER RESPONSE TO MARKETING OF THAT BRAND”. BRAND EQUITY IS A USEFUL INDICATOR OF CONSUMER’S INTEREST.
- 10. DESIRE THE EFFECTIVENESS OF AN AD’S ABILITY TO STIMULATE DESIRE FOR A PARTICULAR PRODUCT OR SERVICE. THIS CAN BE MEASURES WITH THE HELP OF CONDUCTING INTERVIEWS AND SURVEYS THAT ARE SELF-ADMINISTERED. CONSUMER’S INTENTIONS TO BUY A PARTICULAR PRODUCT OR SERVICE COULD BE KNOWN THROUGH INTERVIEWS AND SURVEYS.
- 11. ACTION AN AD’S ABILITY TO STIMULATE CONSUMER’S BEHAVIOR AND ACTIONS. IDENTIFY YOUR MARKET SHARE AND SALES GROWTH IN ORDER TO MEASURE CONSUMER’S BEHAVIOR. RECORDS OF PURCHASES AT RETAIL STORES OR CHECK-OUT POINTS. COMPANIES MANAGE HUGE DATA-BASES BUILT TO STORE DATA RELATED TO THEIR SALES