Professional Documents
Culture Documents
Submitted by
Dr. Subhash Gupta.
Sandeep Gupta
02-AIII-322
{M.B.A.+
PGDBA}
CONTENTS
Introduction
Advertising Research
Media Research
Case Study
Conclusion
INTRODUCTION
ADVERTISING RESEARCH
Pre Post
Testing Testing
Consumer Penetratio
jury test n test
Inquiries Recognitio
n test
Simulated
sales test Recall
test
Portfolio
test Progress
test
Laborator
y test Sales
PRE-TESTING
Pre-testing attempts to measure the
communication effect of an
advertisement before it is released in
the media. Various tests conducted
under this category are as follows:
> Inquires
INQUIRIES
The inquiry test refers to the number
of enquiries an advertisement is able
to attract after it is run on
experimental basis. In this method the
ads to be tested are selected. The ads
carry some offer to consumers and are
published one by one in different
issues in some magazines or
newspapers. The numbers of enquiries
coming in response to those ads are
measured. The difference in number of
enquiries from each issue is noted and
analysed. The ad with the highest
number of enquiries shows the
maximum attractive strength. The
returned enquiries show the quality of
ad.
PORTFOLIO METHOD
LABORATORY TESTS
POST-TESTING
RECOGNITION TEST:
In this test readers are
shown issues of magazines, they claim
to have read and results are
tabulated. These data’s are now fixed in
a formula to calculate the readers per
rupee.
RECALL TESTS
PRINT MEDIA
= million
rate in rupees
BROADCAST MEDIA
CASE STUDY
CONTEXT:
Functional Psychological
• The original • Progressive
compact Indian woman
detergent • Particular about
• Powerful cleaning
detergent efficiency
action • Looks for simple,
• No need blue, effective ways to
cake , etc. reduce drudgery
• Neither a martyr
• Simple, nor a ‘cleaner’
pleasant • No guilt about
washing being a multi-
experience faced woman
• Not more
expensive if
used properly
RESULTS