Requirement：
2 paragraphs for each topic, and at least 5 sentences each paragraph.
1-2 references applied for each topic and in-text citation.
The last sentence of each paragraph should not be a reference, because it will take the author’s voice away.
Topic:
- consumer juries pre-tests （to evaluate advertising efficiency）
- halo effect（ for brands and businesses）
- concept testing （）
- the arguments for and against measuring the effectiveness of promotional programs （see example 2, but don’t copy the same idea）
- Theater testing (see example 1, but don’t copy the idea)
Example 1:
Hey all,
Today I’ll be discussing the term Theater testing from chapter 18. Theater testing, similar to surveys and focus groups, are a concentrated way for advertisers to test out their commercials/ads before putting them on national television. In other words, a “central Location test procedure in which test material is presented to an audience in a theater setting, typically to evaluate television advertising in the context of a TV program” (Ipsos Encyclopedia, 2016). In a sense it’s a viable way to get real feedback from customers without the bias of the test holding an obvious and specified goal (i.e. surveys). Yet on the other hand the test is conducted in a laboratory like setting (theater) raising concerns of location and testing bias. Still, this approach allows the customers to be briefly blinded by the program they are watching while the advertisement is tested as just another ad they would see on TV.
In theater testing, very similar to focus groups, the participants are measured pre and post test to determine the differences in responses to the advertisements being shown. It’s a costly yet effective way to get immediate feedback from customers. Yet, after reading about theater testing in this chapter I can’t help but feel like its relevance is slowly becoming rare. To this point, there are so many streaming services and distribution channels for customers to view television from home today. It’s difficult to measure the efficiency of ads if the number of distribution channels (Netflix, Hulu, etc.) continue to increase. To adapt to this, theater testing has begun to take a more rational approach, offering different avenues to meet the customers’ natural habits.
As our textbook outlines, “many of the [Theater testing] services now use programs with the commercials embedded for viewing in one’s home or office rather than in a theater. Others establish viewing rooms in malls and/or hotel conference rooms” (Belch, 610). In any case, this form of advertisement testing strives for the most accurate feedback of TV advertising, and through mimicking customers’ experiences and offering alternative environments to view the ads, they achieve this goal. These alternatives to viewing are much more inviting of the television viewers today, and it’s exactly how theater testing has remained relevant.
https://www.ipsos.com/en/ipsos-encyclopedia-theatre-test
https://www.orau.gov/hsc/cdcynergy30/ba/Content/activeinformation/toolscontent/TheaterTesting.htm
Belch, George E. Advertising and Promotion: An Integrated Marketing Communications Perspective. (12th Edition). McGraw-Hill Higher Education (US), 2020.
Example 2:
I will be discussing the arguments for and against measuring the effectiveness of promotional programs. We will be looking at the reasons you should measure and reasons why you shouldn’t measure. Some of the reasons you should measure the effectiveness are avoiding costly mistakes. A lot of money goes into running ads and campaigns and if you continue to spend money here without ensuring positive results, you are ultimately throwing money away that could be used elsewhere. Another reason is that it allows you to look into alternative strategies.
According to DRG, “measuring ad effectiveness with marketing research. Gathering feedback from your target audience before, during, and after launch helps you make data-based decisions about your marketing strategy. Ad effectiveness research can help you answer important questions about your ad spending levels, media mix, and more”. It is important to look into ad effectiveness so that you can make sure you are not wasting valuable time and money. There are many suggestions that will help companies make sure their ads are effective.
In an article by Marketing Week, the author discusses the importance of creativity and not just what is easy. Creating effective marketing says consultant Peter Field, most often comes back to the key tenet of reach and bringing in new consumers. To do that, he explains, requires marketers to achieve “memorable delivery”, most often done through emotional campaigns, particularly “fame” campaigns that get people talking. Consumers are drawn to authentic, emotional advertising. If brands are able to execute this, they are more likely to be successful.
Sources:
‘There’s no magic formula’: The challenges of measuring marketing effectiveness
