Purchase accommodation
Researchers in the experiment, store the actual brand choice, the real world, if you set some advertising exposure, resulting in the purchase of any change. Do not ask questions of the respondents on the recovery, recognition or persuasion, these studies attempt to identify their real problems, that is, if they buy the brand, exposure to advertising.
The problem with this method is appropriate for the sample can not do that. You can also purchase behavior is affected by many factors and accommodation advertising is only one factor. Isolation from all other influences on the number of ads is very difficult.
This problem is solved to some extent the use of control groups where only one exposure to advertising and other similar comparable group not exposed to the ad group being tested. Buying behavior, then the two groups to measure changes. If the parties are not exposed to light, the group is important, then the advertising is considered an effective difference.
Another method is to use a small test to understand the market on the purchase of advertising effectiveness.
In addition to the recognition test, recovery test, test, and buying behavior to persuade testing, advertising effectiveness measurement method is being implemented in many other. These charges include direct or query response test, communications test, the focus groups.
As a direct response to consumers is by measuring the feedback system. Here for direct response advertising, through different ways. Including a free phone number, coupons or offers made in advertisements. Such advertising, including address, telephone number, and / or e – mail address or Web site. Not identify the recycling or convince advertisers the number of readers or viewers who request more information or to purchase public housing who is the number of brands. This is sometimes referred to as test inspection and testing, but it is not completely accurate, because this method is more actual sales.
One change is a division of advertising is concerned, the problem in two different versions of the same ad in a newspaper or magazine published a copy of the same problem backup. These ads have different versions, the effect can be measured. Answer these questions, not the ultimate measure of advertising effectiveness, these issues remain very important. Slowly more and more advertisers have begun using this method to measure advertising effectiveness.
This test is for those advertisers who do not believe that in the preceding discussion. Communications Test consists of three questions:
Is advertising content and its purpose is to deliver the message?
Is it the purpose of any advertisement is not to deliver mail?
Representative of how the target audience to respond to the information, characters, and to adjust?