¡°When people notice your advertisement, half of your good have been sold. ¡° IMC thinks that there are objective subjective aspects in the factor that can bring consumer's attention. The objective factor means amazing, motive stimulus and novelty to consumer's sense. The subjective factor means mainly that consumers have desire and motive of buying goods that cause them to notice certain goods and things.
IMC will study on advertising effects according to relation between advertisement and consumer¡¯s attitude. Schiffman and Kanuk put forward the model of the relation among the advertisement and brand attitude in 1991:
Ad. Impact Research IMC Provides mainly Includes the Following Aspects£º
¡¡¡¡Test Before Ad.
IMC offers the customers overall advertisement study including the advertisement plan test, timing tests and tracking study , media's study and media plan.
Advertisement plan test is so called advertisement test in advance, it is the test carried on before distributing. IMC employs the advertisement models, such as ARS (Advertisement Study System) advertisement studying system, Ad *Vantange advertisement plan testing technology of McCollum/Spielman Company and Public Test With CRA advertisement testing technology of Britain Study International, with qualitative and quantitative study methods.
¡¡¡¡Test After Ad.
IMC offers customer specialized advertisement afterwards testing service. The customers demand Day-After-Recall Study and Tracking Study most.
The Day-After-Recall Study means on the second day after the advertisement showed, choosing the qualified samples from people having watched the TV programme of advertisement and utilizing quantitative questionnaire to carry on interview.
IMC thinks the advantages of DAR lie in that the communicating effect can be known quickly after the advertisement broadcasting. But it can only provide some simple percentage information , not indexes regarding brand and advertisement popularity and convincingness, etc, and not qualitative memory content either. DAR is usually used for testing the result of advertisement with new characteristics. IMC recommend that if the advertising film have nothing special, we can get nothing via DAR study.
Advertisement tracking study is tracking the advertisement of rivals and client for a certain category of products. IMC provide service to clients by studying: Canceling inefficient advertisement as soon as possible; preventing good advertisement to be replaced too early; decide the best advertising budget and periodical allocation; the experience of rival¡¯s success or failure for reference; better advertisement introduction utilizing the past experience.
When IMC carrying on the advertisement tracking study, it collects the data mainly by personal questionnaire to specific target sample of customers . According to the content, monetary input and customer¡¯s requirement of different advertisements, the frequency of data collection can be weekly, monthly, bimonthly or seasonal.
IMC carry on advertisement tracking study from the following direction respectively: the brand and advertisement popularity, the advertisement content recall and analyses, the cognition analysis, the attitude analysis, the brand image analysis , the brand preference analysis , and the market share analysis.
¡¡¡¡Test in Trail
IMC offer our customer specialized advertisement tracking study covering the following aspects:
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