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Copy Testing
{{marketing Copy testing is a specialized field of marketing research that determines an advertisement's effectiveness based on consumer responses, feedback, and behavior. Also known as pre-testing, it might address all media channels including television, print, radio, outdoor signage, internet, and social media. Automated Copy Testing is a specialized type of digital marketing specifically related to digital advertising. This involves using software to deploy copy variations of digital advertisements to a live environment and collecting data from real users. These automated copy tests will generally use a Z-test to determine the statistical significance of results. If a specific ad variation out performs the baseline in the copy test, to a desired level of statistical significance, this new copy variation should be used by the marketer. Features In 1982, a consortium of 21 leading advertising agencies — including N. W. Ayer, D’Arcy, Grey, McCann Erickson, Needham Harper & ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
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Marketing Research
Marketing research is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services. The goal is to identify and assess how changing elements of the marketing mix impacts customer behavior. This involves specifying the data required to address these issues, then designing the method for collecting information, managing and implementing the data collection process. After analyzing the data collected, these results and findings, including their implications, are forwarded to those empowered to act on them. Market research, marketing research, and marketing are a sequence of business activities; sometimes these are handled informally. The field of ''marketing research'' is much older than that of ''market research''. Although both involve consumers, ''Marketing'' research is concerned specifically about marketing processes, such as advertising effectiveness and salesforce effectiveness, while ''mar ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
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Brand
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and shareholders. Brand names are sometimes distinguished from generic or store brands. The practice of branding - in the original literal sense of marking by burning - is thought to have begun with the ancient Egyptians, who are known to have engaged in livestock branding as early as 2,700 BCE. Branding was used to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot branding iron. If a person stole any of the cattle, anyone else who saw the symbol could deduce the actual owner. The term has been extended to mean a strategic personality for a product or com ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
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Attention
Attention is the behavioral and cognitive process of selectively concentrating on a discrete aspect of information, whether considered subjective or objective, while ignoring other perceivable information. William James (1890) wrote that "Attention is the taking possession by the mind, in clear and vivid form, of one out of what seem several simultaneously possible objects or trains of thought. Focalization, concentration, of consciousness are of its essence." Attention has also been described as the allocation of limited cognitive processing resources. Attention is manifested by an attentional bottleneck, in terms of the amount of data the brain can process each second; for example, in human vision, only less than 1% of the visual input data (at around one megabyte per second) can enter the bottleneck, leading to inattentional blindness. Attention remains a crucial area of investigation within education, psychology, neuroscience, cognitive neuroscience, and neuropsycho ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
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Engagement (marketing)
Engagement marketing, sometimes called "experiential marketing", "event marketing", "on-ground marketing", "live marketing", "participation marketing", "Loyalty Marketing", or "special events", is a marketing strategy that directly engages consumers and invites and encourages them to participate in the evolution of a brand or a brand experience. Rather than looking at consumers as passive receivers of messages, engagement marketers believe that consumers should be actively involved in the production and co-creation of marketing programs, developing a relationship with the brand. Consumer engagement is when a brand and a consumer connect. According to Brad Nierenberg, experiential marketing is the live, one-on-one interactions that allow consumers to create connections with brands. Consumers will continue to seek and demand one-on-one, shareable interaction with a brand. Virtual extension Experiential marketing is a growing trend which involves marketing a product or a service th ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
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Brand Preference
One of the indicators of the strength of a brand in the hearts and minds of customers, brand preference represents which brands are preferred under assumptions of equality in price and availability. Purpose Measures of brand preference attempt to quantify the impact of marketing activities in the hearts and minds of customers and potential customers. Higher brand preference usually indicates more revenues (sales) and profit, also making it an indicator of company financial performance. Construction There are at least three classes of methodologies to measure brand preference directly: * Survey questions (self-report, unaided preference) * Brand choice measures (choice of preferred brand from a competitive set of brands) * Constant sum measures (planned purchases amongst a competitive set of brands) Methodologies * ''ARS Persuasion'' Shirley, Dan. "From Copy Testing and Diagnostics to Process-driven Improvement." ''The Advertiser'' (ANA). April/May 1999.MASB''Practices & ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
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Brand
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and shareholders. Brand names are sometimes distinguished from generic or store brands. The practice of branding - in the original literal sense of marking by burning - is thought to have begun with the ancient Egyptians, who are known to have engaged in livestock branding as early as 2,700 BCE. Branding was used to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot branding iron. If a person stole any of the cattle, anyone else who saw the symbol could deduce the actual owner. The term has been extended to mean a strategic personality for a product or com ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
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Brand Awareness
Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. Brand awareness is one of two dimensions from brand knowledge, an associative network memory model. Brand awareness is a key consideration in consumer behavior, advertising management, and brand management. The consumer's ability to recognize or recall a brand is central to purchasing decision-making. Purchasing cannot proceed unless a consumer is first aware of a product category and a brand within that category. Awareness does not necessarily mean that the consumer must be able to recall a specific brand name, but they must be able to recall enough distinguishing features for purchasing to proceed. Creating brand awareness is the main step in advertising a new product or bringing back the older brand in light. Brand awareness consists of two components: brand recall and brand recognition. Several studies have shown that these two components operate in fundamenta ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
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Advertising Research
Advertising research is a systematic process of marketing research conducted to improve the efficiency of advertising. Advertising research is a detailed study conducted to know how customers respond to a particular ad or advertising campaign. History The highlighted events of the history of advertising research include: 1879 - N. W. Ayer conducts custom research in an attempt to win the advertising business of Nichols-Shepard Co., a manufacturer of agricultural machinery.Honomichl p.173 1895 - Harlow Gale of the University of Minnesota mails questionnaires to gather opinions about advertising from the public. 1900s - George B. Waldron conducts qualitative research for Mahin’s Advertising Agency. 1910s - 1911 can be considered the year marketing research becomes an industry. That year, J. George Frederick leaves his position as editor of ''Printer’s Ink'' to begin his research company, the Business Bourse with clients such as General Electric and the Texas Co. Also in 1911, ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
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Advertising
Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a specific good or service, but there are wide range of uses, the most common being the commercial advertisement. Commercial advertisements often seek to generate increased consumption of their products or services through "branding", which associates a product name or image with certain qualities in the minds of consumers. On the other hand, ads that intend to elicit an immediate sale are known as direct-response advertising. Non-commercial entities that advertise more than consumer products or services include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may use free modes of persuasion, such as a public service announcement. Advertising may also help to reassure employees ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
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Rita Kirk
Rita may refer to: People * Rita (given name) * Rita (Indian singer) (born 1984) * Rita (Israeli singer) (born 1962) * Rita (Japanese singer) * Eliza Humphreys (1850–1938), wrote under the pseudonym Rita Places * Djarrit, also known as Rita, a community in the Marshall Islands * 1180 Rita, an asteroid * Rita, West Virginia * Santa Rita, California (other), several places Film, television, and theater * ''Rita'' (1959 film), a 1959 Australian television play * ''Rita'' (2009 Italian film), a 2009 Italian film * ''Rita'' (2009 Indian film), a 2009 Marathi film directed by Renuka Shahane * ''Rita'' (TV series), a Danish television show * RITA Award, an award for romantic fiction * ''Educating Rita'', a 1980 stage play by Willy Russel ** ''Educating Rita'' (film), a 1983 British film based on that play *Rita Santos, an adult mermaid on the TV series ''Mako Mermaids'' Music * ''Rita'' (opera), an 1841 opera by Gaetano Donizetti Albums * ''Rita'' (Rita Yahan-Farou ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
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Stroop Effect
---- ---- Naming the font color of a printed word is an easier and quicker task if word meaning and font color are congruent. If two words are both printed in red, the average time to say "red" in response to the written word "green" is greater than the time to say "red" in response to the written word "mouse". In psychology, the Stroop effect is the delay in reaction time between congruent and incongruent stimuli. The effect has been used to create a psychological test (the Stroop test) that is widely used in clinical practice and investigation. A basic task that demonstrates this effect occurs when there is a mismatch between the name of a color (e.g., "blue", "green", or "red") and the color it is printed on (i.e., the word "red" printed in blue ink instead of red ink). When asked to name the color of the word it takes longer and is more prone to errors when the color of the ink does not match the name of the color. The effect is named after John Ridley Stroop, wh ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
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Brand Preference
One of the indicators of the strength of a brand in the hearts and minds of customers, brand preference represents which brands are preferred under assumptions of equality in price and availability. Purpose Measures of brand preference attempt to quantify the impact of marketing activities in the hearts and minds of customers and potential customers. Higher brand preference usually indicates more revenues (sales) and profit, also making it an indicator of company financial performance. Construction There are at least three classes of methodologies to measure brand preference directly: * Survey questions (self-report, unaided preference) * Brand choice measures (choice of preferred brand from a competitive set of brands) * Constant sum measures (planned purchases amongst a competitive set of brands) Methodologies * ''ARS Persuasion'' Shirley, Dan. "From Copy Testing and Diagnostics to Process-driven Improvement." ''The Advertiser'' (ANA). April/May 1999.MASB''Practices & ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |