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Ad Tracking
Ad tracking, also known as post-testing or ad effectiveness tracking, is in-market research that monitors a brand’s performance including brand and advertising awareness, product trial and usage, and attitudes about the brand versus their competition. Depending on the speed of the purchase cycle in the category, tracking can be done continuously (a few interviews every week) or it can be “pulsed,” with interviews conducted in widely spaced waves (for example, every three or six months). Interviews can either be conducted with separate, matched samples of consumers, or with a single ( longitudinal) panel that is interviewed over time. Since the researcher has information on when the ads launched, the length of each advertising flight, the money spent, and when the interviews were conducted, the results of ad tracking can provide information on the effects of advertising. Purpose The purpose of ad tracking is generally to provide a measure of the combined effect of the m ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Copy Testing
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 & Steer ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Google Analytics
Google Analytics is a web analytics service offered by Google that tracks and reports website traffic and also mobile app traffic and events, currently as a platform inside the Google Marketing Platform brand. Google launched the service in November 2005 after acquiring Urchin. As of 2019, Google Analytics is the most widely used web analytics service on the web. Site frequently updated. Google Analytics provides an SDK that allows gathering usage data from iOS and Android apps, known as ''Google Analytics for Mobile Apps''. Google Analytics has undergone many updates since its inception and is currently on its 4th iteration—GA4. GA4 is the default Google Analytics installation and is the renamed version for the (App + Web) Property that Google released in 2019 in a Beta form. GA4 has also replaced Universal Analytics (UA). One notable feature of GA4 is a natural integration with Google's BigQuery—a feature previously only available with the enterprise GA 360. This ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Integrated Marketing Communications
Marketing communications (MC, marcom(s), marcomm(s) or just simply communications) refers to the use of different marketing channels and tools in combination.Tomse, & Snoj, 2014 Marketing communication channels focus on how businesses communicate a message to their desired market, or the market in general. It can also include the internal communications of the organization. Marketing communication tools include advertising, personal selling, direct marketing, Sponsor (commercial), sponsorship, communication, public relations, social media, customer journey and Promotion (marketing), promotion. MC are made up of the marketing mix which is made up of the 4 Ps: Price, Promotion, Place and Product, for a business selling goods, and made up of 7 Ps: Price, Promotion, Place, Product, People, Physical evidence and Process, for a service-based business. Overview Marketing communications include advertising, promotions, product sales, branding, advertising campaigns, events, and online pr ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Frequency (marketing)
In marketing and advertising, frequency refers to the number of times a target audience is exposed to a particular message or advertisement within a given time frame. This concept is a fundamental element of marketing communication strategies, aiming to enhance brand recall, create awareness, and influence consumer behavior through repeated exposure. From an audience perspective, Philip H. Dougherty says frequency can be interpreted as "how often consumers must see it before they can readily recall it and how many times it must be seen before attitudes are altered." For a business, increased frequency is generally desirable. Some studies have shown that audiences respond more favorably from repeated exposures to advertisements (i.e., increased frequency). Moreover, to maximize return on ad spend (ROAS), some research suggests the repeat of exposures should be spread out (once-a-week) versus multiple times in a short-time period (multiple times in a day), in order not to overwh ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Brand Management
In marketing, brand management refers to the process of controlling how a brand is perceived in the market (economics), market. Tangible elements of brand management include the look, price, and packaging of the product itself; intangible elements are the experiences that the target markets share with the brand, and the relationships they have with it. A brand manager oversees all aspects of the consumer's brand association as well as relationships with members of the supply chain. Developing a good relationship with target markets is essential for brand management. Definitions In 2001, Hislop defined branding as "the process of creating a relationship or a connection between a company's product and emotional perception of the customer for the purpose of generating segregation among competition and building loyalty among customers". In 2004 and 2008, Kapferer and Keller respectively defined it as a fulfillment in customer expectations and consistent customer satisfaction.Shamoon, ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
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 ''Printers' Ink'' to begin his research company, the Business Bourse with clients such as General Electric and the Texas Co. Also i ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Advertising Management
Advertising management is how a company carefully plans and controls its advertising to reach its ideal customers and convince them to buy. Marketers use different types of advertising. Brand advertising is defined as a non-personal communication message placed in a paid, mass medium designed to persuade target consumers of a product or service benefits in an effort to induce them to make a purchase. Corporate advertising refers to paid messages designed to communicate the corporation's values to influence public opinion. Yet other types of advertising such as not-for-profit advertising and political advertising present special challenges that require different strategies and approaches. Advertising management is a complex process that involves making many layered decisions including developing advertising strategies, setting an advertising budget, setting advertising objectives, determining the target market, media strategy (which involves media planning), developing th ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Advertising
Advertising is the practice and techniques employed to bring attention to a Product (business), product or Service (economics), service. Advertising aims to present a product or service in terms of utility, advantages, and qualities of interest to Consumer, consumers. It is typically used to promote a specific good or service, but there are a wide range of uses, the most common being commercial advertisement. Commercial advertisements often seek to generate increased Consumption (economics), consumption of their products or services through "Branding (promotional), 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 marketing, direct-response advertising. Non-commercial entities that advertise more than consumer products or services include Political party, political parties, Interest group, interest groups, Religious organization, religious o ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Demographics
Demography () is the statistical study of human populations: their size, composition (e.g., ethnic group, age), and how they change through the interplay of fertility (births), mortality (deaths), and migration. Demographic analysis examines and measures the dimensions and dynamics of populations; it can cover whole societies or groups defined by criteria such as education, nationality, religion, and ethnicity. Educational institutions usually treat demography as a field of sociology, though there are a number of independent demography departments. These methods have primarily been developed to study human populations, but are extended to a variety of areas where researchers want to know how populations of social actors can change across time through processes of birth, death, and migration. In the context of human biological populations, demographic analysis uses administrative records to develop an independent estimate of the population. Demographic analysis est ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Psychographics
Psychographics is defined as "market research or statistics classifying population groups according to psychological variables" The term psychographics is derived from the words "psychological" and "demographics" Two common approaches to psychographics include analysis of consumers' activities, interests, and opinions (AIO variables), and values and lifestyles (VALS). Psychographics have been applied to the study of personality, values, opinions, attitudes, interests, and lifestyles. Psychographic segmentation is a technique for grouping populations into sub-groups according to similar psychological variables. Psychographic studies of individuals or communities can be valuable in the fields of marketing, demographics, opinion research, prediction, and social research in general. Psychographic attributes can be contrasted with demographic variables (such as age and gender), behavioral variables (such as purchase data or usage rate), and organizational descriptors (sometimes ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Lifestyle (sociology)
Lifestyle is the interests, opinions, behaviours, and behavioural orientations of an individual, group, or culture. The term " style of life" () was introduced by Austrian psychologist Alfred Adler in his 1929 book, ''The Case of Miss R.'', with the meaning of "a person's basic character as established early in childhood". The broader sense of lifestyle as a "way or style of living" has been documented since 1961. Lifestyle is a combination of determining intangible or tangible factors. Tangible factors relate specifically to demographic variables, i.e. an individual's demographic profile, whereas intangible factors concern the psychological aspects of an individual such as personal values, preferences, and outlooks. A rural environment has different lifestyles compared to an urban metropolis. Location is important even within an urban scope. The nature of the neighborhood in which a person resides affects the set of lifestyles available to that person due to differences ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Media Consumption
Media consumption or media diet is the sum of information and entertainment media taken in by an individual or group. It includes activities such as interacting with new media, reading books and magazines, watching television and film, and listening to radio. An active media consumer must have the capacity for skepticism, judgement, free thinking, questioning, and understanding. Media consumption is to maximize the interests of consumers. History For as long as there have been words and pictures, the people of the world have been consuming media. Improved technology such as the printing press has fed increased consumption. Around 1600 the camera obscura was perfected. Light was inverted through a small hole or lens from outside and projected onto a surface or screen, creating a moving image. This new medium had a very small effect on society compared to the old ones. The development of photography in the middle 19th century made those images permanent, greatly reducing the c ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
