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Term Definition
Advertising research

Advertising research is a specialized form of marketing research conducted to improve the efficiency of advertising. Types of advertising research include: pre-testing and post-testing. Pre-testing, also known as copy-testing, is a form of customized research that predicts in-market performance of an ad, before it airs, by analyzing audience levels of attention, motivation, entertainment, and communication, as well as breaking down the ad’s flow of attention and flow of emotion. Pre-testing is also used to identify weak spots within an ad to improve performance, to make ad more effective, to select images from the spot to use in an integrated campaign’s print ad, to pull out the key moments for use in ad tracking, and to identify branding moments. Post-testing- provide either periodic or continuous in-market research monitoring a brand’s performance, including brand awareness, brand preference, product usage and attitudes. Overall, advertisers use post-testing to plan future advertising campaigns.

Analysis of advertising effectiveness

An evaluation of the extent to which a specific advertisement or advertising campaign meets the objectives specified by the client. There is a wide variety of approaches to evaluation, including inquiry tests, recall tests, and market tests. The measurement approaches include recall of ads and advertising themes, attitudes toward the advertising, persuasiveness, and impact on actual sales levels.

Analysis of attitude to social events

Attitudes are generally positive or negative views of a person, place, thing, or event. People can also be conflicted or ambivalent toward an object, meaning that they simultaneously possess both positive and negative attitudes toward the item in question. Knowing people’s attitude to some social event gives valuable information for making right product, cost, advertising strategy for some product.

Analysis of political preferences

At analysis of political preferences stage the studding of electoral situation in town is organized. There is a position of electoral groups in tree main ways: ideological consent or disagreement with the government, right or left content of ideology, inclination or absence of inclination to active political protest. Also the level of electoral activity is measured.

ATL/BTL/TTL Advertising

ATL is a type of advertising through media such as television, cinema, radio, print, web banners and web search enqines to promote brands. This type of communication is conventional in nature and is considered impersonal to customers. It differs from BTL advertising, which uses unconventional brand-building strategies, such as direct mail and printed media (and usually involves no motion graphics). It is much more effective when the target group is very large and difficult to define BTL sales promotion is an immediate or delayed incentive to purchase, expressed in cash or in kind, and having short duration. It is efficient and cost-effective for targeting a limited and specific group. It uses less conventional methods than the usual ATL channels of advertising, typically focusing on direct means of communication, most commonly direct mail and e-mail, often using highly targeted lists of names to maximize response rates. BTL services may include those for which a fee is agreed upon and charged up front. BTL is a common technique used for "touch and feel" products (consumer items where the customer will rely on immediate information rather than previously researched items). BTL techniques ensures recall of the brand while at the same time highlighting the features of the product. Another BTL technique involves sales personnel deployed at retail stores near targeted products. This technique may be used to generate trials of newly launched products. More recently, agencies and clients have switched to an "Integrated Communication Approach", or "through the line" approach. In the TTL approach, a mix of ATL and BTL are used to integrate a marketer's efforts and optimize returns from these separate investments. Recently the TTL approach has shifted its emphasis more towards BTL. The idea remains to optimize the return on marketing budget spent by focusing one's energy on winning smaller yet more crucial BTL battles than ATL wars with well-funded competition.

Glossary 2.7 uses technologies including PHP and SQL

Research company «Ozarenie» Sochi 2010

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