1. ADV 435 EVALUATION

3. EVALUATES ALTERN. STRATS

4. TARGETS

5. MEDIA (NETWORK VS. SPOT)

6. MESSAGES

7. TONE

8. USP

10. PROVIDES OBJECTIVITY

12. EXPENSIVE

14. LIMITED TIME

15. TOO MANY VARIABLES

17. IMPACT ON SALES

18. IMAGE

19. BRAND IDENTITY

21. CREATIVES HATE THIS

22. CASTS ASPERSIONS ON CREATIVITY

23. CAN’T MEASURE FULL IMPACT

24. RE-SHOOTS ARE EXPENSIVE

26. CAN IMPACT RESULTS SINCE ITS NOT ACTUAL SPOT

28. CAN DELAY START OF ADS

31. CAN BE USED OVER TIME

33. product names

34. slogans/taglines

35. themes

36. claims/promises

38. music and art

39. spokespeople/endorsers

40. humor/voiceovers

41. words

43. mall intercepts

45. Aids further development

46. does NOT establish causal link to sales

48. awareness

49. persuasion

50. likeability (actors/ spokespeople)

53. open ended questions

55. likeability

57. uses push buttons

58. Gauges:

59. like/dislike and why

60. actors/VO/Celebs

61. sets/shots/angles

63. animatic – storyboard with sound

65. Liveamatic– Actual/ Stand in Actor, no sets

67. Comprehension

70. inside comedy show vs. drama

74. Concurrent Testing Tracking Studies Coincidental studies

76. Consumer Surveys

77. Awareness

78. Attitude

79. communication playback

81. from sales force

82. from syndicated research

83. new or repeat

85. Conducted periodically

86. Mostly waves (Blocks)

87. Monthly or Quarterly

88. Methods

89. Telephone/Pantry Checks

90. E-mail/ direct Mail/Mall Inter

92. telephone surveys during viewing time

93. rarely done anymore

96. Recall (All Media)

98. Inquiries

102. Intrusiveness – Gets attention

103. Idea communication - % who recall specific sales points

104. Persuasion – pre/post score of “favorable Buying Attitude”

105. commercial reaction

108. Timing (after Campaign)

109. too late to impact next campaign

110. Sales data already in

111. A & A studies reflect results

112. Nielsen can customize models