Goffart, S.

Neu, R.

Schäfer, Bernd

Wolf, Klaus

English

Garanina, I.

Dibrova, T.

eLibrary National Mining University

Garanina I.T. Dibrova, research supervisorNational Technical University of Ukraine“Kyiv Polytechnic Institute”THE SPECIFICITY TESTING OF ADVERTISING MESSAGETraditionally, purchases - the main goal of advertising. These actions allowconsumers to accurately determine the economic effect (increase sales, marketshare, etc.) from the use of advertising. But advertising is able to draw attention tothe brand, to achieve awareness of it, to form a positive attitude, motivation to re-purchase the product as well.Test advertising is necessary at all stages, namely, development of thegeneral concept of the campaign, the development of the concept of advertisingmessages, media development strategy for the campaign, determine theeffectiveness of advertising campaign.But it should be noted that a key element of advertising is the advertisingmessage. It carries the brand positioning and products, use branding. In drawingattention of consumers plays a key role in advertising creative approaches,successful construction of text, color selection and placement of visual elementsthat increase interest in the brand. The formation of positive attitude of consumersto the brand effect choice of correct reasoning in the message, which confirms itscompetitive advantage. Behavioral effects to some extent depends on the precisedefinition and demonstration in a message targeted advertising audience.Evaluation of the effectiveness of the advertising message is complicatedand complex procedure. So suggest problems to analyze methods for determiningthe effectiveness of advertising appeals as a key element of advertisingcommunication.Details consider the most interesting and distribution according to theauthors research methods effectiveness of advertising messages.Advertising concept testing is used to evaluate ad theme concepts andappeals, advertising concepts, pricing, brand concepts, new product concepts andpositioning strategy concepts. Companies often use advertising concept testers tohelp develop an approach to advertising that is effective in today's market. Thereare a number of important means of testing including online surveys, customersatisfaction assessments and web site evaluations.The Zaltman metaphor elicitation technique (ZMET) is a patented marketresearch tool. It is a technique that elicits both conscious and especiallyunconscious thoughts by exploring people's non-literal or metaphoric expressions.The goal of the ZMET interviews and analysis is to uncover the relevantfundamental structures that guide people’s thinking about a topic. These deepstructures are unconscious, basic orienting frames of human thought that affecthow people process and react to information or a stimulus. They manifestthemselves in surface metaphors used in everyday language and conversation;when grouped they point to the deeper frames or structures a person is using tounderstand a topic (see framing). These frames can be used in a marketing contextto help marketers communicate more effectively to consumers about a brand,product, or topic.The focus group is a research technique used to collect data through groupinteraction on a topic determined by the researcher. Thus the Client determines thefocus of the group and the data comes from the group. Essentially, it is a groupexperience. It comprises a small number of carefully selected people who arerecruited to a group discussion based on their commonality of experience.Basic methods for determining the effectiveness of advertising messagesStages oftestingMethods of testing Objective testingPre-testingadvertisingConcept tests (testmanagement, brainstorming,joint analysis, etc.)Checking the concept of advertising messages:that the objectives of advertising chosencompetitive position of the product that isadvertised, matching the content applications(motivation) to a targeted audienceIntermediatetestingZMET; method of pairedcomparisons, panel studies,free discussionVerification options overall message and itscomponents: title, slogan, packaging, source ofthe message, illustrations or video and more.Post-testing Interview after the show: atrial issue of the magazine,brochures, method of focusgroups, a method ofsimulating complexAssessment prepared promotional products withimitation of their placement in selected mediaThus, we have opinions on the procedures for determining the effectivenessof advertising messages in the process of testing. The choice of method depends onthe objectives of testing. You must z'yasuvavaty that is most problematic in thedevelopment of message at every stage of advertising. You must provideinterconnection tests, they should give similar results for the same items.Information should enable one to choose the most effective message.

THE SPECIFICITY TESTING OF ADVERTISING MESSAGE

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THE SPECIFICITY TESTING OF ADVERTISING MESSAGE

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