METHODOLOGICAL ISSUES IN ANALYZING CONSUMER RESPONSES TO ADVERTISING

This paper will focus on the main methodological issues for a comparative research of consumer responses in advertising. Ad-testing or copy testing is a general term often used by practitioners in advertising research for testing ads’ effectiveness based on consumers’ responses. To be able to effect...

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Autores principales:	Andrej Kovačič, Andrej Raspor, Matjaž Škabar
Formato:	article
Lenguaje:	EN
Publicado:	CEOs Ltd. 2022
Materias:	advertising gender age emotion Social sciences (General) H1-99
Acceso en línea:	https://doi.org/10.5281/zenodo.5718637 https://doaj.org/article/e2e051f82c4e4cd1b85aa868e6254007
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spelling	oai:doaj.org-article:e2e051f82c4e4cd1b85aa868e62540072021-12-02T12:49:58ZMETHODOLOGICAL ISSUES IN ANALYZING CONSUMER RESPONSES TO ADVERTISINGhttps://doi.org/10.5281/zenodo.57186371855-0541https://doaj.org/article/e2e051f82c4e4cd1b85aa868e62540072022-01-01T00:00:00Zhttp://www.iiass.com/index.php?option=com_content&view=article&id=1177https://doaj.org/toc/1855-0541This paper will focus on the main methodological issues for a comparative research of consumer responses in advertising. Ad-testing or copy testing is a general term often used by practitioners in advertising research for testing ads’ effectiveness based on consumers’ responses. To be able to effectively measure any kind of advertising impact we must focus on how advertising works. Thus after reviewing academic literature as well as practitioners’ research suggestions, we first focus on terminology, research framework and the analysis of the context of the research. The article ends with a critical analysis where suggestions for further research are made. Andrej KovačičAndrej RasporMatjaž ŠkabarCEOs Ltd.articleadvertisinggenderageemotionSocial sciences (General)H1-99ENInnovative Issues and Approaches in Social Sciences, Vol 15 (2022)
institution	DOAJ
collection	DOAJ
language	EN
topic	advertising gender age emotion Social sciences (General) H1-99
spellingShingle	advertising gender age emotion Social sciences (General) H1-99 Andrej Kovačič Andrej Raspor Matjaž Škabar METHODOLOGICAL ISSUES IN ANALYZING CONSUMER RESPONSES TO ADVERTISING
description	This paper will focus on the main methodological issues for a comparative research of consumer responses in advertising. Ad-testing or copy testing is a general term often used by practitioners in advertising research for testing ads’ effectiveness based on consumers’ responses. To be able to effectively measure any kind of advertising impact we must focus on how advertising works. Thus after reviewing academic literature as well as practitioners’ research suggestions, we first focus on terminology, research framework and the analysis of the context of the research. The article ends with a critical analysis where suggestions for further research are made.
format	article
author	Andrej Kovačič Andrej Raspor Matjaž Škabar
author_facet	Andrej Kovačič Andrej Raspor Matjaž Škabar
author_sort	Andrej Kovačič
title	METHODOLOGICAL ISSUES IN ANALYZING CONSUMER RESPONSES TO ADVERTISING
title_short	METHODOLOGICAL ISSUES IN ANALYZING CONSUMER RESPONSES TO ADVERTISING
title_full	METHODOLOGICAL ISSUES IN ANALYZING CONSUMER RESPONSES TO ADVERTISING
title_fullStr	METHODOLOGICAL ISSUES IN ANALYZING CONSUMER RESPONSES TO ADVERTISING
title_full_unstemmed	METHODOLOGICAL ISSUES IN ANALYZING CONSUMER RESPONSES TO ADVERTISING
title_sort	methodological issues in analyzing consumer responses to advertising
publisher	CEOs Ltd.
publishDate	2022
url	https://doi.org/10.5281/zenodo.5718637 https://doaj.org/article/e2e051f82c4e4cd1b85aa868e6254007
work_keys_str_mv	AT andrejkovacic methodologicalissuesinanalyzingconsumerresponsestoadvertising AT andrejraspor methodologicalissuesinanalyzingconsumerresponsestoadvertising AT matjazskabar methodologicalissuesinanalyzingconsumerresponsestoadvertising
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METHODOLOGICAL ISSUES IN ANALYZING CONSUMER RESPONSES TO ADVERTISING

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