Attitudinal or mental engagement is tricky to evaluate because advertising works in many different ways and its impact is both immediate and long lasting. The nature of a product, its lifecycle, brand history, competitive environment and a host of other conditions, influence the objectives and outcomes of advertising; and it is important that due emphasis is given to stated objectives, while diagnosing the effectiveness of a campaign.
For the aforementioned reasons, advertising research agencies use a broad set of evaluative and diagnostic components to test advertising. The key evaluative components, applicable both for copy testing and advertising tracking, are as follows:
Ad diagnostics answer the following questions: Do consumers like the ad? Is it “talking to them” personally? Are they more likely to buy the brand? Does it reinforce commitment? Does the advertising/brand stand out? Is it different/unique? Is the message getting through?
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