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Thesis (PhD(Marketing & related studies))--University of South Australia, 2022. Includes bibliographical references (pages 157-169) The thesis documents patterns in advertising post-testing measures, specifically across measurement approaches, conditions, and relationships between measures. The study analysed 2,058 ads from 112 brands, aired across nine countries. Patterns were documented across 18 measures that capture consumers thoughts and feelings in response to exposure to ads. Results show (1) ad scores varied most for memory-based measures, (2) conditions matter, and (3) some measures are highly correlated. The findings help researchers design and interpret post-test studies and assist marketers set realistic objectives for their campaign KPIs. Condition-specific benchmarks should be applied for some measures. Being aware of relationships between measures can help identify anomalous ads that might not be working effectively. |
