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Pretesting and Posttesting Advertisements

Posttesting

Group 5 Objective

Find examples of pre and post testing. Briefly describe what has been done in these examples.

  • Is costly and time consuming, but it is an important part of testing campaigns and advertising
  • Occurs after the campaign or ad has gone public.

There are several ways to posttest ads:

  • Attitude test
  • Aided and unaided recall
  • Inquiry test
  • Sales test

Group 5:

Sandra Nagle

Becca Eisfeld

Zach Pederson

Ryan Hagerty

Pretesting for German Advertising

Coca-Cola Anti-Obesity Campaign

Pretest Summary

  • In the start of the New Year, Coca-Cola attempted to release an Anti-Obesity Campaign. This campaign did not go over well with the general population. There were some positive reaction, but mainly negative.
  • Many consumers stated that the ad was deceptive and one person commented that, "Coke running a massive campaign to reduce obesity is like Big Tobacco supporting the National Lung Cancer Partnership".

In Germany, one should use an advertisement emphasizing individualistic values. In China, the same ad can be marketed. This means for a German company that a standardization strategy using individualistic values seems to be possible.

  • The purpose of this study was to get more insight in the adequate use of advertising in Germany and China. It was tested whether it is more effective to localize print ads on the dimension individualism/collectivism, which is considered as a core cultural dimension in inter-cultural research, or whether it is possible to use a standardized approach.

  • It was of special interest as to whether German companies can make use of a standardized communication approach when communicating to both German and Chinese people, especially whether they can use the same ad both in Germany and in China (with only the text being translated).

http://www.huffingtonpost.com/2013/01/17/coca-cola-anti-obesity-ad-addressing_n_2489357.html

Posttesting Summary

With regard to the variables attitude toward the ad and believability, Germans prefer the individualistic ad to the collectivistic ad. Consequently, an ad that is used in the individualistic country of Germany should address individualistic values rather than collectivistic values.

  • I could not find actual posttesting results, but since the release of Coca-Cola's Anti-Obesity Campaign they have suffered scrutiny from the public and health care organizations.
  • In August, Coca-cola defended in a press release the harms of aspartame.
  • Now, they are going to come out with a new diet pop with all-natural sweeteners to keep up with what the consumers want and the trends.

With regard to Chinese people, the results are not as clear as they are for German people. No significant differences in the variables attitude toward the ad and believability were found between individualistic ads and collectivistic ads. This implies that, when communicating to a Chinese audience, ads can be used that address either individualistic or collectivistic values.

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