The following set of questions was mentioned in the chapter in reference to the Nike logo on Kobe Bryant’s basketball shoes or the University of Oregon football uniforms: Does it make you more likely to buy some of the company’s products? If so, would you admit it in a survey? Would you admit it to yourself? Would you even know it? What implications do these questions (and their answers) hold for measuring Internet advertising effectiveness?
Answer to relevant QuestionsHow would you go about advertising on Facebook? Twitter? Other social media? Compare how this differs from other traditional media (e.g., television, radio, magazines, newspapers). What are your views on advergaming? Respond by commenting about this advertising practice both from the perspective of advertisers and from the viewpoint of game players. Compare and contrast TRPs and GRPs as media selection criteria. Television commercials are tested in various stages of completion, including storyboards, animatics, photomatics, ripamatics, liveamatics, and finished commercials (see IMC Focus). What reservations might you have concerning ...What’s the distinction between pre- and posttesting forms of advertising research? Which in your opinion is more important? Be sure to justify your response.
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