METHODOLOGICAL ISSUES IN ANALYZING CONSUMER RESPONSES TO ADVERTISING

Abstract

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.

Keywords

• advertising
• gender
• age
• emotion