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| title | chunk | source | category | tags | date_saved | instance |
|---|---|---|---|---|---|---|
| Advertising management | 11/11 | https://en.wikipedia.org/wiki/Advertising_management | reference | science, encyclopedia | 2026-05-05T15:17:26.704627+00:00 | kb-cron |
==== Starch scores ==== Starch scores were developed by Daniel Starch in the 1920s to evaluate the copy effectiveness of print advertisements and are still in use today. A consumer is shown a magazine page by page and subsequently asked whether they had noticed any part an advertisement. If they answer, 'Yes', the interviewer asks the respondent to indicate which parts of the ad were noticed. For each advertisement, three scores are calculated:
(1) Noted – the percentage of readers who recognize the advertisement as one they previously saw in the magazine issue (designed to capture the advertisement's ability to grab attention) (2) Associated – the percentage of readers who saw or read any part of the advertisement that clearly indicated the brand advertised (designed to indicate the level of brand processing) (3) Read most – the percentage of readers who read half or more of the ad's written material (an indicator of reader involvement or engagement)
==== Day-after-recall tests (DARs) ==== Day-after-recall (DAR) tests were developed by George Gallup in the 1940s and are still used. DAR tests provide a measure of the percentage of the people who recall something specific about an ad (e.g., sales message or a visual) the day following exposure. Interviewers ask questions designed to elicit:
(a) Unaided recall – when respondents remember any commercials for the product category in question (b) Aided recall – when respondents remember seeing a commercial for Brand X (c) Copy points – when respondents can recall what the brand showed, looked like and the main points of the commercial
==== Tracking ====
Ad tracking or campaign tracking refers to techniques used to monitor the "in-market performance" of advertising. Ad tracking uses a combination of pre-testing and post-testing. Pre-testing is used to establish benchmarks against which the actual performance of a campaign can be measured during and after the campaign has run. A particular area of concern during an advertising campaign is the problem of advertising wear-out. When audiences are repeatedly exposed to the same message, the level of attention begins to plateau and eventually decays. Any further repetitions may cease to be noticed or may alienate target audiences. When wear-out occurs, additional advertising expenditure is simply wasted. One way that advertisers avoid wear-out is to use repetition with variation – that is, the use of different executions of the same message. Campaign tracking can assist advertisers to determine when to introduce a new execution of the same advertising message or to fine-tune the campaign.
==== Advertising return on investment (ROI) ==== Advertising return on investment (advertising ROI) is designed to ensure that the right advertising tactics were employed. Good measures of advertising ROI should consider both short term and long term measures. Online campaigns and co-operative advertising are useful for building sales, while television and PR are essential to long-term brand building and customer loyalty.
== Careers == Advertising management is a career path in the advertising or marketing industries. Advertising and promotions managers may work for an agency, a public relations firm, a media outlet, or may be hired directly by a company to work in their in-house agency where they would take responsibility for communications designed to develop the company's brands or group of brands. In the agency environment, advertising managers are often known as account managers and their role involves working closely with client firms. In a marketing department, the advertising manager's position can include supervising employees, acting as a liaison between multiple agencies working on a project, or creating and implementing promotional campaigns.
== See also ==
=== Advertising for special markets or products === Advertising to children Advertising in the Middle East Political advertising campaign Cosmetics advertising Stealth marketing Tobacco advertising Toy advertising
=== Award winning campaigns === Share a Coke Coca-Cola's Hillsong campaign Slip-Slop-Slap (Anti-Cancer Institute of Australia) Winner of the International Sulzberger Award, 2010
=== Influential thinkers in advertising and advertising research ===
== References ==
== Further reading == Bennett, Shea, "From Print to Social Media: The History of Marketing," AdWeek [Trade Magazine], 10 August 2012, <Online: http://www.adweek.com/digital/history-marketing> Article with useful infographic of the milestones in the evolution of media