Testing on psychological effectiveness of advertised products The purpose of advertising is to influence and change the attitudes of the targeted consumers, and in this process it involves the five phases: obscurity, celebrity, understanding, assurance and purchase.
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Thus it has become the aim of advertising to lift a product out of its obscurity, promote its reputation, strengthen consumers' understanding and assurance of the product, and eventually increase the rate of purchase.
Generally speaking, consumers will go through the above five phases before they make decisions to purchase a product under the influence of promotional campaigns. The reputation, receptability, popularity and desirability of merchandise can be expressed in CSP graphics, or communication spectra pattern. In this way, the proportions of consumers being reached at the different stages of communication can be demonstrated in a direct and clear way.
The changes of CSP measured before and after the release of an advertisement result from the effect of advertising on psychology. Through AER survey, the effectiveness of advertising for a certain time span can be determined and it will also become materials useful for setting advertising goals next time.
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