38589161 Advertising Effectiveness Research Project

Embed Size (px)

Citation preview

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    1/42

    /;07983110.9;03088

    %04-0.9;0841,-:83088,70942,08574198,3/,207.,3/83.43.073.,3

    /49,9-3.70,83988,08,9702:307,9;057.08%885488-0190574/:.98

    /05480/94-0,:/03.09013,.438:2078.,330202-078,3/3/:897,

    :8078,3/974:.43;3.3,7:20398985078:,/0/94-:9!:-.92,08,

    9347,3/0,343945045098,0307,90723/.,930114798,92,88,550,

    8507843,892:,94341/02,3/147,574/:.9807;.047-:83088:39-5,393

    .42207.,831.,39308,-4:993,5:-80/20/:2474-9,331,;4:7,-0

    5708039,943419:543;/04900;8434789,09,983495,/147-908543847

    3 90 4907 ,3/ ,/;07983 /034908 , 850.1. ,990259 94 545:,70 ,

    850.1. 574/:.9 47 807;.0 ,9 , .079,3 .489 9 8 ,2094/ 41 5:-.9 9 ,,8

    3903943, 4503 85438470/-90 8543847 ,3/ 3;4;08.079,3 .489 ,3/ 03.0 8

    5,/14798,.42243147241343507843,.422:3.,943,-4:9,347,38,943

    ,3/4798574/:.98/0,807;.009.9,9897,382990/94,9,709,:/03.08974:,

    2,88 20/:2 3 .42243 5,7,3.0 90 9072 5:-.9 ,3/ ,/;07983 ,70 :80/

    834324:8

    ,98/;07983

    %0 47/ ,/;07983 8 /07;0/ 1742 90 ,93 47/ ; ,/;079074 ,/

    20,3394,7/8,3/;07942009394,7/8,3/;079420,339:73907,

    850.1.93

    $2589,90/,/;07983890,798,87003/;079838,0307,9072

    147,3/,14728415:-.9174290.74190897009-48033085,50789490

    2489.00-7,90,9903943,997,.98/0;.0%04-0.9,,8894-73945:-.349.0

    8420 ,79.08 47 807;.0 94 .70,90 , /02,3/ 94 892:,90 -:3 ,3/ 3 0307, 94

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    2/42

    -734090902,398420939480,3/ 902,34,820,3847/08708

    94-:

    /;07983 ,8 -003 /0130/ - /1107039 050798 $420 41 90 6:490/

    /013943,70

    207.,32,7093 ,884.,943,8/0130/,/;07983 ,8,35,/147241

    343507843,5708039,943,3/5742494341/0,844/847807;.08-,3/03910/

    8543847%020/:2:80/,705739-74,/.,89,3//70.9

    $9,3943 /0807;08 9,9 /;07983 .438898 41 , 90 ,.9;908 3;4;0/ 3

    57080393 94 , 74:5 , 343 507843, 47, 47 ;8:, 4503 85438470/ 2088,0

    70,7/3 , 574/:.9 807;.0 47 /0, %8 2088,0 .,0/ ,3 ,/;079802039 8

    /88023,90/974:43047247020/,,3/85,/147-90/03910/8543847

    /;07983 8,3 5,/ 147241343 507843,5,/415708039,94341 /0,8

    44/847807;.08-,3/03910/8543847

    /;079838,343507843,5,/2088,041.42207.,831.,3.0,-4:9,574/:.9807;.047.425,32,/094,2,709-,3/03910/8543847

    3/0;0453,3,/;079835747,2204302:89,,889,79-/03913

    902,709300/8,3/-:07249;08,3/2:892,01;02,47/0.8438.42243

    7010770/,82884324302088,020/,,3/20,8:70203941,/;07983

    ,8.0,9:70841/;07983

    390-,8841;,74:8/01394389,8.079,3-,8.10,9:7088:.,8

    98,2,88343507843,.422:3.,943

    98,2,99074170.47/

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    3/42

    95078:,/08-:078945:7.,809044/8,/;07980/

    98,2,885,/.422:3.,943

    %0.422:3.,94320/,8/;07808:.,857393085,5078,3/2,,308

    98,84.,0/57390/8,082,385-0.,:8031472,94388570,/-20,3841

    9079903,3/57390/47,3/5.9:708849,9504502,-03/:.0/94,.9

    :5439

    :3.943841/;07983

    472,31728,/;07983 890 /423,3900203941 9057424943,2

    5,79.:,78 147 9480 2,3:1,.9:7078 4 574/:.0 .43;0303.0 44/8 8:. ,8

    /0907039 343 5708.75943 /7:8 .48209.8 8419 /738 ,3/ 74.07 574/:.98

    /;079838,84:80/09038;0-2,907841,:9424-08420,55,3.0809.

    94 3974/:.0 30 574/:.9 ,3/ 30 574/:.9 10,9:708 98 :808 98 ,997-:908 59

    ,;,,-909.

    /;07983.,3,840594.43;3.0549039,-:0789,9,1728574/:.947

    807;.088:5074794.425099478574/:.932,036:,9357.009.9.,3.70,90

    -7,3/ 2,0 ,3/ 70/:.0 90 044/ 41 -7,3/ 89.3 0;03 03 .425099478

    40790757.0847411078420,997,.9;03.039;08

    /;0798385,79.:,70110.9;03.079,349078507089448:.,8

    03.438:207,,70308841574/:.9847807;.08,9,232:2

    038,08,703.70,83147,907283,33/:897

    03,574/:.9830,3/3.47547,90890.344.,,/;,3.034989743,3/

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    4/42

    ;03572,7-:3249;00898

    95071472,3.09014431:3.9438

    !7424943418,08

    3974/:.9434130574/:.9,,703088

    ,88574/:.9431,.9,943

    ;,774:97080,7.

    ;/:.,9434150450

    %!$'#%$

    74,/850,3,/;079832,-0.,8810/39494.,904708;574/:.9

    ,3/3899:943,,/;07983

    ,!74/:.9/;07983

    %02,3 5:75480 41 8:. ,/;07983 8 94 31472 ,3/892:,90 902,709

    ,-4:990,/;0798078574/:.9841807;.08,3/94809080%:895041,/;07983

    :8:,5742490850.1.9703/0/574/:.9838:.,2,3307,8942,0 90 -7,3/8

    80,22470/087,-098:80/--:830884;073203947,3,943,3/57;,90343

    -:83088 47,3,9438 94 5742490 90 :808 10,9:708 2,08 ,3/ -030198 41 907

    807;.08 ,3/ 574/:.98 !74/:.9 ,/;07983 8 8:-/;/0/ 394 /70.9 ,.943 ,3/

    3/70.9,.943,/;0798370.9,.943574/:.9,/;07983,0890-:07949,0

    ,.943,943.0.008008,6:.708543809490,/;079802039.2,-094

    47/07 90574/:.9-2, 472,3 , .4:543 4702, 5742595:7.,80 3 ,

    709,8947037085438094573.070/:.943/:73.0,7,3.08,0

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    5/42

    !74/:.9 ,/;07983 88:-/;/0/ 394/70.9 3/70.9,.943,/;07983

    574/:.9,/;07983,28,9 3147235078438,-4:9,9,574/:.988,99/408

    498:80/,3/0709.,3-05:7.,80/3904907,3/800.9;0,/;07983

    82,/094200990800.9;0/02,3/147,5,79.:,7-7,3/479508574/:.9

    -3899:943,/;07983

    98/0830/94.70,90,574507,999:/094,7/8908007894-:/.425,3

    2,0 47 44/ 7,907 9,3 94 80 850.1. 574/:.9 47 807;.0 98 5:75480 8 94

    .70,90,17,204123/,3/9425,3910031,;4:7,-09490,/;0798078.425,3

    98,88320398942,01703/8147903899:9434747,3,943

    988:-/;/0/3949700.,9047085,9743,05:-.70,9438,3/5:-.

    807;.03899:943,,/;07983

    35,9743,0 3899:943,,/;07983 902,3:1,.9:707 908 8574850.98,3/

    .:894207 ,-4:9 2801 8 54.08 ,3/ ;08 50784330 %0 ,550,8 94 90

    5,9743,0 249;,943 41 -:078 1 8:..0881: 0 .43;3.0 -:078 9,9 8

    4507,94303990829490243085039-902

    !:-.70,94383899:943,,/;079838:80/94.70,90,1,;4:7,-02,041

    90172,2430254008894.4/07847900307,5:-.

    !:-.807;.03899:943,,/;07983,085:-.8:55479

    .907%508

    %049079508,70,81448

    438:207,/;07983

    425,7,9;0,/;07983

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    6/42

    #023/07,/;07983

    ;#03147.02039,/;07983

    '#%$%'$

    %04390724-0.9;0841,/;07983,70-74,/,3/0307,,3/.43.07390

    .4397-:943 ,/;07983 84:/ 2,0 94 90 ,.0;02039 41 4;07, .425,3

    4-0.9;08489 .425,308 70,7/ ,/;07983 2,3 4-0.9;0 ,8 ,9 41 574;3

    8:5547994507843,803,3/4907147284157424943:9,/;079838,

    ;078,90.422:3.,94389448,3/2,90701470-:80/147,.0;3;,74:88479

    ,3/4390724-0.9;0824390804-0.9;08,70901443

    %4/490039708034-,832,47/072,7093

    %4 3974/:.0 , 30 574/:.9 - -:/3 -7,3/ ,,703088 ,243 549039,

    -:078

    %4147.02//020394,3/090574/:.95:897,90

    %4-:/-7,3/57010703.0-2,3 92470/11.:9 1472//02,39480

    8:-899:908

    %47023/:807894-:90574/:.9709039;0897,90

    %45:-.0 8420 .,30 3 2,7093 897,90 0 , 57.0.,30 , 30

    24/047,32574;02039390574/:.9

    %4574;/07,943,,9430$4.,,..059,-00.:808

    %4.42-,94730:97,0.425099478,/;07983

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    7/42

    %4 2574;0 90 247, 41 /0,078 ,3/47 8,08 50450 - 843 9,9 90

    .425,38/43988,704157424943

    %4,.6:,39-:078,3/574850.9899030:8084190574/:.9940903/

    90!

    %$

    %01:3.943841,/;079802039,3/9,95:754809809.82,-0/8.:8843

    -04

    90,/894.0,50757.084,/;079807.4:/;0390.425099;0

    ,703,4124/073-:83088182094/8418030702470.4899,39480

    4187;,8

    9 ,.6:,398 90 5:-. 9 90 10,9:708 41 90 44/8,3/ ,/;,39,08 .

    -:078034

    9 3.70,808/02,3/147.4224/908,3/98708:98 33.70,80/574/:.943

    /;07983

    ,70,908,3/892:,908/02,3/45038,3/05,3/8902,7098

    -70,90844/.4,/894,33.70,8038,08;4:20

    .#0/:.082,7093.48985,79.:,7574/:.9803.4898

    /$,9810/.438:207/02,3/8-5,.33902,709,90300/8

    970/:.08/897-:94305038083,82:.,895,8905,794194:8,3/841

    8,082,3 ,9 , 420 31472,943 43 , 2,88 8.,0 700;08 90 30.0889 41

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    8/42

    0503/9:70438,085742494389,11,3/6:.07,3//07/897-:9430,/8

    94/23834190/897-:943.4898

    9038:70890.438:2078-099076:,94144/844/3,20890-70,941

    901094,3,/;079807

    5,390, 147 ,708.,0574/:.943,3/3.70,80/ 3/:897,,943

    ,/;07983.4397-:908986:49,9490574194190.425,308905748507941

    90 8,704/07 90 :5198 41 90 ,0 0,73078 ,3/ 90 84:943 41 0

    :302542039574-02

    97,808 90 89,3/,7/41 ;341900307,5:-.-25039 94:8094

    ,79.084124/0739508.2, ,// 9482,907,0-034/073

    ,/;07983 ,8 2,/0 90 ::708 41 08907/, 90 30.088908 41 94/,

    98,5489;0.70,9;0147.03-:8308892,0894-,/0841

    7,8874390-:8308847/07043070-01470

    9089,-8089044/4190.43.073147909089,79.08574/:.0/-9,3/

    3 .4:78041 920 90 80 0349 .,08.438:20780,7. 147 8,981,.94341

    907 300/8 03 90 5:7.,80 44/8 ,9 90 ,39 1742 98 -0,:9

    8:507479 0.4342 .421479 ,5574;, 545:,79 5407 8,109

    .43;0303.080:,7,91.,943,3/8443%02,3:1,.9:70890701470970894

    2574;09844/,3/705:9,943-34390-:07-0,;4:7

    %48:2:592,-08,/ 9,9,/;07983 ,28,9.422993 90 574/:.078

    0/:.,9390.438:2078:55020393908,082,3.43;079390574/:.07

    ,3/90/0,0794023,9090.42509947-:9,-4;0,98,3-0900390

    574/:.0,3/90.438:207

    %'#%$

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    9/42

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    10/42

    3 ,/;07983 8 ,3 47,30/ 80708 41 ,/;07983 2088,08 9 ,8 -003

    /0130/,8,5,330/.447/3,90807084157424943,0114798-:9,74:3/,.0397,

    9020 ,3/ /0830/ 94 70,. , 850.10/ 4,8 3 4907 47/8 9 8 ,3 47/07

    5,330/ 011479 .438893 41 70,90/ -:9 801 .439,30/ ,3/ 3/0503/039

    ,/;0798020398%0.,25,32,,550,73430247020/,9,8830902047

    03490 /0, ,3/ , 830 4-0.9;0 47 4, %:8 , :310/ 9020 41 .439039

    574;/08 58.44., .4393:9 974:4:9 90 .,25,3 0 ;8:, ,3/ 47,

    82,79574;/058.,.4393:9384797:3,.,25,3,39570/0907230/

    58.44.,70,.943390437:357,.9.,,.,25,38,;08,084,

    %08070841,/;0798020398:80/390.,25,32:89-03907,90/9908,08

    57424943,0114798,3/990,.9;90841908,08147.0

    ,25,3;,7303984202,7:343147,10/,84907147008094907

    147 , 80,843 47 90 03970 0,7 &8:, , 7,30 41 94 24398 3.:/08 2,3

    .,25,38,31,.947831:03.08.,25,30398:.,8.425099478,/;07983

    20/, 54.08 80,843, 1,8 .:7;08 41 90 574/:.9 3;4;0/ 90 80 41 90

    ,/;07983 1:3/8 .,25,3 4-0.9;08 ,3/ 90 3,9:70 41 90 ,/;07980782,7093

    5747,220

    %'$!

    %0,/;07983.,25,30850.,9480.4330.90/990.438:2078,28

    ,9,.0;390804-0.9;08

    %4,334:3.0,30574/:.9472574;0574/:.9

    %44/.438:20785,9743,0,,3893903810/.,25,3:80

    %431472.438:2078,-4:9,30574/:.9:80

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    11/42

    ;%490,..438:2078494:80574/:.9

    ;%45742490,.43908947,5702:241107

    ;%4089,-8,3097,/07043,,3/

    ;%40584;0,.4.,7043,574-02

    %03899:943,,/;07983.,25,343904907,3/,;090804-0.9;08

    %4.70,90,.47547,90507843,9472,0

    %4-:/,.425,3570890

    %400590.425,33,20-01470905:-.

    ;%4025,80.425,3807;.08,3/1,.908

    ; %4 03,-0 .425,3 8,082,3 94 800 945 00.:9;0 .43889039 03

    2,38,08.,8,3/

    ;%43.70,801703/3088,3/44/94,7/890.425,3

    0;0453 90 .,25,3 5747,2208 %0 ,/;07983 .,25,38 ,70

    5705,70/ - 90 ,/;07983 ,03.08 . 47 ,3 -0,1 41 907 .0398 4

    2,3:1,.9:70 574/:.9 47 807;.0 0390757808 . ,;0 807;.08 94 80 %0 47/

    .,25,38:80/-0.,:80,/;07983,03.08,5574,.9079,89,8:2,3.,

    4129,71,31,703.4301706:0390,7847/809,709,:/03.0489.80743,3/9,.9.8,3/897,9009.

    %0,..4:3900.:9;0.447/3,90890473,.,25,3%0.70,94341,3

    ,/;07983.,25,389,7989,30547,94341.438:2078,-98,3/58.44

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    12/42

    3 70,943 94 90 574/:.9%8 706:708 90 807;.08 41 89,989., 97,30/ 3 8:7;0

    90.36:08,3/414907897,30/384.,58.44$9,989.,38800.98,2508147

    8:7;0.,70/430-97,30/3907;00784;8983/;/:,83.:/0/390

    8,250,3/,86:089439413/4:9,-4:99079,890,3/,-98

    %8036:7419030,/894,.,303,1,2,7574/:.947389,3.0-,93

    84,52,.420380;07,30.44:7847.,709903,305,.09479,.:254/07

    3,3490780

    $:.3907;08,70419036:90088039, 9413/4:9 90,550,41,/;07983

    2088,0147,574/:.99,94:/-024890110.9;09.438:2078

    ,;/; /08.7-08 , .438:20788:7;0 94 13/4:9 90248920,331:

    -03019 3 . 4203 ,70 39070890/ 03 90 -: , 1,.0 .70,2 %0 ,7089

    57010703.0 ,8;03940,38/005 39454708 1440/347/0741 25479,3.0-

    570;039 /73088 8 , .425090 -0,:9 970,92039 70.42203/0/ - 83 /4.9478

    2,08 83 44 4:307 .439,38 0897403. 4724308 5,890:70/ 147 5:79

    570;039 83 1472 ,3 82449 4:7 7308 4; .43.:/08 1472 98 ;493

    .42043041003,#:-38903824898:..0881:1,.0.70,280.789030/9/005

    .0,38079:8-:/39033314723943,204190574/:.9

    1907099390/,9,90,..4:3900.:9;05:9894090790088039,0020398

    418 .0398-701 390757098 90 7080,7. 13/38 ,3/ /7,8:5,90.,8 90

    ,/;07983897,90

    $%'#%$!

    $0;07,89058,70706:70/94/0;0450/,3,/;07983.,25,3903:2-0741

    89,08 ,3/ 0,.9 47/07 3 . 90 ,70 .,770/ 4:9 2, ;,7 ,..47/3 94 ,3

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    13/42

    47,38,9438 7084:7.08 90 3,9:70 41 98 574/:.9 ,3/ 90 9508 41 ,:/03.08 94 -0

    70,.0/%02,4789,088905,70

    /03913,3/,3,390,/;07983

    0133,/;079834-0.98

    70,9390,/;079835,91472

    090723390,/;07983,557457,943

    $00.94320/,5,3

    70,9390,/;079832088,0

    ;,:,93900110.9;0308841,/;07983

    7,3341,/;07983.,25,3

    /039133,390/;079839,709

    &3/079889059894/0./0/,894428901729739470,.990

    2088,0%0,/;079839,70989074:5415045094,7/8.,/;0798020398

    ,70,20/,914:7985:75480.42509031472,943,-4:9902,7099,709090

    4.,943,3/047,5.,4.,94341905045090/897-:94341,03.42080

    0/:.,943,0;0,3/.438:2078,999:/0870,7/35:7.,80,3/:80-494190

    ,/;07983574/:.9,3/.425093574/:.988300/0/9-09907340/041

    2,7099,7090110.9;0,/;07983.,25,3.,3-0/0;0450/43904907,3/1

    90,/;079839,7098349574507/03910/,3/,3,0/90.,25,38/408094-00110.9;0

    090723390,/;079834-0.9;08

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    14/42

    %0 4-0.9;08 41 ,/;079802039 2:89 -0 850.1., ,3/ .0,7 /0130/ 3

    20,8:7,-0 90728 8:. ,8 94 .422:3.,90 850.1. 6:,908 ,-4:9 , 5,79.:,78

    574/:.994,3, .079,3/070041503097,9433,/01390,:/03.041,;0380

    /:73,;035074/419203.70,808,08-,.079,3507.039,0473.70,8090

    17282,7098,708

    %04,841,/;079832,-094

    70,90,1,;4:7,-0.425,32,0-,.6:,393905:-.990

    807;.08411070/,;,,-094900254008,3/98,.0;020398

    70,90 .438:2078 47 /897-:947 ,,703088 - 03.4:7,3 706:0898

    574;/3 31472,943 ,-4:9 90 9508 41 574/:.98 84/ 574;/3

    31472,943 ,-4:990-03019894-0,30/1742:80 4190 .425,38

    574/:.98 47 807;.08 ,3/ 3/.,93 4 574/:.9 47 807;.08 .,3 -0

    :80/

    3.4:7,0220/,908,08-03.4:7,3549039,5:7.,8078974:

    850., 8,08 .4390898 0993 70.42203/,943 41 574108843, 50450

    ,-4:9.425,38574/:.9809.

    ; 980.:708 ,.943-90 70,/07 974:,884.,93/0,8 7050994341

    908,203,203/1107039.439098220/,90,.943,550,

    70,9390/;079835,91472

    3 ,/;07983 5,91472.438898 41 90 -,8. 88:08 47 80354398 9,9 ,3

    ,/;079807808943.:/0390,/;07983.,25,3830,/;0798020393,3

    ,/;07983.,25,32,.439,343047247088:083905,9147224947..0

    574/:.078 ,/;07983 5,91472 84:/ .439,3 88:08 . ,70 41 25479,3.0 94

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    15/42

    .438:207813,3/8:.88:08,84-09480.90.425099;0574/:.9/4349

    548808

    090723390/;07983557457,943

    %0,/;07983 ,557457,943 8 90 949,,24:39 412430.2,70907

    ,4.,90847,/;07983147,850.1.9205074/090723390.,25,3-:/09

    3;4;080892,93342:.9.48994,.0;090.,25,384-0.9;08190

    .,25,34-0.9;08,705741970,93,3/89,90/6:,399,9;090390,24:3941

    90 .,25,3 -:/09 8 /0907230/ - 0892,93 90 5745480/ .,25,38

    0110.9;03088 3 ,99,33 902 1 .,25,38 4-0.9 8 94-:/ , 5,79.:,7 95041

    .425,3 2,0 903 9070 8 990 -,88 147 570/.93 0907 90 .,25,38

    0110.9;0308847/090723390-:/09706:70/

    $00.93900/,

    0/,800.943 8,325479,3983.0 9 .4898 920 85,.0,3/2430 ;,74:8

    1,.9478 31:03.0 98800.943 9024891:3/,2039,-03903,9:7041 90 9,709

    2,709 802039 90 950 41 90 574/:.9 ,3/ 90 .489 3;4;0/ %0 /893.9;0

    .,7,.90789.8 41 ;,74:8 20/, ,70 ,84 25479,39 %07014702,3,02039 84:/

    14.:898,99039434320/,.425,9-99,/;079834-0.9;08

    0/, 472

    !7088/;0798347!739

    085,5078 9 $2, 943 $:3/,8

    , 00 47939

    6:,790708 13,3., ,3/

    ,33:,838;073,.:,747

    7043,,3:,08

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    16/42

    ,,308 0307, 47 850., :897,90/

    47 490780 38 3/

    #043,,3:,0

    %7,/0%0.3.,4:73,83/:897,

    0,7 -448 .42207., /70.94708

    9005430 70.94708 7010703.08

    -448,33:,8

    7.:,90/,4;0790.4:397

    ,3/ ,243 90 3/:897,89

    ,3/-:830882,3,908

    70.9, 7.:,78 .,9,4:08 0,1098

    -74.:708 -44098 14/078

    .4,3/078 -499078 /,708

    490757390/2,907,

    :9/44747%7,11. !48907 ,3/ -8 43 ,8

    7,,8 89,9438 5,914728

    4:98/05:-.-:/3897,38

    -:808

    74,/.,89477,/4,3/%' $549 $0.943, 47 3,943,

    97,/0.489

    !:-.9 4;0 $/08 ,3/ 128 343

    90,97., ,3/ /4.:2039,7

    128 209, 5,908 ,3/ 838

    ,99,.089497008

    4:80944:80 $,253 .4:5433 1700

    198 34;0908 /024389

    7,9438

    0,07,/8 4:3907 ,3/ /48 /85,

    /0243897,943;03-709,07

    4790,/;07980844/8

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    17/42

    3907309 %4/,39073098,-8549

    147,/;07983

    $49080,709020/,4190,/;07983.,25,34190800.93419020/,

    70,9390/;07983088,08

    %88,325479,3989,041,/;07983.,25,3%0.439039841902088,0

    ,894-0;07.,701:/7,190/390,/;079802039,7,.90789.841507843390

    ,/;07983 9,709 31:03.0 902088,0.439039 ,3/ 14723,/;07980782:89:80

    47/882-48,3/ :897,9439,9,7020,331: 1,2,7,3/,997,.9;094 9480

    5078438%09504120/,,8431:03.090.439039,3/147241902088,0

    ;,:,9390110.9;0308841/;07983

    %00110.9;0308841,/;07983820,8:70/147,;,7094170,8438

    ,%4/09072300907,.,25,3,..42580/98,/;079834-0.98

    - %4 0;,:,90 90 70,9;0 0110.9;03088 41 80;07, ,/;0798020398 94

    ,8.079,3..45:897,943847,4:98-089

    .%4/0907230908970398,3/0,30880841;,74:820/,,3/20/,

    5,38

    3 4907 47/8 20,8:73 ,/;07983 0110.9;03088 8 300/0/ 94 /0907230

    09075745480/,/;07980203984:/-0:80/,3/190-0349029-0

    2574;0/,3/090743.,25,384:/-0894550/.4393:0/47.,30/3

    ,..4258390805:75480857090898,3/54899089,70.43/:.90/%014720790898

    -01470 05483 9,709 .438:2078 94 ,/;0798020398 ,3/ 90 09907 ,1907 .438:2078

    ,;0 -003 05480/ 94 ,/;0798020398 ,3/ 90 09907 ,1907 .438:2078 ,;0 -003

    05480/94,/;0798020398

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    18/42

    47 ,3 0110.9;0 ,/;07983 5747,220 90 ,/;07983 2,3,07 706:708 ,

    -,8.:3/0789,3/3419020/:29,984394.,779

    470110.9;0:83,/;07983902,3,020392:899089,/;079839434

    .4190,/;0798020399434.4190,/;079802039,;0574;0/57419,-0

    ,3/,8.425,70/9449078

    %'$%$%& 443,70904-0.9;08419089:/

    %4349024890110.9;020/,41,/;079802039

    %413/4:99070,8438147390,/;07980203941.4//738

    %4 13/ 4:9 90 2489 545:,7 84,3 41 ,/;079802039 70,7/3 .4/

    /738

    #080,7.094/44

    #080,7.8;4,0174234394:3343

    #080,7.8,574.0/:70414.,,3/88902,9.,55.,9434190

    1:3/,2039,8418.03.094900307,,3/4;07,6:08943841,89:/,3/8.0391.90.36:0.574;/0570.809448850.1.574.0/:70,3/

    90.3.,7,9079,354845.,20,381470993,3/47/07390/,9,

    5747949074.,,3,88,3/2,35:,9431107039950417080,7.

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    19/42

    /08388,;,,-0/0503/3:543903,9:70417080,7.5740.9,;,,-9

    41,-02,35407,3/.7.:289,3.08

    094/44

    #080,7. 083%0 7080,7. /083 8 90 -:05739 147 90

    1:12039414-0.9;08,3/,380736:089438 9 8,2,8907 5,3

    850.13 90 2094/ ,3/ 574.0/:708 147 .40.93 ,3/ ,3,3

    300/0/31472,943

    408.759;0#080,7. 8:80/39889:/,8902,3,2894

    /08.7-0.,7,.90789.8419050342034347,89:,943

    ,9,40.943094/8%084:7.041/,9,3.:/08572,7,3/

    80.43/,7/,9,84:7.08

    !72,7$4:7.08!72,7/,9,,8-003.40.90//70.91742

    8,250708543/0398974:6:089433,70,3/99005413907;0

    $0.43/,7$4:7.08$0.43/,7/,9,,8-003.40.90/1742

    89,3/,7/909-448085,5078,,3083907309

    #080,7.3897:2039#080,7.3897:2039:80/14790572,7/,9,

    .40.9438":089433,70

    $,250083$,250/0838/013905,3/0907230-01470,3

    /,9,8,.9:,4-9,33147,8,2501742,;03545:,943%0

    7080,7.072:89/0./090,41800.93,8,250$,2508.,3

    -00907574-,-98,250847343574-,-98,2508

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    20/42

    $,253%0.36:043;0303.0

    $,250$0#08543/0398

    70,41$9:/,2:3,,,7

    #%!#

    4.,4,

    7,3/8414.,4,

    4.,4,

    %:28:5

    2.,

    ;,39,

    ;,,,

    ;,,,%097,

    ;$5790

    ,;4:784190-7,3/

    4,

    0243

    $4/,

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    21/42

    ;7,30

    ;,34

    ;0,70243

    $041904.,4,.4//738,;,,-032,709

    249908#,8808

    249908#

    ,8808

    249908#,8808

    ;970!'49908

    ;970!'49908

    ;970!'49908

    $,08414.,4,4//738

    4.,4,

    4//738

    00

    3.,7098

    439

    3.,7098

    0,7

    3.,7098

    4.,4,

    ,39,

    %:28:5

    2.,

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    22/42

    ,,,%097,

    $5790

    ,,,

    !72,7/,9,

    %07082470.438:25943414.,4,,3/,82,7098,70390

    ,2:3,3,,7.9,3/4.,4,8,;32,2:2.438:25943,3/,1907

    9,9%:258:5,3/,190792.,.4//733902,709,3/,90574/:.98

    ,844/8,0-:90889,39080

    7,3/841!058

    !0584,

    73/,0243

    73/,7,30

    ;!058$4/,

    ;!058550

    ,;4:784190-7,3/

    4,

    0243

    7,30

    ;$4/,

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    23/42

    ;550

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    24/42

    $04190!058.4//738,;,,-032,709

    ;249908#

    ,8808

    ;249908#,8808

    ;2499085949908

    970!'49908

    970!'49908

    970!'49908

    $,0841!0584//738

    !058

    4//738

    00

    3.,7098

    439

    3.,7098

    0,7

    3.,7098

    !058

    73/,0243

    73/,7,30

    !058$4/,

    !058550

    !72,7,9,

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    25/42

    %0.438:2594341!058.4,,1907988,04173/,024389070

    ,3/,1907973/,7,3089070,3/902,7098,70808841!0583

    .425,7843414.,4,

    %

    #$!%$$$%#%

    030,78 441708543/0398 !07.039,0

    %49,

    %,-08489,94190708543/0398,70390,074:541

    ,70390,074:541,3/,70390,074:541

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    26/42

    %

    #$!%$$$%#%$

    $0 441708543/0398 !07.039,0

    ,0

    02,0

    %49,

    %,-08489,94190708543/0398,702,08,3/41

    902,70102,08

    %

    #$!%$$$%#%&%

    "&%

    ":,1.,943 441708543/0398 !07.039,0

    907,90

    04,97.

    ,97.

    7,/:,90

    !4897,/:,90

    %49,

    %,-070;0,89,94:941708543/0398,702,97.:,90,3/

    ,707,/:,90,3/708941902,7054897,/:,90

    %

    ##

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    27/42

    44:9,0.4/

    /738

    441708543/0398 !07.039,0

    08

    4

    %49,

    %,-070;0,89,9,90708543/0398,70/733.4//738

    %

    #"&%#$

    #"&%

    441708543/0398 !07.039,0

    3.0,/,

    %.0,/,

    4709,39.0

    4970:,7/7:307

    %49,

    %,-070;0,89,94190708543/0398/73943.0,/,

    9.0,/,24709,39.0,3//7393470:,7

    %

    %#$'#%

    ,2041.4//738 441708543/0398 !07.039,0

    4.,.4,

    !058

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    28/42

    ,39,

    2.,

    73/,

    %:28:5

    ,3,/,/7

    ,,,

    0

    41,-4;0

    %49,

    %,-070;0,89,9,4190708543/0398,704190;09,9,90

    ,-4;02039430/.4//738,70,;,,-03902,709

    %

    !###

    ..4//734:

    02489

    441708543/0398 !07.039,0

    4.,.4,

    !058

    ,39,

    2.,

    73/,

    %:28:5

    ,3,/,/7

    ,,,

    0

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    29/42

    %49,

    %,-03/.,909,94:941708543/03980 4.,.4,0

    !05802.,0,39,073/,0%:28:50

    ,3,/,/7,3/0,,,

    @

    '$#$

    ,;4:78 441708543/0398 !07.039,0

    4,

    0243

    7,30

    ,34

    9078

    %49,

    %,-08489,94:9414190708543/0398090.4,

    1,;4:741.4//7309002431,;4:7,3/8,20507.039,041

    708543/039809047,301,;4:741.4//73

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    30/42

    %

    '#%$%#

    44:93

    ,/;07980203941.4/

    /738706:70/

    441708543/0398 !07.039,0

    08

    4

    %49,

    %,-03/.,909,94190708543/0398,704190;09,990

    ,;0-00390,/;0798020394190.4//7390024890848

    9,990/439,;0800390,/;0798020399002489

    @

    '#%$%

    %#&

    &'

    $%

    441708543/0398 !07.039,0

    %'

    085,507

    ,,30

    907

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    31/42

    %49,

    %,-070;0,89,94190708543/0398,7041453439,990

    ,;0800390,/;07980203943%'0,704190453439,990,;0

    800390,/;079802039974:3085,507

    %

    '#%$%

    42,3

    ,/;07980203984:

    8003,7041902489

    0.4//73-4:

    441708543/0398 !07.039,0

    %49,

    %,-08489,94:94190708543/0398,7041;09,9

    9070895041,/;079802039,3/49078,89,99070,7024709,3430

    950

    %

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    32/42

    $#

    $4,341.4//73

    .4:0

    441708543/0398 !07.039,0

    %,890909:3/07

    ,7,,9,8,3

    0/2,302470

    4.,04,0

    .4.,.4,034

    %49,

    %,-08489,94:941708543/039809084,39,890

    909:3/070,7,/,9,8,300/2,302470,3/0

    9084,34.,04,0.4.,.4,034

    %

    #$#%'#%$%

    4:0,/;079802039

    441708543/0398 !07.039,0

    989020,3/2,3

    8,550,,-0

    9,81289,78

    0.,:804144/

    2:8.

    90770,8438

    %49,

    %,-08489,92,4794190708543/0398090,/;079802039/:0

    9498902002,4794190708543/0398090,/;079802039/:09498

    1289,78,3/44/2:8.

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    33/42

    %

    %'#%$%$&!%#

    44:93,/8

    110.990

    .438:2594341.4/

    /73

    441708543/0398 !07.039,0

    08

    4

    ,3398,

    %49,

    %,-08489,94190708543/0398,704190;09,9

    ,/;079802039147.0/90294.438:20574/:.9247041902,8;0

    9,9,/;079802039/439147.090294.438:2090574/:.9041

    902.,33498,,393,-4:99

    %

    $%'#%$%

    .0/,

    !7080398470

    110.9;0

    441708543/0398 !07.039,0

    %'

    085,507

    ,,30

    9078

    %49,

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    34/42

    %,-070;0,8 9,94190708543/0398,704190 ;09,9

    570803990%'824890110.9;020/,41,/;079802039

    %

    $$%'#%$%

    &%%

    '#%$%$

    $$##

    #$

    441708543/0398 !07.039,0

    0.088,7

    '0730.088,7

    ,398,

    %49,

    %,-08489,90893:2-0741708543/0398,704190;0

    9,9,/;0798020398;0730.088,7147.4//738010708543/0398,704190;09,9,/;079802039830.088,7

    %

    %'$$!%#

    '#%$%

    4080503/9:70

    84:/-03.:770/43

    ,/;079802039

    441708543/0398 !07.039,0

    08

    4

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    35/42

    ,398,

    %49,

    %,-08489,94190708543/0398,704190;09,990

    0503/9:70 3.:770/ 43,/;079802039 80110.9;0 3,//390574190

    /030/908,20,3///349705

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    36/42

    @

    #$$##'#%$%%'$$

    #$

    %

    #

    '#%$%

    %'$$

    441708543/0398 !07.039,0

    /:.,943

    3

    $9,3/,7/41;3

    0;0410;0452039

    %49,

    %,-08489,94190708543/03988,0/:.,943843041

    90 2,3 70,843 41 /;079802039 0110.9;03088 0 06:, 41 90

    708543/0398 ,70 3 90 1,;4:7 41 38 89,3/,78 41 ;3 ,3/ 0;0 41

    /0;0452039

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    37/42

    @

    %'$$!#'%'#%$%

    %$%&

    %'$$

    &

    %#&%%

    !#'%

    !#$%

    '#%$%

    441708543/0398 !07.039,0

    08

    4

    ,33498,

    %49,

    %,-08489,9902,4794190708543/0398,704190;09,990

    89:/410110.9;03088.4397-:908902574;0203935708039,/;079802039

    %

    $$%'#%$%%'$$

    $'#%$%

    %'$$$

    $$##

    !

    441708543/0398 !07.039,0

    08

    4

    ,398,

    %49,

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    38/42

    %,-070;0,89,92,4794190708543/03988,9,990

    ,/;0798020390110.9;03088830.088,708,20//3497050/

    %

    &$#$'#%$%%'$$

    %&$$%&

    %'$$$

    #

    441708543/0398 !07.039,0

    47.425,3

    470254008

    47.:8942078

    430419080

    %49,

    %,-03/.,9089,94190708543/0398,704190;09,990

    89:/410110.9;03088820,39147.425,308,9,99820,39147

    .:8942078

    $190743974:,905740.9,3/90.40.90//,9,14:3/9,9

    41 90 708543/0398 8,/ 9,9 %' 8 90 2489 0110.9;0 20/, 41

    ,/;079802039

    4190708543/03988,/9,990090,/;07980203941.4//738

    -0.,:80 41 98 9020 070,8 8,/ 9,9 90 0 .00-7908 3

    ,/;079802039

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    39/42

    $4204190708543/03988,/9,90/2,,3024708902489

    545:,784,3070,84190708543/03988,/9,9,7,/,9,8,3

    890545:,784,3

    ,479 41 708543/0398 ,70 41 90 ;0 9,9 ,/;079802039 8 ;07

    30.088,7147.4//73

    ,47941708543/0398800890,/;0798020394190.4//73900

    2489

    ,4794190708543/03980.4,1,;4741.4//73

    6:,3:2-0741708543/0398090-7,3/414.,4,,3/!058

    $&$%$070,.0/84208:089438/;079802039 84:/ 349 -0 944 05038;0 -0.,:80 90 ,/;079802039

    0,/8,3/3.70,80905704190574/:.9

    0/,84:/-0800.90/,..47/39490.4.041.:8942078

    37:7,,70,820/,84:/-0,..47/39490.4.0419050450

    %4;02470,990394332,390,/;079802039942,090110.9;0147

    908,041.4//73

    !7.084:/-0/0.70,80/84,894,997,.990.438:207894:80574/:.9

    2470

    %4 ;0 ,9903943 43 90 0, 20/, 41 ,/;079802039 84 9,9 90

    .438:2078.42089434,-4:990574/:.9

    9 84:/ -0 ,997,.9;0 430 84 9,9 50450 ,70 ,997,.90/ 94,7/ 90,/;079802039

    %%$%05740.9700/2,34390572,7/,9,

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    40/42

    438:207;0;07:3.0,75.9:70

    0,;0,290/920

    %089:/8-,80/43290/8,250

    9-0321789,99025994:3/079,08:.,89:/9:8903050703.0

    8,84,4-89,.094,..4258905740.93,574507,

    9,8,84/11.:9940957450731472,94317429050450-0.,:8090070

    3/:3384204907,.9;908

    &$3,894:.43.:/09,92,4794190708543/03988,/9,9%'89024890110.9;0

    20/,147,/;07980203941.4//738,3/90.00-7908,3/9084,38390

    ,/;0798020390110.990.438:2078

    '#%$%%'$$

    #$

    #%

    ,20**********************************0**********************************

    ":,1.,943

    '907,90907,90

    1907,90

    04,97.,97.7,/:,90!4897,/:,90

    '!74108843**********************************

    '//7088********************************************************************

    '$0411,2**********************************

    44:9,0.4//73,08-4

    41706:0394:9,0.4//73

    ,3.0,/,-%.0,/,.4709,39.0/4970:,7

    .,7090/1107039.4//738,;,,-03902,709

    ,4.,4,-!058

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    41/42

    .2.,/,39,

    0%:28:5173/,2.,,,,

    ,3,/,7419080

    ..4//734:02489

    ,4.,4,-!058

    .2.,/,39,

    0%:28:5173/,2.,,,,

    ,3,/,7419080

    .1,;4:741.4//734:02489

    ,4,-0243.,34/7,30

    0907

    ,;04:800390,/;07980203941.4//734:02489,08-4

    %74:.20/,4:,;080039

    ,%'-08!,507.,,30/9078

    42,3950841,/;079802039414:57010770/-7,3/41.4//73,70

    9070,-

    ./

    .84,341.4//734:02489

    ,%,89090%:3/07-,7,,%,8,3

    .0,30470/4.,04,034

    /44:090,/;079802039

    ,0.,:809,81289,78-0.,:804144/2:8.

    .989020,3/2,38,550,,-0

    /3490770,843

    44:939,9,/;079802039,8147.0/4:94.438:20574/:.92470

    ,08-4.20/,85708039390,/;079802039830.088,71478,041.4//73

    ,%'-08!,507

    .,,30/9078

    44:9390,/;079802039830.088,71478,041.4//73,0.088,7-'070.088,7

  • 7/31/2019 38589161 Advertising Effectiveness Research Project

    42/42

    .490.088,7/,39$,

    %00503/9:703.:770/43,/;07980203941.4//7388:.0110.9;09,99,//89457419

    ,08-4

    .,39$,

    .70,8434:13/14790/110703.041,/;0798020390110.9;03088

    ,/:.,943-38

    .$9,3/,7/41;3/0;0410;045203989089:/410110.9;030884:/.4397-:90942574;0203935708039

    ,/;079802039

    ,08-4

    .,39$,8,/;0798020390110.9;03088830.088,7147.425,3

    ,08-4

    .,39$,,9/44:9390:804189:/410110.9;0308881474

    ,47425,3-47254008

    .47:8942078/430419080