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METHODOLOGICAL ISSUES IN ANALYZING CONSUMER RESPONSES TO ADVERTISING Print E-mail

 Andrej Kovačič, Andrej Raspor, Matjaž Škabar,

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, bias

[1] Andrej Kovačič, ERUDIO Institute for Education, E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

[2] School of Advanced Social Studies, Gregorčičeva ulica 19, 5000 Nova Gorica, Slovenia, Central Europe Association of Tourism Management, Dolga Poljana 57, 5271 Vipava, Slovenia, This e-mail address is being protected from spambots. You need JavaScript enabled to view it  

[3] Matjaž Škabar,  ERUDIO Institute for Education, E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Cite this article:
Kovačič , Andrej Raspor, Matjaž Škabar Andrej, Raspor Andrej, Škabar Matjaž. METHODOLOGICAL ISSUES IN ANALYZING CONSUMER RESPONSES TO ADVERTISING. Innovative Issues and Approaches in Social Sciences, vol., no.15:32-49,

Digital Object Identifier(DOI): https://doi.org/10.5281/zenodo.5718637
View full text in pdf: http://www.iiass.com/pdf/IIASS-2022-no15-art3.pdf

 

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