RESEARCH GOAL: selecting the advertising message and channel

This research encompasses the following:

1. Research preparing the advertisement:

• advertising and brand awareness,
• reception of various advertising styles,
• positive and negative product associations,
• evaluation of how the competition is perceived,
• expectations and potential reception.

2. Research targeting the selection of media:

• effectiveness of channels,
• scope of carriers used,
• positioning the message,
• frequency and intensity of the message.

3. Advertising pre-test:

• evaluation of the concept and the idea,
• evaluation of effectiveness: remarkability and persuasiveness,
• evaluation of company and product image.

4. Advertising Post-test:

• changes in sales figures and their structure,
• changes in brand awareness.