Onderzoeksartikel

De cyclus van reclame-onderzoek

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Abstract

Advertising research can be considered as a cycle of research activity having the following stages: (1) fundamental advertising research, (2) advertising strategy research, (3) conceptual research, (4) pre-testing, (5) post-testing, and (6) campaign evaluation. The first stage, fundamental research, is concerned with the functioning of advertising in general. The cycle begins with an inventory of the market, the competition and the strong and weak points of a particular campaign. On the basis of the advertising strategy a communication theme is chosen for the campaign. In the pre-testing the specific advertising expressions are tested with respect to the communication objectives. The post-test involves research on the advertising which has been placed in the media. The campaign evaluation provides a link to the second stage of strategy research. After completion of the campaign the task is to determine which changes have occurred regarding knowledge, attitudes and behaviour of the target group.

How to Cite:

Van Raaij, F., (1989) “De cyclus van reclame-onderzoek”, Massacommunicatie : Wetenschappelijk Kwartaaltijdschrift voor Communicatie en Informatie 17(2), 127–145.