Observations: Using Self-concept to Assess Advertising Effectiveness

Abhilasha Mehta

How people think and feel about themselves can influence significantly how they react to a commercial's content and execution (as well as to the advertised product).

Using Self-Concept to Assess Advertising Effectiveness

Abhilasha Mehta Gallup & Robinson. Inc

INTRODUCTION

Current Advertising Affectiveness studies and copy research systems typically include an in-depth analysis of the advertising performance results within relevant subgroups. The subgroup variables, however, tend to be limited to demographic and usership ones such as those related to age, sex, income, household size, category and brand usage, usage frequency, and ownership. While these analyses are important and helpful in better understanding the performance of the test advertising, other ways of classifying respondents can be as revealing, or more so, as general demographic and usership breaks....

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