Evaluating marketing communications online

Marianne Foley

The author from Harris Interactive discusses copy testing on-line, compares the results with other techniques and concludes that testing online demands high levels of control and understanding, and under these circumstances, is a viable option for evaluating marketing communications for all types of media.

Evaluating Marketing Communications Online

What you should know

Marianne FoleyHarris Interactive

The promise of technology as applied to research is richly illustrated by the issues and resolutions surrounding communications' testing online.

There are three key questions to ask:

  1. Why test communications online?
  2. What should you know when testing communications online?
    • sample
    • questionnaire development
    • video
  3. What learning exists regarding online communications' testing?

Why Test Communications Online?

Not all advertising is created equal! It's not just a copy/creative difference that we are talking about....

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