Advertising research - 課程根據 Sean Brierley, The Advertising Handbook （廣告教科書）, London and New Yo

Main article: Advertising research

Advertising research is a specialized form of research that works to improve the effectiveness and efficiency of advertising. It entails numerous forms of research which employ different methodologies.

Advertising research includes pre-testing (also known as copy testing) and post-testing of ads and/or campaigns—pre-testing is done before an ad airs to gauge how well it will perform and post-testing is done after an ad airs to determine the in-market impact of the ad or campaign on the consumer. Continuous ad tracking and the Communicus System are competing examples of post-testing advertising research types.

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External links

Wikimedia Commons has media related to: Advertising

Look up advertising in Wiktionary, the free dictionary.

Wikibooks has a book on the topic of Marketing

Wikiquote has a collection of quotations related to:

Advertising

 Advertising Educational Foundation , archived advertising exhibits and classroom resources

 Duke University Libraries Digital Collections:

 Ad*Access , over 7,000 U.S. and Canadian

advertisements, dated 1911-1955, includes World War II propaganda.

 Emergence of Advertising in America , 9,000 advertising items and publications dating from 1850 to 1920,

illustrating the rise of consumer culture and the birth of a professionalized advertising industry in the United States.

 AdViews , vintage television commercials

 On-Line exhibits at William F. Eisner Museum of Advertising &

Design

（1）A brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combination or slogan. The word brand began simply as a way to tell one person's cattle from another by means of a hot iron stamp. A legally protected brand name is called a trademark.

The word brand has continued to evolve to encompass identity - it affects the personality of a product, company or service.

A concept brand is a brand that is associated with an abstract concept, like breast cancer awareness or environmentalism, rather than a specific product, service, or business. A commodity brand is a brand associated with a commodity. Got milk? is an example of a commodity brand.

In the automotive industry, brands were originally called marques, and marque is still often used as a synonym for brand in reference to motor vehicles.

品牌包括名稱、徽標、口號和／或關聯產品、服務、城市或公眾人物的設計企劃。

在文檔中課程根據 Sean Brierley, The Advertising Handbook （廣告教科書）, London and New York: Routledge, 1995, pp. 293 (頁 40-50)