the art of strategy - chp. 10, part 2 - advertising effectiveness
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���➈➆❷❽➂�❷❹�❽➆❹�➇❹➅❽����❸❽❶❼�❼➅�➃❹❽❷➀�➃❹���❸�❷❽❸��❿➃➂➅❸�❽➂�
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ÌÌÌÌÂÂÂÂÒÒÒÒ¯̄̄̄ÙÙÙÙ‰‰‰‰ ˙̇̇̇ÂÂÂÂÈÈÈÈ····ÈÈÈÈËËˢ̃̃̃ÙÙÙÙ‡‡‡‡ ≠≠≠≠ ÚÚÚÚ¯̄̄̄‡‡‡‡ ÁÁÁÁÂÂÂÂ˙̇̇̇ÈÈÈÈ
��❹➀��❹❸�❸➂➀%➂❸�➀❹➂�❷➂➆➄��❽➀➈❸➀�❸➈❽��❹❻��❹�❽❿�� �%�� ❸�❹➆� ➁❽❽�➄➈❹�� �➅�❹�� ❽➄❹�❻��❽➀❻➂�*➃❼���❹➈❽➈❿�❸➀��❹❽❸��➂��❹�+�❸❿❽➂➅�❽%❹➂����➂➀��❶❽➄��❹❽❼➄➀��➃❹➄��➅❽❹❹❽➀�❶❹❺�❾❹�➀❸�➀➂� ❸❽❼�➂�� ❾❹��� ��❽❽�➂� �❹❸� ❺�❹� ❸�❽�
❼���❷❽��❸�❽��➁➆�➁❽➂���❿❹❺��➀�❹➄�❽�➂�❽➂❤➅❽❹❹❽➀�➀���%❹❽❸��❽�➂�❸❺❸��➂❹➅�➈❸�➃❹❼�➅���➁�❸� ❤�➂❹➅�➈❸� ➃❹❼�➅� ➀�� ❹❽�❹�❼➂� ❹❽❸� ❸➂➁��❹❸� �❹❻�❸� ➀�� ❹➀❽❶� ➁�❸� ❤❹❶�❹❸� �❹�❼➂❸
�❷❻��❼➈�➂�❹�❤�❹�❼➂➀—�➂❹➅�➈❸�➃❹❼�➅�➁�❸�❤❽�❽❼�➈���❹❸�❸❺❸��❷❸➄❸
≤≤≤≤ ıııı¯̄̄̄ÚÚÚÚ ˙̇̇̇ÏÏÏÏÚÚÚÚÙÙÙÙ‰‰‰‰ ˙̇̇̇ÏÏÏÏÈÈÈÈÁÁÁÁ˙̇̇̇ ≠≠≠≠ ÚÚÚÚ˜̃̃̃¯̄̄̄
ȯÁÒÓ‰ È˘‰ ı¯ډ ÏÂÚÙÏ ÏÁ‰ ¨±ππ≥ ¯·Ó·Â·➀���❽��➁❹➅�➈❸�➇➄➆➀��❹�❸��➈❹���❸���❹➂❽➆❹��❽�❻➅➂❸�❸❽❺❽❹❹➀❼❸��❸➂%❹➆���❹��❷❻�❽➀❿�➁❸❽❷❽➀�❹➀�❽��➁❽➂➅�➈➂❸�➁�❹➆%➂��❹�➁❹➅�➈❸�❽❷��➂❽➀���❽❸�➃❿�%➀�➃❸❽�➅➂����➆❸➀��❷❻��❽➈���❹❽�❻➅➂❸❹��❹❽�❽❽�➆�❸��❹��❻❸�❽➄➈��❻�➈�❸❺�❽➀❿➁❽➂�❹❶��➈➅➂�❹❻❽➀%❸❹��❹❷❷❹➂�❸➀�❹�❶❽➄�➁�➀❻�➁❹➅�➈��➁❽�➅❹➆❸�➀��➁�➅❽➈���❾➈❸➂➀�➀❽�❹❸❹❼➆➂� ❹➀�❿�� ❹➀�➀�➁❶❹� ❹❻❽➀%❸�� ❹➀�➀�➁❶� ❻❹❼�� ❷❻�� ��❷� �❹❻�➂� ❹���➄�➁�➀❻❹�❸➂❽❷�� ❹�❸❷¨Í¯„‰ ˙ÏÈÁ˙· ÌÈÈ„ Ìȯ¯· Âȉ ‡Ï ÈÂÈÊÈÂÂÏˉ ÌÂÒ¯Ù‰ ÈÏη ˘ÂÓÈ˘‰ Ï˘ ÌÈÏÏΉ ˙¯˜Ú‰
�❽➈���➄�❸➀�❼➆➂��❾��➆❽❽➅➀�➀❿❽�➁❽➅➈❷❹➂❸�❸❽❷➂❸��❹�❹➄❽%��➁❹➅�➈����%➄��➁❽➄�❸����➃❹❽➅➄❸❹➁�❽❶���❹➄❿❸❸��➈❹���❸➀❻❸� ❽➀❿❸�➁➆�❸❻➀%❸��❷❷❹➂�❸➀❹��❹➅➄➀� ❽❷❿�� �❷❻❸�➁❹➅�➈❸BBDO
� ➉❹�➆� ��➄❺❸� ❽➄➈➀� ❸➄�❽%❻❿ �❽❼�❽��❸� ❸�➈❸❸� �❹�➀❻➂➀� ❸➈❽�➂� �❹➂➀��❸� �❽➄❿❹�� ❸�➄�➄��❸❽➀❶➄���➁❽➂❽��❷❹❻�����❹➂➀��❸➀��%❽�❸�➈❸❸���➀❻➂�➀❸➄➂�➉❹❻�❹%����❸❽❷➂❸❹BBDO/AMV
➀��❸➄❹���❸�❸➄�❽%❻��❽➆❹%�➂❸��❹❹%❸�����❹❹➀➀�➃❹❷➄❹➀➂��❽❿���❽❼�❽����❽��❷��➂❸�➅❽❽❶�➇➅❹➄�❹➄❼�❻�❸�➁❹➅�➈❸��❹❽�❽❼�➈����❹➄�➀➆��❶❷�➃�➂�❾❹��❽➂❹➅�➈❸���❻➂❸�➁❹❻���❸❽❺❽❹❹➀❼��➁❹➅�➈❸
�➀����❻➂❸�❽�➄��➁➆�➁❽�❷❹❻��➈➅➂BBDO❸➂❽��➂��❹➂➀��❸���❶➅➂�➃❹➄❿��❹��❹�❽���❹➄❽���❸❹�➃❹��➈��%➂➄��➀�❸❺���❹➄➀�❸➂➀�❹➄�❸���❹❽��❻❹�➂�❷➆❹➂�❹��❹���❹➄�❹��❸❷❽�❼❸�❷➆❹➂�❹�❹����❸❽❶❹➅
➆❹❷❽�❸❽❸�➃❹���❸�❼➀❹�❸���❷❸�➇➄➆���❹❽❹�❻��❸��➈➅➂�➃➂➅➀�❸❽❸�➃�❽➄��➉❹�➆��➀➆➈❸��➀❽❻��➁➆
� ❽❹➄❽❿�¢‚ÈËÈȯ‰ ÈÁÂÎÈ¢ ]Rating≠ ➁❽➈❹%❸� �➈➅➂� ❽➈➀➆� ❸❽❺❽❹❹➀❼��❽➄❿❹�� ❶❹�❽❷[❸��� ❻❹❿❽❹� �➀❸➄❽➂�➁❽�➂❹➅�➈❸�➁❽➂➅�➈➂❸���➉❹�➆��➁❹➅�➈❸�➀��➁❽➄❿�%❸❹�➁❽�➈➅❸�➁❽➈❹❶❸�➀❿�➃❽��➀❸➄�❸�❸❽❶❹➀❹❷❹�➂❸�❽❸➂�➁❽➄❹❹❶➂�➁❽➈❽➆➅��❽�➅�➁❽❻❹❿❽❹�➃❹���❸�➉❹�➆❸�➁❽➀�❿❸�❽➄❽❽❿❺��➉❹�➆�❽➄❽❽❿❺��➉❹�➆
❸����➀❽➆➈❸➀�❹➀❻❽�❽�➂�❤❶➄❽❼❽❽�❸��➀➆➈❸➀�❸➄❹❿➄❸People Meter�❹❽➄❿❹���❸❽❽➈%��❷❽❷➂➀��❽�❿➂+�
❶➄❽❼❽❽�❸��➆❽��➀�➁❶❷➂❸����➁❽❹❹❸➂❸��❽�❽��➂��❹�➂�❸➂❿���❹�➀�➃��❹➂�❞❸❽❺❽❹❹➀❼[❸➂�❺��❷➆❹�
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➁❽❽➄❽�❸��➀���❤❸�%❹�❸�❷❹➆❹�❤❺�❿➂❸��%❽�❽➂�➁➆❼➂�❤❺�❿➂❸����❾❹�➆➀��❽�❷%❽❿�❤➁❹�➂��➁❽�❹➆
אפקטיבי!
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❸❼❽�➀���➆➂❸�❽❹�❽➆�❽�❶➀�❸➂❿➅❸�❹��❸�❹���❸�❽❸��➀❹��➂➀�❹➂��➀��❽➄➂❺�❶➄❽❼❽❽���❿�➆➂�❸➀➆➈➀➆�➁❽❻❹❿❽❹❸❹� ❞➁❽➆��❸��❹➄��➀��❸❽➄�❸��❽%❻➂��❸�➆➄� ��❷�➀�� ❹➂❹❿❽➅�� ��➆➂❸+��❽➀➂❽❼➈❹�❸
➁❽�➂❹➅�➈❸➂❹�➁❽➂➅�➈➂❸➂��➀❻�❹➀❻❸�➀❽��➂��*➁❹❽❸�❷➆�➁❽❿�➂➄��❹�%❹�❸��❹➄➂❽❸➂ �➆%�➀Ìȯ˜ÁÓ
ØÌÈÓÈ„˜ÓPRE-TEST❼❽�➅�❸❽➂❹➅�➈❸�❼➈➅➄❹�❸����➃❹❻�➀�➁❽��❸�➁❹➅�➈❸��❹❽�❽❼�➈��❽��❻➂+�*�❹�❽❷��❸�➈❸��❹�%❹❸➀�❸➅❽➄❿�❽➄➈➀�➁❽❽❹�❽➀�❹���❹❽➆�����➀�❸�❼➂��❽➈❹➅❸�❸�➈❸❸��➀��❽➄➈➀�❷❹➆
� ➁❽➂�❹❶� ➁�❹�� ❹❿�➆� ➇➅❹➄�� ➁❸❽❷➆%� ��� �❹�❽❸❺�� ➀❹��➀� ❸�❼➂�� ➀�❶❹➂� ➃➈❹��Ìȯ˜ÁÓ
ØÌÈ·˜ÂÚPOST-TEST❹�➄��❸��❻�➀�➁❹➅�➈❸��❽❷�����❹➈���➄❽❻�➀�➁❹➅�➈❸��❹❽�❽❼�➈��❽��❻➂+��❽�❸➀�❽❷❿��❹�❷❽�❹�❹�❽➈❸��➁❹➅�➈❸��❹➆➅➂�➀��❸❻➀%❸❸��❷❽➂����❾❽�➆❸➀��❹➅➄➀�❽❷❿�*❸❽❺❽❹❹➀❼�➁❹❻�����❽➄❹����➃➈❹���❹❷➂➀❹���❻➂�❽➄❹❿➂�➀������➈➅➂�❹➄❶���❸�➇➄➆��❹��❹➆�❸��❹➀��➁❽❿�%�➀➆
�❽��❻➂Æ‚ÈËÒËÈÙ˜‰❽�❹➂❿❸�➁❹❻���➃❸�❸�❹❼��❽➆❹%�➂��❹➄➂❹❽➂�❶❽%❸➀�❹❻❽➀%❸�➁❽➄❹❿➂❸➂��➀❻��❹➄�➅➂❸��❻��➁❽��❻➂�❾❹�➆➀�❹➆❽%❸���❺�➀❿��➀�����❷�❹➀❹�❹➄❽�❸��➀�➁�➀❻❹�❽�❹❿❽�❸�➁❹❻���➃❸❹�❽���� ❸❷❽➈��� ❶➄❽❼➅❼❽➈❹�� ❽��❻➂� ➆❹%❽�➀� ��❻➂❸� ❽➄❹❿➂� ��� �❹❻�➀� �❽�� ❸�❽❸� �❹➄❹���❸❸➂➂���❹❽�❸��❸�❸�❽➂➆➂�❸�❹%�� ��❻➂❸�❾❽➀❸���➁�❹❹➀➀� �❽➄�� ➁❹❻���❸➄�❸❹��❹�❽���❹❻❽❿❹❽�❹➀��➀❿��❹�➂➀� ❸�➆➄��❸➂�➀➆��❹�❻�❹� ➃❻�➂�❾❹�➆➀� �➀�❹��➀��➀❿�❹� ❽➀➄❹❽%➄�➄❹����❻➂�� ❶❹❸➄�
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�➃❽�➅❽➀➈�❼��❹��❽�➂❹➅�➈❸❜�MarketingPower.com Newsletter, 23.03.2004
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217-Seiden H./ Advertising Pure & Simple/ Amacom, 1990218-Patti C.H. & Moriarity S.E./ The Making of Effective Advertising/ Prentice Hall, 1990219-“Wisdom: Careful and serious contemplation brings great fortune. Creative: As heaven moves with unceasing
I CHING/ Richard Wilhiem, Cary F. Baynes/ Routledge & Kegan Paul, 1985/ ISBN 0-1700-1581-Xpower.”
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ØÊίӷ ‚˙ÂÓ‰ ˙˘È‚Abr SchoolÆ❸➄➄❽��➁❹➅�➈❸�❽➈➀❿�➃❿�%❸�➀��❸❷➂➆❸��❸❽➈❹➅❹➀❽➈�❤❸❽�❹➄❹��➆��❿➂��➆%❸���➈❷➆❹➂��❽➂❹➅�➈�❸❽❶❼�❼➅��❶�❹➂❸�❽➈➀❿�❹�❷➂➆�❸�❹�❻�➃❿�❽❶❼�❼➅��❷➆❽❿�❸�❹�❻➀��➃❿�%❸�➀���➀➀❹❿❸�❹�❷➂➆����➃❻❹�❸�➆❹➄❿�❸�❷❷➂��➁❹➅�➈❸��❹❽�❽❼�➈���➄❽❻�➀�❷❷➂��❽❷❹❻❽❽
❸�❽❿❺➁❹➅�➈��➀�❹�➂❸�❽��❹���❸�➀❷❹➂❸� ❶�❹➂❸ÚÂ΢� ❸❽➄�ØÊίӷ ÌÂÒ¯Ù‰ ˙˘È‚ ¨‰È˘‰
Aad School Æ➀��❽❶❼�❼➅�❸�❷➆❽❸�❹❸❺❹�❸�❹�❻�➁❹➅�➈➀�➃❿�%❸�➀��❸❷➂➆❸��❸❽➈❹➅❹➀❽➈�❤❸❽�❹➄❹��➆❸❷❸�❸�❷❷➂��➁❹➅�➈❸��❹❽�❽❼�➈���➄❽❻�➀�❷❷➂�➃❽����➈❷➆❹➂��❽➂❹➅�➈�❸❽❶❼�❼➅��➁❹➅�➈�➀❿
➀�❹�➂❸� ❽��❹���❸� ➀❷❹➂❸� �➂❹➅�➈❸� ➀�� ➃❿�%❸� ➀�� ❸�❽❻❸� �➂�� ��� ➃❻❹�❸ �➁❹➅�➈‰„‰‡❸❽➄�❸�❽❿❺
ÌÌÌÌÂÂÂÂÒÒÒÒ¯̄̄̄ÙÙÙÙ‰‰‰‰ ˙̇̇̇ÂÂÂÂÈÈÈÈ····ÈÈÈÈËËˢ̃̃̃ÙÙÙÙ‡‡‡‡ ÏÏÏÏÚÚÚÚ ÌÌÌÌÈÈÈÈÁÁÁÁÂÂÂÂÎÎÎÎÈÈÈȉ‰‰‰ ÏÏÏÏÎÎÎÎ
���� ÔÔÔÔ¢̆̆̆‡‡‡‡¯̄̄̄ ÁÁÁÁÂÂÂÂÎÎÎÎÈÈÈÈ— ÆÆÆÆ‚‚‚‚ÈÈÈÈËËËËÒÒÒÒËËËËÈÈÈÈÙÙÙÙ˜̃̃̃ � ❹➄�➂➆�❸� ❸�� ❸��❸� ❸❽❶❹➅❸—➆❹%�➂� ❽�➄�� ➀�� �➀➀❹❿❸� ➁�❷➂➆�➁❽➂❽❷�➂�➁❽��❻➂�����➀�➁❽➀➀❹❿�❶➄❽❼➅❼❽➈❹��➀��❸�❷❶❸���❽❸�❸➀��❽��❸➄❹����❸❷❹�➄�❶➄❽❼➅❼❽➈❹�➀
��❻➂��❹❽�❹❶❼���❹➀��❸➈❽�➂��❽❸��➀�� ➁❽❽➂❹➅�➈�➁❽❼➈➅➄❹���➄❽❻�➀� ≠ ‰Â˘‡¯‰ Ìȯ˜ÁÓ
ØÌÈÓÈ„˜ÓPre-Testing Æ❸�➈❸❸��➀�➀�➁❽�❶❽➄��❽➄➈➀�➁❽❼❽�➅��➁❽❼➈➅➄❹���❹➄❹❽➆���➄❽❻�➀�➁❽��❻➂�❽➀➂❽❼➈❹���❽➄❿����❶➅➂��➁��❶➀❹�➁❽❽➂❹➅�➈❸��❹➄❹❽➆�❸�����❹❽❷❹➅❽��➃❹❻�➀��❽❸�❹❺�❸❽�❹❶❽❼����❼➂
�➁❹➅�➈��❽❷�����➈❸���❹❿❹�❿❸��❹�❻�➄��❹❽➈➅❿��❹�%❹❸➀�➁❽➅➄❿➄��❽➄➈➀ØÈÂÒÈ È¯˜ÁÓ ≠ ‰È˘‰
Pilot-TestingÆ➁❽❿➅➂➀�➁❽➀❹➆�� ❽➄➈➀� ❸�➈❸❸��➀��➁❹���➁❹➅�➈❸��❽❷������➁❽➄❻❹�❸�➁❽��❻➂�➁➅�➈➂❸➂�➆❹➄➂➀��❽❸��❽��❽➆❸�❸�➂❹���❾���➂❶❹➂❸�❼�➅❸��❿❽�➆��➁❽❽❹➄❽��➆%�➀�➃�❽➄�❷❹➆�❸❺��➀��
� ❽�❽❼�➈�� �➀� ❼�➅� �❹❷❽�➀� �❹➀➆❸➀� ❽�➂❹➅�➈❸➂❹ØÌÈ·˜ÂÚ Ìȯ˜ÁÓ ≠ ˙È˘ÈÏ˘‰Post-TestingÆ
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220-Franzen G./ Advertising Effectiveness/ NTC, 1994221-Plesis/ 1994222-Haskins J. & Kendrick A./ Successful Advertising Research Methods/ NTC 1992, Message Research Part 4
❹➂❹❽➅�➁➆�➁❹➅�➈❸�➆➅➂�❶❽�❸�➃�❹���❹❽��❹�����❹�%❹��➁❽➄❻❹�❸�➁❽��❻➂
È·È˘ه ÌÂÒ¯ÙÏ ˙Â˘È‚ Ʊ±≠∂ ‰Ï·Ë
מעניין . . .
���➈➆❷❽➂�❷❹�❽➆❹�➇❹➅❽����❸❽❶❼�❼➅�❛➃❹❽❷➀�➃❹���❸�❷❽❸��❿➃➂➅❸�❽➂�
�➅�➂��❞❝
���❑❸����❾�➆➄����❻➂�❜❛❛➁❽➂❽❷�➂�➁❽��❻➂�➁❽❿�❹➆�❜3���%➂➄�➁❽�➂❹➅�➈❹�➁❽➂➅�➈➂������
�❹➈❷➆❹➂� ��❻➂� �❹❼❽�+ -*3� �➂❹➆� �❹➄❹❽��� ❞3� ❷❹�❽➂� �❹%❹���➁❽��❻➂� ➁❽❿�❹➆� ❛3� �� ❾�➆➄�� ��❻➂�� ➁❽��❹➆❜❜❸➀➆� ➁❽➄�❸� ❾➀❸➂�� ➁❽➂❽❷�➂� ➁❽��❻➂� ➁❽❿�❹➆� ❛3�� �%➂➄�
❽➄➈➀�➁❹➅�➈��❹➆➅➂�❹➄❻��➃❿��➁�❹��❶➄❽❼➅❼❽➈❹��❽��❻➂�❹❿�➆��➁❽�➂❹➅�➈❸❹�➁❽➂➅�➈➂❸�➀��➁�➈➅➂❶➄❽❼➅❼❽➈❹��❽��❻➂�➁❽➆%�➂❸�❺❹❻��➉����➁❽�➂❹➅�➈❸❹�➁❽➂➅�➈➂❸������❽❿�❻❽➄❸➀�➃�❽➄�➆❹%❽�❸�❽�❻�❹
��➄�➀�➃❽❽❷➆�➃❹❿➄+�❸��❸��❾❹➂➄�❹�❽❿➂��❸❻➀%❸���➄➀�➀❹❿❽�❹➄➄❽��❶➄❽❼➅❼❽➈❹����❹���❷❻����❷�*�❹❸�❶➄❽❼➅❼❽➈❹��❤❸➄�➅➂❸�❸➄➂➂���❷➄❸����❸�➆��❻❽➄❸➀��❽�➅��➂❹➅�➈���❹❺❽❻���➀�➀❹❿❽��❹❸�❹❸�➃❽�+��❹❼➀❻❸❸��➀���❾❽➀❸����❹➀❸➄❸➀��❺➆� ❽➀❿❿�➆❹%�➂�❽�➄���❹➂❽���❽❹%➂❸��❹�❻�❽➆%➂�
*�❽❼�❽����➄❽❻�➀�❑❸❷��➃❽❷�❽�❑�➀����❶➅➂�❸❹❹❸➂� � �❽❺❿�➂� �❻�� ❸❽➆�� ❶➄❽❼➅❼❽➈❹�➀� ❹❺� ❸➄�➅➂� �❹�➂➀ÌÈËÓχ· ˜¯Â ͇ „˜Ó˙Ó ‚ÈËÒËÈÙ˜
¢Ìȯ„˘Ó˘¢ ‰Ó· ˜ÒÚ˙Ó Âȇ ¢ÌȯÓ‡˘¢ ‰Ó· ¨ÂÈȉ„ ¨ÌÂÒ¯Ù‰ Ï˘ ÌÈÏ·¯Â‰�❹�❶���❹�❽�+���❽��➈�❽�➀��❸➂❽�➂��❽❸�➁❽➀❽➂�➁❽➀❽➂�����➀�➁�❽➅❽➄❑
❑❤❸�❸�� ➀�� ❸�❹❻�❸� ��� ➁➆➈*➁❽❼➄➂➀�� ❽❿� �%➂➄� �❽❷���➀���❹❽�❽❼�➈�❸➂�3���❹�❾��➁❽�❽�➅➂�➁❽❽➀��❹
3� ➁❽�❽�➅➂� ➁❽➀��❹�➀� ➁❽❼➄➂➀�� ❹➀❽�❹� ➁❹➅�➈➁❽�❽�➅➂❸�➁❽➀��❹�➀�➁❽�❽❿�➂�➁�❹��➃❹❽➈���❹➄�➂➆�❸�❿��❷➅�❸�%➂➄� ➁❹➅�➈��❽❷����❹❽�❽❼�➈��➀➆�➁❽➆❽➈�➂❸❹��❹❽�❽❼�➈�➀�❸➂❹���➀��❷❷➂�❽➈➀➆�❹❶�❹❷�➁❸❹�➁❽❼➄➂➀��❹�❼��❸���❹%�❞�❹❷❹�➄�❛��❹❸❽➀�❞�❹❷❹�➄��❸�❽➅❹➂��� ➁❽➆❽�➂❸� ❑➇❹❶❸� ➃❹�➀❑� ❽➄❽❽➈�➂➀� ��❽➆�� �➅❻❽❽�➂+� ❼➅� ❞�❹❷❹�➄� ❜� *➃�❻�❸� ➀�� ➁❽❽�❽➂�❸� ❹❽�❹�❶�
�❹❷❹�➄�❹�❻❸�❼➄➂➀�❸� ❹➄❽❸�❸�❽➅❹➂���❽❸�❸➄�➅➂❸� ➁❹➅�➈��❽❷���➀���❹❽�❽❼�➈�❹�❸❻➀%❸��❽�➅➂❸�❽❺❿�➂❸❹�❽❸❹�➁❷�❸�➀��❹❽�❹�❶��➀➆�➃➈❹❷���%❹❽�❸➆➈�❸�❸�❽➅❹➂➀��❹�➂❸�➅�❶�❷❹➆���❺����❹➄�➄❽�➂��❹��➅➄❸�➁❽❿�❷���➀➆❹➈
�❝*❜❛+�❸�❶�➃❹❹�❶➄❶➈➀❹❹�➃❸❹❽��❹➆❷❸�❸❶❹❸❹❸�❽➅❹➂❑�❑❸➂%➆�➁➆����❷➂��➈➄❸��❸➈���❽❸
���� ÈÈÈÈ˘̆̆̆ ÁÁÁÁÂÂÂÂÎÎÎÎÈÈÈÈ — ÆÆÆÆÌÌÌÌÈÈÈÈ„„„„„„„„ÓÓÓÓ ❽�❽❷����❹❽�❽❼�➈���➄❽❻�➀�➁❽➄❹❿➄❸�➁❽❷❷➂❸� ➃❹❽➈❽����➅➆� ❽➄�❸�❻❹❿❽❹❸➁❹➅�➈❽�➄���❹➂❽���❸❽❸��➃❽➂❹❽��❽�➆�➀❷❹➂�➁❽��❸❹�➁❽�➆❸�➁❽❻❹❿❽❹❸�❷❻��➀❸➄�❸�❸❺�➁❹❻���
�❽❹➄❽❿���❿❹❸�➆❹%�➂Ï„ÂÓ AIDA+�Aware, Interested, Desire, Action➀��*➆%�➂���❹❻�➃❽❽➄➆�➂�➆❷❹➂
E. Lewis ➂❛❜�❽����❽➂❹➅�➈❽��❹���❸�❾❽➀❸�❸�➀❸➄�➂�❾❿�❽❿�❹➅�❶�❹❽➄➂�➄❹�➀❷❹➂❸�❽❻�➈➂���❻❸�❹➀%����❹➆�➂� ��❸��➀��� ➃❽❽➄➆�❸➀�➀❽❻�➂��❹❸� ➃❿➂��❻�➀� ❽➂❹➅�➈❸��➅➂➀�➆❷❹➂�➃❿�%❸❸❼➀��❸���❸➈❹�����❑❸�����❹❹❽�❸� ❽➀❸➄➂����❸❻➄❸� ❸❺�➀❷❹➂� ❸❽➄�❸�❼������➆%�➂�➇❹➅�➀❹
� ➉➂❹�❹� ❻�❹➈� ❜�� ➁❽�❽➂❻❸� �❹➄�� ➇❹➅� ❷➆� �❽��❽❿➂❸� ➀❹❸❽➄❸� �❽❽%❼➄❽❽�❹� Ï„ÂÓDAGMAR
+Defining Advertising Goals, Measures, Advertising Results❽❷❷➂� ❽❷➆❽�������➂��❽❷❶❸➀���❷�� *➁❹➅�➈❸��❹�%❹�❹❛���❶➅➂��DAGMAR❹%➂❽��❾❽➀❸�❸�➀��❹➈❹➅���❹➂❽���➁❽���➁❽➀❷❹➂���❹�%➂➄�����➆❹%�➂�❽�➄� ˙È˙¯Â˘˜˙‰ ‰Èί¯È‰‰ Ï„ÂÓ❸➈❷➆❸�❸❷❸��❸➄�❸��❹➆❷❹➂���❽➄❿❷➆❸�❸❽❽➅�❹❹�
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223-King K.W., Pehrson J.D. & Reich L.N./ Pretesting TV Commercials: Measures and Changing Agency Roles/Journal of Advertising, Volume XXII. No. 3. September 1993
224-Haley R.I., Staffaroni J., Fox A./Measures of Copy Testing/ Journal of Advertising Research, May/June 1994225-Cox/ 1994226-Haley R.I., Staffaroni J., Fox A./Measures of Copy Testing/ Journal of Advertising Research, May/June 1994227-Franzen G./ Advertising Effectiveness/ NTC, 1994228-Aaker, Batra & Mayers/ How Advertising Works/ Some Research Results/ Advertising Management
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229-Wells W., Burnett J. & Moriarity S./ Advertising Principles & Practice/ Focus Groups, PhysiologicalTaste-Evaluative Research/ Prentice-Hall, 1992, pg. 619
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230-Lodish I.M. & Harrel S.R./ Key findings from: “How Advertising Works” /Marketplace Advertising Workshop/New York Hilton, November 6-7 1991/ Vol 9. No. 1 Fall 1992
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�❽❿��%➂➄��❑❸��� ÆÌ·ÈÏ≠˙Ó¢˙ ˙‡ ÒÂÙ˙Ï ˙ÂÈ˘ ≥ ÌÂÒ¯Ù ¯È„˘˙Ï ÌȘÈÚÓ ÌÈÙˆ❼�➅❸�➁�➁➆❹��❹❽➄���➀➆�❷➂➆�❸❺�➃❹�➄���➆���❻���❹➅❽➆➀�❹���❽�❽❼➄�❼➀��❸➄❻�➀�➁❽��❹➆�❷❽➂�➁❸�❾❿��➀�❿�❹❸�➃❸��❷➅❻�➀���❹❽➄����❹�➄➆❹➂�❽�➂❹➅�➈➁➅�➈➂➀���❽❸��❹➆➂�➂❸��❻❹➈❹�❾➀❹❸��❹❸�➁❽➄�❸➁❹➅�➈❸��❽❷�����❹➈%➀❹�❾❽�➂❸➀�❸➈❹%➀�❽�❷❿�❹��➂�➀�➃❽❽➄➆➂�❸➂���❷�❹➀��❽��❸➈❹%➀�❻❽❿❹❸➀�➀❹❿❽
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231-HAW/IRI, 1994232-Blair. M.H. & Rosenberg. K.E./ Covergent Findings Increase our Understanding of How Advertising Works/
Journal of Advertising Research, May/June 1994233-Franzen G./ Advertising Effectiveness/ NTC, 1994234-Franzen G./ Advertising Effectiveness/ NTC, 1994235-Haskins J. & Kendrick A./ Successful Advertising Research Methods/ NTC, 1992/ Message Research, part 4
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236-Blair M.H. & Rosenberg K.E./ Covergent Findings Increase our Understanding of How Advertising Works/Journal of Advertising Research, May/June 1994
237-Fenwick I. & Rice M.D./ Reliability of Continous Measurement Copy-Testing Methods/ Journal of AdvertisingResearch, February/March 1991
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���� ÈÈÈÈÚÚÚÚÈÈÈÈ····¯̄̄̄ „„„„„„„„ÓÓÓÓ —ÆÆÆÆÚÚÚÚÂÂÂÂÎÎÎ΢̆̆̆ �❽❿��%➂➄�➁❹➅�➈��❹➆➅➂��❹❽�❽❼�➈���➄❽❻�➀�➁❽�❹�❻❸�➁❽❷❷➂❸➂¯˘˜ ÌÈȘ
˙¯ÈÎÓÏ ÚÂ΢‰ „„Ó ÔÈ· È·ÂÈÁ❛���❸➀➆➂� ➆❹➄❿�❸�❷❷➂� � ➀�� ❽❹�❽➄❸��➀❹❿❽� ❽❿� ❸➀❹➆� ➃❿� ❹➂❿�
❜� ➀��➅❻❽➀� � ➀��➅❻❽➂�➁❹➅�➈� ➆➅➂��❻➀%❸➀��❹���➅❸❸❜❷❷➂� ➃❽�� ❽❺❿�➂❸� ➀❷�❸❸� ➃❿➂��❻�➀��❹➆��❿��➀❹�❸❽❽➈%❸�❷➆❹➂➀�❾❹➂➅��❷❷➂➄�➃❹���❸���❹�❿❸❸❹�❸�❽❿❺❸�❽❷❷➂➀�➆❹➄❿�❸�❽❷����❹❽�❽❼�➈���❷❹�� ➃❹❿➄���❻➂��➁❽➅�❹❶� ��❻➂❸�❽�➄��➃❽�➂�➁❽�❽➂❻➂❸�❽❿� �➀�➁❽�➀�❹➄❽➀➆➁❽➄�❸�➃❽���❑❸����❸❽❺❽❹❹➀❼��❹�❷❹���➁❹➅�➈��❹➆➅➂��❹❽�❽❼�➈��➀➆���❻➂��❸❽❽➈%❸�➃➂❺��➁❹➅�➈➁❹➅�➈��❹➆➅➂❹�➁❽��➂❸➂�3��❹❻❽➀%❸�➁❽�❿❹➂�➁❽❶�❹➂➀�➁❹➅�➈❸��❹➆➅➂�❽❿��%➂➄�❜❛❛➀�❜❛❽%❻� ➆%❹➂➂�� ❽❿�➅�❹❶❸� ➃❹�➄� ❹�❹�� ➀�� ❹�❹�➂� ➃�❿➂� ➁❽��➂❸➂�❛3�� ❹❻❽➀%❸�➁❽�❷❻�➁❽❶�❹➂➀❽❸➂� ❻❽➀%❸➀���❹❽�❸❸❹�❶��❹�❽�➅�➁❽�❷❻�➁❽❶�❹➂➀❹� ➁❽➀�❿➄�➁❽❽%❻❹�➁❽❻❽➀%➂�➁❹➅�➈❸��❹➆➅➂➂
❻❽➀%➂�➁❹➅�➈�➆➅➂�➀��❸�❷❶❸❸❹➂❹❽➅�➁❹❽➂�➁❽�❷❹❻��❾❹��❸�❽❿➂��❹�%❹���❽➄➂❸�➁❹➅�➈�➆➅➂�❤�❹�❽❿➂❸�➀➆�❻❹❹❼��❿❹���❸➆➈�❸��❽�❻❽➀%➂�➁❹➅�➈�➆➅➂➀� ❾❿➀� ��➆➂❸➄����❹�❽❿➂��❸❻❽➂%� �❽�❽➀�❸�❸➄���3❹�❸❽➄�❸�❸➄���3�3�➀��➆%❹➂➂��❹➆❽���❸➄❹���
����� ÈÈÈÈ˘̆̆̆ÈÈÈÈÓÓÓÓÁÁÁÁ „„„„„„„„ÓÓÓÓ— ÆÆÆƉ‰‰‰„„„„‰‰‰‰‡‡‡‡ ���❽❶��❽%➂➂�❺�❽❽���❺❹��❷❶➄�❸�➁❽➄�❸�❾�➂�USP�❽❷❹❻❽❽�❸�❽❿➂��➆%❸+�
Unique Selling Proposition❸❷❸�❸�❷❷➂�➅❽➅��➀➆�➁❹➅�➈��❹➆➅➂��➄❽❻�➀*❤❹�❷➂➆� �❽❸�❸❷❸�➛➛➛➛➃�%➆➂� �➅➂�➁➆� ❷❽�� ❷❽��❿➀❹❸��❹❽�❽❼�➈�� �❹��� ��❷➆➅➂��❹❽�❽❼�➈���➄❽❻�➀��❹�❻❸�❷❽❻❽❸�❷❷➂❸� ❹�➅❽➈�➀❹�❷➂➆� ❶�❹➂❸� ➀�� ❽❷❹❻❽❽❸� ➃❹��❽❸� �❼❽➀�� ❹➄❽❸� ➁❹➅�➈
�❽❹➄❽❿➀�❸�❿❺�❑➁❹➅�➈��❹�❷❽❹❸�❷➈�➆���❽❶❑❹➀��➀❿��❹�➂➀❸❷❸�❸�❷❷➂�➃❽���❹�❽❿➂➀�❸❷❸�❸�❷❷➂�➃❽��❽�❹❽❻�����➁❽❽�
❸❿❹➂➄� ❸❽%➀�❹�� ❸�%➂➄� ➆❹➄❿�❸� ❷❷➂➀➀�� �❹➆➂�➂❸� �❽❿�❹❺�❸�%❹�‰Ó ÌÂÒ¯Ù‰ ÚÒÓ· ‰‡ÈˆÈ‰ ÈÙÏ ¯È„‚‰Ï ˘È
ÆÚÂ΢ ‡ ‰„‰‡ ¨‚È˘‰Ï ÌȈ¯❻�❿❸��➁❽❿➀❹❸��➀�➁❸❽➄��➇❽❿� ❽❶�❹➂� ➀➆� ��❽➆�� ➆❽➈�➂�❸❷❸�� ➇➅❹➄� ➃❽❽➈�➂� ❹❽❷❻❽
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ø˙ÓÂÒ¯ÙÏ ‰„‰‡ ‰˘ÂÚ❸➀❽�❹➂❸��❽�❹❽❻�❸❷➂➆����❹➆➂��➀�➂❹��� ❸➀➆➂❸� �❽➀➄❹❽%�� ❸➄❹���❸� �❹�%❹�� ❽��➀❸❽➄�❸� ➁❹➅�➈❸� �❽❷��➀� ❸❸❹�❶� �❹➆❷❹➂� ❸❽�❹�%❹�❹�❹�➂❸➂�➁❶❹�❸➄❹���❸�❸�%❹�❸➂�➁❶��➆➈�❹➂❸��❽➀➄❹❽%❹➂��❹➆❽➈�➂� ❹❽❷❻❽� ❹➀��❽��� ❶�❹➂➀�❸❸❹�❶�❸❷❸�����❹➆➂❸
➃❿�%❸�➀��❸❽➄�❸��➄❹❹❿�➀➆�❽�❹❽❻�➃➈❹��
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238-Blair M.H. & Rosenberg K.E./ Covergent Findings Increase our Understanding of How Advertising Works/Journal of Advertising Research, May/June 1994; HAW/IRI, 1991/ RSC, 1993
239-Byers L.M. & Gleason M.D./ Using Measurement for More Effective Advertising/ Admap, May 1993240-Abraham & Lodish, 1990241-IRI, 1991242-Walker & Dubitsky, 1994243-Rossiter J.R. & Eagleson G./ Conclusions From the ARF’s Copy Research Validity Project/ Journal of Advertising
Research, Vol. 34, No. 31, May/June 1994
ÌÂÒ¯ÙÏ ‰„‰‡ ‰˘ÂÚ ‰Ó Ʊ±≠±≥ ‰Ï·Ë
אוהב?ֹלא!
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➃❹❿➂❸�❶❽%❸�❜❜��8❽➂❹➅�➈❸���❻➂❸�➁❹❻���➁➀❹➆��➁❽➀❽�❹➂❸�➁❽➂�❹❶❸�➀❿����❷❶�➂❸��❑❸���❼�❽❽❹�➈❸��❹�%❹�����❸➄❹���❸�➃❹❻�➀�❹��❽����❹❽❶❹➅��➈➅➂�➁❽❻➄➂❸�❹➀➆❸�❼�❽❽❹�➈❸�❾➀❸➂��
❽❹�❽➄❸�❽➀❿�➁❸�➁❽❷❷➂�❹➀���❸❽➄�❸�❤➁❽❽�❽❼�➈��➁❹➅�➈�❽�❽❷������➂�❸❸❺➂�❶➄❽❼➅❼❽➈❹��❸➂❿�❷➆�❹➆➅➂�❹�❷�➄�❼�❽❽❹�➈❸�❾➀❸➂��❤��❹❽���❹�❹❼❸�➃❸�❷❷➂�❹➀���❹➀����❽�❽➀�❸�❤��❹❽��➁❽➀❽➆❽❸
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� ø¯˜ÁÓ‰ ˙¯‚ÒÓ· ÔÂÁ·Ï ¢˜È·˘ „„Ó‰ ˙Âχ˘Â ÌÈ„„Ó‰ Âȉ ‰Ó❶�❹➂���❽❻���➆❹➄❿�❸�❷❷➂��❽➄❹�����❹➆❷❹➂���➀�➂❹���❷❷➂�❶�❹➂➀�➀➀❹❿�❶❹�❽❷�❸❽➄���➄❹❹❿Top-of-Mind Awareness���❷❸+
❸�❽❿❺��❸�❽❿❺�❷❷➂�➁❹➅�➈➀��➀➀❹❿��❹➆❷❹➂���❺➆➄❽�➀���❹➆❷❹➂�*➃❿�%❸�➀��❹❻❹➂��❸➀❹➆��➃❹���❸❷❷➂� ❸�❽❿➂��➅➂� ➀�❹➛❺❽❹� ❽❺❿�➂��➅➂� � �➅➂❸��❼❽➀��❷❷➂� ➁❽�%❹➂��%❹��➂� �%❹➂��❽❽�❹❶❼�➂�➂❹➅�➈❸➂�➃❹➂❸�❽�❷➂➀��❻❹�❽➄❸�❷❷➂��❸❹���➀�❸❹��❸➄❹�❻�➀�❽�❽����➁❽�❹❼❸➂�❷❻���❸❷❸�
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244-Haley R.L.& Baldinger A.L./ The Copy Research Validity Project/ Journal of Adv Research, April/May 1991245-Metha A./ How Advertising Response Modeling (ARM) Can Increase Ad Effectiveness/ Journal of Advertising
Research, Vol. 34, No. 3, May/June 1994
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246-Aaker, Batra & Mayers/ How Advertising Works/ Some Research Results/ Advertising Management247- Æ˙ȘÂÂÈ˘ ˙¯Â˘˜˙· ÌÈÓÂÒÁÓ‰ Ï„ÂÓ ÏÚ ‰ÎÏ˘‰�➈➅➂� ➃❽❽➈�➀� ➃�❽➄� ➁❹➅�➈❸� �❹❽�❽❼�➈�� ❽��❻➂� ➀�� �❹➄�➅➂❸➂
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248-King K.W., Pehrson J.D. & Reich L.N./ Pretesting TV Commercials: Measures and Changing Agency Roles/Journal of Advertising, Volume XXII. No. 3. September 1993
249-≠ „¯Â·È¯ÂËÒ� ❷➆� ➀��➇%���❹➆%➂��� ❶%❹➂❸�➁❹➅�➈��❽❷���➁❹➅�➈❸��❽❷���❾➀❸➂����➁❽❶❽%➂❸� ❼➅�❼� ❽❹❹❽➀�� ➁❽�❹❽��➃❹❼���❽❽➄�➀➆
250- ≠ ˜ÈËÓȇ�❽❽➄❸�➁❹�➂��❞❹�❷❽❹��❹➆%➂���❶%❹➂❸�❷�❹�❽�❹❼➅251-Haley R.L.& Baldinger A.L./ The Copy Research Validity Project/ Journal of Adv Research, April/May 1991252-Haskins J. & Kendrick/ Successful Advertising Research Methods/ NTC, 1992/ Message Research, part 4
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253-Lautman M.R. & Hsieh S./ Creative Tactics and the Communication of a “Good Taste” Message/ Journal ofAdvertising Research, July/August 1993
254-Biel A.L. & Bridgewater C.A./ Attributes of Likeable Television Commercials/ Journal of Advertising Research,June/July 1990
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255-Alwitt L.F., Benet S.B. & Pills R.E./ Temporal Aspects of TV Commercials Influence on Viewers Online;thEvaluations/ Journal of Advertising Research, May/June 1993; Batra, Aakers & Mayers/ Advertising Management, 4
Edition, Prentice Hall, 1992; Bharvgava M., Donthu N. & Caron R./ Improving the Effectiveness of Outdoor Advertising:Lessons from a study of 282 Campaigns/ Journal of Advertising Research, March/April 1994; Chow S., Rose R.L. & ClarkeD.G./ Sequence: Structural Equations Estimation of New Copy Effectiveness/ Journal of Advertising Research, July/August1992; Conlin R.P./ Good Year Advertising Research: Past, Present, Future/ Journal of Advertising Research, Vol. 34. No. 3,May/June 1994; Gronhung K., Kuitasein O. & Gronme S./ Factors moderating Advertising Effectiveness as Reflected in 333Tested Advertisements/ Journal of Advertising Research, October/November 1991; Kent R.J. & Allen C.T./ CompetitiveInterference Effects in Consumer Memory for Advertising; The Role of Brand Familiarity/ Journal of Marketing, Vol. 58,July 1994; Kim P./ Does Advertising Work: A Review of the Evidence/ Journal of Consumer Marketing; Kinner & Taylor/Marketing Research/ Prentice Hall. Pg. 765-778; Kover A.J. & Abruzzo J./ The Rossiter–Percy Grid and EmotionalResponse to Advertising: An Initial Evaluation/ Journal of Advertising Research, November/December 1993; Lloyd D.W. &Clancy K.J./ Television Program Involvement and Advertising Response: Some Unsettling Implications for Copy Research/Journal of Consumer Marketing, Vol. 8, No. 4, Fall 1991; Marrai L.A., Brouch V.C. & Marrai A.K./ Advertising Appeal andTone: Implications for Creative Strategy in Television, Commercials/ Journal of Business Research 25, pp. 43-58, 1992;McDonald C./ How Advertising Works/ NTC Publications Limited, 1992; Rossiter & Percy/ Advertising & PromotionManagement, pg. 510-557/ Mcgraw-Hill; Stupel J./ Observations: A Brief Observation About Likeability and Interestingnessof Advertising/ Journal of Advertising Research, March/April, 1994; Samuel P./ What Makes Good Ads Good/ Marketing,December/January, 1994; Staffaroni J./ Copy Testing – A True Team Effort/ Journal of Advertising Research, July/August,1993; Total Quality Systems for Maximizing Productivity Diagnostics/ Research Systems Corporation, 1992; Triplett T./Researchers Probe Ad Effectiveness Globally/ Marketing News, AMA, August 29 1994; Wilhide D./ Does This Ad Still
Work?/ Business Marketing, October, 1989256- Æ˙¢„Á ˙¯Â„‰Ó ˯҉ ˙ÏÈÏÚ��❿❸➂���❸➀�➂� ❶❽❽��� ➃❽❽✈❶� ➅❽❽�❼�➅�� ❸❽❺❽❹❹➀❼❸����� ➀���❹�❷❻❸��❹❽➄❿❹�� ��❽➈➂
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d/ Paul E. Green & Donald S. Tull/ Prentice-Hall, 1988Research for Marketing DecisionsISBN 0-13-774158-8
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d / Vincent P. Barabba, Gerald Zaltman/Hearing the Voice of the Market Harvard Business School Press, 1991
ISBN 0-87584-241-0
d/ Leonard M. Fuld/ John Wiley & Sons, 1988Monitoring the CompetitionISBN 0-471-85261-9
✍�Æ˙Ȃ˯ËÒ‡‰ ‰·È˘Á‰ ÌÂÁ˙· ˙È˘„Á ˙¯ÙÒ
d/ Tom Peters/ Vintage Books-Random House, 1994/The Pursuit of WOW!ISBN 0-679-75555-1
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