英语论文网

Avoiding Misattribution: Using Split Samples:-

The simplest solution to the problem of measuring true radio awareness is to split your sample into two parts: listeners (target consumers who have been listening to the radio stations which carried the advertising) and non-listeners (people who do not listen to those stations, but who are the same as the listeners in all other respects).

If the only difference between the two samples is their radio listening, then any differences in their awareness or attitudes to the advertised brand can be reasonably attributed to radio - regardless of where they think they have seen or heard the advertising.

It is particularly important to use split samples where radio is part of a mixed media schedule in order to gauge the true radio effect.

Which Option Should You Choose:-

Neither of the two approaches above is necessarily better than the other. However, the second method has the advantage of questioning people who will have the same history of exposure to the brand. Local distribution levels for the brand will also be the same.

The key point is that the listener and non-listener samples must be matched as closely as possible in terms of demographics, media consumption and weight of exposure to the brands' advertising in other media. This ensures that any differences can confidently be attributed to radio ad exposure.

3) Where to do the research

Test And Control Samples In Different Areas:-

This involves taking two matched samples of respondents in different geographical areas and comparing their advertising responses - one sample will live in the advertised area, the other in an area where no radio advertising ran.

In this way, it will be possible to compare the results among those who have been exposed to the campaign with the results among those who have not - thus giving you a measure of radio's effectiveness.

It is important to match the media consumption of the samples (e.g. how much TV they watch etc) as well as their demographics, as this could affect response. It is equally important to ensure weight of advertising for your brand in all other media is the same for both samples.

The two geographical areas should also be comparable - (or “typical”) in terms of media and product consumption as a whole.

Test and Control Samples within the Same Area

In this second approach, all of the research is done within the same area.

One part of the sample will comprise people who do listen to the station(s) on your radio schedule, whilst the other part of the sample will comprise people who do not listen to any station on the schedule. In this way it will be possible to compare the results of those who have been exposed to the campaign to those who have not giving you a measure of radio's effect本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。