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The Choice and evaluation of ideas 2.11
Содержание
- 1. The Choice and evaluation of ideas 2.11
- 2. what is Q-sorting?- a psychological test requiring subjects to sort items relative to one another along a dimension such as "agree"/"disagree" for analysis byQ-methodological statistics.Martynova E
- 3. When carrying out Q-sorting, a sample of
- 4. Evaluation of the effectiveness of advertising as
- 5. In order for the desired result to
- 6. Criteria for evaluating creative strategies(1) the lack
- 7. Скачать презентанцию
what is Q-sorting?- a psychological test requiring subjects to sort items relative to one another along a dimension such as "agree"/"disagree" for analysis byQ-methodological statistics.Martynova E
Слайды и текст этой презентации
Слайд 2what is Q-sorting?
- a psychological test requiring subjects to sort items relative to one another along a dimension such as "agree"/"disagree" for analysis byQ-methodological statistics.
Martynova E
Слайд 3When carrying out Q-sorting, a sample of 30-60 people is
considered representative.
Martynova E
Слайд 4Evaluation of the effectiveness of advertising as a creative product
What are the criteria for expert evaluation of the creative
design of advertising? Martynova E
Слайд 5In order for the desired result to be achieved, it
is necessary to conduct a study of target audiences.
creative strategy
should always be based on the brand's position and fully comply with it. People buy not goods, but the fulfillment of their desires, plans, problems, future, dreams, lifestyle.
Martynova E
Слайд 6Criteria for evaluating creative strategies
(1) the lack of a "vampire
effect“
(2) the conformity of the TM position
(3) novelty
(4) universality
(5) originality
(6)
flexibility(7) efficiency
(8) relevance
(9) value
(10) attractiveness
(11) the degree of complexity
(12) elegance
(13) expressiveness
Martynova E
