After watching the film “Research on the effectiveness of advertising”, decide, if the statement is true or false. Na podstawie filmu pt. “Badanie skuteczności reklamy”, zdecyduj, czy twierdzenie jest prawdziwe, czy nie.
Prawda
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The client wasn’t interested in conducting research on the effectiveness of advertising.
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Indirect interview is a telephone interview.
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Direct interview is cheaper than indirect interview.
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CATI method is a research method which uses computer technology.
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In CATI method the interviewer asks questions that appear on the respondent’s computer screen.
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Focused interview is also called a focus group.
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The in-depth interview is a restricted direct interview.
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In the in-depth interview interviewer is asking questions only from a questionnaire.
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Exercise 2
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After watching the film, fill in the gaps in the sentences with correct prepositions. Use the word bank. Po obejrzeniu filmu, uzupełnij luki w zdaniach odpowiednimi przyimkami. Skorzystaj z banku słów.
with, on, in, about, for, to, on, of
I would like to work ............ you.
I am conducting research ............ it.
I am checking the effectiveness ............ advertising of one of our company's products.
Yes, we use it ............ our research.
We use, ............ example, the CATI method.
It relies ............ the fact that the interviewer asks the respondent questions that appear to him on the computer screen
And can you explain ............ me what the in-depth interview is?
What is it ............?
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Exercise 3
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After watching the film “Research on the effectiveness of advertising” match the Polish and English terms into pairs. Po obejrzeniu filmu pt. “Badanie skuteczności reklamy”, połącz polskie terminy z ich angielskimi odpowiednikami.
After watching the voiced animation “Reaching the recipient of the advertisement” choose the correct answer. Po zapoznaniu się z animacją pt. “Dotarcie reklamy do adresata”, wybierz prawidłową odpowiedź.
Mechanical methods, journal method, Analog methods, profits, Journal method, visuometric method, goal, Visuometric method, Radio receivers, Cell phones, visuometric method, the audiometric method, Phone, Electrical methods, audiometric method, TVs, reward, audiometric method, journal method, the journal method, profitable method, Books, Method of random telephone questions, Sheet
The effectiveness of advertisement is a degree of achieving its: ........................................................................
This method consists in telephoning randomly selected people during the broadcast of a program: ........................................................................
In the audiometric method a special device is installed in a: ........................................................................
Visuometric and audiometric methods are: ........................................................................
Journal method demands: ........................................................................
Visuometric method is similar to: ........................................................................
The method that allows you to obtain information on the hours during which an advertisement was viewed by a specific recipient is the: ........................................................................
The method in which drawn people make their own notes on the advertisement they watch is the: ........................................................................
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Exercise 5
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Choose the correctly spelled word completing the gap in each sentence. Wybierz prawidłowo zapisane słowo, które uzupełni lukę w zdaniu.
The .......................... of advertising.
It is well ..........................
It is the degree to which the goal of advertising is ..........................
.......................... , the most important goal is to increase your profits.
.......................... methods apply in this research.
They are .......................... with a journal.
This method is .......................... to the audiometric method.
The visuometric method is .......................... to as mechanical method.
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Source: Funmedia, cc0.
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EFFECTIVENESS OF ADVERTISING
Our research and consulting agencym55e065a716060290_1536084174612_0research and consulting agency offers a wide range of research and analysis of the effectivenessm55e065a716060290_1536084179502_0analysis of the effectiveness and efficiencym55e065a716060290_1536084180407_0efficiency of advertising campaigns. We offer pre‑testsm55e065a716060290_1536084184071_0pre‑tests of advertising conceptsm55e065a716060290_1536084183580_0advertising concepts. We specialise in research using the tracking methodm55e065a716060290_1536084180959_0tracking method, including activities such as:
1.measurement of the effectiveness of the advertising campaign, including the indicatorm55e065a716060290_1536084181565_0indicator of the degree of reaching the target group, the rate of reception of competition activities, the indicator of recallm55e065a716060290_1536084182073_0recall of the advertised brand,
2.analysis of the dynamics of changes in the perception of the productm55e065a716060290_1536084182586_0perception of the product and in consumer preferencesm55e065a716060290_1536084183063_0consumer preferences,
3.analysis of the effectiveness of the used media.
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Exercise 6
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After viewing advertising offer match the Polish and English terms into pairs. Po przejrzeniu oferty reklamowej połącz polskie i angielskie wyrazy w pary.
analiza efektywności, koncepcja reklamowa, agencja badawczo-konsultingowa, pre-test, preferencja konsumencka, metoda trackingowa, wskaźnik, analiza skuteczności, zapamiętywalność, postrzeganie produktu
After listening to the audio recording, decide, if the statement is true or false. Po usłyszeniu nagrania, zdecyduj, czy twierdzenie jest prawdziwe, czy nie.
Prawda
Fałsz
Construction method had been used by the company in studies in order to evaluate the advertising campaign.
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Projection method consists in the respondent constructing a description based on inkblots.
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In projection method three types of tests are used: drawing tests, picture tests and Rorschach tests.
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In drawing tests all of the speech bubbles on drawing have to be empty.
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In the picture tests the respondent should arrange photos in the right order.
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In the Rorschach test, respondents have to say what they see in the inkblots.
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Rorschach test is also called inkblot test or perfect test.
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The client decided on research using journal method.
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Source: Funmedia, cc0.
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Exercise 8
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Fill in the gaps in the sentences to create correct wh- questions. Use the word bank. Uzupełnij luki w zdaniach tworząc prawidłowe wh- questions. Skorzystaj z banku słów.
Who, Which, Why, What, Whose, How, When, Where
............ can I help you?
............ do I sign?
............ conducts the test?
............ is it about?
............ should I meet you? Next Friday?
............ did you choose this method?
............ method is better here, audiometric or visuometric?
............ signature is that? It isn’t be mine!
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Exercise 9
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After listening to the audio recording, match Polish words with their translations. Po przesłuchaniu nagrania ułóż polskie i angielskie wyrazy w pary.
test rysunkowy, badanie, metoda projekcyjna, test obrazkowy, ocena kampanii reklamowej, test plam atramentowych, metoda konstrukcji, test Roschacha, respondent, dymek
study
evaluation of an advertising campaign
construction method
projection method
Rorschach test
drawing test
picture test
speech bubble
inkblot test
Respondent
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RESULTS OF ADVERTISING RESEARCH
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Pictures
1. RORSCHACH TEST
The graphics shows a sample card of Rorschach test.
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2. FOCUS‑GROUP
The graphics shows people participating in a focus‑group.
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3. TELEPHONE INTERVIEW
The graphics shows a person conducting a telephone interview.
