Levi Srauss & Co. Case

The four most widely applied response criteria in advertising research are (1) recognition, (2) recall, (3) persuasion, and (4) purchase behavior. Recognition refers to the ability of an individual to recognize an advertisement as one he or she has seen at some earlier point in time. Recognition copytesting typically has dual objectives: (1) determine the proportion of individual who recognize an advertisement; and (2) within this recognition group, determine the proportion of individuals able to associate the correct brand (from a list of alternatives provided) with the advertisement. Average commercial recognition is 60 percent, while average brand association

1 2is 73 percent. Reliability (the ability to duplicate results in testaftertest) is reported to be r = .98.

. . .
maintain quality across the bredth of its entire product line. A major objective of this advertising campaign, thus, is persuasionpersuade the target markets that the Levi brand name is synomous with quality. The Burke Marketing Research DAR copytesting service does not provide a measure of persuasion. It cannot, therefore, provide an indication of the extent to which a proposed commercial can either build or maintain the quality image for Levi Strauss. Thus, the Burke Marketing Research DAR copytesting service is not appropriate for the first of the two proposed Levi Strauss advertising campaigns. The Mapes & Ross copy testingservice does provide a measure of persuasion. It can, therefore, provide an indication of the extent to which a proposed commercial can either build or maintain the quality image for Levi Strauss. A disadvantage 6 of this copytesting service is that it relies on aided recall in one segment of the testing. Nevertheless, the Mapes & Ross copytesting service is appropriate for the first of the two proposed Levi Strauss advertising campaigns. The ASI Market Research, Inc. copy testingservice also provides a measure of persuasion. It, too, therefore, can provide an indication of the extent to
. . .

Some common words found in the essay are:
Levi Strauss, Average DAR, Mapes Ross, TeleResearch Inc, CopyTesting Services, Research Inc, Advertising Age, Research DAR, Antelope Valley6, copytesting service, Marketing DAR, levi strauss, strauss advertising, levi strauss advertising, advertising campaign, purchase behavior, mapes ross, marketing research, advertising campaigns, inc copytesting service, inc copytesting, teleresearch inc, strauss advertising campaigns, teleresearch inc copytesting, copytesting service appropriate,
Approximate Word count = 2728
Approximate Pages = 11 (250 words per page)