Create a new account

It's simple, and free.

Levi Srauss & Co. Case

This research analyzes the Levi Strauss & Co. case. The specific objectives of the analysis are the selection of copytesting services for each of two Levi Strauss commercials, and for a barsoap commercial not connected with Levi Strauss. The findings of this case analysis are presented in (1) an assessment of four alternative copytesting services, (2) an analysisof the alternative copytesting services within the contexts of the three proposed advertising campaigns, and (3) recommendations for the selection of specific copytesting services for the two Levi Strauss commercials and the barsoap commercial.

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.

Recall is somewhat similar to recognition. Recall measures the ability of individuals to remember a specific advetisement. Recall copytesting may be either (1) aided or (2) unaided. In aided recall copytesting, an individual is shown a picture of the advertisement with the name of the product or company blocked from view. In unaided recall, the name of a product or company is provided, and an individual is asked to recall the commercial. In either the aided or unaided format, recall copytesting is most often conducted in the dayaf...

Page 1 of 11 Next >

More on Levi Srauss & Co. Case...

Loading...
APA     MLA     Chicago
Levi Srauss & Co. Case. (1969, December 31). In LotsofEssays.com. Retrieved 10:26, March 29, 2024, from https://www.lotsofessays.com/viewpaper/1691405.html