Introduction advertising unit Structure

 
6. Advertising research 
13 lectures 
Evaluating advertising effectiveness 
Importance of research in advertising 
Types of research copy. Copy research and behavioural 
research 
Pre-testing and post testing methods of evaluation -
- Pre-testing methods - methods for concept testing and copy 
testing 
- Post - testing methods - sales and response rates, recall 
tests, recognition tests and attitude and opinion tests 

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S.Y.B.A / S.Y.B.Com.
ADVERTISING
31
(Under Distance Education Council Grant)

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©
UNIVERSITY OF MUMBAI
October, 2011 S.Y.B.A. / S.Y.B.Com.. ADVERTISING
DTP Composed
:
Ashwini Arts
Gurukripa Chawl, M.C. Chagla Marg, Bamanwada,
Vile Parle (E), Mumbai - 400 099.
Printed by
:
Programme Co-ordinator
: Ms. Madhura Kulkarni
Asst. Prof-cum-Asst. Director, IDOL,
University of Mumbai
Course Writers
: Dr. R. R. Khan
K.P.B. Hinduja College
Mumbai - 400004
: Dr. S. R. Kamble
Dr. Ambedkar College
Wadala, Mumbai
: Prof. Rita Khatri
H.R. College of Commerce
Mumbai - 400020
Edited by
: Dr. Suryakant Lasune
Lala Lajpat Rai College
Mahalaxmi, Mumbai
Dr. Rajan Welukar
Dr. Dhaneswar Harichandan
Vice Chancellor,
Professor-Cum-Director IDOL,
University of Mumbai
University of Mumbai
Published by
: Professor cum Director
Institute of Distance and Open Learning ,
University of Mumbai,
Vidyanagari, Mumbai - 400 098.

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