Market Research Study
Case Study: TVC Effectiveness Measurement Study
TVC as the one most powerful way to increase awareness in public require high amount budget to launch. But does the result is comparable with invested money? Did the audience recognize the brand? Did they understand the message? Did they lead to purchasing the product? W&S create research test study to know how the impact of TVC in public was. We taking Zalora recent TVC #OWNTHENIGHT to measure the effectiveness.
In W&S study method we are using dimension from mass communication effect known with name CAC. First dimension is Cognitive. Cognitive are behavior from one individual after they see the advertisement or they “know” the advertisement object. Affective are behavior from individual that tend to show like or dislike towards object that the advertisement trying to expose. Conative are those individual do action in response of the advertisement. On this case the advertisement (Zalora TVC) that we are going to test, we want to measure from the “initiative to access Zalora sites” and “do transaction at Zalora sites”.
Zalora TVC analysis purpose is to compare the level of advertisement effectiveness towards consumer intention to access Zalora sites, do transaction on the sites or how much is consumer plan to recommend the advertisement in the future.
In this study we conclude the research objective as:
· Discover Zalora TVC Score
· Measuring Zalora TVC Awareness
· Measuring liking level of Zalora TVC
· Measuring the purchase intention after Watching Zalora TVC