【正文】 對廣告畫面的喜好？☆ 對廣告產(chǎn)品的形容是否貼切？☆ 消費者喜歡/習(xí)慣于使用什么語言來溝通？☆ 使用哪一種創(chuàng)意/人物/背景/音樂/口號/畫面更妥當(dāng)？☆ 如何令廣告容易明白？☆ 如何令廣告容易接受？☆ 如何令廣告更討好消費者？☆ 好產(chǎn)品的信號？☆ 廣告的基調(diào)是否妥當(dāng)？（創(chuàng)意/人物/背景/音樂/口號/畫面/文字等）廣告版本預(yù)先測試：廣告版本的預(yù)先測試是在廣告的制作差不多完成時，對廣告的一次綜合檢閱，看廣告的制作能否達到廣告策略的主要目的吸引力和說服力。它一般屬于模擬性的研究，即用特定的方法來在廣告實際投放之前衡量廣告可能產(chǎn)生的效果。研究哪些內(nèi)容研究回答哪些廣告/溝通策略問題☆ 對廣告中產(chǎn)品/品牌的記憶程度？☆ 對廣告內(nèi)容（畫面/聲音/信息）的記憶？☆ 目前使用品牌/頻次/今后使用的意向/態(tài)度，在廣告之后有什么變化？☆ 對廣告各方面表現(xiàn)的評價（理解，喜歡，獨特，相關(guān)等）☆ 廣告的功能性診斷（廣告中所講的正是我的真實感受，這個廣告是與我有關(guān)的，這個廣告令我真的想去嘗試使用這個產(chǎn)品，廣告很有娛樂性，我相信這個廣告對于象我這樣的人有吸引力，這個廣告和其它同類產(chǎn)品的廣告不一樣，廣告告訴一個我很樂于推薦給朋友的產(chǎn)品.，廣告令我對這個產(chǎn)品產(chǎn)生好感......）☆ 對廣告產(chǎn)品/品牌的看法（由知名的企業(yè)制造，是可以信賴的品牌，技術(shù)先進，適合我使用，各項產(chǎn)品的具體特性描述......）☆ 廣告能被消費者記得嗎？☆ 廣告中的產(chǎn)品和品牌能被消費者正確記得嗎？會不會同其他產(chǎn)品/品牌混淆？☆ 廣告能讓消費者相信嗎？☆ 廣告能改變消費者對品牌的看法嗎？如何改變？☆ 廣告能驅(qū)動消費者購買我們的品牌嗎？在多大程度上？☆ 廣告能夠播出嗎？廣告攻勢效果評估：在廣告實際投放一段時間之后，對投放廣告的實際效果（在認知、態(tài)度和購買等）的一種測定。與廣告版本的預(yù)先測試不同，它測量的是廣告實際投放后消費者的反應(yīng)，經(jīng)常采用定期跟蹤研究的形式。研究哪些內(nèi)容研究回答哪些廣告/溝通策略問題☆ 品牌認知度（第一提及，不提示及提示下）☆ 廣告認知度（第一提及，不提示及提示下）☆ 對廣告內(nèi)容的記憶☆ 使用品牌☆ 購買品牌☆ 對品牌的看法和記憶☆ 消費者看到這個廣告了嗎？有多少人看到？☆ 消費者記得這個廣告嗎？有多少人記得？記得些什么呢？☆ 廣告有作用嗎？（對消費者品牌的態(tài)度有什么變化？對消費者使用和購買品牌有什么作用？）附錄二國外營銷課程推薦閱讀文獻Overviewv Naert and Leeflang. 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