PUBLIC OPINION SURVEYS
unless the source of in formation has some knowledge of how the in formation is received at its destination , efforts to communication can not be very successful . in face to face contacts , feedback is relatively simple and direct
we can judge the effect of what we say by our listener's facial expressions , his verbal responses and his actions . in school, the teacher can measure the effectiveness of his efforts to communicate knowledge and ideas and attitudes by evaluating the new responses-changes in behavior-of his students.
Sampling the population
the problem of obtaining a representative sample of the population is one of the most difficult in the whole field of measuring popular reactions , first . the exact public to be , for sample must be defined . this might be, the sample must be drawn in such a way that each individual in the population has an equal chance of being selected . this ansures that each age , sex, income, religious , and ethnic group in the population will be represented in proportion .
the exact methods used in obtaining a fair sample are hightly technical and too complex for discussion here.
so that the sample actually analyzed in the literary digest poll was probably even less representative than that originally
Advertising commercial must meet four qualification:
1/ It must attract and hold attention.
2/ It must dilever a selas message concerning the product and its advantages in a meaningful, belivable manner.
3/ It must convey favorable feelings toward the product advertised and the sponsor.
4/ It must be remembered.
Any Techniques
1 Promise a benifit.
2 Mention a problem.
3 Get Really Real.
4 Greate aCharacter.
5 Inject dramatic conflict.
6 Exaggerate.
7 Eye candy.
8 Make it human.
9 Take a position.
10 Make a metaphor.
11 Make on offer
new by : thach phuoc an copyright presentation group 6 mcu
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