The reading this week discussed message testing in order to determine effectiveness. The first reading looked at the impact of advertising on sugar sweetened beverage consumption in the city of Philadelphia. This campaign used what I traditionally held as my view of message testing, using consumer input to craft ads for television, radio etc.
The second reading, observed consumer behavior on ecommerce sites in Canada and China. The study measured the impact of emotions on the perception of site atmospherics. According to the research, web designers “should use different techniques to increase visitors’ feelings of pleasure and likeability of the website for Canadian and feeling of control over the website for Chinese customers.”
I found this study particularly interesting because it seems to be more up to date with the needs of the ever changing media. Many websites need to be able to reach broad, sometimes international audiences, with different cultural influences. One website cannot serve the needs of everyone, even if they are in the same country. It is imperative to focus on your target audience, including their cultural influences.
Given the expense of message testing, would you consider using it for an international company?