MAPOR	Market And Public Opinion Research
	Advertising Research
	"Advertising research is the return trip, from the target public of an advertising message, to the announcer” Sergio Augusto Vistrain BEFORE THE CAMPAIGN  Concept tests  Recall tests  Fictitious insertion tests  “Day” or “24 hours”  after recall Image tests DURING OR AFTER THE CAMPAIGN  Recall tests  Communication tests  Image tracking  Brand awareness (BAT)