19_f.ppt

Measuring the Effectiveness of the Promotional ProgramMeasuring the Effectiveness of the Promotional Program

Marketer’s Views Toward Measuring Effectiveness

The objectives of creativeThe objectives of creativeThe objectives of creativeThe objectives of creative

Evaluate alternative strategies




Avoid costly mistakesAvoid costly mistakesAvoid costly mistakesAvoid costly mistakes

Increase efficiency in general




Disagreement on what to test




Reasons For and Against Measuring Effectiveness

Research problemsResearch problems

Cost of measurementCost of measurement

Determine if objectives are achieved


TimeTime

AdvantagesAdvantages DisadvantagesDisadvantages

Research Method Difficulties

Research Method Difficulties

Cost of measurementCost of measurement



Where to test• Laboratory tests• Field tests

Where to test• Laboratory tests• Field tests

When to test• Pretesting• Posttesting


Where to test• Laboratory• Field

Where to test• Laboratory• Field



What to test• Source factors• Message variables • Media strategies• Budget decisions

What to test• Source factors• Message variables • Media strategies• Budget decisions

How to test• Testing guidelines• Appropriate tests

How to test• Testing guidelines• Appropriate tests

What to test• Source factors• Ad concepts and messages • Media strategies• Finished Ads

What to test• Source factors• Ad concepts and messages • Media strategies• Finished Ads

Measuring Advertising Effectiveness

3.Finished Art or Commercial Testing




1.Concept Testing1.Concept Testing

2.Rough Testing2.Rough Testing

4.Market Testing (Post-testing)

4.Market Testing (Post-testing)

2.Rough Testing2.Rough Testing

1.Concept Testing1.Concept Testing

The Testing Process

Occurs at Various Stages

Occurs at Various Stages

On-air TestsOn-air Tests

Dummy Ad VehiclesDummy Ad VehiclesConsumer JuriesConsumer Juries

Portfolio TestsPortfolio Tests

Physiological MeasuresPhysiological Measures

Theater TestsTheater Tests

Rough TestsRough Tests

Concept TestsConcept Tests

Reliability TestsReliability Tests

Comprehension and Reaction Tests


Pretesting Methods

LaboratoryLaboratory FieldField

Dummy Ad VehiclesDummy Ad VehiclesConsumer JuriesConsumer Juries

Portfolio TestsPortfolio Tests

Physiological MeasuresPhysiological Measures


Rough TestsRough Tests

Concept TestsConcept Tests

Reliability TestsReliability Tests



Qualitative and/or quantitative data evaluating and comparing alternative conceptsQualitative and/or quantitative data evaluating and comparing alternative concepts

Explores consumers’ responses to ad concepts expressed in words, pictures, or symbolsExplores consumers’ responses to ad concepts expressed in words, pictures, or symbols

Alternatives are exposed to consumers who match the target audienceAlternatives are exposed to consumers who match the target audience

Reactions and evaluations are sought through focus groups, direct questioning, surveys, etc.Reactions and evaluations are sought through focus groups, direct questioning, surveys, etc.

Sample sizes depend on the number of concepts and the consensus of responsesSample sizes depend on the number of concepts and the consensus of responses

Explores consumers’ responses to ad concepts expressed in words, pictures, or symbolsExplores consumers’ responses to ad concepts expressed in words, pictures, or symbols

Alternatives are exposed to consumers who match the target audience profile.Alternatives are exposed to consumers who match the target audience profile.

Reactions and evaluations are sought through focus groups, direct questioning, surveys, etc.Reactions and evaluations are sought through focus groups, direct questioning, surveys, etc.

Sample sizes depend on the number of concepts being tested and the “consensus level” of initial responses.Sample sizes depend on the number of concepts being tested and the “consensus level” of initial responses.

Concept Testing

ObjectiveObjective

MethodMethod

OutputOutput

Recall TestsRecall Tests

Inquiry TestsInquiry Tests

Association Measures


Single-Source Systems


Tracking Studies

Tracking Studies

Recognition Tests

Recognition Tests

Recognition Tests

Recognition Tests

Inquiry TestsInquiry Tests





Recall TestsRecall Tests

Field Posttesting Methods

MethodsMethods

Positioning Advertising Copy Testing (PACT)

1. Provide measurements relevant to objectives of advertising

2. Require agreement on how results will be used before each test

3. Provide multiple measures (Single measures aren't adequate)

4. Be based on a model of human response to communications

5. Consider multiple versus single exposure to the stimulus

6. Require alternative executions to have the same degree of finish

7. Provide controls to avoid the biasing effects of exposure context

8. Take into account basic considerations of sample definition

9. Demonstrate reliability and validity

An Animatic Example from Airwalk

*Click outside of the video screen to advance to the next slide

Resulting Spot from the Animatic Rough

*Click outside of the video screen to advance to the next slide

Based on syllables per 100 wordsBased on syllables per 100 words

Other factors also consideredOther factors also considered

A laboratory methodA laboratory method

Includes test and control adsIncludes test and control ads

Portfolio test have problemsPortfolio test have problems

Based on # syllables per 100 wordsBased on # syllables per 100 words

Measures comprehension efficiencyMeasures comprehension efficiency

A laboratory methodA laboratory method

Includes test and control adsIncludes test and control ads

Portfolio test problems: Halo EffectsPortfolio test problems: Halo Effects

Pretesting Finished Print Ads

Readability Tests

Readability Tests

Portfolio Tests

Portfolio Tests

Dummy Advertising

Vehicles

Dummy Advertising

Vehicles

Distributed to random sample of homesDistributed to random sample of homes

Product interest may still bias resultsProduct interest may still bias results

Distributed to random sample of homesDistributed to random sample of homes


Measures:•Interest in and reaction to

the commercial•Changes in product

preferences•Emotional reactions and

engagement using an adjective checklist

•Recall of content, brand name, information, etc.

•Interest in the brand presented

•Continuous (frame-by-frame) reactions

Measures:•Interest in and reaction to

the commercial•Changes in product

preferences•Emotional reactions and

engagement using an adjective checklist

•Recall of content, brand name, information, etc.

•Interest in the brand presented

•Continuous (frame-by-frame) reactions

On-Air TestsOn-Air Tests

•Insertion in TV programs in specific markets

•Typically measure “Day After Recall” (DAR) as main variable of interest

•Split Broadcasts

•Insertion in TV programs in specific markets

•Typically measure “Day After Recall” (DAR) as main variable of interest

•Split Broadcasts


Pre-testing Finished Broadcast Ads

Eye trackingEye tracking

Pupil dilationPupil dilation Galvanic skin response

Galvanic skin response

Brain waves (EEGs) & FMRIBrain waves

(EEGs) & FMRI Eye trackingEye tracking

Galvanic skin response

Galvanic skin responsePupil dilationPupil dilation

Physiological Measures (Lab)

TestingTesting

Post-Test “Starch-Scoring” of Print Ads

Noted score– the percentage of readers who remember seeing the ad

Seen-associated score—the percentage who remember seeing or reading any part of the ad identifying the product or brand

Read most score—the percentage of readers who report reading at least half of the copy portion of the ad.

Test marketingTest marketing

Day after recall tests


Persuasive measures

Persuasive measures

DiagnosticsDiagnostics

Comprehensive measures


Single-source tracking


Tracking studies

Tracking studies



Test marketingTest marketing



DiagnosticsDiagnostics

Persuasive measures

Persuasive measures



Post-Testing Broadcast Commercials

TestingTesting

Documents

19_f.ppt