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Measuring

AdvertisingEffectiveness

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Measuring Advertising Effectiveness

It is important to determine how well the

communications program is working and to measure

this performance against some standards

An advertising measurement is adopted both before

and after an advertising campaign is launched

After a campaign has been launched, it is essential

to know how far the advertising plans, strategies and

programmes are successful in achieving theobjectives so that they may be modified and

redesigned for better performance if needed.

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Measuring Advertising Effectiveness

The copy, media and other advertising

components have been tested.

The factors like readership, consumeropinion, belief or disbelief, recall, attention,

comprehension, attitude, etc are taken into

consideration for measuring effectiveness

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Reasons for measure Advertising

Effectiveness

Avoiding costly mistakes

Evaluating alternative strategies

Increasing the efficiency of advertising

in general

Determining if objectives are achieved

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MEASURINGSALES AND

COMMUNICATIONPERFORMANCE

Advertising is basically a communication process

how much the communication process has been

useful in motivating consumers. The communication objectives, i.e., establishing

brand awareness, improving recall, increasing brand

recognition, bringing about an attitude change, etc.,

can be measured

measured in terms of image building

measured by its direct and immediate impact on

consumer behaviour.

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Measuring Advertising Effectiveness

WHEN TOMEASURE?

The measurement of advertising effectiveness can be done at

any time from planning stage to final stage

Pre-testing is adopted to measure the effectiveness andaccuracy of an advertising plan before its implementation.

Post-testing is done after the advertising activities have been

completed to examine the effectiveness of these advertising

activities.

A mid-test involves a test before the completion of advertisingfunctions and after the implementation of the advertising plan.

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Measuring Advertising Effectiveness

METHODSOF MEASUREMENTS

experimental method

Under experimental method, consumers are given a controlled

exposure to the message and the effects are measured on the basis ofthe change in opinion or attitude.

survey method

Field experiments are conducted to measure the effects of mass

communication.

Sample surveys or interviews or questionnaires are used to

obtain information about people's exposure to the advertising

campaign.

The effectiveness is evaluated on the basis of the correlations

between the exposure and the attitude or action.

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Measuring Advertising Effectiveness

Pre testing methods consumer jury-Print Media, Broadcast Media &Direct mail test

storyboard tests, laboratory tests,

tachistoscope,

psychogalvanometer,

eye camera,

pupil dilation,

attitude test, and

Depth interviewing.

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Measuring Advertising Effectiveness

POST-TESTING METHODS

Recognition tests

Recall tests

Aided Recall

Unaided RecallCombined Recall

Attitude change

Semantic differential,

Likert scale,

Ranking techniques and

Projective technique.

Sales and recognition tests

Measure of past sales,

Field experiments

Matched samples

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Control on Advertising by practitioners;

media and market

Advertising puts across messages and their

presentation may be against the accepted values of

society

Moral and ethical values have been discarded by

several advertisers.

These unsocial, immoral and unethical values are

controlled by government and by consumers.

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Control on Advertising by practitioners;

media and market

Self-regulation opted in 1970 in USA

Council of Better Business Bureaus and National

Advertising Review Board were established First self-regulatory organization was established by

the Advertising Club of Cleveland. It was known as

Better Business Bureau

In 1976, there were about 240 Better Business

Bureaus throughout the USA

They were fighting immoral and unethical

advertising to raise its standards.

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Control on Advertising by practitioners;

media and market

Better Business Bureaus were reorganized under the Council

of Better Business Bureaus (CBBB) in 1970

CBBB achieved prominence for national advertising regulation.

It consists of eight members drawn from leading advertising

agencies. The local Better Business Bureau has three divisions,-

merchandise division, financial division and solicitation

division.

They see to it that no false or misleading copy, layout, etc. is

employed in advertising.

CBBB has a wing known as National Advertising Division

(NAD) composed of knowledgeable individuals from the local

bureaus

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Control on Advertising by practitioners;

media and market

National Advertising Division (NAD) evaluates the reports of the CBBB

asks the advertiser to submit the logic and rationale of his

challenged advertisements

suggests appropriate changes in the advertisement

If the advertiser does not change the message and continues to

advertise, the complaint is forwarded to the National

Advertising Review Board.

case be referred to a government authority for appropriate

action against the defaulting advertiser local Better Business Bureaus, too, have been approaching the

NARB for the settlement of the complaints filed by the public

NARB has special cells to hear the complains of children,

women, minorities and other sections of society

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Control on Advertising by practitioners;

media and market

Self-Regulation by Media

media people can reject any advertisement if they consider that

it is misleading and incorrect

Television in India and France is quite selective in accepting aparticular message or mode of advertising

Television does not accept bait advertising, advertisement

bearing on sexual themes and representations of certain

professions

The time allotted to advertisers is restricted by television andradio.

Many newspapers do not accept objectionable advertisements.

Eg: Sex selling, patent medicines with high alcohol content, etc.,

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Control on Advertising by practitioners;

media and market

CONTROL BY CONSUMERS

Consumers have started exercising control over

misleading advertisements since the latter part of

the nineteenth century They exert control in different forms: direct and

indirect, formal and informal, short as well as long-

range

They have devastating power to accept or boycott

the product, which they do through consumer

groups, through businessmen and through a law-

enforcing authority.

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Control on Advertising by practitioners;

media and market

CONTROL BY GOVERNMENT

to check deceptive, misleading, highly competitive and immoral

advertising

power to protect the interests of consumers, small businesses

and other sections of society and to ensure that there is nodeceptive and misleading advertising

The Penal Code, The Consumers' Protection Act and the

Criminal Procedure Code have been used against deceivers

and lawbreakers.

It has to demonstrate greater social responsibility.

The Indian Government too has enacted some laws to protect

the interests of consumers, honest advertisers, producers and

traders.

In the USA such legislation has been enacted by the federal

government, state governments, and municipalities.

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Control on Advertising by practitioners;

media and market

Growth of Consumerism

"consumerism" refers to the resistance of consumers to

misleading advertising, sales techniques and products

development of consumer power took place in the USA

between 1889 and 1925

In India, consumer power developed during the Swadeshi

Andolan in 1922, which continued till 1950

The second period of growth of consumerism was between

l926 and 1959 in the USA

In India, the growth of consumerism took place between 1951and 1985.

The third period, i.e. the surge of modern consumerism, started

in India in 1986

consumers' Safety Act was enacted in 1989

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Control on Advertising by practitioners;

media and market

Growth of Consumerism

In India, many voluntary organizations were formed to protect

the interests of consumers

Women's organizations have become very active in India to

educate people about misleading advertising and products

Reasons for the growth of consumerism are technological

development, water and air pollution, soaring prices, heavy

taxes and other economic factors. Education and social

consciousness have motivated people to safeguard their

interests Consumers now receive the cooperation and assistance of

many sound advertising agencies