Chapter Eleven Assessing Ad Message Effectiveness

Chapter Eleven

Assessing Ad Assessing Ad Message EffectivenessMessage Effectiveness

Chapter Eleven ObjectivesChapter Eleven Objectives

• Explain the rationale and importance of message research

• Describe the various research techniques used to measure consumer’s recognition and recall of advertising messages

• Describe the measures of physiological arousal to advertisements

Chapter Eleven ObjectivesChapter Eleven Objectives

• Explain the meaning and operation of single-source measures of advertising effectiveness

• Explain the role of persuasion measurement, including pre-post testing of consumer preference

Message Research MethodsMessage Research Methods

Major forms of pre-finished commercials

Storyboards Animatics

Photomatics Ripamatics

Liveamatics

Advertising ResearchAdvertising Research

• To test effectiveness of messages• Pretesting ads during developmental stages• Posttesting to to determine if messages

achieve their established objectives

Message Research

Ideal Measure ofIdeal Measure of Advertising Research Advertising Research

• Provide an early warning signal

• Evaluates in terms of sales volume generated by advertising

• Satisfy reliability & validity

• Permit quick & inexpensive measurement

Industry Standards for Message Industry Standards for Message ResearchResearch

Principle 1: provide measurements that are relevant to the advertising objectives

Principle 2: requires agreement about how the results will be used in advance of each specific test

Principle 3: provides multiple measurements because single measurements are generally inadequate

PACT Principles


Principle 4: based on a model of human response to communications

Reception of a stimulus

Comprehension of the stimulus

The response of the stimulus

Principle 5: allows for consideration of whether the advertising stimulus should be exposed more than once

PACT Principles


Principle 6: recognizes that a more finished piece of copy can be evaluated more soundly

Alternative executions be tested in the same degree of finish

Principle 7: system provides controls to avoid the bias normally found in the exposure context

PACT Principles


Principle 8: takes into account basic considerations of sample definition

Requires that the sample be representative of the target audience

Principle 9: can demonstrate reliability and validity

A reliable test is one that yields consistent results

A valid test is one that is predictive of the marketplace performance

PACT Principles

Advertising Research MethodsAdvertising Research Methods

Physiological Arousal

Persuasion

Recognition & Recall

Sales Response

MessageResearchMethods

Message Research Methods Message Research Methods


Persuasion


Sales Response

• Starch readership service (magazines)

• Bruzzone tests (TV)• Burke day-after

recall (TV)

Starch Readership ServiceStarch Readership Service

Measures the primary objective of a magazine ad—to be seen and read

Examines reader awareness of ads in consumer magazines and business publications

Readers are classified


Classifications

Noted—remember having previously seen the ad in the issue being studied

Associated—noted the ad and saw or read some part of it that clearly indicated the name of the brand or advertiser


Classifications

Read Some—read any part of the ad’s copy

Read Most—read half or more of the written material in the ad


Indices are developed

ADNORM index: compares an advertisement’s scores against other ads in the same product category as well as the same size (e.g., full page) and color classifications (e.g., four-color ads)

Measures of Recognition & Recall Measures of Recognition & Recall

Comparisons between scores for the same ad placed in different magazines or comparative scores among different ads placed in the same magazine issue

This ad scored 55% better than the average noted score for all half-page or larger ads in this issue

Measures of Recognition & Recall Measures of Recognition & Recall

Starch-rated

advertisement for

the Toyota Sienna

Measures of Recognition & RecallMeasures of Recognition & Recall

Starchreadership

service


Bruzzone testprovides

advertisers with a test of consumer recognition of television commercials


Advertising Response Model (ARM) links responses to the 27 descriptive adjectives to consumers’ attitudes toward both the ad and the advertised brand and to purchase interest.

Bruzzone test


Provides valid prediction of actual marketplace performance along with being relatively inexpensive

Doesn’t provide a before-the-fact indication

Tests offer important info for evaluating a commercial’s effectiveness and whether it should continue to run

With the Internet’s growth tests are now performed online

Bruzzone test


Online Ad Tracking Using the Bruzzone Method



Bruzzone

test


• Used to assess the effectiveness of test commercials and to ID strengths and weaknesses

• (1) Claimed-recall scores—indicate the percentage of respondents who recall seeing the ad

• (2) Related-recall scores—indicate the percentage of respondents who accurately describe

specific advertising elements

Burke Day-After Recall Testing


• Coke execs reject recall as a valid measure

• 1) Recall simply measures whether an ad is received but not whether the message is accepted

• 2) Recall are biased in favor of younger consumers



• 3) Recall scores generated by ads are not predictive of sales performance

• 4) Day-after recall testing is biased against certain types of advertising content

Understate the memorability of commercials that employ emotional or feeling-oriented themes and are biased in favor of rational or thought-oriented commercials




Persuasion


Sales Response

• Psychogalvanometer• Pupilometer


• Ads that are better liked are more likely to be remembered and to persuade

• Efforts are now made to measure consumer’s affective and emotional reactions to ads

Measures of Physiological Arousal


• Galvanometer—which measures minute levels of perspiration in response to emotional arousal

• Pupillometric tests—which measure pupil dilation

• Advertising researchers use changes in physiological functions to indicate the actual, unbiased amount of arousal resulting from ads

Measures of Physiological Arousal

Measures of Physiological ArousalMeasures of Physiological Arousal

Illustration of

potential role for

physiological

measurement



Persuasion


Sales Response

• Ipsos-ASI Next*TV method

• Rsc’s ARS Persuasion method

Measures of PersuasionMeasures of Persuasion

• Used when an advertiser’s objective is to influence consumers’ attitudes toward and preference for the advertised brand.


• Performs ad research in more than 50 countries

• Tests television commercials in consumers’ homes

• Tell consumers to evaluate a TV program, but actually evaluating the commercials within the program

Ipsos-ASI Next*TV Method


• One day after viewing—personal contact with sampled consumers and measure their reactions to the TV program and the advertisements

• Measures message recall and persuasion



• Persuasion measured by:

Consumers’ attitudes toward advertised brands

Shift in brand preferences

Brand-related purchase intent and frequency



1) Tests in a natural environment

2) Assess the ability of TV commercials to break through the clutter

3) Determine how well tested commercials are remembered after this delay period

4) Allows the use of a representative national sampling



1) Respondents indicate what brands they prefer to receive among a “basket” of options—the pre measure

2) After exposure to a television program respondents again indicate what brands they would prefer to receive if their name were selected in a drawing—the post measure

The ARS Persuasion Method--rsc


The ARS Persuasion score simply represents the post-measure percentage of respondents preferring the target brand minus the pre-measure percentage who prefer that brand

A positive score indicates a shifted preference toward the target brand

A higher-scoring commercial generates greater sales volume and larger market share gains



ARS Persuasion scores are valid predictors of in-market performance

The higher the score, the greater the likelihood that a tested commercial will produce positive sales gains when the focal brand is advertised under real-world, in-market conditions


Conclusions by rscConclusions by rsc

• Ad copy must be distinctive

• Ad weight without persuasiveness is insufficient

• The selling power of advertising wear out over time



Persuasion


Sales Response

• IRI’s BehaviorScan• Nielsen’s SCANTRACK

Measures of Sales ResponseMeasures of Sales Response

Single-Source Systems

Gather purchase data from panels ofhouseholds using: (1) electronic television meters

(2) optical laser scanning of universal product codes (UPC) at retail checkout

(3) split-cable technology


IRI knows what items each household purchases by linking up optically scanned purchases with ID numbers

Members provide IRI with detailed demographic information

IRI’s BehaviorScan


Single source data consists of:

(1) household demographic info

(2) household purchase behavior

(3) household exposure to new television commercials that are tested under real world test conditions



Uses split-cable and optically scanned purchase data to know exactly which commercial each household had the opportunity to see and how much of a brand is purchased



Two types of tests are offered: (1) weight tests and (2) copy tests

1) Weight tests—panel households are divided into test and control groups

2) Copy tests—holds the amount of weight constant but varies commercial content



SCANTRACK differs from BehaviorScan

SCANTRACK collects purchase data by having panel households use handheld scanners

Panelists record purchases of every bar-coded product purchased regardless of the store where purchased

Nielsen’s SCANTRACK


Use handheld scanners to enter:

Any coupons used

Record all store deals

Record in-store features that influenced their purchasing decisions

Nielsen’s SCANTRACK

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Chapter Eleven Assessing Ad Message Effectiveness