MEASURES OF

ADVERTISING RESULTS

MEASURES OF

ADVERTISING RESULTS

Often decisions must be made without benefit of

research because:

Often decisions must be made without benefit of

research because: Time pressures Insuffient funds Research weaknesses Decision not worth the

research investment

CLASSES of ADVERTISING MEASURES:

CLASSES of ADVERTISING MEASURES:

Pretests (Before run time; prediction)

Post tests (After run time; evaluation)

CLASSES of ADVERTISING MEASURES:

CLASSES of ADVERTISING MEASURES:

DIRECT (Overt Behavior) INTERMEDIATE

(Precedes overt behavior)

Classification of Advertising Measures

Classification of Advertising Measures

Post Tests

Pretests

Direct Intermediate

Direct Measures Include:

Direct Measures Include:

Sales Market share Inquiries Other overt behavior

(ie., voting)

3 Forms of Intermediate

Measures:

3 Forms of Intermediate

Measures: Cognitive (knowledge) Affective (like/dislike) Conative (action tendencies)

Techniques Used This Semester:

Techniques Used This Semester:

Cognitive: Starch Reports

Recognition - a light measure of learning

Gallup & Robinson Aided Recall - a stronger memory response

Affective:Readex - measures reader interest

33

Starch Gallup Readex

Starch Gallup ReadexProbability

Sample No No No

Sample # 100 males 150 men/ 1st 100

100 females women responses

Location 20 - 30 10 major Depends

metro metro on

areas areas responses

Starch Gallup Readex

Starch Gallup Readex

Procedure: Thru 1 day, in Check items

the home + of interest;

book telephone mail return

Starch Gallup Readex Starch Gallup ReadexProblems:

1. Starch overclaims

2. None predict purchase *

3. Not representative or projectable

* See Zinkhan & Gelb article

Starch Reports Three Measures:Starch Reports Three Measures:

Noted (% overall recognition) Seen (% brand recognition) Read Most (% more than 50%)

Gallup Reports Three Measures:Gallup Reports Three Measures:

PNR - Proven Name Register (% recall of brand name) Idea Communuication ( # selling points

remembered) Buying attitude ( % more favorable to

purchase)

Readex Reports: Readex Reports: % saw the ad % found the ad interesting.

Suggestions From Long Term Analysis of Starch

Results:

Suggestions From Long Term Analysis of Starch

Results: Identify clear, tangible benefitsClearly tell what the product doesKeep it simple, visualUse larger illustrationsAvoid being cute, catchyEmphasize personal identification

To improve the scores . . .

The EndThe End