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Measuring the Effectiveness of the Promotional ProgramMeasuring the Effectiveness of the Promotional Program
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Marketer’s Views Toward Measuring Effectiveness
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
The objectives of creativeThe objectives of creativeThe objectives of creativeThe objectives of creative
Evaluate alternative strategies
Evaluate alternative strategies
Evaluate alternative strategies
Evaluate alternative strategies
Avoid costly mistakesAvoid costly mistakesAvoid costly mistakesAvoid costly mistakes
Increase efficiency in general
Increase efficiency in general
Increase efficiency in general
Increase efficiency in general
Disagreement on what to test
Disagreement on what to test
Disagreement on what to test
Disagreement on what to test
Reasons for and Against Measuring Effectiveness
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Research problemsResearch problems
Cost of measurementCost of measurement
Determine if objectives are achieved
Determine if objectives are achieved
TimeTime
AdvantagesAdvantages DisadvantagesDisadvantages
Research problemsResearch problems
Cost of measurementCost of measurement
Determine if objectives are achieved
Determine if objectives are achieved
Where to test• Laboratory tests• Field tests
Where to test• Laboratory tests• Field tests
When to test• Pretesting• Posttesting
When to test• Pretesting• Posttesting
Where to test• Laboratory tests• Field tests
Where to test• Laboratory tests• Field tests
When to test• Pretesting• Posttesting
When to test• Pretesting• Posttesting
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• Message variables • Media strategies• Budget decisions
What to test• Source factors• Message variables • Media strategies• Budget decisions
Measuring Advertising Effectiveness
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
Comprehension and Reaction Tests
Pretesting Methods
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
LaboratoryLaboratory FieldField
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
Comprehension and Reaction Tests
Recall TestsRecall Tests
Inquiry TestsInquiry Tests
Association Measures
Association Measures
Single-Source Systems
Single-Source Systems
Tracking Studies
Tracking Studies
Recognition Tests
Recognition Tests
Recognition Tests
Recognition Tests
Inquiry TestsInquiry Tests
Single-Source Systems
Single-Source Systems
Association Measures
Association Measures
Recall TestsRecall Tests
Field Posttesting Methods
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
MethodsMethods
Posttesting the Value of a Sponsorship
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Test Your Knowledge
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Laboratory methods of testing for advertisement effectiveness generally offer high _____ but low _____.
A) control; generalizability B) external validity; internal validity C) control; costs D) generalizability; costs E) costs; value
Positioning Advertising Copy Testing (PACT)
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
3.Finished Art or Commercial Testing
3.Finished Art or Commercial Testing
3.Finished Art or Commercial Testing
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
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Occurs at Various Stages
Occurs at Various Stages
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 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
Concept Testing
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
ObjectiveObjective
MethodMethod
OutputOutput
Rough Art, Copy, and Commercial Testing
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Number of ads that can be evaluated is limited
Number of ads that can be evaluated is limited
Preference for ad types may overshadow objectivity
Preference for ad types may overshadow objectivity
Consumer may become a self-appointed expert
Consumer may become a self-appointed expert
A halo effect is possibleA halo effect is possible
Cost effectivenessCost effectiveness
Endorsements by independent third parties
Endorsements by independent third parties
Achievement of credibilityAchievement of credibility
Comprehension and Reaction TestsComprehension and Reaction Tests
Consumer JuriesConsumer Juries
ControlControl
AdvantagesAdvantages DisadvantagesDisadvantages
Number of ads that can be evaluated is limited
Number of ads that can be evaluated is limited
Consumer may become a self-appointed expert
Consumer may become a self-appointed expert
A halo effect is possibleA halo effect is possible
ControlControl
Cost effectivenessCost effectiveness
Endorsements by independent third parties
Endorsements by independent third parties
Achievement of credibilityAchievement of credibility
Comprehension and Reaction TestsComprehension and Reaction Tests
Photomatic RoughPhotomatic Rough
Animatic RoughAnimatic Rough
Live-action RoughLive-action Rough
Photomatic RoughPhotomatic Rough
Animatic RoughAnimatic Rough
Rough Testing Terms
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
TermsTerms
An Animatic Example from Airwalk
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
*Click outside of the video screen to advance to the next slide
Resulting Spot from the Animatic Rough
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
*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
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
Pretesting Finished Print Ads
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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
Test Your Knowledge
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
_____ is a method of testing ads by placing them randomly in certain copies of regularly distributed magazines.
A) Vehicle source testing B) Burke's reflection test C) A Flesch test D) Dummy advertising vehicle testing E) A contextual test
Theater TestsTheater Tests
•Measures changes in product preferences
•May also measure . . .•Interest in and reaction to
the commercial•Reaction from an
adjective checklist•Recall of various aspects
included•Interest in the brand
presented•Continuous (frame-by-
frame) reactions
•Measures changes in product preferences
•May also measure . . .•Interest in and reaction to
the commercial•Reaction from an
adjective checklist•Recall of various aspects
included•Interest in the brand
presented•Continuous (frame-by-
frame) reactions
On-Air TestsOn-Air Tests
•Insertion in TV programs in specific markets
•Limitations are imposed by “day-after recall”
•Physiological Measures
•Insertion in TV programs in specific markets
•Limitations are imposed by “day-after recall”
•Physiological Measures
Theater TestsTheater Tests
Pretesting Finished Broadcast Ads
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Eye trackingEye tracking
Pupil dilationPupil dilation Galvanic skin response
Galvanic skin response
Brain wavesBrain waves Eye trackingEye tracking
Galvanic skin response
Galvanic skin responsePupil dilationPupil dilation
Physiological Measures
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
TestingTesting
Recall TestsRecall Tests
Inquiry TestsInquiry Tests Recognition Tests
Recognition Tests
Tracking StudiesTracking Studies Recall TestsRecall Tests
Recognition Tests
Recognition TestsInquiry TestsInquiry Tests
Market Testing Print Ads
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
TestingTesting
Starch-Scored Sports Illustrated Ad
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Test marketingTest marketing
Day after recall tests
Day after recall tests
Persuasive measures
Persuasive measures
DiagnosticsDiagnostics
Comprehensive measures
Comprehensive measures
Single-source tracking
Single-source tracking
Tracking studies
Tracking studies
Single-source tracking
Single-source tracking
Test marketingTest marketing
Comprehensive measures
Comprehensive measures
DiagnosticsDiagnostics
Persuasive measures
Persuasive measures
Day after recall tests
Day after recall tests
Market Testing Broadcast Commercials
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
TestingTesting
Comprehensive Testing by Ipsos-ASI
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Problems With Current Research Methods
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Use a consumer response modelUse a consumer response model
Use pretests and posttests
Use pretests and posttests
Use multiple measures
Use multiple measures
Understand and implement
proper research
Understand and implement
proper research
Establish communications
objectives
Establish communications
objectives
Establish communications
objectives
Establish communications
objectives
Use multiple measures
Use multiple measures
Use pretests and posttests
Use pretests and posttests
Use a consumer response modelUse a consumer response model
Essentials of Effective Testing
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
TestingTesting
Test Your Knowledge
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Good tests of advertising effectiveness must address the nine principles established by PACT. One of the easiest ways to do this is to follow a decision sequence model. The first step in the model is to:
A) understand the appropriate research B) create a model that uses multiple
measures C) establish communication objectives D) the decision whether to use posttests or
pretests E) develop a consumer response model
Shopping cart signageShopping cart signage
Ski resort-based mediaSki resort-based media
In-store radio and televisionIn-store radio and television
Other mediaOther media
Shopping cart signageShopping cart signage
Ski resort-based mediaSki resort-based media
In-store radio and televisionIn-store radio and television
Other mediaOther media
Measuring the Effectiveness of Other Programs
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Non-traditional
media
Non-traditional
media
Sales promotions
Sales promotions
Sponsor-ships
Sponsor-ships
Exposure methodsExposure methods
Tracking measuresTracking measures
Exposure methodsExposure methods
Measuring the Effectiveness of Other IMC Program Elements
© 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
