Embed Size (px)
DESCRIPTION
www.placedise.com Advertising affects the consciousness as well as the unconsciousness. Therefore, you have to always consider explicit as well as implicit effects when measuring advertising effects. However, most companies ignore this fact, which can lead to fatal mistakes. Learn more about this and how to do it better!
Citation preview
1
Measuring Advertising Effects
Ways. Problems. Solutions.
www.placedise.com
2
How does Advertising work?
3
How does Advertising work?
After the advertising stimulus is perceived through our senses…
4
How does Advertising work?
...our subconsciousness evaluates the relevance of the stimulus before any possible forwarding to
the consciousness occurs.
5
How does Advertising work?
The majority of all (advertising) stimuli is not explicitly and consciously, but always implicitly and
unconsciously processed.
Stimulus
Perception Unconscious Processing Conscious Processing
Implicit Memory Explicit Memory
Recall
Attitude
Behavior
Familiarity
...
6
Measurement of the Explicit Memory
7
Measurement of the Explicit Memory
Measurement of the explicit memory is based on a concrete recall of the stimulus.
Aided Recall The test person has to name all products or brands, he or she noticed before.
Therefore, he or she also gets further information (e.g. product category).
Free Recall
Recognition
The test person has to name all products or brands, he or she noticed.
He or she won't get any further information for this task.
The test person has to identify the products or brands he or she has seen before - out of a given set.
The measurement of explicit memory effects is always done after the test situation (stimulus).
8
Measurement of the Implicit Memory
9
Measurement of the Implicit Memory
Measurement of implicit memory is usually based on the increase in performance of a specific
task - a explicit memory of a stimulus is not necessary.
Word Fragment Tests With word fragment or word stem completion tests, you measure how fast and precise fragments like
“b_er b_a_d” (beer brand) can be completed.
Consideration Set
Physiology
With consideration set tests, you measure, if a stimulus implicitly changes the set of brands (or
products) that is considered for buying.
With physiological tests, you measure the direct response to a stimulus by visualizing the body's
reactions and functions.
There are numerous methods to measure the implicit memory, because it includes a lot of different effects such as Priming,
Mere Exposure, Processing Fluency, and so on.
10
Conclusion
11
Conclusion
A reasonable measurement of advertising effects can only be achieved when both, the implicit
and explicit memory, are taken into account!
The measurement of the explicit memory doesn't provide valid data for the determination of effects, such
as change of attitude, trust or an increased probability of purchase.
The measurement of the implicit memory is very complex and often not possible without bias. It therefore
requires an even more comprehensive and larger research design.
Advertising effects can be only measured clearly when implicit AND explicit effects are
measured and analyzed in combination!
The implicit memory (mostly subconsciously processed) and the explicit memory (mostly processed
consciously) interact with each other constantly.
12
Measurement of Advertising Effects in Practice
13
Measurement of Advertising Effects in Practice
Mainly due to the high costs of truly comprehensive studies, most companies almost exclusively
rely on very simple explicit tests.
Explicit
Tests*
* Ususally conducting simple recall tests
Implicit
Tests
„too expensive“
„too complicated“
„too complex“
„I don‘t understand it“
14
Problems
15
Problems
This strategy is extremely risky and can go totally wrong without any warning.
16
Problems
Explicit measurement methods can - by definition - only measure explicit memory effects.
Implicit effects, which often affect especially the reputation, are neglected.
Name the product
you saw!
Product XYZ
Conclusion due to the recall test Real Effect
Extremely successful! Heavy loss of image.
17
Solution
18
Solution
Theoretically, doing large investments (time and money) you can conduct very comprehensive
studies that take into account also implicit effects.
19
Solution
Alternatively, advertising effects can be cost-efficiently predicted with Placedise - taking into
account over 500 scientific studies - including all effects.
Placedise Algorithm
Results of over 500 scientific
studies on the processing of
advertising stimuli Prediction of
Advertising
Effects
20
Disclaimer
Visit our website for more information
and contact us at any time, in case you have further questions.
Indication of source for used images:
Exercise Plays Vital Role Maintaining Brain Health by www.flickr.com/photos/cblue98/
Eye eye, cap'n by www.flickr.com/photos/future_crazy_cat_lady/
Money by www.flickr.com/photos/68751915@N05/
Car crash, Karrinyup Road Stirling by www.flickr.com/photos/perthhdproductions/
www. .com
Placedise UG (haftungsbeschränkt)
Neue Amberger Straße 39, 92655 Grafenwöhr, Germany
Represented by: Jens Kürschner, Maximilian Böhm
Company Register Entry: Handelsregister B Weiden i.d.OPf., HRB 4366
Last Updated: June 3rd, 2014
21
Sources and Literature Recommendations
Deecke, Lüder (2012), “There Are Conscious and Unconscious Agendas in the Brain and Both Are Important - Our Will Can Be Conscious as Well as Unconscious,” Brain Sciences, 2 (3), 405–420.
Elger, Christian E., Angela D. Friederici, Christof Koch, Heiko Luhmann, Christoph von der Malsburg, Randolf Menzel, Hannah Monyer, Frank Rösler, Gerhard Roth, Henning Scheich, and Wolf Singer
(2004), “Das Manifest. Elf führende Neurowissenschaftler über Gegenwart und Zukunft der Hirnforschung,” Gehirn & Geist, (6), 30–37.
Herrmann, Jean-Luc, Björn Walliser, and Mathieu Kacha (2011), “Consumer Consideration of Sponsor Brands They Do Not Remember: Taking a Wider Look at the Memorisation Effects of
Sponsorship,” International Journal of Advertising, 30 (2), 259–281.
Libet, Benjamin (2005), Mind Time. Wie das Gehirn Bewusstsein produziert, Frankfurt am Main: Suhrkamp.
Matthes, Jörg, Christian Schemer, and Werner Wirth (2007), “More than Meets the Eye: Investigating the Hidden Impact of Brand Placements in Television Magazines,” International Journal of
Advertising, 26 (4), 477–503.
Yoo, Chan Y. (2007), “Implicit Memory Measures for Web Advertising Effectiveness,” Journalism & Mass Communication Quarterly, 84 (1), 7–23.
Grimes, Anthony, and Philip J. Kitchen (2007), “Researching Mere Exposure Effects to Advertising: Theoretical Foundations and Methodological Implications,” International Journal of Market Research,
49 (2), 191–219.
Johnson, Michael D., and Donald R. Lehmann (1997), “Consumer Experience and Consideration Sets For Brands and Product Categories,” Advances in Consumer Research, 24, 295–300.
La Barbera, Priscilla A., and Joel D. Tucciarone (1995), “GSR Reconsidered: A Behavior-Based Approach to Evaluating and Improving the Sales Potency of Advertising,” Journal of Advertising
Research, 35 (5), 33–53.
Medina, John (2004), “The Neurobiology of the Decision To Buy,” Psychiatric Times, 21 (10), 31–34.
Shapiro, Stewart, and H. S. Krishnan (2001), “Memory-Based Measures for Assessing Advertising Effects: A Comparison of Explicit and Implicit Memory Effects,” Journal of Advertising, 30 (3), 1–13.
Shapiro, Stewart, Deborah J. MacInnis, and Susan E. Heckler (1997), “The Effects of Incidental Ad Exposure on the Formation of Consideration Sets,” Journal of Consumer Research, 24 (1), 94–104.
Shapiro, Stewart A., and Jesper H. Nielsen (2013), “What the Blind Eye Sees: Incidental Change Detection as a Source of Perceptual Fluency,” Journal of Consumer Research, 39 (6), 1202–1218.
Van Reijmersdal, Eva A., Esther Rozendaal, and Moniek Buijzen (2012), “Effects of Prominence, Involvement, and Persuasion Knowledge on Children's Cognitive and Affective Responses to
Advergames,” Journal of Interactive Marketing, 26 (1), 33–42.
