18
Measuring the Effectiveness
of the Promotional Program
McGraw-Hill/Irwin
Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed
Reasons to Measure Effectiveness
Advantages
Disadvantages
Avoid costly mistakes
Cost of measurement
Evaluate alternative
strategies
Research problems
Increase efficiency in
general
Disagreement on
what to test
Determine if objectives
are achieved
Objections of creatives
Time
18-2
Evaluating Alternative Strategies
18-3
Measuring Advertising Effectiveness
What to test
•
•
•
•
Source factors
Message variables
Media strategies
Budget decisions
How to test
• Testing guidelines
• Appropriate tests
Where to test
• Laboratory tests
• Field tests
When to test
• Pretesting
• Posttesting
18-4
Testing Methods
18-5
Where to Test
In the Field
In the Lab
18-6
Test Your Knowledge
Laboratory methods of testing for advertisement
effectiveness generally offer high control but low
_____.
A)
realism
B)
external validity
C)
costs
D)
generalization
E)
value
18-7
Positioning Advertising Copy Test (PACT)
1. Provide measurements relevant to objectives of advertising
2. Require agreement on how results will be used
3. Provide multiple measures
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 same degree of finish
7. Provide controls to avoid biasing effects of exposure context
8. Take into account basic considerations of sample definition
9. Demonstrate reliability and validity
18-8
Test Points
1.Concept Testing
2.Rough Testing
Occurs at
Various Stages
3.Finished art or
commercial pretesting
4.Market testing
(posttesting)
18-9
Concept Testing
Objective
Method
Explores consumers’ responses to ad
concepts expressed in words, pictures, or
symbols
Alternatives are exposed to consumers
who match the target audience
Reactions & evaluations sought through
focus groups, direct questioning, surveys
Sample sizes depend on the number of
concepts and consensus of responses
Output
Qualitative and/or quantitative data
evaluating and comparing alternative
concepts
18-10
Focus Groups
• Appeal
• Results easily obtained, observable, immediate
• Multiple issues can be examined
• In-depth feedback is obtained
• Drawbacks
•
•
•
•
•
•
•
Results not quantifiable
Sample size too small
Group influence may bias responses
Some members may dominate discussion
Participants become instant “experts”
Members may not represent target market
Results may be given too much weight
18-11
Rough Art, Copy, & Commercial Testing
Comprehension and Reaction Tests
Consumer Juries
Advantages
Disadvantages
Control
Consumer may become
self-appointed expert
Cost effectiveness
Number of ads that can be
evaluated is limited
Endorsements by
independent third parties
A halo effect is possible
Achievement of credibility
Preference for ad types
may overshadow objectivity
18-12
Rough Testing Terms
Animatic Rough
Terms
Photomatic Rough
Live-action Rough
18-13
Pretesting Finished Print Ads
A laboratory method
Portfolio
Tests
Includes test and control ads
Portfolio test have problems
Readability
Tests
Based on syllables per 100 words
Dummy
Advertising
Vehicles
Sent to random sample homes
Other factors also considered
Product interest may bias results
18-14
Test Your Knowledge
_____ 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
18-15
Pretesting Finished Broadcast Ads
Physiological
Measures
Theater
Tests
On-Air
Tests
18-16
Physiological Measures
Pupil dilation
Galvanic skin
response
Eye tracking
Brain waves
18-17
Market Testing of Ads
Inquiry Tests
Recognition Tests
Testing
Tracking Studies
Recall Tests
18-18
Starch Ad Recognition Scores
Noting Score
Brand-associated Score
Read Most Score
18-19
Posttests of Broadcast Commercials
Day after recall
tests
Tracking
studies
Persuasive
measures
Diagnostics
Testing
Comprehensive
measures
Single-source
tracking
Test marketing
18-20
Comprehensive Testing by Ipsos-ASI
18-21
Essentials of Effective Testing
Establish communications objectives
Use a consumer response model
Use both pretests and posttests
Use multiple measures
Understand & implement proper research
18-22
Test Your Knowledge
Good tests of advertising effectiveness must address
the nine principles established by PACT, that we just
reviewed on the previous slide. 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) Decide whether to use posttests or
pretests
E)
Develop a consumer response model
18-23
Measuring Effectiveness of Other Programs
Sales
promotions
Shopping cart signage
Nontraditional
media
Ski resort-based media
In-store radio and television
Other media
Sponsorships
Exposure methods
Tracking measures
18-24