ADVERTISING:
Research
July 17, 2016
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Measuring Advertising Effects
SALES?
Product Quality
Promotion
Competition
SALES
The Economy
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Price Policy
Distribution
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Measuring Advertising Effects
Reasons to Measure
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Avoid costly mistakes
Evaluate strategies
Increase efficiency of advertising
Reasons Not to Measure
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Cost of measurement
Problems with research
Disagreement about what to test
Creative objections
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Measuring Advertising Effects
• FORMATIVE RESEARCH
• Focus groups and surveys of consumers
• PRETESTS
• Concept tests
• PILOT TESTS
• Consumer juries
• Physiological measures
• Theatre, on-air (split run cable) tests
• POSTESTS
• Recall and Recognition tests (day after)
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FORMATIVE RESEARCH
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Formative Research
Basic understanding of consumers
• Existing knowledge, attitude, and behavior
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Approaches:
• Focus groups (generate ideas)
• Small surveys (understand prevalence)
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Limitations
• Small samples may not be trustable
• May not represent the target market
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Research House (Canada)
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PRETESTS
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Concept Testing
Ideas shown to people in target audience
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Reactions and evaluations sought
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Limitations:
Qualitative and/or quantitative data
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Sample sizes are small (not quantifiable)
Consumers become instant “experts”
Members may not represent the target market
Results may seem definitive than they are
Company example
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PILOT TESTS
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Consumer Juries
Potential viewers evaluate ads
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50 to 100 participants
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Company example
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Overall reaction to each ad
And rank ordering of ads
Examples of questions:
1. 1. Which ads would you most likely read?
2. 2. Which headlines interests you the most?
3. 3. Which ad convinces you of the product’s quality?
4. 4. Which ad did you like best?
5. 5. Which ad did you find most interesting?
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Starch Data
Used for print Ads
• Asses what people saw
• Measures what they remember
• Used to compare ads
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Pupil Dilation
Size of Subjects pupils are measured
• Action  Dilation
• Disinterest  Constriction
Subject
Stimulus Object
Male
Female
Nude
Female
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Nude
Male
Advertising
Nude
Infant
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Pupil Dilation - Camera
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Galvanic Skin Response
Measures sweating
• GSR responds to:
• feelings
• attention
• may indicate:
• long-term recall
• effectiveness
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GSR Devices
“Biofeedback”
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GSR Devices
(with probes)
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GSR Devices
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Brain wave activity (EEG)
Measures brain wave activity
1. Alpha activity is bad
• Associated with
• Inactivity, resting & sleeping
• So: avoid ads with high alpha
2. Hemispheric lateralization
• Distinguishes between activity in the
different hemispheres of the brain
• Tells you what people are attending to
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Cap
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Eye Movements
Measures what is looked at
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Method
• Eye camera and advanced electronics
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Output:
• Eye movements tell what is seen
• And what will be…
• comprehended
• recalled
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Device
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Broadcast Tests
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Theater tests
• Product preferences
• Interest in the commercial
• Reactions (an adjective checklist)
• Recall of particular aspects
• Interest in the brand
• Continuous (frame-by-frame) reactions
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Theater Test
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Theater Test –
Continuous Reaction Measures
1000
Composite 48
900
676
8
800
700
600
500
400
300
200
100
Scores by Total Sample
0
0
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4
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10
12
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Theater Test –
Recall Measures
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Broadcast Tests
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On-air tests
• TV programs in specific markets
• Day-after recall
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Split Cable studies
• Ad run in one area, but not another
• One ad in one area, different ad in the other
• Day after recall
• SALES
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POST TESTS
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1. Please look over these pictures and words from a TV commercial.
(Announcer) Remember Jared from Name? Turns out he has inspired a lot of people. (Singer) …You’re
still looking good. He’ll show you the way. His name is Jared, and he’ll lead you to Name.
2. Do you remember seeing that commercial on TV?
Yes No Not sure
3. How interested are you in what that TV commercial is trying to tell you or show you about what's
being advertised?
Very interested Somewhat interested Not interested
4. How does it make you feel about what's being advertised?
Good OK Bad Not sure
5. Please check any of the following if you feel they describe that commercial.
Amusing
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Appealing Familiar Fast moving
Advertising
Pointless Seen a lot
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Broadcast Tests –
Day After Recall
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Summary
• 4 Basic Types of Ad Research:
• Formative research
• Pre tests
• Pilot tests
• Post tests
• Each has it’s own use
• Use the one appropriate for what you
want to know
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Quote of the day
Advertising people who ignore
research are as dangerous as
generals who ignore decodes of
enemy signals.
• David Ogilvy
(Ogilvy & Mather)
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