Assessing Advertising
Effectiveness
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Advertising Research
Message Research
Media Research
• To test effectiveness of creative message
• Pretesting to eliminated ineffective ads
• Posttesting to to determine if messages
achieve their established objectives
2
Advertising Research
Message Research
Media Research
• Attempts to ascertain audience’s
characteristics and the size of that audience
so that ratings can be determined
3
Ideal Measure of
Advertising Research
• Provide an early warning signal
• Evaluates in terms of sales volume
generated by advertising
• Satisfy reliability & validity
• Permit quick & inexpensive measurement
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Advertising Research Methods
Media
Research
Methods
Magazine
Radio
Television
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Media Research Methods
Variety of resource materials are available
to advertisers for determining potential
audience sizes for specific media vehicles
e.g., Competitive Media Report’s Ad $ Summary
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Magazine Audience Measurement
• Tally the number and characteristics of a
magazine’s subscribers?
• Subscriptions are collected through
intermediaries
• Purchased at newsstands, retailers
• Distributed at public locations; or passed along
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by subscribers
Magazine Audience Measurement
• Simmons Market Research Bureau
(SMRB)
• Mediamark Research, Inc. (MRI)
• Specialized in measuring magazine readership
and determining audience size
• Provide with product/brand usage and
demographic information
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• Use different measurement techniques
Simmons Market Research Bureau
and Mediamark
• Audience size and composition for
over 200 publications
• Broadcast exposure and usage of
over 800 consumer products and
services
• How many female homemakers who
buy sunscreen read Golf Digest?
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Simmons Market Research Bureau
• Number of adults
• Number of users
• Percent of users in categories
(i.e. female)
• Percent of category using product
(i.e. % of all females using)
• Index number
• All by heavy, medium, and light user
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Index Numbers Using SMRB and/or Mediamark
% of 11
users in segment
Index = ----------------------------------------% of population in segment
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Adapted from Belch & Belch
Magazine Audience Measurement
Media-Selection
•
•
•
•
Size of potential audience
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Attractiveness of vehicle coverage
Cost comparison with other vehicles
Appropriateness for advertised brand
12
Radio Audience Measurement
National Statistical Research, Inc.
(SRI)
- Radio All Dimensions Audience
Research (RADAR)
Local
Arbitron Ratings Co.
Birch Searborough Research
(discontinued in 1991)
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TV Audience Measurement
Nielsen Media People Meter
Research, Inc.
Statistical
SMART
Research, Inc. (Systems for
Measuring And
Reporting Television)
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Advertising Research Methods
Message
Research
Methods
Recognition & Recall
Emotions
Physiological Arousal
Persuasion
Sales Response
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Message Research Methods
Recognition & Recall
• Starch readership
service (magazines)
• Burke day-after
recall (TV)
• Bruzzone tests (TV)
Emotions
Physiological Arousal
Persuasion
Sales Response
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Measures of Recognition & Recall
Starch
readership
service
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Message Research Methods
Recognition & Recall
• Starch readership
service (magazines)
More a measure of
attention-getting &
reading than of recall
Emotions
Physiological Arousal
Persuasion
Sales Response
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Message Research Methods
Recognition & Recall
• Burke Day-After
Recall (TV): DAR
Emotions
Physiological Arousal
When should recall be
used?
What are the problems?
Persuasion
Sales Response
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CPM
The 8 Stages of Consumer
Information Processing
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When does Memory Matter?
When information in memory is used as
basis for evaluation (memory-based
judgments)
When information in memory is useful for
distinguishing brand from competition
When information in memory is not available
in retail/decision context
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Message Research Methods
• Online Processing
Attitude formed during
ad exposure
Recognition & Recall
Emotions
Physiological Arousal
• Memory-Based
Processing
Attitude formed after
exposure
Persuasion
Sales Response
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Measures of Recognition & Recall
Bruzzonetested
commercial
for American
Express
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Measures of Recognition & Recall
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Message Research Methods
Recognition & Recall
• The warmth monitor
• Market Fact’s TRACE
• BBDO’s emotional
measurement system
Emotions
Physiological Arousal
Persuasion
Sales Response
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Message Research Methods
Recognition & Recall
• Galvanometer (GSR)
• Pupillometer
• Voice-pitch analysis
(VOPAN)
Emotions
Physiological Arousal
Persuasion
Sales Response
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Message Research Methods
• ASI theater testing
• ARS Persuasion
method by rsc The
Quality Measurement
System(rsc for short)
Recognition & Recall
Emotions
Physiological Arousal
Persuasion
Sales Response
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Conclusions by rsc
• Ad copy must be distinctive
• Ad weight without persuasiveness is
insufficient
• The selling power of advertising
wears out over time
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Direct Response Advertising
West Virginia
Tourism
Fahlgren
Message Research Methods
Recognition & Recall
• IRI’s BehaviorScan
• Nielsen’s SCANTRACK
Emotions
Physiological Arousal
Persuasion
Sales Response
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Measures of Sales Response
Single-Source Systems
Gather purchase data from panels of
households using optical scanning
equipment and merge it with household
demographic characteristics and with
information about casual marketing
variables that influence household purchases
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Measuring Web Ads
• Major future increases in Internet
advertising are probable
• Difficulty of tracking return on
investment and the lack of reliable
and valid measurement information
are barriers
• The development of accurate
measurement systems is the key for
future
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