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Methods of Measure Advertisement Effectiveness, Study notes of Marketing

Dr. Babasaheb Ambedkar Marathwada UniversityMarketing

How to Measure Effectiveness of Advertisement in Marketing

Typology: Study notes

2016/2017

Uploaded on 12/01/2017

urbanpendu
urbanpendu 🇮🇳

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1
MEASURING ADVERTISING
EFFECTIVENESS
WHY MEASURE IT
Avoid costly mistakes
Evaluate alternative strategies
Increase the efficiency of
advertising
COMMON REASONS FOR NOT
MEASURING IT
Cost of doing research
Objections from the creative
department
WHAT TO TEST
Source factors
Message variables
Media strategies
Budgeting decisions
WHEN TESTING IS DONE
Pretests – before the campaign
begins
Posttests – after the campaign
has begun
WHERE TO TEST
Laboratory tests
(test labs,
theaters) – major advantage is
control (but lacks realism)
Field tests
(DAR, Starch) – major
advantage is realistic viewing
situation (but lacks control)
pf3
pf4

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Download Methods of Measure Advertisement Effectiveness and more Study notes Marketing in PDF only on Docsity!

MEASURING ADVERTISING

EFFECTIVENESS

WHY MEASURE IT

„ Avoid costly mistakes

„ Evaluate alternative strategies

„ Increase the efficiency of

advertising

COMMON REASONS FOR NOT

MEASURING IT

„ Cost of doing research

„ Objections from the creative

department

WHAT TO TEST

„ Source factors

„ Message variables

„ Media strategies

„ Budgeting decisions

WHEN TESTING IS DONE

„ Pretests – before the campaign

begins

„ Posttests – after the campaign

has begun

WHERE TO TEST

„ Laboratory tests (test labs,

theaters) – major advantage is

control (but lacks realism)

„ Field tests (DAR, Starch) – major

advantage is realistic viewing

situation (but lacks control)

THE TESTING PROCESS

(4 types of tests)

„ Concept Testing – focus groups

and mall intercepts

„ Explore consumer reactions to ads or

campaigns considered

TESTING PROCESS (cont.)

„ Rough Art, Copy, and Commercial

Testing

„ Results are highly correlated with

those done on finished ads

Pretesting Finished Ads

„ Portfolio tests (print)

„ Readability tests (print)

„ Dummy advertising vehicles (print)

„ Theater tests (broadcast)

„ On-air tests – single source ad research

„ Physiological – pupillometrics, EKG, eye tracking,

brain wave research

POST-TESTING OF PRINT ADS

„ Inquiry tests – measure ad

effectiveness on the basis of

inquiries generated

„ Recall Tests

„ Recognition Tests

POST-TESTING

„ Recognition tests – Starch

„ Noted: % of readers of an issue who

remembered seeing the ad in the issue

„ Associated: % of readers who saw part of

the ad that clearly indicates the brand or

advertiser

„ Read Most: % of readers who read 50% or

more of the material in the ad

Noted: 49% Associated: 34% Read Most: 19%

Best Practices

„ Brand Awareness

„ Logo should be prominent in ad and

animation

„ Be careful of “annoyance factor”

„ Message Association

„ K.I.S.S. (Keep it Simple, Stupid)

„ Interactivity

„ Give your audience something worthwhile

t d

Best Practices

„ Online Video

„ More than recycled TV spots

„ Integrate video into creative concepts (demo a

product)

„ Advergames

„ Make a good game

„ Target women, but with different game types

(quizzes and puzzles vs. shooter games and

racing)

PACT – Positioning Advertising

Copy Testing

„ Principles developed by the largest ad

agencies for conducting appropriate

effectiveness studies

„ Establish communications objectives

„ Use a consumer response model

„ Use both pre and posttests

„ Use multiple measures