Advertising Effectiveness Module 7

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Text of Advertising Effectiveness Module 7

  • the Effectiveness of the Promotional ProgramMcGraw-Hill/IrwinCopyright 2009 by The McGraw-Hill Companies, Inc. All rights reserved.Measuring

  • Pros and Cons of Measuring EffectivenessObjections of creativesEvaluate alternative strategiesAvoid costly mistakesIncrease efficiency in generalDisagreement on what to testResearch problemsCost of measurementDetermine if objectives are achievedTimeAdvantagesDisadvantages

  • Measuring Advertising EffectivenessWhat to test Source factors Message variables Media strategies Budget decisions

  • Pretesting MethodsOn-air TestsDummy Ad VehiclesConsumer JuriesPortfolio TestsPhysiological MeasuresTheater TestsRough TestsConcept TestsReadability TestsComprehension and Reaction TestsLaboratoryField

  • Posttesting MethodsMethods

  • Where to TestIn the Field In the Lab

  • Positioning Advertising Copy Test (PACT)1. Provide measurements relevant to objectives of advertising2. Require agreement on how results will be used3. Provide multiple measures 4. Be based on a model of human response to communications5. Consider multiple versus single exposure to the stimulus6. Require alternative executions to have same degree of finish7. Provide controls to avoid biasing effects of exposure context8. Take into account basic considerations of sample definition9. Demonstrate reliability and validity

  • Test PointsOccurs at Various Stages

  • Concept Testing

  • Rough Art, Copy, and Commercial TestingNumber of ads that can be evaluated is limitedPreference for ad types may overshadow objectivityConsumer may become a self-appointed expertA halo effect is possibleCost effectivenessEndorsements by independent third partiesAchievement of credibilityComprehension and Reaction TestsConsumer JuriesControl

  • Rough Testing TermsTerms

  • Pretesting Finished Print Ads

  • Pretesting Finished Broadcast Ads

  • Physiological MeasuresTestingPupil dilation

  • Market Testing Print AdsTesting

  • Starch-Scored Sports Illustrated Ad

  • Posttests of Broadcast CommercialsTesting

  • Comprehensive Testing by Ipsos-ASI

  • Problems With Current Research Methods

  • Essentials of Effective TestingTesting

  • Test Your KnowledgeGood tests of advertising effectiveness must address the nine principles established by PACT. One of the easiest ways to do this is to follow a decision sequence model. 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

  • Measuring Effectiveness of Other ProgramsSales promotions

  • Measuring Effectiveness + Efficiency

    *Chapter NineteenMeasuring the Effectiveness of the Promotional Program 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin*Relation to textThis slide relates to the material on pp. 615-619 of the text.Summary OverviewThis slide shows some of the reasons why companies should measure effectiveness of their communications programs, as well as why they dont. Reasons why such measures should be taken include:To avoid costly mistakesTo evaluate strategies implementedTo increase the efficiency of advertising in generalTo determine if objectives are achievedMany managers choose not to measure, citing the following reasons:The costs associated with measuring effectivenessProblems with research methodsDisagreement as to what to testObjections of creativeTimeUse of this slideThis slide can be used to discuss the reasons why managers should conduct research to measure the effectiveness of advertising and other components of the IMC program, as well as some of the reasons why they may resist doing so. *Relation to textThis slide relates to material on pp. 619-623 of the text.Summary OverviewThis slide presents some of the issues that have to be considered in the measurement of advertising effectiveness. These include:What to testSource factorsMessage variablesMedia strategiesBudgeting decisionsWhen to testPretestingPosttestingWhere to testLaboratory testsField testsHow to testTesting guidelinesAppropriate testsUse of this slideThis slide presents various factors that must be taken into consideration when measuring the effectiveness of advertising and other IMC elements. It can be used to introduce the material on the following slides, which address many of these issues. *Relation to textThis slide relates to material on pp. 620-622 and Figure 19-2 of the text.Summary OverviewThis slide discusses some of the various pre-testing methods available, further classifying them as to where they are to be conducted - laboratory or field. Pre-tests are those measures taken prior to the implementation of the campaign. Laboratory tests are those in which participants are brought to a specific location for testing, while field tests are those conducted in more natural viewing situations. Use of this slideThis slide can be used to introduce and provide an overview of pre-testing measures as well as laboratory and field testing. *Relation to textThis slide relates to material on pp. 620-622 and Figure 19-2 of the text.Summary OverviewThis slide provides examples of some of the various types of posttests available. Posttests occur after the ad or commercial has been in the field. The field measures presented on this slide are used to determine the effectiveness of the ads once the campaign has been implemented. Use of this slideThis slide can be used to discuss the types of post-testing methods that are available to marketers to measure the effectiveness of their advertising programs. *Relation to text This slide relates to page 622 of the text.Summary Overview Effectiveness testing can take place either in the laboratory and in the field. The major advantage of the lab setting is the control it affords the researcher. The major disadvantage is the lack of realism.Field tests occur under natural viewing situations, complete with the realism of noise, distractions, and comforts of home. The major disadvantage of field testing is the lack of control. It also takes more time in money. So, realism is gained at the expense of other important factors.It is up to the researcher to determine which trade-offs to make.Use of this slide Use this slide when discussing where testing should take place. *Relation to textThis slide relates to the material on pp. 622-623 and Figure 19-3 of the text.Summary OverviewBecause measuring effectiveness is not an easy task, twenty-one of the largest U.S. advertising agencies have endorsed a set of principles aimed at improving the research used in preparing and testing ads, providing a better creative product for clients, and controlling the cost of TV commercials. This set of nine principles, called Positioning Advertising Copy Testing (PACT), is designed to establish guidelines for good copy testing research. The nine PACT principles are shown here. Use of this slideThis slide can be used to present the nine PACT principles that were developed to guide advertising copy testing. You might want to discuss each of these, as they are essential to the development of good copy testing methods. *Relation to textThis slide relates to material on p. 623 of the textSummary OverviewThis slide provides an overview of the testing process that may occur at various stages throughout the development of an advertising campaign. The stages where testing may occur and types of testing that might be done include:Concept generation researchRough, prefinished art, copy, and/or commercial testingFinished art or commercial pretestingMarket testing of ads or commercials (posttesting). Use of this slideThis slide provides an overview of the testing process and can be used to provide an overview of various forms of testing that are used. The subsequent slides provide specific information about each of these. *Relation to textThis slide relates to material on pp. 623-624 and Figure 19-4 of the text.Summary OverviewThis slide summarizes what is involved in concept testing, which is conducted very early on in the research process. It shows the objective, methods and outputs associated with this form of testing. One of the more common methods of concept testing is through the use of focus groups, though field testing is often employed, and the Internet has resulted in an increase of concept testing online. Use of this slideThis slide can be used to further explain concept testing which is one of the research methods that is used very early on in the campaign development process. *Relation to textThis slide relates to material on pp. 6248-627 of the text.Summary OverviewThis slide shows the methods of rough art, copy and commercial testing available to the marketer and the advantages and disadvantages associated with these. Because of the high costs associated with commercial development and production, many marketers attempt to measure the potential success of the commercial prior to completing the finished product. Use of slideThis slide can be used to explain the use of the rough art, copy and commercial testing. It should be noted that for messages that do not involve high emotional content, these rough forms correlate highly with the finished product *Relation to textThis slide relates to material on p. 626 of the text and Figure 19-7.Summary OverviewThere are a number of options available for rough testing purposes. The choice of which to use will be based on the type of commercial to be tested.This slide shows the three broad categories into which rough testing can be classified including:Animatic rough - includes a succession of drawings/cartoons, rendered artwork, still frames and simulated movementPhotomatic rough -