Assessing Ad Message Effectiveness

11

Advertising ResearchAdvertising Research

•

Message Research

Media Research

2

Advertising ResearchAdvertising Research

•

Message Research

Media Research

3

Ideal Measure ofIdeal Measure of Advertising Research Advertising Research

• Provide an early warning signal

• Evaluates in terms of sales volume generated by advertising

• Satisfy reliability & validity

• Permit quick & inexpensive measurement

4

Message Research MethodsMessage Research Methods

Physiological Arousal

Persuasion

Recognition & Recall

Sales Response

MessageResearchMethods

5

Message Research Methods Message Research Methods

Recognition & Recall

• Starch readership service (magazines)

• Burke day-after recall (TV)

• Bruzzone tests (TV)

6

Measures of Recognition & RecallMeasures of Recognition & Recall

Starch

readership

service

7

Message Research Methods Message Research Methods

Recognition & Recall

• Starch readership service (magazines)

8

Message Research Methods Message Research Methods

Recognition & Recall

• Burke Day-After Recall (TV): DAR

When should recall be used?

What are the problems? 9

The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing

CPMCPMCPMCPM

10

When does Memory Matter?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

11

Message Research Methods Message Research Methods

Recognition & Recall• Online Processing

Attitude formed during ad exposure

• Memory-Based ProcessingAttitude formed after exposure 12

Measures of Recognition & RecallMeasures of Recognition & Recall

Bruzzone-

tested

commercial

for American

Express13

Measures of Recognition & RecallMeasures of Recognition & Recall

14

Message Research MethodsMessage Research Methods

Physiological Arousal

• Galvanometer (GSR)

• Pupillometer

15

Message Research MethodsMessage Research Methods

Persuasion

• ASI theater testing• ARS Persuasion

method by “rsc The Quality Measurement System” (rsc for short)

16

Conclusions by rscConclusions by rsc

• Ad copy:

• Ad weight:

• Selling power:

17

Message ResearchMessage Research

West Virginia Tourism

Fahlgren

Message Research MethodsMessage Research Methods

Sales Response

• IRI’s BehaviorScan• Nielsen’s SCANTRACK

19

Measures of Sales ResponseMeasures 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 purchases20