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 -successions of photographs often showing
real people/scenery, etc. with still frames and simulated
movementLive-action rough - employs live motion, stand-in
involvement often with nonunion crews, limited props and opticals,
and location settings.Use of this slideThis slide can be used to
show the various forms of rough copy testing. *Relation to textThis
slide relates to material on pp. 627-628 of the text that discusses
pretesting. Summary OverviewThis slide shows a number of methods
for pretesting finished print advertisements. The purpose of
pretesting print ads is to attempt to determine how the finished
product will perform, make corrections if needed, and fine-tune the
message. As the slide shows, some of the options available for this
type of testing include:Portfolio testsa laboratory methodology
designed to expose respondents to a portfolio consisting of both
control and test ads.Readability testsmeasures the communications
efficiency of the copy in a print adDummy advertising vehiclesdummy
magazines are created including articles, and test and non-test
ads. The magazines are randomly distributed to homes in a specified
area. Readers are interviewed to assess their reactions to both the
editorial and the ads.The determination as to which method will be
used will be based on the needs and objectives of the advertiser.
Use of this slideThis slide can be used to demonstrate some of the
various research methods available to marketers for the pretesting
of print advertisements.
*Relation to textThis slide relates to material on pp. 628-632
of the text.Summary OverviewA variety of methodologies are
available for pretesting broadcast commercials. A few of the most
commonly used are presented in this slide including:Theater test -
participants are invited to view pilots of new TV programs.
Embedded in the programs (or following immediately after) are the
test commercials. Theater tests can be used to take a variety of
measures.On-air tests - testing of finished or rough commercials
through actual TV programs in specified test markets. On-air tests
offer some of the same advantages and disadvantages of theater
tests but in a more realistic setting.Physiological measures - a
laboratory method for measuring involuntary responses to
commercials such as heartbeat, pupil dilation, eye movement, brain
waves and galvanic skin responseTheater tests and on-air testing
are commonly employed, physiological measures are used less
often.Use of this slideThis slide can be used to discuss the
various methods for testing reactions to finished broadcast
commercials. *Relation to textThis slide relates to material on pp.
630-632 of the text.Summary OverviewThis slide shows the various
physiological measures, a less common method of pretesting finished
commercials. These measures include:Pupil dilationGalvanic skin
response Eye trackingBrain wavesUse of this slideThese measures
indicate the receivers involuntary response to the ad,
theoretically eliminating biases associated with voluntary
measures. This slide can be used to discuss how physiological
responses are measured.
*Relation to textThis slide relates to material on pp. 632-635
and Exhibits 19-4 and 19-5 of the text.Summary OverviewThis slide
shows the various methods that are used to determine the
effectiveness of print advertising once the ads have been completed
and put into the market. A number of methods are available
including:Inquiry testsRecognition tests Recall Tracking studies
These methods are often used by advertisers to determine how well
print ads are doing in terms of getting attention, being read, and
being remembered.Use of this slideThis slide can be used to discuss
the various options available to marketers for the testing of how
well print ads are performing in the market. *Relation to textThis
slide relates to material on pp. 634-635 and Figure 19-14 of the
text.Summary OverviewThis slide shown an example of a Starch scored
ad. The Starch method is one of the more commonly employed posttest
measures of print ads. It uses three measures including:Noted score
the percentage of readers who remember seeing the adSeen-associated
scorethe percentage who remember seeing or reading any part of the
ad identifying the product or brandRead most scorethe percentage of
readers who report reading at least half of the copy portion of the
ad.Starch measures have been used in the magazine industry for many
years, and have become one of most commonly employed measures of
advertising effectiveness.Use of this slideThis slide can be used
to provide an example of a Starch scored advertisement. *Relation
to textThis slide relates to material on pp. 636-639, Exhibit 19-5
and 19-6, and Figure 19-16 of the text.Summary OverviewThis slide
shows the variety of measures available for the market testing of
finished broadcast commercials. These include:Day after recall test
- the most commonly performed measure.Persuasive measures
attempting to measure persuasive impact of the commercial on brand
selection.Diagnostic - measures to determine viewers evaluations of
the commercial, including comprehension and clarity.Comprehensive
measures - a combination of each of the three previous
measures.Test marketing - testing of finished commercials in
specified test markets.Single source tracking - tracking of the
impact of the commercial from TV set to the retail store through
the use of scanner dataTracking studies - measuring the effects on
various factors (recall, awareness, and attitudes) over time.Use of
this slideThis slide can be used to demonstrate the various options
available for the marketer interested in measuring the
effectiveness of a finished commercial.*Relation to textThis slide
relates to material on pp. 636-637 and Exhibit 19-5 of the
text.Summary OverviewThis slide shows an example of a provider of
research service, Ipsos-ASI. The company provides a variety of
research services for print and broadcast measurement, including
diagnostics and comprehensive measures.Use of this slideThis slide
can be used to provide an example of one of the many research
companies whose services are available for commercial testing.
*Relation to textThis slide relates to material on pp. 623 and 640,
and Figure 19-3 of the text.Summary OverviewThis slide shows the
principles important to good copy testing. It is clear that some of
these principles are easily accomplished, whereas others require
substantially more effort.Principles 1 and 2: should require
minimum effort providing measurements relative to the objectives
sought and determining a priori how the results will be
used.Principle 3: slightly more difficult, but largely in control
of the researcher, providing multiple measurementsPrinciple 4: one
of the most difficult factors to control. Most current methods do
little more than provide recall scores.Principle 5: slightly
difficult, can be accomplished with proper research
design.Principle 6: should require minimum effort, providing
equivalent test ads.Principle 7: one of the most difficult factors
to control. Lab measures are artificial and vulnerable. Field
measures often lose control. Principle 8: slightly difficult,
requires little more than sound research methodology.Principle 9:
one of the most difficult factors to control due to concerns for
reliability and validity.Use of this slideThis slide can be used to
discuss problems with current research methods when compared to the
criteria established by PACT.*Relation to textThis slide relates to
material on pp. 641 of the text.Summary OverviewThis slide shows
the essentials of effective advertising testing. To be truly
effective, the testing method should:Establish communications
objectivesUse a consumer response modelUse both pretests and
posttestsUse multiple measuresUnderstand and implement proper
researchSolid research should meet these criteria. Research
methodologies that meet these criteria will be the most effective
for providing insight into the performance of advertising.Use of
this slideThis slide can be used to provide an overview of the
criteria for effective measurement. *Ans: C*Relation to textThis
slide relates to material on pp. 641-644 of the text. Summary
OverviewThis slide shows a number of methods for measuring the
effectiveness of other program elements not previously discussed.
These measures include:Sales promotionsa number of organizations
measure sales promotions, including MarketSource, Schnucks, Smittys
Super Valu, Vons and Shopper Trak.Nontraditional mediaexamples
include shopping cart signage, ski resort-based media, in-store
radio and television, and other media.Sponsorshipsessentially,
measures of sponsorship can be categorized as exposure-based
methods or tracking measures.Use of this slideThis slide can be
used to discuss the increased use of integrated marketing
communications programs, which has led to more interest in
determining the synergistic effects of all program elements.
*Relation to textThis slide relates to material on pp. 644-647 and
Figure 19-23 of the text. Summary OverviewThis slide illustrates
the importance of measuring effectiveness and efficiency. Based on
the belief that integrated marketing communications improves both
the efficiency and the effectiveness of a campaign, the research
company Integration contends that most traditional measurement
techniques focus only on the former of these.Use of this slideThis
slide can be used to discuss the increased demand for marketing
managers to prioritize the media vehicles used to promote their
brands, and to measure both the efficiency and the effectiveness of
media used to establish contacts with consumers.
