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“Advertising Effectiveness”
Group 7 Shubham Gupta-2015304
Vandana Shivani-2015315
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Arguments for Measuring
O Avoiding costly mistakesO Evaluating alternative strategiesO Determining if objectives are
achieved
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Arguments for not measuring
O CostO Research problemO Disagreement on what to testO Objectives of creativeO Time
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Conducting researchWhat to Test
O Source FactorO Message variableO Media strategiesO Budgeting decisions
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TESTING PROCESSO Concept Generation and Testing-O Rough art, Copy and Commercial
Testing-O Finished Art or Commercial
PretestingO Market testing of ads or CommercialsO Essentials of Effective Testing
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Testing
Concept testingO Focus group O Mall intercept
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Rough art, Copy and Commercial Testing-
O Comprehension and Reaction TestO Consumer JuriesO Halo Test
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Finished Art or Commercial Pretesting
1. Pretesting Finished Print-adsO Portfolio testO Readability testO Dummy Advertising Vehicles
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Pretesting2. Pretesting Finished Broadcast adsO Theatre testO On-air testO Physiological measuresO Brain waves Alpha activity Hemispheric Lateralization
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Post-testingof Print-adsO Inquiry testsO Recognition testsO Recall tests
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Post-testingof Broadcast commercialsO Day after recall testsO Persuasive measures- O DiagnosticsO Comprehensive measuresO Test marketingO Single-source tracking studiesO Tracking Print/Broadcast ads
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Where to Test ?
O Laboratory testO Field Test
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How to Test ?Follow PACT principles
O Relevant to objectives O agreement on how results O Provide multiple measures O Be based on a model O Consider multiple versus single exposure to the
stimulusO Require alternative executions O Provide controls to avoid biasing effects O Take into account basic considerationsO Demonstrate reliability and validity
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Essentials of Effective Testing
O Establish Communication ObjectiveO Use a consumer response modelO Use both pretests and posttestsO Use multiple measuresO Understand and implement proper
research
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Conclusion
O Research to measure the effectiveness is important to the IMC program.
O Not enough companies systematically test their programs.
O Problems exist with current research methodologies.
O A variety of research methods—including pretesting and post testing can be undertaken
O It is important that effectiveness measures are linked to campaign objectives.
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