Assessing Advertising Effectiveness

1
Assessing Advertising Effectiveness

• 15

2
Advertising Research
Message Research
Media Research

• To test effectiveness of creative message
• Pretesting to eliminated ineffective ads
• Posttesting to to determine if messages achieve
  their established objectives

3
Advertising Research
Message Research
Media Research

• Attempts to ascertain audiences characteristics
  and the size of that audience so that ratings can
  be determined

4
Ideal Measure of Advertising Research

• Provide an early warning signal
• Evaluates in terms of sales volume generated by
  advertising
• Satisfy reliability validity
• Permit quick inexpensive measurement

5
Advertising Research Methods
Media Research Methods
Magazine
Radio
Television
6
Media Research Methods

• Variety of resource materials are available
• to advertisers for determining potential
• audience sizes for specific media vehicles
• e.g., Competitive Media Reports Ad Summary

7
Magazine Audience Measurement

• Tally the number and characteristics of a
  magazines subscribers?

• Subscriptions are collected through
  intermediaries
• Purchased at newsstands, retailers
• Distributed at public locations or passed along
  by subscribers

8
Magazine Audience Measurement

• Simmons Market Research Bureau (SMRB)
• Mediamark Research, Inc. (MRI)

• Specialized in measuring magazine readership and
  determining audience size
• Provide with product/brand usage and demographic
  information
• Use different measurement techniques

9
Simmons Market Research Bureau and Mediamark

• Audience size and composition for over 200
  publications
• Broadcast exposure and usage of over 800 consumer
  products and services
• How many female homemakers who buy sunscreen read
  Golf Digest?

10
Simmons Market Research Bureau

• Number of adults
• Number of users
• Percent of users in categories (i.e.
  female)
• Percent of category using product (i.e. of all
  females using)
• Index number
• All by heavy, medium, and light user

11
Index Numbers -Using SMRB and/or Mediamark

• of users in segment
• Index -----------------------------------------
  
• of population in segment

Adapted from Belch Belch
12
Magazine Audience Measurement

• Media-Selection
• Size of potential audience
• Attractiveness of vehicle coverage
• Cost comparison with other vehicles
• Appropriateness for advertised brand

13
Radio Audience Measurement
14
TV Audience Measurement
15
Advertising Research Methods
Message Research Methods
Recognition Recall
Emotions
Physiological Arousal
Persuasion
Sales Response
16
Message Research Methods

• Starch readership service (magazines)
• Burke day-after recall (TV)
• Bruzzone tests (TV)

Recognition Recall
Emotions
Physiological Arousal
Persuasion
Sales Response
17
Measures of Recognition Recall

• Starch
• readership
• service

18
Message Research Methods

• Starch readership service (magazines)
• More a measure of attention-getting reading
  than of recall

Recognition Recall
Emotions
Physiological Arousal
Persuasion
Sales Response
19
Message Research Methods

• Burke Day-After Recall (TV) DAR
• When should recall be used?
• What are the problems?

Recognition Recall
Emotions
Physiological Arousal
Persuasion
Sales Response
20
The 8 Stages of Consumer Information Processing
CPM
21
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

22
Message Research Methods

• Online Processing
• Attitude formed during ad exposure
• Memory-Based Processing
• Attitude formed after exposure

Recognition Recall
Emotions
Physiological Arousal
Persuasion
Sales Response
23
Measures of Recognition Recall

• Bruzzone-
• tested
• commercial
• for American
• Express

24
Measures of Recognition Recall
25
Message Research Methods

• The warmth monitor
• Market Facts TRACE
• BBDOs emotional measurement system

Recognition Recall
Emotions
Physiological Arousal
Persuasion
Sales Response
26
Message Research Methods

• Galvanometer (GSR)
• Pupillometer
• Voice-pitch analysis (VOPAN)

Recognition Recall
Emotions
Physiological Arousal
Persuasion
Sales Response
27
Message Research Methods
Recognition Recall

• ASI theater testing
• ARS Persuasion method by rsc The Quality
  Measurement System(rsc for short)

Emotions
Physiological Arousal
Persuasion
Sales Response
28
Conclusions by rsc

• Ad copy must be distinctive
• Ad weight without persuasiveness is insufficient
• The selling power of advertising wears out over
  time

29
Direct Response Advertising
West Virginia Tourism
Fahlgren
30
Message Research Methods
Recognition Recall

• IRIs BehaviorScan
• Nielsens SCANTRACK

Emotions
Physiological Arousal
Persuasion
Sales Response
31
Measures 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 purchases

32
Measuring Web Ads

• Major future increases in Internet advertising
  are probable
• Difficulty of tracking return on investment and
  the lack of reliable and valid measurement
  information are barriers
• The development of accurate measurement systems
  is the key for future