View
57
Download
0
Category
Tags:
Preview:
Citation preview
19Measuring the Effectiveness of the Promotional Program
McGraw-Hill/Irwin
Copyright 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Pros and Cons of Measuring EffectivenessAdvantagesAvoid costly mistakes Evaluate alternative strategies Increase efficiency in general Determine if objectives are achieved
DisadvantagesCost of measurement
Research problems Disagreement on what to test Objections of creatives
Time
Evaluating Alternative Strategies
Measuring Effectiveness: Marketers ViewsIssueMPM is a key priority for todays technology companies. I am dissatisfied with our ability to demonstrate marketing programs business impact and value. It is important to define, measure, and take concrete steps in the area of advertising accountability. I can forecast the impact on sales of a 10% cut in marketing spending.
Agree90% 80%
61.5%
37%
Measuring Advertising Effectiveness
What to test Source factors Message variables Media strategies Budget decisions
Where to test Laboratory tests Field tests
How to test Testing guidelines Appropriate tests
When to test Pretesting Posttesting
Pretesting MethodsLaboratoryConsumer Juries Portfolio Tests Physiological Measures Theater Tests Rough Tests Concept Tests Readability Tests
FieldDummy Ad Vehicles On-air Tests
Comprehension and Reaction Tests
Posttesting Methods
Recall Tests Tracking Studies Association Measures
MethodsRecognition Tests Inquiry Tests SingleSource Systems
Posttesting the Value of a Sponsorship
Test Your KnowledgeLaboratory methods of testing for advertisement effectiveness generally offer high control but low _____. A) B) C) D) E) realism external validity costs generalization value
Where to Test
In 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 used 3. Provide multiple measures 4. Be based on a model of human response to communications 5. Consider multiple versus single exposure to the stimulus 6. Require alternative executions to have same degree of finish 7. Provide controls to avoid biasing effects of exposure context 8. Take into account basic considerations of sample definition 9. Demonstrate reliability and validity
Test Points
1.Concept Testing
2.Rough Testing
Occurs at Various Stages
3.Finished art or commercial pretesting
4.Market testing (posttesting)
Concept TestingExplores consumers responses to ad concepts expressed in words, pictures, or symbols
Objective
Alternatives are exposed to consumers who match the target audience
Method
Reactions & evaluations sought through focus groups, direct questioning, surveys, etc. Sample sizes depend on the number of concepts and the consensus of responses
Output
Qualitative and/or quantitative data evaluating and comparing alternative concepts
Rough Art, Copy, and Commercial TestingComprehension and Reaction Tests Consumer Juries AdvantagesControl Cost effectiveness Endorsements by independent third parties Achievement of credibility
DisadvantagesConsumer may become a self-appointed expert Number of ads that can be evaluated is limited
A halo effect is possiblePreference for ad types may overshadow objectivity
Rough Testing Terms
Animatic RoughTerms
Photomatic Rough
Live-action Rough
An Animatic Example from Airwalk
*Click outside of the video screen to advance to the next slide
Spot Resulting from Animatic Rough
*Click outside of the video screen to advance to the next slide
Pretesting Finished Print AdsA laboratory method Portfolio Tests Includes test and control ads Portfolio test have problems
Readability Tests Dummy Advertising Vehicles
Based on syllables per 100 wordsOther factors also consideredDistributed to random sample homes Product interest may still bias results
Test Your Knowledge_____ is a method of testing ads by placing them randomly in certain copies of regularly distributed magazines. A) B) C) D) E) Vehicle source testing Burke's reflection test A Flesch test Dummy advertising vehicle testing A contextual test
Pretesting Finished Broadcast AdsTheater Tests Measures changes in product preferences
On-Air Tests Insertion in TV programs in specific markets
May also measure . . . Interest in and reaction to the commercial Reaction from an adjective checklist Recall of various aspects included Interest in the brand presented Continuous reactions
Limitations are imposed by day-after recall Physiological Measures
Physiological Measures
Pupil dilation
Galvanic skin response
Testing
Brain waves
Eye tracking
Market Testing Print Ads
Inquiry Tests
Recognition Tests
Testing
Tracking Studies
Recall Tests
Starch-Scored Sports Illustrated AdNoted score the percentage of readers who remember seeing the ad Seen-associated score the percentage who remember seeing or reading any part of the ad identifying the product or brand Read most scorethe percentage of readers who report reading at least half of the copy portion of the ad.
Posttests of Broadcast CommercialsDay after recall tests Persuasive measures
Tracking studies Single-source tracking
Diagnostics
TestingComprehensive measures
Test marketing
Comprehensive Testing by Ipsos-ASI
Problems With Current Research Methods
Essentials of Effective Testing
Use a consumer response model
Establish communications objectives
Testing
Use pretests and posttests
Understand and implement proper research
Use multiple measures
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 Shopping cart signage Nontraditional media Ski resort-based media In-store radio and television Other media Sponsorships
Exposure methods Tracking measures
Measuring Effectiveness + Efficiency
Recommended