Assessing Advertising Effectiveness 15. Advertising Research To test effectiveness of creative message Pretesting to eliminated ineffective ads Posttesting

Assessing Advertising Effectiveness

15

Advertising ResearchAdvertising Research

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

achieve their established objectives

Message Research

Media Research

2

Advertising ResearchAdvertising Research

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

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

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Advertising Research MethodsAdvertising Research Methods

Magazine

Radio

Television

Media Research Methods

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Media Research MethodsMedia Research Methods

Variety of resource materials are available

to advertisers for determining potential

audience sizes for specific media vehicles

e.g., Competitive Media Report’s Ad $ Summary

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Magazine Audience MeasurementMagazine Audience Measurement

• Tally the number and characteristics of a magazine’s subscribers?

• Subscriptions are collected through intermediaries

• Purchased at newsstands, retailers• Distributed at public locations; or passed along

by subscribers 7


• 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 8

Simmons Market Research BureauSimmons Market Research Bureau and Mediamark 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?

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Simmons Market Research BureauSimmons 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 user10

Index Numbers -Index Numbers -Using SMRB and/or MediamarkUsing SMRB and/or Mediamark

% of users in segment

Index = -----------------------------------------

% of population in segment

Adapted from Belch & Belch

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11


Media-Selection

• Size of potential audience

• Attractiveness of vehicle coverage

• Cost comparison with other vehicles

• Appropriateness for advertised brand

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National Statistical Research, Inc.(SRI)- Radio All Dimensions AudienceResearch (RADAR)

Local Arbitron Ratings Co.

Birch Searborough Research(discontinued in 1991)

Radio Audience MeasurementRadio Audience Measurement

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TV Audience MeasurementTV Audience Measurement

Nielsen MediaResearch, Inc.

People Meter

StatisticalResearch, Inc.

SMART(Systems forMeasuring AndReporting Television)

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Advertising Research MethodsAdvertising Research Methods

Emotions

Physiological Arousal

Persuasion

Recognition & Recall

Sales Response

MessageResearchMethods

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Message Research Methods Message Research Methods

Emotions


Persuasion


Sales Response

• Starch readership service (magazines)

• Burke day-after recall (TV)

• Bruzzone tests (TV)

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Measures of Recognition & RecallMeasures of Recognition & Recall

Starch

readership

service

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Emotions


Persuasion


Sales Response

• Starch readership service (magazines)

More a measure of attention-getting & reading than of recall

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Emotions


Persuasion


Sales Response

• Burke Day-After Recall (TV): DAR

When should recall be used?

What are the problems?

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

CPMCPMCPMCPM

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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

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Emotions


Persuasion


Sales Response

• Online ProcessingAttitude formed during ad exposure

• Memory-Based ProcessingAttitude formed after exposure 22


Bruzzone-

tested

commercial

for American

Express23


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Message Research MethodsMessage Research Methods

Emotions


Persuasion


Sales Response

• The warmth monitor• Market Fact’s TRACE• BBDO’s emotional

measurement system

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Emotions


Persuasion


Sales Response

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

(VOPAN)

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Emotions


Persuasion


Sales Response

• ASI theater testing• ARS Persuasion

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

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Conclusions by rscConclusions by rsc

• Ad copy must be distinctive

• Ad weight without persuasiveness is insufficient

• The selling power of advertising wears out over time

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Direct Response AdvertisingDirect Response Advertising

West Virginia Tourism

Fahlgren

http://www.fahlgren.com/


Emotions


Persuasion


Sales Response

• IRI’s BehaviorScan• Nielsen’s SCANTRACK

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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 purchases31

Measuring Web AdsMeasuring 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

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Documents

Assessing Advertising Effectiveness 15. Advertising Research To test effectiveness of creative message Pretesting to eliminated ineffective ads Posttesting