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Chapter Twelve Objectives
• Explain the rationale and importance of message research.
• Describe the various research techniques used to measure consumer’s recognition and recall of advertising messages.
• Illustrate measures of physiological arousal to advertisements.
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Chapter Twelve Objectives
• Explicate the role of persuasion measurement, including pre- and post- testing of consumer preference.
• Explain the meaning and operation of single-source measures of advertising effectiveness.
• Examine some key conclusions regarding television advertising effectiveness.
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Overview of Advertising Research
• More than 80% of advertisers and agencies pretest television commercials before airing them on a national basis.
It’s not easy or inexpensivebut the value outweighs the drawbacks.
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What Does Advertising Research Involve?
• To test effectiveness of messages• Pretesting ads during developmental stages• Posttesting to determine if messages achieve
their established objectives
Media Effectiveness (covered later)
Message Research
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Four Stages At Which Ad Message Research Might Be Conducted
1. Copy development stage
2. “Rough” stage
3. Final production stage
4. After the ad has been run in the media
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Industry Standards for Message Research
Principle 1: provide measurements that are relevant to the advertising objectives
Principle 2: requires agreement about how the results will be used in advance of each specific test
Principle 3: provides multiple measurements because single measurements are generally inadequate
PACT Principles
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Industry Standards for Message Research
Principle 4: based on a model of human response to communications
Reception of a stimulus
Comprehension of the stimulus
The response of the stimulus
Principle 5: allows for consideration of whether the advertising stimulus should be exposed more than once
PACT Principles
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Industry Standards for Message Research
Principle 6: recognizes that a more finished piece of copy can be evaluated more soundly
Alternative executions be tested in the same degree of finish
Principle 7: system provides controls to avoid the bias normally found in the exposure context
PACT Principles
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Industry Standards for Message Research
Principle 8: takes into account basic considerations of sample definition
Requires that the sample be representative of the target audience
Principle 9: can demonstrate reliability and validity
A reliable test is one that yields consistent results
A valid test is one that is predictive of the marketplace performance
PACT Principles
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What Can Be Learned from Message Research?
• Message research is needed to diagnose an advertisement’s prospective equity-enhancing and sales-expanding potential.
• The ARF assessed which of 35 measures best predicts the sales effectiveness of television commercials. The only definitive conclusion of their study is that no one measure is universally appropriate or best.
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Measures of Recognition & Recall
Advertising Response Model (ARM) links responses to the 27 descriptive adjectives to consumers’ attitudes toward both the ad and the advertised brand and to purchase interest.
Bruzzone test
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Measures of Recognition & Recall
Provides valid prediction of actual marketplace performance along with being relatively inexpensive
Doesn’t provide a before-the-fact indication
Tests offer important info for evaluating a commercial’s effectiveness and whether it should continue to run
Tests are performed online
Bruzzone test
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Measures of Recognition & Recall
• Used to assess the effectiveness of test commercials and to ID strengths and weaknesses
(1) Claimed-recall scores—indicate the percentage of respondents who recall seeing the ad
(2) Related-recall scores—indicate the percentage of respondents who accurately describe specific advertising elements
Burke Day-After Recall Testing
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Measures of Recognition & Recall
Coke execs reject recall as a valid measure
1) Recall simply measures whether an ad is received but not whether the message is accepted
2) Recall is biased in favor of younger consumers
Burke Day-After Recall Testing
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Measures of Recognition & Recall
3) Recall scores generated by ads are not predictive of sales performance
4) Day-after recall testing is biased against certain types of advertising content
Understate the memorability of commercials that employ emotional or feeling-oriented themes and are biased in favor of rational or thought-oriented commercials
Burke Day-After Recall Testing
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Measures of Recognition & Recall
• Ads that are better liked are more likely to be remembered and to persuade
• Efforts are now made to measure consumer’s affective and emotional reactions to ads
Measures of Physiological Arousal
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Measures of Recognition & Recall
• Galvanometer—measures minute levels of perspiration in response to emotional arousal
• Pupillometric tests—measure pupil dilation
• Advertising researchers use changes in physiological functions to indicate the actual, unbiased amount of arousal resulting from ads.
Measures of Physiological Arousal
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Measures of Persuasion
Used when an advertiser’s objective is to influence
consumers’ attitudes toward and preference for the advertised
brand.
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Measures of Sales Response
Single-Source Systems
Gather purchase data from panels ofhouseholds using: (1) electronic television meters (2) optical laser scanning of universal
product codes (UPC) at retail checkout (3) split-cable technology