Advertising Effectiveness Testing.ppt

Ad effectiveness testing for MBM by Dr. Gopal Thapa

1. Advertisement Effectiveness
Testing
Dr. Gopal Thapa
TribhuvanUniversity

2. Arguments For Effectiveness
Testing (Importance of Effectiveness Testing)
Avoiding costly mistakes
Evaluating alternative strategies
Increasing efficiency of advertising
Improving advertising program
Determining if objectives are achieved
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3. Arguments Against Effectiveness
Testing (Reasons not to measure effectiveness)
Cost
Research problem
Areas to be tested
Creative's’ arguments
Time
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4. Conducting Research to Measure
Advertising Effectiveness
What to test?
When to test?
Where to test?
How to test?
Source factors
Message variables
Media Strategies
Budgeting
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5. Areas to be Tested
Message
Media
Market
Mission
Motives
Overall results
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6. What to Test?
Source factors
Message variables
Media Strategies
Budgeting
Vehicle option source effect
The differential impact that the advertising exposure will have on
the same audience member if the exposure occurs in one media
option rather than another
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7. When to Test?
Pre-testing
Post-testing
Con-current testing
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8. Where to Test?
Laboratory test
Field test
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9. Pre Testing (Market Testing)Techniques
Consumer Jury
Check-list
Inquiry test
Portfolio test
Laboratory test
Paired comparison test
In-home projection test
Opinion test
Adcepttesting/concept testing
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10. Post Testing Techniques
Inquiry test
Split-run test
Recognition test
Recall test
Sales test
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11. Over All Testing
PACT
DAGMAR
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12. PACT
Positioning Advertising Copy Testing
Based on:
Eye/ear -reception
Mind-Comprehension
Heart-Response
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13. DAGMAR
Defining advertising goals for measured
advertising results
Developed by: RusselColley in 1961
Based on:
Awareness
Comprehension
Conviction
Image
Action
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14. Measuring the Effectiveness of
Sales Promotions
Awareness tracking studies
Inquiries
Coupon redemptions
Sweepstakes entries
Sales comparison
Communication framework
Attention
Comprehension
Persuasion
Purchase
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15. Any Queries
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