TESTING ADVERTISING EFFECTIVENESS-converted.ppt

Advertising effectiveness

1. Measuring Advertising Effectiveness -
Testing Tools

2. Learning outcomes
Students will be able to:
Understand the concept of DAGMAR.
Apply the testing tools for measuring advertising effectiveness.

3. Discussion Question
Q. Why we need to test the advertisement
effectiveness ?

4. CommunicationsEffects
Pyramid
5%Use
20%Trial
25%Preference
40% Liking
70%
Knowledge/Comprehension
90% Awareness

5. TheDAGMAR Approach
Define
Advertising
Goals for
Measuring
Advertising
Results
Action
Awareness
Conviction
Comprehension

6. Discussion Question
Q. Suppose you are advertising manager of your
company, how will you test the advertisements
effectiveness? Any idea.

7. ADEffectiveness
•Advertisingisofnouseifthedefinedobjectivesof
communicationisnotachieved.
•So,itisnecessarytoevaluatetheeffectivenessof
advertisementatdifferentlevel,startingfromcreationofad-
copytorunningofadonmedia,andalsoafterexecutionof
adtoknowtowhatextenttheobjectivesareachieved.
Types of tests to measure
effectiveness
Following are the types of test applied in advertisement
evaluation:
•Pre-Testing
•Concurrent Testing
•Post Testing

8. Developing an Advertising Campaign(cont’d)
•Evaluating Advertising Effectiveness
Evaluation Assessment
Pretest Evaluation of ads performed before a campaign begins
Consumer Jury A panel of a product’s actual or potential buyers who
pretest ads
Posttest Evaluation of advertising effectiveness after the
campaign
Recognition Test A posttest in which individuals are shown the actual ad
and asked if they recognize it
Unaided Recall TestA posttest in which respondents identify ads they have
recently seen but are given no recall clues
Aided Recall TestA posttest that asks respondents to identify recent ads
and provides clues to jog their memories

9. 1.Pre-Testing
•Pre-Testingfollowstheuniversallaw"Prevention
isbetterthancure".Advertisingcanbepretested
atseveralpointsinthecreativedevelopment
process.
•Pre-Testinghelpstheadvertisertomakeafinalgo
ornogodecisionaboutfinishedornearlyfinished
advertisement.Pre-Testingmethodrefertotesting
thepotentialityofacommunicationmessageor
ad-copy beforeprinting,broadcasting,or
telecasting

10. Qualitative Methods ofPre-Testing
•FocusGroup:Focusgroupinvolveexposingtheadtoa
groupof8to12respondents.Focusgroupsareused
withsurprisingfrequencyformakingfinalgoornogo
decision.Amoderatorfacilitatesthediscussionandwalk
sthegroupthroughaseriesofissuesthatareoutlinedin
discussionguide.
•In-depthInterview:In-depthinterviewinvolveoneonone
discussionwithrespondents.Interviewsareveryeffective
whenaresearcherhasagoodideaofcriticalissuesbut
doesnothaveasenseofthekindofresponsesonewill
get.Thismethodcanbeeffectivelyusedtogeneratenew
adconceptsandideas.
•ProjectiveTechniques:Inthistechniquetherespondent
isinstructedtoprojecthimselfintothesituationand
verbalizethethoughts.projectivetechniquecanbevery
effectiveforevaluatingadconceptsandforgenerating
newadconcepts.But,itcannotbeusedformakingfinal
decisions.

11. Quantitative Methods ofPre-Testing
•ChecklistMethod:Checklistmethodisusedtotesttheeffectivenessof
ad-copy.Thepurposeofthismethodistoensurethatallelementsof
thead-copyareincludedwithdueimportanceintheadvertisement.Asit
isapre-testmethodanyomittedelementofadcanbeincludedinthe
copybeforereleaseoftheadvertisement.
•ConsumerJuryMethod:Thismethodinvolvestheexposureof
alternativeadvertisementstoasampleofjuryorprospects.Thistestis
designedtolearnfromatypicalgroupofprospectivecustomers.
Advertisementswhichareunpublishedarepresentedbeforethe
consumerjuryeitherinpersonalinterviewsorgroupinterviewsandtheir
reactionsareobservedandresponsesarerecorded.
•SalesAreaTest:Underthismethodadvertisingcampaignisruninthe
marketsselectedfortestingpurposes.Theimpactofthecampaignis
evaluatedbyactualsalesintheselectedmarkets.Themarketwithhigh
salesisconsideredthebestmarketforeffectivesalescampaign.In
othermarketssuitablechangesaremadeintheadvertisingcampaign.
•QuestionnaireMethod:Itisalistofquestionsrelatedtoanexperiment.
Thedraftofanadvertisementalongwithsomerelevantquestionsisto
besenttoagroupoftargetconsumersoradvertisingexperts.Their
opinionsarecollectedandanalyzedtofindoutwhethertheproposed
advertisementissatisfactoryornot.

12. Contd…
•RecallTest:Underthismethod,advertisingcopiesare
showntoagroupofprospects.Afterfewminutestheyare
askedtorecallandreproducethem.Thismethodisused
tofindouthowfartheadvertisementsareimpressive.
•ReactionTest:Thepotentialeffectofanadvertisementis
judgedwiththehelpofcertaininstruments,which
measureheartbeats,bloodpressure,pupildilutionetc.
Theirreactionsrevealthepsychologicalornervouseffects
ofadvertising.
•ReadabilityTest:Allthelistenersofadvertisements
cannotreaditequally.Sorespondentsaredrawnfrom
differentsocioeconomicandgeographicalbackgrounds.
Thismethodisusedtofindoutthelevelofeffectiveness
whenandadvertisementisread.
•EyeMovementTest:Themovementsofeyesofthe
respondentsarerecordedbyusingeyeobservation
camerawhenadvertisementsareshowntothemina
screen.Thishelpstofindouttheattentionvalueof
advertisement.

13. 2.ConcurrentTesting
•Concurrenttestingisevaluatedthroughoutthewhole
advertisementexecutionprocess.Testsareconducted
whileaudienceisexposedtodifferenttypeofmedia.
Followingarethetypesofconcurrenttestingmethods:
•ConsumerDiaries:Diariesareprovidedtoaselected
customers.Theyarealsoinformedtorecordthedetailsof
advertisementstheywatch,listenorread.Thediariesare
collectedperiodically.Theresultobtainedfromsucha
surveyrevealstheeffectivenessofadvertisement.
•Co-incidentalSurveys:Thismethodisalsocalledasco-
incidentaltelephonemethod.Underthismethod,samples
ofcustomersareselectedandcallsaremadeatthetime
ofbroadcastoftheadvertisementprogramme.Thedata
obtainedandanalyzedwillgiveapictureaboutthe
effectivenessofanadvertisement.
•ElectronicDevices:Nowday’selectronicdevicesare
widelyused tomeasuretheeffectivenessofan
advertisement.Theyaremainlyusedinbroadcastmedia.
Theseareautometers,trackelectronicunitsetc.

14. 3. PostTesting
•Posttestingisdonetoknow-towhatextenttheadvertising
objectivesareachieved.Followingarethetypesofpost
testingmethods:
•RecognitionTest:Recognitiontestinvolvestheabilityof
viewerstocorrectlyidentifyad,brand,ormessagethey
previouslyexposedto.Thetypesofrecognitiontestare:
•StarchTest-TheStarchtestisappliedonlytoprintadsthat
havealreadyrun.Theinterviewershowseachrespondenta
magazineornewspapercontainingtheadsbeingtested.For
eachadtheintervieweraskstherespondentstoreplytoad
relatedquestions.
•BruzzoneTest-TheBruzzonetestisconductedthroughmail
surveys.Questionnairescontainingframesandaudioscripts
fromtelevisioncommercialsaresenttorespondentsand
respondentsareaskedwhethertheyrecognizetheadand
brand.

15. •Recall or Impact Test: The recall test is
designed to measure the impression of
readers or viewers of the advertisement.
If a reader has a favorable impression of
the advertisement, he will certainly
retain something of the advertisement.
The measures of interest would be
obtained by interviewing the readers or
viewers or listeners, days after the
advertisement or commercial is
appeared in the newspaper, or on T.V.
Interviewer asks the readers or viewers
to answer some ad
related questions, and in response to
the question asked, the reader reveals the
accuracy and depth of his impression.

16. Copyright © Houghton Mifflin Company.
All rights reserved.
19 |13
Developing an Advertising Campaign(cont’d)
•Evaluating Advertising Effectiveness
Evaluation Assessment
Pretest Evaluation of ads performed before a campaign begins
Consumer Jury A panel of a product’s actual or potential buyers who
pretest ads
Posttest Evaluation of advertising effectiveness after the
campaign
Recognition Test A posttest in which individuals are shown the actual ad
and asked if they recognize it
Unaided Recall TestA posttest in which respondents identify ads they have
recently seen but are given no recall clues
Aided Recall TestA posttest that asks respondents to identify recent ads
and provides clues to jog their memories

17. 3.Finished Art or
Commercial
Testing
3.Finished Art or
Commercial Testing
1.Concept
Testing
2.Rough
Testing
4.Market Testing(Post-testing)
2.RoughTesting
1.ConceptTesting
The TestingProcess
Occurs atVarious
Stages

18. On-airTests
Dummy Ad
Vehicles
Consumer
Juries
Portfolio
Tests
Physiological
Measures
Theater
Tests
Rough
Tests
Concept
Tests
Reliability
Tests
Comprehension and
Reaction
Tests
PretestingMethods
Laborato
ry
Fiel
d
Dummy AdVehiclesConsumerJuries
PortfolioTests
PhysiologicalMeasures
TheaterTests
RoughTests
ConceptTests
ReliabilityTests
Comprehension andReaction
Tests

19. Qualitative and/or quantitative data evaluating and
comparing alternative concepts
Explores consumers’ responses to ad concepts
expressedin
words, pictures, orsymbols
Alternatives are exposed to consumers who match the
target
audience
Reactions and evaluations are sought through focus
groups,
direct questioning, surveys,etc.
Sample sizes depend on the number of concepts
andthe
consensus ofresponses
Explores consumers’ responses to ad concepts
expressed in words, pictures, or symbols
Alternatives are exposed to consumers who match the
target audience profile.
Reactions and evaluations are sought through focus
groups,
direct questioning, surveys,etc.
Sample sizes depend on the number of concepts being tested and
the
“consensus level” of initialresponses.
ConceptTesting
Objective
Method
Output

20. Recall
Tests
Inquiry
Tests
Associatio
n
Measures
Single-
Source
Systems
TrackingStudies
Recognition
Tests
Recognition
Tests
InquiryTests
Single-Source
Systems
Association
Measures
RecallTests
Field Post testingMethods
Methods

21. Positioning Advertising Copy Testing(PACT)
1.Provide measurements relevant to objectives ofadvertising
2.Require agreement on how results will be used before eachtest
3.Provide multiple measures (Single measures aren'tadequate)
4.Be based on a model of human response tocommunications
5.Consider multiple versus single exposure to thestimulus
6.Require alternative executions to have the same degree offinish
7.Provide controls to avoid the biasing effects of exposurecontext
8.Take into account basic considerations of sampledefinition
9.Demonstrate reliability andvalidity

22. Based on syllables per 100
words
Other factors also
considered
A laboratory
method
Includes test and control
ads
Portfolio test have
problems
Based on # syllables per 100words
Measures comprehension
efficiency
A laboratorymethod
Includes test and controlads
Portfolio test problems: HaloEffects
Pretesting Finished PrintAds
ReadabilityTests
PortfolioTests
Dummy Advertising
Vehicles
Distributed to random sample of
homes
Product interest may still biasresults
Distributed to random sample ofhomes

23. Theater
Tests
Measures:
•Interest in and reaction to the
commercial
•Changes in product preferences
•Emotional reactions and
engagement using an adjective
checklist
•Recall of content, brand name,
information, etc.
•Interest in the brand presented
•Continuous (frame-by-frame)
reactions
On-Air Tests
•Insertion in TV programs in
specific markets
•Typically measure “Day After
Recall” (DAR) as main variable
of interest
•Split Broadcasts
TheaterTests
Pre-testing Finished BroadcastAds

24. Eye
tracking
Pupil
dilation
Galvanic
skin
response
Brain waves (EEGs)
& FMRI
Eyetracking
Galvanic
skin
response
Pupildilation
Physiological Measures(Lab)
Testing

25. Test
marketing
Day after recall
tests
Persuasive
measures
Diagnosti
cs
Comprehensi
ve
measures
Single-source
tracking
Trackingstudies
Single-sourcetracking
Testmarketing
Comprehensve measures
Diagnostics
PersuasivemeasuresDay after recalltests
Post-Testing BroadcastCommercials
Testing

26. ANY QUESTION