Date post: | 04-Jan-2016 |
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Assessing Ad Message Effectiveness
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Advertising ResearchAdvertising Research
•
Message Research
Media Research
2
Advertising ResearchAdvertising Research
•
Message Research
Media Research
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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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Message Research MethodsMessage Research Methods
Physiological Arousal
Persuasion
Recognition & Recall
Sales Response
MessageResearchMethods
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Message Research Methods Message Research Methods
Recognition & Recall
• 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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Message Research Methods Message Research Methods
Recognition & Recall
• Starch readership service (magazines)
8
Message Research Methods Message Research Methods
Recognition & Recall
• Burke Day-After Recall (TV): DAR
When should recall be used?
What are the problems? 9
The 8 Stages of Consumer The 8 Stages of Consumer Information ProcessingInformation Processing
CPMCPMCPMCPM
10
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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Message Research Methods Message Research Methods
Recognition & Recall• Online Processing
Attitude formed during ad exposure
• Memory-Based ProcessingAttitude formed after exposure 12
Measures of Recognition & RecallMeasures of Recognition & Recall
Bruzzone-
tested
commercial
for American
Express13
Measures of Recognition & RecallMeasures of Recognition & Recall
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Message Research MethodsMessage Research Methods
Physiological Arousal
• Galvanometer (GSR)
• Pupillometer
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Message Research MethodsMessage Research Methods
Persuasion
• 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:
• Ad weight:
• Selling power:
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Message Research MethodsMessage Research Methods
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 purchases20