Assessing Ad Message Effectiveness

Assessing Ad Message

Effectiveness

Chapter Twelve

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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 posttesting of consumer preference.

• Explain the meaning and operation of single-source measures of advertising effectiveness.

• Examine some key conclusions regarding television advertising effectiveness.

4

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 stage2. “Rough” stage3. Final production stage4. After the ad has been run in the media

7

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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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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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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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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Message Research Methods

Qualitative Message Research

Quantitative Message Research

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Quantitative Message Research

Measurement

Understanding

Control

Improvement

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Illustrative Message Research Methods

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Advertising Research Methods

Physiological Arousal

Persuasion

Recognition & Recall

Sales Response

MessageResearchMethods

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Persuasion


Sales Response

• Starch readership service (magazines)

• Bruzzone tests (TV)• Burke day-after recall

(TV)

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Starch Readership Service

Measures the primary objective of a magazine ad—to be seen and read

Examines reader awareness of ads in consumer magazines and business publications

Readers are classified

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Classifications

Noted—remember having previously seen the ad in the issue being studied

Associated—noted the ad and saw or read some part of it that clearly

indicated the name of the brand or advertiser

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Classifications

Read Some—read any part of the ad’s copy

Read Most—read half or more of the written material in the ad

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Indices are developed

ADNORM index: compares an advertisement’s scores against other ads in the same product category as well as the same size (e.g., full page) and color classifications (e.g., four-color ads)

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Measures of Recognition &

Recall

• 39% of people noted the ad,

• 37% associated it,

• 27% read some of it, and

• 10% read most of the body copy contained in the ad.

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Measures of Recognition &

Recall • 58% of people noted the

ad, • 54% associated it, • 39% read some of it, and • 39% read most of the body

copy contained in the ad.

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Starch Readership Service • Kia Sorento ad

Adnorm index scores • 72 (noted) • 74 (associated) • 73 (read some) • 59 (read most) • The ad performed

28% worse than the average noted score for similar ads.

• Jose Cuervo Especial Tequila ad

• 107 (noted) • 108 (associated) • 105 (read some) • 229 (read most) • The ad performed

slightly above average noted score for similar ads.

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Bruzzone Tests

Bruzzone test provides advertisers with a test of consumer recognition of television commercials. Anything identifying the brand is removed, to test whether viewers remember the name of the advertiser.

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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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ARM for the “Thanking the Troops” Commercial

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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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• 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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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


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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


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Day-After Recall Vs. Masked-Recognition Research Findings

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Persuasion


Sales Response

• Psychogalvanometer• Pupilometer

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• 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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• 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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Persuasion


Sales Response

• Ipsos-ASI Next*TV method

• Rsc’s ARS Persuasion method

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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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• Performs ad research in more than 50 countries

• Tests television commercials in consumers’ homes

• Tells consumers to evaluate a TV program, but actually evaluating the commercials within the program

Ipsos-ASI Next*TV Method

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• One day after viewing—personal contact with sampled consumers and measure their reactions to the TV program and the advertisements

• Measures message recall and persuasion


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• Persuasion measured by:

Consumers’ attitudes toward advertised brands

Shift in brand preferences

Brand-related purchase intent and frequency


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1) Tests in a natural environment

2) Assesses the ability of TV commercials to break through the clutter

3) Determines how well tested commercials are remembered after this delay period

4) Allows the use of a representative national sampling


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1) Respondents indicate what brands they prefer to receive among a “basket” of options—the pre measure.

2) After exposure to a television program respondents again indicate what brands they would prefer to receive if their name were selected in a drawing—the post measure.

The ARS Persuasion Method--rsc

ARS Persuasion Score = Post % for target brand –Pre % for target brand

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The ARS Persuasion score simply represents the post-measure percentage of respondents preferring the target brand minus the pre-measure percentage who prefer that brand

A positive score indicates a shifted preference toward the target brand

A higher-scoring commercial generates greater sales volume and larger market share gains


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ARS Persuasion scores are valid predictors of in-market performance

The higher the score, the greater the likelihood that a tested commercial will produce positive sales gains when the focal brand is advertised under real-world, in-market conditions


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Predictive Validity of ARS Persuasion Scores

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Persuasion


Sales Response

• AC Nielsen’s SCANTRACK

• IRI’s BehaviorScan

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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

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SCANTRACK collects purchase data by having panel households use handheld scanners

Panelists record purchases of every bar-coded product purchased regardless of the store where purchased

Nielsen’s SCANTRACK

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Use handheld scanners to enter:

Any coupons used

Record all store deals

Record in-store features that influenced their purchasing decisions

Nielsen’s SCANTRACK

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IRI knows what items each household purchases by linking up optically scanned purchases with ID numbers

Members provide IRI with detailed demographic information

IRI’s BehaviorScan

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Single source data consists of:

(1) household demographic info

(2) household purchase behavior

(3) household exposure to new television commercials that are tested under real world test conditions


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Uses optically scanned purchase data to know exactly which commercial each household had the opportunity to see and how much of a brand is purchased


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Two types of tests are offered: (1) weight tests and (2) copy tests

1) Weight tests—panel households are divided into test and control groups

2) Copy tests—holds the amount of weight constant but varies commercial content


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Conclusions by rsc

• Ad copy must be distinctive• Ad weight without persuasiveness is

insufficient• The selling power of advertising wears

out over time• Advertising works quickly if it works at

all

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Conclusion 1: All Commercials Are Not Created Equal: Ad Copy Must

Be Distinctive • Commercials having strong selling

propositions are distinctive and tend to achieve higher ARS Persuasion scores.

• Commercials for new brands tend to be most persuasive, but commercials for established brands can be made persuasive via brand differentiation.

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Illustration Of a

Commercial With a Strong

Selling Proposition

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Evidence from Frito-Lay’s Copy Tests

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Conclusion 2—More is Not Necessarily Better: Weight Is Not

Enough • Ad weight means the number of gross

rating points (GRP) that support an advertising campaign.

• An ineffective ad (not distinctive or persuasive) has no likelihood of increasing sales even if the ad weight is doubled or tripled.

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Relations Among Advertising Weight, Persuasion Scores, and Sales.

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The Role of Sales-Effective Advertising for an Undisclosed Campbell Soup Brand

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The Relationship Between Media Weight and Creative Content

47 commercials for established brands were tested and classified as:

1. Rational information 2. Heuristic appeals 3. Affectively based cues Finding: increased advertising weight led to

significant sales increases in sales only for commercials using affective cues.

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Conclusion 3—All Good Things Must End: Advertising Eventually

Wears Out • Advertising ultimately wears out and must

be refreshed to maintain or increase brand sales.

• Familiar brands have been shown to wear out more slowly than unfamiliar brands.

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Conclusion 4—Don’t Be Stubborn: Advertising Works Quickly or Not at

All• Some advertisers tend to “hang in there”

and wait for an ad to increase sales.• Most of the sales impact occurs in the first

three months of a new ad. • “Sunk costs” are an issue to consider, but

if an ad is not working at first, it probably never will.

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Assessing Ad Message Effectiveness

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