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Chapter 18Measuring
the Effectiveness
of the Promotional
Program
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Arguments for and Against Measuring Effectiveness
Reasons to measure
effectiveness
• Avoid costly mistakes
• Evaluate alternative strategies
• Increased advertising
efficiency
• Determine if objectives are
achieved
Reasons effectiveness measures
are not taken
• Costs involved
• Research problems
• Disagreement on what to test
• Objections of creative
department
• Lack of time
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What, Where, and How to Test
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Testing Process
Concept generation and testing
Rough art, copy, and commercial testing
Pretesting of finished ads
Market testing of ads
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Figure 18.5 - Weaknesses Associated with Focus Group Research
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Types of Rough Art, Copy, and Commercial Tests
Comprehension and reaction tests: Assess the reaction an ad generates to ensure that it is not offensive
Consumer juries: Use consumers representative of the target market to evaluate the probable success of an ad
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Limitations of the Consumer Juries Method
Consumer may become a self-appointed expert
Number of ads that can be evaluated is limited
Halo effect: Overall rating is influenced by the judgment on one or few characteristics of the ad
Preferences for types of advertising may overshadow objectivity
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Figure 18.8 - Gallup & Robinson’s Impact System
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Portfolio Tests
Expose a group of respondents to a portfolio consisting of control and test ads
Limitations Factors other than advertising creativity and/or
presentation may affect recall
Ability to recognize the ad when shown may be a better measure than recall
9
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Readability Tests
Communications efficiency of the copy in a print ad is tested without reader interviews
Flesch formula: Assesses readability of a copy by determining the average number of syllables per 100 words
Limitations Copy may become too mechanical
Direct input from receiver is not available
10
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New Print Pretesting Measures
PreTesting Groups’ People Reader methodology Provides mocked-up magazines to consumers and
measures their responsiveness to each ad
Uses hidden cameras to record behavior
Link Uses a comprehensive set of diagnostic questions to
evoke viewer reactions to the ads
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Pretesting Finished Broadcast Ads
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Physiological Measures Indicate receiver’s involuntary response to the ad
Pupil dilation
Pupillometrics: Measures dilation and constriction of the pupils in response to stimuli
Galvanic skin response (GSR)
Electrodermal response (EDR): Measures the skin’s resistance or conductance to a small amount of current
Brain Waves Electroencephalographic (EEG): Determine electrical frequencies in
brain Alpha activity: Degree of brain activation Hemispheric lateralization: Distinguishes between alpha activity in the
left and right sides of the brain Brain scan imaging - Examine physiological reactions to ads and brands
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Posttests of Print Ads
Advantages of inquiry tests
• Implementation is
inexpensive
• Provide some feedback
about the general
effectiveness of an ad or
medium used
Disadvantages of inquiry tests
• Inquiries may not be a true
measure of the attention-
getting or information-
providing aspects of an ad
• Ineffective for comparing
different versions or specific
creative aspects of an ad
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Posttests of Broadcast Commercials
Advantages of day-after recall tests
• Natural setting provides a more realistic
response profile
• Provide norms that allow advertisers to
compare how well their ads are performing
• Persuasive and diagnostics measures are
also available
Disadvantages of day-after recall tests
• Have limited samples, high costs, and
security issues
• Favor unemotional appeals
• Program content may influence recall
• Respondents are aware of the test and will
be more attentive
• Recall is not a measure of acceptance or
predictive of sales
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Factors That Make or Break Tracking Studies
Properly defined objectives
Alignment with sales objectives
Properly designed measures
Consistency
Random samples
Continuous interviewing
Evaluate measures related to behavior
Critical evaluative questions asked early to eliminate bias
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Factors That Make or Break Tracking Studies
Measurement of competitors’ performance
Skepticism about questions asking where the ad was seen
Building of news value into the study
Moving averages spot long-term trends and avoid seasonality
Data reported in terms of relationships
Integration of key marketplace events with tracking results
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Problems with Current Research Methods
Accomplishing some factors important to good copy testing require more effort
Most current methods do little more than provide recall scores
Lab measures - Artificial and vulnerable to testing effects
Field measures - Result in a loss of control
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Essentials of Effective Testing
Establish communications objectives
Use a consumer response model
Use both pretests and posttests
Use multiple measures
Understand and implement proper research
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Measuring the Effectiveness of Nontraditional Media
• Much less effective than claimed
Shopping cart signage
• Measures are combined with sales tracking data to evaluate its effectiveness
Ski resort-based media
• Software has been introduced to measure the effectiveness
In-store radio and television
• Resources are available to measure impact of IMC elements
Other media
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Measuring the Effectiveness of Sponsorships
• Monitor the quantity and nature of the media coverage obtained for the sponsored event
• Estimate direct and indirect audiences
Exposure methods
• Evaluate the awareness, familiarity, and preferences produced by sponsorship based on surveys
Tracking measures
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