Communications Effects Pyramid
20% Trial
40% Liking
90% Awareness
5% Use
70% Knowledge/Comprehension
25% Preference
The DAGMAR Approach
Define
Advertising
Goals for
Measuring
Advertising
Results Action
Awareness
Conviction
Comprehension
AD Effectiveness• Advertising is of no use if the defined objectives of
communication is not achieved.
• So, it is necessary to evaluate the effectiveness ofadvertisement at different level, starting from creationof ad-copy to running of ad on media, and also afterexecution of ad to know to what extent the objectivesare achieved.
Types of tests to measure effectivenessFollowing are the types of test applied in advertisement evaluation:
• Pre-Testing
• Concurrent Testing
• Post Testing
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 Test A posttest in which respondents identify ads they have
recently seen but are given no recall clues
Aided Recall Test A posttest that asks respondents to identify recent ads
and provides clues to jog their memories
1.Pre-Testing
• Pre-Testing follows the universal law "Prevention isbetter than cure". Advertising can be pretested atseveral points in the creative development process.
• Pre-Testing helps the advertiser to make a final go orno go decision about finished or nearly finishedadvertisement. Pre-Testing method refer to testing thepotentiality of a communication message or ad-copybefore printing, broadcasting, or telecasting
Qualitative Methods of Pre-Testing
• Focus Group: Focus group involve exposing the ad to a group of8 to 12 respondents. Focus groups are used with surprisingfrequency for making final go or no go decision. A moderatorfacilitates the discussion and walk s the group through a seriesof issues that are outlined in discussion guide.
• In-depth Interview: In-depth interview involve one on onediscussion with respondents. Interviews are very effectivewhen a researcher has a good idea of critical issues but doesnot have a sense of the kind of responses one will get. Thismethod can be effectively used to generate new ad conceptsand ideas.
• Projective Techniques: In this technique the respondent isinstructed to project himself into the situation and verbalizethe thoughts. projective technique can be very effective forevaluating ad concepts and for generating new ad concepts.But, it cannot be used for making final decisions.
Quantitative Methods of Pre-Testing
• Checklist Method: Checklist method is used to test the effectiveness of ad-copy. The purpose of this method is to ensure that all elements of the ad-copyare included with due importance in the advertisement. As it is a pre-testmethod any omitted element of ad can be included in the copy before releaseof the advertisement.
• Consumer Jury Method: This method involves the exposure of alternativeadvertisements to a sample of jury or prospects. This test is designed to learnfrom a typical group of prospective customers. Advertisements which areunpublished are presented before the consumer jury either in personalinterviews or group interviews and their reactions are observed and responsesare recorded.
• Sales Area Test: Under this method advertising campaign is run in the marketsselected for testing purposes. The impact of the campaign is evaluated byactual sales in the selected markets. The market with high sales is consideredthe best market for effective sales campaign. In other markets suitable changesare made in the advertising campaign.
• Questionnaire Method: It is a list of questions related to an experiment. Thedraft of an advertisement along with some relevant questions is to be sent to agroup of target consumers or advertising experts. Their opinions are collectedand analyzed to find out whether the proposed advertisement is satisfactory ornot.
Contd…
• Recall Test: Under this method, advertising copies are shown toa group of prospects. After few minutes they are asked to recalland reproduce them. This method is used to find out how farthe advertisements are impressive.
• Reaction Test: The potential effect of an advertisement is judgedwith the help of certain instruments, which measure heartbeats,blood pressure, pupil dilution etc. Their reactions reveal thepsychological or nervous effects of advertising.
• Readability Test: All the listeners of advertisements cannot readit equally. So respondents are drawn from different socioeconomic and geographical backgrounds. This method is used tofind out the level of effectiveness when and advertisement isread.
• Eye Movement Test: The movements of eyes of the respondentsare recorded by using eye observation camera whenadvertisements are shown to them in a screen. This helps to findout the attention value of advertisement.
2.Concurrent Testing
• Concurrent testing is evaluated throughout the wholeadvertisement execution process. Tests are conducted whileaudience is exposed to different type of media. Following are thetypes of concurrent testing methods:
• Consumer Diaries: Diaries are provided to a selected customers.They are also informed to record the details of advertisementsthey watch, listen or read. The diaries are collected periodically.The result obtained from such a survey reveals the effectivenessof advertisement.
• Co-incidental Surveys: This method is also called as co-incidentaltelephone method. Under this method, samples of customersare selected and calls are made at the time of broadcast of theadvertisement programme. The data obtained and analyzed willgive a picture about the effectiveness of an advertisement.
• Electronic Devices: Now day’s electronic devices are widely usedto measure the effectiveness of an advertisement. They aremainly used in broadcast media. These are auto meters, trackelectronic units etc.
3. Post Testing
• Post testing is done to know- to what extent the advertisingobjectives are achieved. Following are the types of post testingmethods:
• Recognition Test: Recognition test involves the ability of viewers tocorrectly identify ad, brand, or message they previously exposedto. The types of recognition test are:
• Starch Test - The Starch test is applied only to print ads that havealready run. The interviewer shows each respondent a magazine ornewspaper containing the ads being tested. For each ad theinterviewer asks the respondents to reply to ad related questions.
• Bruzzone Test - The Bruzzone test is conducted through mailsurveys. Questionnaires containing frames and audio scripts fromtelevision commercials are sent to respondents and respondentsare asked whether they recognize the ad and brand.
• 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.
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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 Test A posttest in which respondents identify ads they have
recently seen but are given no recall clues
Aided Recall Test A posttest that asks respondents to identify recent ads
and provides clues to jog their memories
3.Finished Art or Commercial Testing
3.Finished Art or Commercial Testing
1.Concept Testing
2.Rough Testing
4.Market Testing (Post-testing)
2.Rough Testing
1.Concept Testing
The Testing Process
Occurs at Various Stages
On-air Tests
Dummy Ad VehiclesConsumer Juries
Portfolio Tests
Physiological Measures
Theater Tests
Rough Tests
Concept Tests
Reliability Tests
Comprehension and Reaction Tests
Pretesting MethodsLaboratory Field
Dummy Ad VehiclesConsumer Juries
Portfolio Tests
Physiological Measures
Theater Tests
Rough Tests
Concept Tests
Reliability Tests
Comprehension and Reaction Tests
Qualitative and/or quantitative data evaluating and comparing alternative concepts
Explores consumers’ responses to ad concepts expressed in words, pictures, or symbols
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 and the consensus of responses
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 initial responses.
Concept Testing
Objective
Method
Output
Recall Tests
Inquiry Tests
Association Measures
Single-Source Systems
Tracking Studies
Recognition TestsRecognition Tests
Inquiry Tests
Single-Source Systems
Association Measures
Recall Tests
Field Post testing Methods
Methods
Positioning Advertising Copy Testing (PACT)
1. Provide measurements relevant to objectives of advertising
2. Require agreement on how results will be used before each test
3. Provide multiple measures (Single measures aren't adequate)
4. Be based on a model of human response to communications
5. Consider multiple versus single exposure to the stimulus
6. Require alternative executions to have the same degree of finish
7. Provide controls to avoid the biasing effects of exposure context
8. Take into account basic considerations of sample definition
9. Demonstrate reliability and validity
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 100 words
Measures comprehension efficiency
A laboratory method
Includes test and control ads
Portfolio test problems: Halo Effects
Pretesting Finished Print Ads
Readability Tests
Portfolio Tests
Dummy Advertising Vehicles
Distributed to random sample of homes
Product interest may still bias results
Distributed to random sample of homes
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
Theater Tests
Pre-testing Finished Broadcast Ads
Eye tracking
Pupil dilationGalvanic skin response
Brain waves (EEGs) & FMRI
Eye tracking
Galvanic skin response
Pupil dilation
Physiological Measures (Lab)
Testing
Test marketing
Day after recall tests Persuasive measures
Diagnostics
Comprehensive measuresSingle-source tracking
Tracking studies
Single-source tracking
Test marketing
Comprehensive measures
Diagnostics
Persuasive measuresDay after recall tests
Post-Testing Broadcast Commercials
Testing
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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 (e.g. Mentadent toothbrush with a strong USP (flexible handle for gentle brushing) scored 11.2 on ARS persuasion)
• 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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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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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.