Post on 07-Apr-2018
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Measuring the Effectiveness ofthe Promotional Program
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McGraw-Hill/Irwin 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
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Measuring the Effectiveness of
the Promotional Program Why to test
What to test
When to test
Where to test
How to test
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Why to TestAvoiding costly mistakes
Evaluating alternatives strategies
Increasing the efficiency of advertisingin general
Determining if objectives are achieved.
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Why NOT to Test Cost
Research problem
Disagreement on what to test
The objections of creative
Time
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What to Test Source factors: spokesperson.
Message variables: message & means.
Media strategies Media decision
Vehicle option source effect
Scheduling: fighting vs. pulsing orcontinuous
Budgeting decisions
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When to Test Pretesting
Pros: feedback is relatively inexpensive.
Cons: less effective than final ads; timedelay.
Posttesting
the current objective & the next objective
Ex. Lowes
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Where to Test Laboratory tests
Pros: control.
Cons: lack of realism testing bias.
Field tests
Pros: realism.
Cons: lack of control; competitors;sabotage; take more time and money.
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How to Test PACT (Positioning Advertising Copy Testing)
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
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The Testing Process Concept generation testing
Rough art, copy, and commercialtesting
Pretesting of finished Ads
Market Testing of Ads
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Concept Generation Testing -
Focus Group Afocus groupis a gathering of 6 to 10
people who are invited to spend a few
hours with a skilled moderator to discuss aproduct, service, organization, or othermarketing entity.
Useful exploratory step Avoid generalizing the reported feelings of
the focus-group participants to the wholemarket.
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Focus group research in progress
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Rough Art, Copy, and
Commercial Testing Comprehension and reaction tests
Consumer juries
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Comprehension and Reaction
Tests Concerns: (1) whether the ad or
commercial conveys the meaning
intended; (2) the reaction the adgenerates.
Personal interview, group interview,
focus groups.
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Consumer Juries Procedure
Pros: control & cost effectiveness
Cons: The consumer may become a self-appointed
expert.
The number of ads that can be evaluated is
limited. A halo effect is possible.
Preferences for specific types of advertising mayovershadow objectivity.
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Pretesting of Finished Ads Pretesting finished print messages
Portfolio tests
Readability tests Dummy advertising vehicles
Pretesting finished broadcast Ads
Theater tests On-air tests
Physiological measures
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Portfolio Tests
Procedure
Assumption: ads that yield the highest
recall are the most effective.
Weaknesses
Many factors may affect recall, ex. testing
bias, product interest and interviewerinstruction.
Recall may not be the best test.
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Readability Tests
Flesh formula
Consider: syllables, length, familiarity.
Copy is best comprehended when sentencesare short, words are concrete and familiar,and personal references are drawn.
Pros: offer objective standard. Cons: too mechanical, no feedback, no
creativity.
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Dummy Advertising Vehicles
Procedure
Pros: more real than the portfolio test.
Cons: testing bias; product interest.
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Theater Tests
Procedure
Pros: control; the established norm;
identify strong or weak commercials.
Cons:
Too artificial
Participants collaboration
Group effect
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On-Air Tests
Insertion in TV programs in specificmarkets
Limitations are imposed by day-afterrecall
Sources of measurement errors:
The position of the ad The adjacent program content
The number of commercials shown
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Physiological Measures
Pupil dilation
Galvanic skin response
Eye tracking
Brain waves
Alpha activity
Hemispheric lateralization
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Physiological Test Measures
Pupil dilation
Instrument: pupilometer Dilation associated with action
Constriction indicates disinterest
Subject Stimulus Object
Male
Female
NudeFemale
NudeMale
NudeInfant
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Physiological Test Measures
Galvanic skin response (GSR)[aka Electodermal response (EDR)]
GSR/EDR characteristics: Sensitive to affective stimulation
May present a picture of attention
May measure long-term recall
Useful in measuring effectiveness
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Eye Movement Research Objective:
To track eye movements to determine . . . What readers read on print ads Where attention is focused in TV commercials
Method: Eye movements are tracked using . . .
Fiber optics
Digital data processing Advanced electronics Scan paths on
Print ads and material Billboards Commercials
Output: Relationships among what is . . .
Seen Recalled Comprehended
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Using EyeTracking to test ads
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Using EyeTracking to TestBanner Ads
Many Internet users largely ignore banner ads.
Static banner ads elicited no reactions in thetraditional physiological measures andanimated ads elicited a mild response, withboth types being less effective than televisionadvertising.
Viewers eyes first went to the text on the newssites, ignoring graphics and ads, but they laterviewed as many as 45 percent of the banners thought only for an average of one second.
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Brain Wave Research
The electroencephalograph (EEG) Alpha activity
Degree of activation Alpha states associated with
Inactivity
Resting Sleeping
Hemispheric lateralization Distinguishes between activity in the:
Left hemisphere of the brain Processes visual stimuli Right hemisphere of the brain
Processes verbal stimuli
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Marketing Testing of Ads
Posttests of print ads Inquiry tests Recognition tests
Recall tests Posttests of broadcast commercials
Day-after recall tests Persuasive measures Diagnostics Comprehensive measures Test marketing Single-source tracking studies Tracking print/broadcast ads
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Inquiry testsmeasure the effectivenessbased on inquires generated from adsappearing in various print media
Informal inquiry of customers, prospectAds in successive issues, same mediumSplit-run tests, different ads, same medium
Runs of same ad, different media
Ad Response Methods
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Ad Response MethodsMethods used frequently or very frequently by 2705
respondents
41%
35%
30%
26%
31%28%
23%
22%
21%
20%
20%
17%
15%
10%
6%
0% 10% 20% 30% 40% 50%
Mail notes to vendors
Send e-mail messages
Contact distributors' websites
Send faxes to vendors
Discuss products with sales reps
Stop at vendors' trade show exhibits
Go to magazine websites
Telephone local distributors/reps
Telephone manufacturers
Contact vendors' websitesSend back reply cards/coupons
DIRECT METHODS
Pass ads on to others for possible action
Discuss advertising products with others
Save ads for reference
Return reader service cards
INDIRECT METHODS
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Recognition tests(Starch Readership Report)
Noted Score percentage of readers who remember seeing the ad Seen-associated score percentage of readers who recall seeing or reading
any part of the ad identifying the brand Read-most score percentage who report reading at least half of copy portion
of ad
Purports to measure . . . Pulling power of elements of the ads Effectiveness of competitors ads Comparison of alternative executions of ads
Readership score indications of involvement Critics identify potential problems . . .
False claiming of recognition Interviewer sensitivities and biases Low reliability and validity of scores
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A Starch Scored Advertisement
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Gallup-Robinson Magazine Impact ResearchService- Magazines placed in homes andrespondents are asked to read them. A telephone
interview is conducted a day later.
Measures:
Proven Name registration percent who can accuratelyrecall the ad
Idea Communication
number of sales/copy pointsthey can recall
Favorable buying attitude extent of favorablepurchase reaction to brand or company
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Recall Tests
Pros: readers involvement;distinctiveness of ads; test is not strong
enough. Suggestive brand names
Correlation between recall and
recognitionAds with higher recall: likable,
interesting, creative, larger.
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Limitations of Recall Measure
Since recall tests best reflect the degree ofattention and interest in an ad, claims that
the tests predict the ads impact on sales maybe going too far.
Recall is a necessary but not sufficientmeasure.
It is unwise to look to recall for an accurateassessment of commercials sales effect.
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Day-After Recall Tests
The procedure is to telephone 150 to 300program viewers the day after a television
commercial appears. They are asked if theycan identify the brand correctly, they are thengiven the product category and brand andasked if they recalled the commercial. They
are then asked for anything they can recallabout the commercial, what was said, whatwas shown, and what the main idea was.
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Day-After Recall Tests
Cons
Limited samples, high costs, and security
issues. DAR test may favor unemotional appeals.
Program content may influence recall.
A prerecruited sample may pay increasedattention to the program and the ads.
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Diagnostics
Designed to garner viewers evaluations
of ads, as well as how clearly the
creative idea is understood and howwell the proposition is communicated.
Rational and emotional reactions to the
ads are also examined.
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IPSOS-ASIs Next*TV
(Comprehensive Measures)
Objective: To assist in testing commercials to determine:
Potential for impacting sales How ad contributes to brand equity
How it aligns with existing ad strategies, objectives How to optimize effectiveness
Method: Consumers view videotape programs in their homes
Ads are imbedded in the programs
Output: Day-after recall and persuasion scores
Purchase intent and frequency
Brand equity differentiation
Relevance, communication and reaction diagnostics
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Test Marketing
Procedure
Ex. Seagram & Time uses three years to
measure the effects of advertisingfrequency on consumers buying habits.
Cons: cost, time, competitors reaction.
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Single-Source Tracking Studies
Track the behaviors of consumers fromthe television set to the supermarket
checkout counter. Procedure
Pros: control, ability to measure directly
the ads effects on sales.