Advertising Testing
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Transcript of Advertising Testing
Vikas Chanani
Vyas Venugopalan
Vijayant Dhaka
Ayushman Pandey
"Advertising must be an investment not an expense"
-Tom Egelhoff
In simple terms your advertising has to not only pay for itself but make a profit for your business just like a good stock or mutual fund.
What? Why
?When?
Where? How
?
Advertising Testing
What is Ad testing
It is presentation of creative advertising materials to individuals within a target market to measure the effectiveness/impact, perception, or targeting of a series of, or a single advertisement in a given market.
Attributes most often tested include:◦ Memorability ◦ Liking (or "affect")◦ Persuasiveness◦ Consumer identification with settings or situations◦ Understanding of the appeal and◦ Brand integrity.
Logos or tag lines can be tested in a similar manner.
In all industries from Products to Services where they can test ads in any advertising media including print, TV/Cable, radio, billboard, internet or others.
To find out which advertising headlines, creative executions and messages will resonate with customers.
Get the most out of your ad dollars – Launching a multimedia advertising campaign is costly. Getting feedback from the target market prior to launching an ad can help ensure success.
Focus the message – Test a variety of messages to see which are most appealing to your target market.
Weigh your options – Let your customers, targets and key stakeholders provide valuable input.
whether the ad is entertaining / informative whether people will like to watch it again
and again Whether a 60 sec communication can be
reduced to a 30/15/10 sec commercial. If so, which parts can be removed What is the impact of celebrity on the ad Is the celebrity a proper fit Is the span of interest good till the product
window
It can be used at any stage of the advertisement development process including
◦ Conceptualization,
◦ Story board, or
◦ Final stages
It is a type of Experimental research which can be done through qualitative and quantitative methods:
Qualitative includes:◦ Focus Groups also called as AdChek◦ In depth Interviews
Quantitative includes:
Internet (in most cases) Face to face
Research Objective will be:
To assess or evaluate the…
Persuasiveness: will the offering and the words make people want to buy?
Communications: is the point we want to make the point that really comes across?
Recall: Will customers remember our message among all the others in the media when it comes time to buy?
Self-Involvement: Does the message strike personal emotional chords with the people it targets? Do they see themselves as needing/desiring what we offer?
Credibility: Does the message sound believable to those it targets?
Clarity: Is the message(s) comprehensible?Tastefulness: Would the copy turn anyone off? Does it
appropriately reflect our company?Stimulation: Does our message make our
products/services stand out creatively so it will be noticed among thousands of others?
http://survey.millenniumresearchinc.com/AdTesting-MillenRes.htm
http://intellisurvey.com/run/demo_adtest
"Advertising is salesmanship in print" Sure, today it might actually be more than just print. For
example, it could be a television ad, a radio ad, or a website.
But the point is the same - it's just a way to multiply your effectiveness as a "salesman" by presenting your sales pitch to hundreds, thousands, even millions at the same time.