Belch 10e ch18_ppt

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Chapter 18Measuring

the Effectiveness

of the Promotional

Program


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

6


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

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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

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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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Belch 10e ch18_ppt

Marketing

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