Measuring The Effectiveness of

Advertisement
 Objectives

• To understand reasons for measuring promotional

program effectiveness

• To know the various measures used in assessing

promotional program effectiveness
 Objectives

• To evaluate alternative methods for measuring

promotional program effectiveness

• To understand the requirements of proper

effectiveness research
 The Measuring Advertising
Effectiveness Debate
• Reasons for measuring advertising effectiveness

• Reasons for not measuring advertising

effectiveness
 Reasons for Measuring Advertising
Effectiveness
1. Avoiding costly mistakes

– Understanding how well money is being spent

– Opportunity loss due to poor communications
– Measuring the effectiveness of poor communications
 Reasons for Measuring Advertising
Effectiveness
2. Evaluating alternative strategies
– Which strategy is most effective

3. Increasing the efficiency of advertising in

general
– Problem with losing sight of the message and expecting
the audience to understand
 Reasons for Not Measuring
Advertising Effectiveness
1. Cost
• Timing
• Proper spending to gain increased exposure on the
right message
2. Research problems
• Isolating the effects of promotional elements
 Reasons for Not Measuring
Advertising Effectiveness
3. Disagreement on what to test
• Different objectives for stages in PLC, industry and
different people in the firm

4. The objections of creative

• The more creative an ad, the more successful
• Testing impairs creativity
 Decisions for Measuring Advertising
Effectiveness
• What to test

• When to test

• Where to test
 What to Test

• Creative decisions
– The creative theme/idea can be tested
– To see the reaction and different message appeals of
the target audience
– Reinforcing the brand position in the target’s mind
– Using a variety of creative tools
 What to Test

• Media decisions

– Using research to determine the most effective media

vehicle
– Vehicle option source effect
• People perceive ads differently depending on their context
 What to Test

• Budgeting decisions

– Examining the effect of budget size on advertising

– Sales are not an indicator of effectiveness because
they ignore the other elements of the marketing mix
 When to Test

• Pretest

– Taken before the campaign is implemented

– Can occur at any time from idea generation to final
implementation
– Feedback is relatively inexpensive with pretesting
– Potential that message may not be communicated as
effectively as the final product
 When to Test

• Post

Designed to :
• 1. Determine if the campaign is accomplishing its
predetermined objectives

• 2. Serve as input into the next period’s situational analysis

 Where to Test

• Laboratory tests
– Advantage is control by the researcher
– Disadvantage is the lack of realism, testing bias

• Field tests
– Tests of the ad or commercial under natural viewing
circumstances
 Establishing a Program for
Measuring Advertising Effectiveness
• Problems with current research methods

– Requiring two similar measures to ensure reliability

– Tests should use the target audience to assess an ad’s
effectiveness
– Consistency in reliability and validity
 Types of Advertising Evaluation

• Pre testing of
media,messages,markets,budgeting and
scheduling
• Post testing of
media, messages,budgeting and
scheduling
• Laboratory measures for pretesting which
are ad-related.
• Laboratory measures for pre-testing which
are product related.
• Real world measures for pre-testing which
are ad related.
• Real world measures of pre and post testing
which are product related.
 Laboratory measures for pretesting which
are ad-related.

• Consumer jury test

• Portfolio tests
• Tachistoscope
• Galvanic skin response (GSR)
• Consumer Jury Test: A testing method for
advertisements that involve the comparison, ranking and
evaluation of ads by consumers
• Portfolio Tests: Analysing elements of of a firms product
mix to determine the optimum allocation of its resources.
• Two most common measures used in Portfolio analysis
are market growth rate and relative market share.
• Tachistoscope: The viewers are presented a loga for a
very short period of time, using a specific type of slide
projector.

Chapter 17 : Measuring the Effectiveness of IMC

 Laboratory measures for pre-testing which
are product related.

• Theatre test-A captive audience collected for

entertainment is administered a Questionnaire. On
viewing these they are asked to fill up another
Questionnaire. It assess Products, Brands & Ad theme
• Trailer Test- Redemption rate of the discount
coupons in the departmental store
 Real world measures for pre-testing which
are ad related.

• Recognition test
• Recall tests
• Association tests
• Combination measures
 Real world measures of pre and post
testing which are product related.

• Pre-post tests
• Sales test
• Mini-market test
 comScore Brand Metrix ™ : Over 240 Ad Effectiveness
Studies Across Multiple Industries
Media
Media Agencies
Agencies Financial
Financial Retail
Retail Pharma
Pharma CPG/Restaurant
CPG/Restaurant Travel
Travel Tele/Tech
Tele/Tech Auto
Auto

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 Pre-testing Print media ads

• Order of merit test

• Paired Comparison
• Portfolio test
• Mock magazine test
• Perceptual meaning studies
• Focus group
• Direct Questioning
• Order of Merit Test
• Here the ads are ranked as per
preferences by the potential prospects.
• Six ad copies can be tested with accuracy
by this method, later the accuracy
decreases

Chapter 17 : Measuring the Effectiveness of IMC

• Paired Comparison
• Here at a time two ad copies are compared.
• It is one to one comparison amongst test ads.
• The number of comparisons one is required to make
with the help of the following formula.
• Number of comparisons= n(n-1)
• 2
• Suppose if 8 ads are being tested, the number of
comparisons would be 28

Chapter 17 : Measuring the Effectiveness of IMC

• Portfolio Test
• Here some dummy ads are mixed with regular ads.
• The consumer is then asked about what he has seen in
each ads.
• The ad giving minimum playback is considered the best.
• It is verified whether the adjudged ad is dummy or
regular.
• In case it is dummy, the actual ad is improved on the
same lines.

Chapter 17 : Measuring the Effectiveness of IMC

 Mock Magazine test

• Uses a real magazine

• Introduces test ads in a magazine to an
experimental group to read.
• The control group is also exposed to the
same magazine, but is without test ads.
• Later a recall test is conducted to assess
the effectiveness of test ads.

Chapter 17 : Measuring the Effectiveness of IMC

 Direct Questioning

• Either the whole ad or its different

elements are tested by asking direct
questions to a consumer jury, numbering
12 to several hundred individuals

Chapter 17 : Measuring the Effectiveness of IMC

 Perceptual Meaning studies

• This method uses time-exposure to test the

ads
• Tachistometer is an instrument that may be
used in this test.
• The respondents see the ad for a pre-
determined time, and then subject to a
recall test- Product,Brand Illustration and
the main copy.

Chapter 17 : Measuring the Effectiveness of IMC

 Pre testing broadcasting ads

• In-home projection tests

• Trailer test
• Theatre test
• Live Telecast Ads
 Additional Pre testing techniques

• Sales Experiments
• Direct mail test
• Physiological testing
• -Eye Movement Camera
• -Galvanometer
• -Pupilometric devices
 Post testing the ads

• Penetration test
• Error in recognition measurement
• The Gallup Robinson impact test
• Recognition Vs. Aided Recall
• Triple Association Test
• Penetration Test
• Here the respondents are shown the issues of magazines
they claim to have read.
• They are asked to recognise the ads, asked whether they
have read them.The results are put into three categories-
Noted, Seen Associated, Read Most.
• Mc Gown gives the following formula to calculate Readers
per rupee:
• Readers per Rupee=Per cent noted* Magazines primary readers

• Space cost

Chapter 17 : Measuring the Effectiveness of IMC

• Error in recognition measurement
• The Tachistometer method is one which improves the
accuracy of recognition claims.
• Advertisements are shown to the respondent, either in
whole or part, at high speed and he is later asked to
furnish further information on these ads

Chapter 17 : Measuring the Effectiveness of IMC

• Gallop Robinson impact method:
• A respondent is shown a magazine cover
and is asked whether he has read the
issue.
• If the answer is yes , he is asked to
describe anything he remembers seeing
in that issue.

Chapter 17 : Measuring the Effectiveness of IMC

• Recognition Vs. Aided Recall
• In the recognition method , respondents first qualify as
readers of a particular issue.
• It eliminates many persons of “Less Desirable”
characteristics from the audience,
• The (PNR) :Proved name registration score in the
Gallup Robinson Impact test represents the number
of verified readers of the advertisement who recall
some crucial elements of the ad.

Chapter 17 : Measuring the Effectiveness of IMC

• Triple association tests:
• The advertiser attempts to know consumer association
of brands with some benefits or the other.
• Ex; “Which Toothpaste advertises that a superwhitening
paste and mouthwash in one?”

Chapter 17 : Measuring the Effectiveness of IMC