Advertising Research

Business Approach: Advertising as a part of Marketing

mix.
Creative Approach: Effectiveness of communication
from the seller to the target customer
Scientific Approach: Practical way of ensuring
against advertising failures and improving the
probablity of success
What to test?
Should measured in terms of a Dependent variable, as
weight is measured in kilograms.
Advt. has to be broken down into three parts for the
message, media and scheduling.
Testing an advertisement should involve testing the
effectiveness of media alternatives.
When to test?
Pre-Testing
Post-Testing
Concurrent Testing
AD Evaluation
Is related to advertising objectives
Consists of several measures to ensure performance of
Ad.
Is based on human responses to stimuli
-Communication of Stimuli, Comprehension of stimuli,
and response there to
Clear about results expected through each test
Clear about whether the stimulus is to be repeated
Acknowledges that the more finished the copy is , the
better is the testing. Therefore , alternative executions
should have the same degree of finish.
Provides control to fitter the biased effects
Clear about Sampling
Demonstrates reliability and validity empirically
Rules of Thumb
The incremental revenue produced by advertising is
not worthwhile to measure. So don’t bother
If an area or market segment has a particular
percentage of ad exposures, it is a fair share
If a particular percentage of market share is desired, it
is advisable to maintain advertising budget that
exceeds particular percentage of the amount spent by
all the competetors in that category.
Ad expenditures must be pulsed into periodic flights
to rise about the clutter
Atleast 3 ad exposures are needed on a consumer to
have an effect.
Advertising takes a long time to work. Its long term
effect its difficult to measure.
DAGMAR APPROACH
Russel.H. Colley (1961) pioneered an approach known
by the acronym DAGMAR- Defining Advertising Goals
for measured advertising results.
These goals may pertain to sales, image, attitude and
awareness
Goals
Persuade a prospect to visit a showroom and ask for
demonstration.
Build up the morale of the companys sales force.
Facilitate sales by correcting false impression, misinformation
and other obstacles.
Announce a special reason for “buying now”.
(Price, Discount,Premium and so on)
Make the Brand Identity Known and easily recognisable
Provide information or implant attitude regarding benefits
and superior features of brand.