Measuring the Effectiveness of the

Promotional Program
Reasons to Measure Effectiveness
Advantages Disadvantages
Avoid costly mistake Cost of measurement

Evaluate alternative strategies Research problems

Increase efficiency in general Disagreement on what to test

Determine if objectives are

Objections of creative
achieved

Time
 Testing Methods
Pretests
Laboratory Methods
Consumer juries Theater tests Readability tests
Portfolio tests Rough tests Comprehension and
Physiological measures Concept tests reaction test

Field method
Dummy advertising vehicles On-air test

Posttest
Field Methods
Recall test Single-source systems Recognition tests
Association ,measures Inquiry tests Tracking studies
 Test Points

1.Concept Testing

2.Rough Testing
Occurs at Various
Stages
3.Finished art or
commercial pretesting

4.Market testing (post

testing)
 Concept Testing
Objective Explores consumers’ responses to ad concepts
expressed in words, pictures, or symbols

Alternatives are exposed to consumers who match

the target audience

Method Reactions & evaluations sought through focus

groups, direct questioning, surveys, etc.

Sample sizes depend on the number of concepts

and the consensus of responses

Output Qualitative and/or quantitative data evaluating and

comparing alternative concepts
 Focus Groups
Appeal
• Results easily obtained, observable, immediate
• Multiple issues can be examined
• In-depth feedback is obtained
Drawbacks
• Results not quantifiable
• Sample size too small
• Group influence may bias responses
• Some members may dominate discussion
• Participants become instant “experts”
• Members may not represent target market
• Results may be given too much weight
Rough Art, Copy, and Commercial Testing

Comprehension and Reaction Tests

Consumer Juries

Advantages
Control
Cost effectiveness
Endorsements by independent
third parties
Achievement of credibility
Disadvantages
Consumer may become a self-
appointed expert
Number of ads that can be
evaluated is limited
A halo effect is possible
Preference for ad types
may overshadow objectivity
Rough Testing Terms

Animatic Rough

Terms Photomatic Rough

Live-action Rough
 Pretesting Finished Print Ads
A laboratory method

Portfolio Includes test and control ads

Tests
Portfolio test have problems

Based on syllables per 100 words

Readability
Tests
Other factors also considered

Dummy Distributed to random sample homes

Advertising
Vehicles Product interest may still bias results
 Pretesting Finished
Broadcast Ads

Theater Physiological
Tests Measures
On-air
Test
Physiological Measures
Galvanic skin
Pupil dilation
response

Testing

Brain waves Eye tracking

 Market Testing Print Ads
Inquiry Tests Recognition Tests

Testing

Tracking Studies Recall Tests

Starch Ad Recognition
Scores
Noting Score

Brand-associated
score

Read Most Score

 Posttests of Broadcast Commercials
Day after recall Persuasive
tests measures

Tracking studies Diagnostics

Testing

Single-source Comprehensive
tracking measures

Test marketing
Essentials of Effective Testing
Use a consumer
response model

Establish
Use pretests and
communications
posttests
objectives Testing

Understand and
Use multiple
implement proper
measures
research