Advance Applications in MR

(Part 2) – Campaign
Effectiveness

BA0347 Marketing Intelligence & Research

Lecture 12
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 Learning Objectives
At the end of this lesson, students will be able to:
• Discuss the use of Advertising Effectiveness study in Marketing
• Identify the key measurements in Advertising Effectiveness

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 1. Types of
Advertising Research

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 Advertising Research

ADVERTISING
RESEARCH

Ad Concept Advertising Effectiveness

Testing Research
(Pre-Testing) (Post-Testing)

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 Ad Concept Testing (Pre-testing)
• Typically qualitative (focus
group)
• Several possible ad concepts
are shown to respondents
to:
 Likes vs. Dislikes
 Select “winning concept(s)”
 Finetune ad concept for
actual implementation
• Quantitative survey can
follow to assess ad
effectiveness of shortlisted
ad concepts
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 Advertising Effectiveness Research (Post-
testing)

• Typically quantitative (survey)

• After the advertisement is launched, ad effectiveness is evaluated
through a set measurements

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 2. Advertising
Effectiveness
Measurements

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 Advertising Effectiveness Measurements

• Used for both Pre-testing (quantitative) and Post-testing

1. Ad recall*
Cognition
2. Message recall
3. Comprehension
4. Believability
5. Relevance Affect
6. Uniqueness
7. Likeability
8. Purchase intent Behaviour
*Not used for Pre-testing
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 1. Ad Recall
Q1. Do you recall any TV advertisement related to [Product Category] in the
past 1 month?
 Yes
 No

If Q1 = Yes, ask Q2; Otherwise, skip to Q3

Q2. Which brand is it for? [Spontaneous; Do not prompt]
 Brand A
 Brand B
 …

Interviewer show advertisement (Screen shoots/ short clips)

Q3. Do you recall seeing this advertisement?
 Don’t remember at all
 Remember the ad but not the brand/ product
 Remember the ad and the brand/ product
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 OUTPU
T
Ad Recall
About 2 in 3 consumers recall Google Pixel 2’s ad spontaneously, marginally behind iPhone X .
With prompting, another 12% could recall the ad and brand.

100%
Unaided recall Aided Recall (ad & brand) Aided Recall (ad only)

80% 4%
12%
60%

40%
72%
65%

20%
32%
23%

0%
iPhone X Google Pixel 2 Samsung Note 8 Oppo

Q1. Do you recall any TV advertisement related to smart phones in the past 1 month?
Q2. Which brand is it for?
Q3. Do you recall seeing this advertisement? 11
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All respondents (500)
 2. Message Recall
If respondent recall the ad in Q3, continue.
Q4. Other than trying to get you to buy the product or service, what is
the main message of this ad?
__________________________________________________________
________________________________________________________

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 OUTPU
T
Message Recall
Majority of respondents recall Pixel’s advertisement showcase the phone for taking selfie, and 2 in
3 noted that it can be done with voice control, in line with Google’s intended key messages.

90%

80% 78%

70% 67%
60%

50%

40%
32%
30%

20%
13%
10% 6%
0%
Take a selfie Voice control Good camera Smart DK/ Can't recall

Q4. Other than trying to get you to buy the product, what is the main message of this ad? 13
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Respondents 2018recall Pixel’s advertisement (265)
 Other Ad Effectiveness Measurements

Q5. For this advertisement, how much do you agree to each of the following
statement? Please rate on a scale of 1 to 5 where 5 means strongly agree and 1 means
strongly disagree Strongly Strongly
Disagree Agree

3. Comprehension The ad message is understandable 1 2 3 4 5

The advertisement is believable 1 2 3 4 5

4. Believability The benefits described in the ad are 1 2 3 4 5

believable to me.
The ad's message is relevant to me 1 2 3 4 5
5. Relevance
This ad is more unique than other ads 1 2 3 4 5
6. Uniqueness for products in this product category.
This ad is much better than other ads 1 2 3 4 5
for products in this product category.
7. Likeability
After viewing this ad, I would consider 1 2 3 4 5
purchasing the product
8. Purchase intent
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 OUTPU
T
Message Recall
Overall, the advertisement was perform well across key ad effectiveness measurement. However,
ad uniqueness and likeability scored relatively lower.

Comprehension 4.3

Believability (ad) 4.0

Believability (benefits) 4.3

Relevance 4.1

Uniqueness 3.8

Likeability 3.6

Purchase intent 4.0

Q5. For this advertisement, how much do you agree to each of the following statement? Please rate on a scale of 1 to 5 where 5
means strongly agree and 1 means strongly disagree 15
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Base: Sau Yee who
Respondents 2018recall Pixel’s advertisement (265)
 Concept Checklist
 The use of Advertising Effectiveness study in Marketing
 Key measurements in Advertising Effectiveness

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