18

Measuring the Effectiveness

of the Promotional Program

McGraw-Hill/Irwin Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed

 Reasons to Measure Effectiveness

Advantages Disadvantages

Avoid costly mistakes Cost of measurement

Evaluate alternative Research problems

strategies

Increase efficiency in Disagreement on

general what to test

Determine if objectives Objections of creatives

are achieved

Time

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Evaluating Alternative Strategies

This slide
presents a real-
world ad that
was developed
after ad
effectiveness
testing

The U.S. Postal Service wanted

to achieve a 5 % share increase
in the shipping market. A Brand
Potential Study indicated that the
USPS flat rate box offered the
most potential, scoring high on
“provides new information,” “is a
credible option,” “is relevant to
me,” and “is superior to
competitive options

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Measuring Advertising Effectiveness

What to test Where to test

• Source factors • Laboratory tests
• Message variables • Field tests
• Media strategies
• Budget decisions

How to test When to test

• Testing guidelines • Pretesting
• Appropriate tests • Posttesting

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Testing Methods

18-5
 Where to Test

In the Field In the Lab

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 Test Your Knowledge
Laboratory methods of testing for advertisement
effectiveness generally offer high control but low
_____.
A) realism
B) external validity
C) costs
D) generalization
E) value

18-7
Positioning Advertising Copy Test (PACT)

1. Provide measurements relevant to objectives of advertising

2. Require agreement on how results will be used

3. Provide multiple measures

4. Be based on a model of human response to communications

5. Consider multiple versus single exposure to the stimulus

6. Require alternative executions to have same degree of finish

7. Provide controls to avoid biasing effects of exposure context

8. Take into account basic considerations of sample definition

9. Demonstrate reliability and validity

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 Test Points

1.Concept Testing

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

4.Market testing
(posttesting)

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 Concept Testing

Objective Explores consumers’ responses to ad

concepts expressed in words, pictures, or
symbols

Method Alternatives are exposed to consumers

who match the target audience
Reactions & evaluations sought through
focus groups, direct questioning, surveys
Sample sizes depend on the number of
concepts and consensus of responses

Output Qualitative and/or quantitative data

evaluating and comparing alternative
concepts

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 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
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Rough Art, Copy, & Commercial Testing

Comprehension and Reaction Tests

Consumer Juries

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

18-12
 Rough Testing Terms

succession of drawings/cartoons, rendered artwork, still

frames, and simulated movement

Animatic Rough
successions of photographs, often showing real people/scenery,
etc., with still frames and simulated movement

Terms Photomatic Rough

employs live motion, stand-in talent, nonunion crews,
limited props and opticals, and location settings

Live-action Rough

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 Pretesting Finished Print Ads

A laboratory method
Portfolio
Includes test and control ads
Tests
Portfolio test have problems

Readability Based on syllables per 100 words

Tests Other factors also considered

Dummy Sent to random sample homes

Advertising
Vehicles Product interest may bias results

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 Test Your Knowledge
_____ is a method of testing ads by placing them
randomly in certain copies of regularly distributed
magazines.
A) Vehicle source testing
B) Burke's reflection test
C) A Flesch test
D) Dummy advertising vehicle testing
E) A contextual test

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Pretesting Finished Broadcast Ads

Theater Physiological
Tests Measures
On-Air
Tests

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Physiological Measures

Pupil dilation

Galvanic skin
response

Eye tracking

Brain waves

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 Market Testing of Ads

Recognition
Inquiry Tests
Tests

Testing

Tracking Studies Recall Tests

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Posttests of Broadcast Commercials

Day after recall Persuasive

tests measures

Tracking
Diagnostics
studies
Testing

Single-source Comprehensive
tracking measures

Test marketing

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Comprehensive Testing by Ipsos-ASI

The company provides a variety of research

services for print and broadcast
measurement, including diagnostics and
comprehensive measures.
Recall scores
Persuasion scores
Purchase intent and frequency
Brand equity differentiation
Relevance and communication
Reaction diagnostics

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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 & implement proper research

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 Test Your Knowledge
Good tests of advertising effectiveness must address
the nine principles established by PACT, that we just
reviewed on the previous slide. The first step in the
model is to:
A) Understand the appropriate research
B) Create a model that uses multiple
measures
C) Establish communication objectives
D) Decide whether to use posttests or
pretests
E) Develop a consumer response model

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