Assessing Ad Message Effectiveness 12. Advertising Research To test effectiveness of creative message Pretesting to eliminate ineffective ads Posttesting.

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Presentation transcript:

Assessing Ad Message Effectiveness 12

Advertising Research To test effectiveness of creative message Pretesting to eliminate ineffective ads Posttesting to determine if messages achieve their established objectives Message Research Media Research 2

Advertising Research Attempts to ascertain audience’s characteristics and the size of that audience so that ratings can be determined Message Research Media Research 3

Ideal Measure of Advertising Research Provide an early warning signal Evaluates in terms of sales volume generated by advertising Satisfy reliability & validity Permit quick & inexpensive measurement 4

Message Research Methods Physiological Arousal Persuasio n Recognition & Recall Sales Response Message Research Methods 5

Message Research Methods Recognition & Recall Starch readership service (magazines) Burke day-after recall (TV) Bruzzone tests (TV) 6

Measures of Recognition & Recall Starch readership service 7

Message Research Methods Recognition & Recall Starch readership service (magazines) More a measure of attention-getting & reading than of recall 8

Message Research Methods Recognition & Recall Burke Day-After Recall (TV): DAR When should recall be used? What are the problems? 9

Measures of Recognition & Recall Bruzzone- tested commercial for American Express 10

Measures of Recognition & Recall 11

Message Research Methods Physiological Arousal Galvanometer (GSR) Pupillometer 12

Message Research Methods Persuasion ASI theater testing ARS Persuasion method by “rsc The Quality Measurement System” (rsc for short) 13

Message Research Methods Sales Response IRI’s BehaviorScan Nielsen’s SCANTRACK 14

Measures of Sales Response Single-Source Systems Gather purchase data from panels of households using optical scanning equipment and merge it with household demographic characteristics and with information about causal marketing variables that influence household purchases 15

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