Measuring the Effectiveness of the Promotional Program

Marketer’s Views Toward Measuring Effectiveness

The objectives of creative Evaluate alternative strategies Avoid costly mistakes Increase efficiency in general Disagreement on what to test Reasons For and Against Measuring Effectiveness Research problems Cost of measurement Determine if objectives are achieved Time AdvantagesDisadvantages Research Method Difficulties Cost of measurement Determine if objectives are achieved

Where to test Laboratory tests Field tests Where to test Laboratory tests Field tests When to test Pretesting Posttesting When to test Pretesting Posttesting Where to test Laboratory Field Where to test Laboratory Field When to test Pretesting Posttesting When to test Pretesting Posttesting What to test Source factors Message variables Media strategies Budget decisions What to test Source factors Message variables Media strategies Budget decisions How to test Testing guidelines Appropriate tests How to test Testing guidelines Appropriate tests What to test Source factors Ad concepts and messages Media strategies Finished Ads What to test Source factors Ad concepts and messages Media strategies Finished Ads Measuring Advertising Effectiveness

3.Finished Art or Commercial Testing 1.Concept Testing 2.Rough Testing 4.Market Testing (Post- testing) 2.Rough Testing 1.Concept Testing The Testing Process Occurs at Various Stages

On-air Tests Dummy Ad Vehicles Consumer Juries Portfolio Tests Physiological Measures Theater Tests Rough Tests Concept Tests Reliability Tests Comprehension and Reaction Tests Pretesting MethodsLaboratoryField Dummy Ad Vehicles Consumer Juries Portfolio Tests Physiological Measures Theater Tests Rough Tests Concept Tests Reliability Tests Comprehension and Reaction Tests

Qualitative and/or quantitative data evaluating and comparing alternative concepts Explores consumers’ responses to ad concepts expressed in words, pictures, or symbols Alternatives are exposed to consumers who match the target audience Reactions and evaluations are sought through focus groups, direct questioning, surveys, etc. Sample sizes depend on the number of concepts and the consensus of responses Explores consumers’ responses to ad concepts expressed in words, pictures, or symbols Alternatives are exposed to consumers who match the target audience profile. Reactions and evaluations are sought through focus groups, direct questioning, surveys, etc. Sample sizes depend on the number of concepts being tested and the “consensus level” of initial responses. Concept Testing Objective Method Output

Recall Tests Inquiry Tests Association Measures Single-Source Systems Tracking Studies Recognition Tests Inquiry Tests Single-Source Systems Association Measures Recall Tests Field Posttesting Methods Methods

Positioning Advertising Copy Testing (PACT) 1. Provide measurements relevant to objectives of advertising 2. Require agreement on how results will be used before each test 3. Provide multiple measures (Single measures aren't adequate) 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 the same degree of finish 7. Provide controls to avoid the biasing effects of exposure context 8. Take into account basic considerations of sample definition 9. Demonstrate reliability and validity

An Animatic Example from Airwalk *Click outside of the video screen to advance to the next slide

Resulting Spot from the Animatic Rough *Click outside of the video screen to advance to the next slide

Based on syllables per 100 words Other factors also considered A laboratory method Includes test and control ads Portfolio test have problems Based on # syllables per 100 words Measures comprehension efficiency A laboratory method Includes test and control ads Portfolio test problems: Halo Effects Pretesting Finished Print Ads Readability Tests Portfolio Tests Dummy Advertising Vehicles Distributed to random sample of homes Product interest may still bias results Distributed to random sample of homes

Theater Tests Measures: Interest in and reaction to the commercial Changes in product preferences Emotional reactions and engagement using an adjective checklist Recall of content, brand name, information, etc. Interest in the brand presented Continuous (frame-by- frame) reactions Measures: Interest in and reaction to the commercial Changes in product preferences Emotional reactions and engagement using an adjective checklist Recall of content, brand name, information, etc. Interest in the brand presented Continuous (frame-by- frame) reactions On-Air Tests Insertion in TV programs in specific markets Typically measure “Day After Recall” (DAR) as main variable of interest Split Broadcasts Insertion in TV programs in specific markets Typically measure “Day After Recall” (DAR) as main variable of interest Split Broadcasts Theater Tests Pre-testing Finished Broadcast Ads

Eye tracking Pupil dilation Galvanic skin response Brain waves (EEGs) & FMRI Eye tracking Galvanic skin response Pupil dilation Physiological Measures (Lab) Testing

Post-Test “Starch-Scoring” of Print Ads Noted score– the percentage of readers who remember seeing the ad Seen-associated score—the percentage who remember seeing or reading any part of the ad identifying the product or brand Read most score—the percentage of readers who report reading at least half of the copy portion of the ad.

Test marketing Day after recall tests Persuasive measures Diagnostics Comprehensive measures Single-source tracking Tracking studies Single-source tracking Test marketing Comprehensive measures Diagnostics Persuasive measures Day after recall tests Post-Testing Broadcast Commercials Testing