Adv 435 ch 10 evaluation
-
Upload
len-kornblau -
Category
Documents
-
view
484 -
download
0
description
Transcript of Adv 435 ch 10 evaluation
![Page 1: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/1.jpg)
ADV 435
EVALUATION
![Page 2: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/2.jpg)
REASONS TO MEASURE EFFECTIVENESS
• HELPS AVOID COSTLY MISTAKES• EVALUATES ALTERN. STRATS• TARGETS• MEDIA (NETWORK VS. SPOT)• MESSAGES• TONE• USP• IMAGE VS. PRODUCT
![Page 3: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/3.jpg)
REASONS TO MEASURE EFFECTIVENESS
• INCREASE EFFICIENCY
• PROVIDES OBJECTIVITY• FOCUSES DIRECTION
![Page 4: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/4.jpg)
REASONS NOT TO MEASURE EFFECTIVENESS
• COST • EXPENSIVE• HOW MUCH SAVINGS?
![Page 5: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/5.jpg)
REASONS NOT TO MEASURE EFFECTIVENESS
• METHODOLOGIES• LIMITED TIME• TOO MANY VARIABLES• QUESTIONABLE CORRELATIONS (CAUSE/EFFECT)
![Page 6: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/6.jpg)
REASONS NOT TO MEASURE EFFECTIVENESS
• WHAT TO TEST?• IMPACT ON SALES• IMAGE• BRAND IDENTITY• AWARENESS
![Page 7: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/7.jpg)
REASONS NOT TO MEASURE EFFECTIVENESS
• TESTING COPY• CREATIVES HATE THIS• CASTS ASPERSIONS ON CREATIVITY• CAN’T MEASURE FULL IMPACT• RE-SHOOTS ARE EXPENSIVE• DITTO ADDITIONAL SCENES
![Page 8: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/8.jpg)
REASONS NOT TO MEASURE EFFECTIVENESS
• TESTING STORYBOARDS• CAN IMPACT RESULTS SINCE ITS NOT ACTUAL SPOT• PEOPLE IMAGINE FINISHED SPOT INSTEAD OF SEEING IT
![Page 9: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/9.jpg)
REASONS NOT TO MEASURE EFFECTIVENESS
• TIME• CAN DELAY START OF ADS• COULD LOSE WINDOW OF OPPORTUNITY
![Page 10: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/10.jpg)
ACTUALLY LARGER BUDGET = MORE TESTING
![Page 11: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/11.jpg)
PROCESSBENCHMARKS• ESTABLISHES A COMPARISON BASE• CAN BE USED OVER TIME• EASIER TO AGREE UPON
![Page 12: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/12.jpg)
WHAT TO MEASURECONCEPT TESTING• start of creative process• product names• slogans/taglines• themes• claims/promises• positioning
![Page 13: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/13.jpg)
WHAT TO MEASURECONCEPT TESTING• later• music and art• spokespeople/endorsers• humor/voiceovers• words• order of elements
![Page 14: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/14.jpg)
How to Concept Test• focus groups• mall intercepts• one on one interview
![Page 15: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/15.jpg)
Copy Testing• predicts effectiveness• Aids further development• does NOT establish
causal link to sales
![Page 16: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/16.jpg)
Copy Testing• Test vs. normal value for:• awareness• persuasion• likeability (actors/spokespeople)
• Scores compared to benchmarks
![Page 17: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/17.jpg)
Copy Testing
Two basic types1. Diagnostic2. evaluative
![Page 18: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/18.jpg)
Diagnostic Testing
• may tell what’s wrong, but not how to fix it
• open ended questions• relates to specifics
![Page 19: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/19.jpg)
Evaluative Testing
• focus on:• likeability• persuasion
![Page 20: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/20.jpg)
Evaluative Testing• Frame by Frame• uses push buttons • Gauges:• like/dislike and why• actors/VO/Celebs• sets/shots/angles• copy/music/sfx
![Page 21: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/21.jpg)
Stages of Unfinished Spots• storyboards• animatic – storyboard
with sound• Photomatic – Photos
with sound
![Page 22: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/22.jpg)
Stages of Unfinished Spots•Ripamatic – Footage
from other spots with sound
•Liveamatic– Actual/ Stand in Actor, no sets •MOS – Remember?
![Page 23: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/23.jpg)
Fundamentals for copy testing by 21 agencies
1. Measurements relevant to Objectives of ad
2. Advance agreement how results will be used
3. Multiple measurements• No universally accepted
single measurement
![Page 24: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/24.jpg)
Fundamentals for copy testing by 21 agencies
4. Basis = Human Response to Communication
• Reception of Stimulus• Comprehension• Response
![Page 25: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/25.jpg)
Fundamentals for copy testing by 21 agencies
5. Allows for consideration of multiple exposures
• OK if they didn’t “get it” the first time
![Page 26: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/26.jpg)
Fundamentals for copy testing by 21 agencies
6. All executions be tested at same time
• Eliminates time bias and• People favor spots closer to
“Finished”
![Page 27: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/27.jpg)
Fundamentals for copy testing by 21 agencies
7. Controls to avoid other bias• off air vs. on air• inside comedy show vs. drama• other spots in pod
![Page 28: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/28.jpg)
Fundamentals for copy testing by 21 agencies
8. Proper Sampling techniques• size• representation
![Page 29: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/29.jpg)
Fundamentals for copy testing by 21 agencies
9. Reliability & validity of system• Tried and True• reference existing or
past clients
![Page 30: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/30.jpg)
Concurrent Testing
Testing while campaign runs
![Page 31: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/31.jpg)
Concurrent Testing
1. Tracking Studies2. Coincidental studies
![Page 32: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/32.jpg)
Concurrent TestingTracking Studies• Sales• Consumer Surveys• Awareness• Attitude• communication playback• message recall
![Page 33: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/33.jpg)
Concurrent TestingTracking Studies• product Usage• from sales force• from syndicated research• new or repeat• frequency
![Page 34: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/34.jpg)
Concurrent TestingTracking Studies• product Satisfaction• Conducted periodically•Mostly waves (Blocks)•Monthly or Quarterly
• Methods• Telephone/Pantry Checks• E-mail/ direct Mail/Mall Inter• Diaries/Scanner Data
![Page 35: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/35.jpg)
Concurrent TestingCoincidental Studies• not by accident• telephone surveys during viewing time• rarely done anymore• tested immediate recall
![Page 36: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/36.jpg)
Post TestingSame as Concurrent but AFTER campaign not during.
Focus on:• Communication Effects• Behavioral Effects
![Page 37: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/37.jpg)
Post TestingCommunication Effects• Recognition (Print)• Recall (All Media)• Attitudes & Awareness
![Page 38: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/38.jpg)
Post TestingBehavioral Effects• Sales• Inquiries• Traffic
![Page 39: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/39.jpg)
Post TestingRecognition TestsScore:
• Noted: % having seen at some point
• Seen Associated: % remembering Brand in Ad
![Page 40: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/40.jpg)
Post TestingRecognition Tests Score:
Read Most: % Reading or Recall Half or
More of Copy• Signature: % remembering
Brand name or Logo
![Page 41: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/41.jpg)
Post TestingRecall Tests • Using is Dropping• Primarily for TV
![Page 42: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/42.jpg)
Post TestingRecall Tests •Measures Impact:• Intrusiveness – Gets attention• Idea communication - % who recall specific sales points• Persuasion – pre/post score of “favorable Buying Attitude”• commercial reaction• Like scale & Excellence Scale
![Page 43: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/43.jpg)
Post TestingRecall Tests Most Popular method was Day After recall from Burke Market Research often referred to as “Burking It” Since sold and incorporated into Apex Syst.
![Page 44: Adv 435 ch 10 evaluation](https://reader035.fdocuments.in/reader035/viewer/2022081413/5482677eb4af9f496b8b45e7/html5/thumbnails/44.jpg)
Post TestingRecall Tests Why in decline?• Cost• Timing (after Campaign)• too late to impact next campaign• Sales data already in• A & A studies reflect results• Nielsen can customize models