Chapter Eleven Assessing Ad Message Effectiveness.
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Transcript of Chapter Eleven Assessing Ad Message Effectiveness.
Chapter Eleven ObjectivesChapter Eleven Objectives
• Explain the rationale and importance of message research
• Describe the various research techniques used to measure consumer’s recognition and recall of advertising messages
• Describe the measures of physiological arousal to advertisements
Chapter Eleven ObjectivesChapter Eleven Objectives
• Explain the meaning and operation of single-source measures of advertising effectiveness
• Explain the role of persuasion measurement, including pre-post testing of consumer preference
Message Research MethodsMessage Research Methods
Major forms of pre-finished commercials
Storyboards Animatics
Photomatics Ripamatics
Liveamatics
Advertising ResearchAdvertising Research
• To test effectiveness of messages• Pretesting ads during developmental stages• Posttesting to to determine if messages
achieve their established objectives
Message Research
Ideal Measure ofIdeal Measure of Advertising Research Advertising Research
• Provide an early warning signal
• Evaluates in terms of sales volume generated by advertising
• Satisfy reliability & validity
• Permit quick & inexpensive measurement
Industry Standards for Message Industry Standards for Message ResearchResearch
Principle 1: provide measurements that are relevant to the advertising objectives
Principle 2: requires agreement about how the results will be used in advance of each specific test
Principle 3: provides multiple measurements because single measurements are generally inadequate
PACT Principles
Industry Standards for Message Industry Standards for Message ResearchResearch
Principle 4: based on a model of human response to communications
Reception of a stimulus
Comprehension of the stimulus
The response of the stimulus
Principle 5: allows for consideration of whether the advertising stimulus should be exposed more than once
PACT Principles
Industry Standards for Message Industry Standards for Message ResearchResearch
Principle 6: recognizes that a more finished piece of copy can be evaluated more soundly
Alternative executions be tested in the same degree of finish
Principle 7: system provides controls to avoid the bias normally found in the exposure context
PACT Principles
Industry Standards for Message Industry Standards for Message ResearchResearch
Principle 8: takes into account basic considerations of sample definition
Requires that the sample be representative of the target audience
Principle 9: can demonstrate reliability and validity
A reliable test is one that yields consistent results
A valid test is one that is predictive of the marketplace performance
PACT Principles
Advertising Research MethodsAdvertising Research Methods
Physiological Arousal
Persuasion
Recognition & Recall
Sales Response
MessageResearchMethods
Message Research Methods Message Research Methods
Physiological Arousal
Persuasion
Recognition & Recall
Sales Response
• Starch readership service (magazines)
• Bruzzone tests (TV)• Burke day-after
recall (TV)
Starch Readership ServiceStarch Readership Service
Measures the primary objective of a magazine ad—to be seen and read
Examines reader awareness of ads in consumer magazines and business publications
Readers are classified
Starch Readership ServiceStarch Readership Service
Classifications
Noted—remember having previously seen the ad in the issue being studied
Associated—noted the ad and saw or read some part of it that clearly indicated the name of the brand or advertiser
Starch Readership ServiceStarch Readership Service
Classifications
Read Some—read any part of the ad’s copy
Read Most—read half or more of the written material in the ad
Starch Readership ServiceStarch Readership Service
Indices are developed
ADNORM index: compares an advertisement’s scores against other ads in the same product category as well as the same size (e.g., full page) and color classifications (e.g., four-color ads)
Measures of Recognition & Recall Measures of Recognition & Recall
Comparisons between scores for the same ad placed in different magazines or comparative scores among different ads placed in the same magazine issue
This ad scored 55% better than the average noted score for all half-page or larger ads in this issue
Measures of Recognition & Recall Measures of Recognition & Recall
Starch-rated
advertisement for
the Toyota Sienna
Measures of Recognition & RecallMeasures of Recognition & Recall
Bruzzone testprovides
advertisers with a test of consumer recognition of television commercials
Measures of Recognition & RecallMeasures of Recognition & Recall
Advertising Response Model (ARM) links responses to the 27 descriptive adjectives to consumers’ attitudes toward both the ad and the advertised brand and to purchase interest.
Bruzzone test
Measures of Recognition & RecallMeasures of Recognition & Recall
Provides valid prediction of actual marketplace performance along with being relatively inexpensive
Doesn’t provide a before-the-fact indication
Tests offer important info for evaluating a commercial’s effectiveness and whether it should continue to run
With the Internet’s growth tests are now performed online
Bruzzone test
Measures of Recognition & RecallMeasures of Recognition & Recall
Online Ad Tracking Using the Bruzzone Method
Measures of Recognition & RecallMeasures of Recognition & Recall
• Used to assess the effectiveness of test commercials and to ID strengths and weaknesses
• (1) Claimed-recall scores—indicate the percentage of respondents who recall seeing the ad
• (2) Related-recall scores—indicate the percentage of respondents who accurately describe
specific advertising elements
Burke Day-After Recall Testing
Measures of Recognition & RecallMeasures of Recognition & Recall
• Coke execs reject recall as a valid measure
• 1) Recall simply measures whether an ad is received but not whether the message is accepted
• 2) Recall are biased in favor of younger consumers
Burke Day-After Recall Testing
Measures of Recognition & RecallMeasures of Recognition & Recall
• 3) Recall scores generated by ads are not predictive of sales performance
• 4) Day-after recall testing is biased against certain types of advertising content
Understate the memorability of commercials that employ emotional or feeling-oriented themes and are biased in favor of rational or thought-oriented commercials
Burke Day-After Recall Testing
Message Research MethodsMessage Research Methods
Physiological Arousal
Persuasion
Recognition & Recall
Sales Response
• Psychogalvanometer• Pupilometer
Measures of Recognition & RecallMeasures of Recognition & Recall
• Ads that are better liked are more likely to be remembered and to persuade
• Efforts are now made to measure consumer’s affective and emotional reactions to ads
Measures of Physiological Arousal
Measures of Recognition & RecallMeasures of Recognition & Recall
• Galvanometer—which measures minute levels of perspiration in response to emotional arousal
• Pupillometric tests—which measure pupil dilation
• Advertising researchers use changes in physiological functions to indicate the actual, unbiased amount of arousal resulting from ads
Measures of Physiological Arousal
Measures of Physiological ArousalMeasures of Physiological Arousal
Illustration of
potential role for
physiological
measurement
Message Research MethodsMessage Research Methods
Physiological Arousal
Persuasion
Recognition & Recall
Sales Response
• Ipsos-ASI Next*TV method
• Rsc’s ARS Persuasion method
Measures of PersuasionMeasures of Persuasion
• Used when an advertiser’s objective is to influence consumers’ attitudes toward and preference for the advertised brand.
Measures of PersuasionMeasures of Persuasion
• Performs ad research in more than 50 countries
• Tests television commercials in consumers’ homes
• Tell consumers to evaluate a TV program, but actually evaluating the commercials within the program
Ipsos-ASI Next*TV Method
Measures of PersuasionMeasures of Persuasion
• One day after viewing—personal contact with sampled consumers and measure their reactions to the TV program and the advertisements
• Measures message recall and persuasion
Ipsos-ASI Next*TV Method
Measures of PersuasionMeasures of Persuasion
• Persuasion measured by:
Consumers’ attitudes toward advertised brands
Shift in brand preferences
Brand-related purchase intent and frequency
Ipsos-ASI Next*TV Method
Measures of PersuasionMeasures of Persuasion
1) Tests in a natural environment
2) Assess the ability of TV commercials to break through the clutter
3) Determine how well tested commercials are remembered after this delay period
4) Allows the use of a representative national sampling
Ipsos-ASI Next*TV Method
Measures of PersuasionMeasures of Persuasion
1) Respondents indicate what brands they prefer to receive among a “basket” of options—the pre measure
2) After exposure to a television program respondents again indicate what brands they would prefer to receive if their name were selected in a drawing—the post measure
The ARS Persuasion Method--rsc
Measures of PersuasionMeasures of Persuasion
The ARS Persuasion score simply represents the post-measure percentage of respondents preferring the target brand minus the pre-measure percentage who prefer that brand
A positive score indicates a shifted preference toward the target brand
A higher-scoring commercial generates greater sales volume and larger market share gains
The ARS Persuasion Method--rsc
Measures of PersuasionMeasures of Persuasion
ARS Persuasion scores are valid predictors of in-market performance
The higher the score, the greater the likelihood that a tested commercial will produce positive sales gains when the focal brand is advertised under real-world, in-market conditions
The ARS Persuasion Method--rsc
Conclusions by rscConclusions by rsc
• Ad copy must be distinctive
• Ad weight without persuasiveness is insufficient
• The selling power of advertising wear out over time
Message Research MethodsMessage Research Methods
Physiological Arousal
Persuasion
Recognition & Recall
Sales Response
• IRI’s BehaviorScan• Nielsen’s SCANTRACK
Measures of Sales ResponseMeasures of Sales Response
Single-Source Systems
Gather purchase data from panels ofhouseholds using: (1) electronic television meters
(2) optical laser scanning of universal product codes (UPC) at retail checkout
(3) split-cable technology
Measures of Sales ResponseMeasures of Sales Response
IRI knows what items each household purchases by linking up optically scanned purchases with ID numbers
Members provide IRI with detailed demographic information
IRI’s BehaviorScan
Measures of Sales ResponseMeasures of Sales Response
Single source data consists of:
(1) household demographic info
(2) household purchase behavior
(3) household exposure to new television commercials that are tested under real world test conditions
IRI’s BehaviorScan
Measures of Sales ResponseMeasures of Sales Response
Uses split-cable and optically scanned purchase data to know exactly which commercial each household had the opportunity to see and how much of a brand is purchased
IRI’s BehaviorScan
Measures of Sales ResponseMeasures of Sales Response
Two types of tests are offered: (1) weight tests and (2) copy tests
1) Weight tests—panel households are divided into test and control groups
2) Copy tests—holds the amount of weight constant but varies commercial content
IRI’s BehaviorScan
Measures of Sales ResponseMeasures of Sales Response
SCANTRACK differs from BehaviorScan
SCANTRACK collects purchase data by having panel households use handheld scanners
Panelists record purchases of every bar-coded product purchased regardless of the store where purchased
Nielsen’s SCANTRACK