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Pros and Cons of Measuring Advertising Effectiveness
Reasons to Measure Reasons to Measure Ad EffectivenessAd Effectiveness
Avoid costly mistakes Evaluate alternative
strategies Increase efficiency of
advertising in general Determining if objectives
are achieved
Reasons Not to MeasureReasons Not to MeasureEffectivenessEffectiveness
Cost of measurement Problems with research Disagreement about
what to test Objections of creative
personnel Lack of time
Evaluating Creatives*
Concept Testing: Assessment of potential creatives
Communication Research: A Look at the Advertising Creative
Copy Testing: Assessment of creative achievement
* The word creative when used as a noun refers to an actual advertisement
Concept Testing A concept is similar to the actual ad, but more
succinct without a lot of selling and posturing The concept states in clear terms the selling
premise, unique position or benefit of the advertised product or service
We test the concepts in order to determine which of a set of concepts would be the most useful in accomplishing our objective
See handouts to see the difference between a concept and the corresponding creative
Types of Concept Tests New Product Concept Tests
Generate concepts for multiple new product possibilities and test the concepts to assess which new product has the most potential for success
Benefit Positioning Concept Tests Generate multiple concepts for one product to test
which concept has the most potential for generating desired outcome, generally purchase intent
Each concept will focus on a different benefit (position)
Example: concept test for a new PDA concept 1 focuses on ease of use concept 2 focuses on technical capability
General Outline for Performing Concept Testing
Generate Concepts Generate Questionnaire Administer the Test Organize, analyze, interpret data
Concept Generation
Concepts are typically presented on 8.5”X11” cardstock or board, and are sometimes called “white card” tests
Card contains: Headline Body copy Illustrations
White Card Headline This is NOT the same as an advertising headline A succinct summary of the main selling proposition or
product benefit Leads into the body copy Gives consumer a clear understanding of the ideas
that are to be presented in the body copy Use simple, single-minded declarative statements
“The new GeoNET PDA integrates many wireless technologies so you can do more when you travel.”
Concept Body Copy Be direct and clear, using short paragraphs
and active, declarative statements Do not use:
Advertisingese; do not embellish Industry jargon that is unfamiliar to the audience Overwritten or long concepts
If new product concept, you should also Identify product category membership List all primary benefits Identify differentiating attributes
Concept Body CopyThe new GeoNET PDA integrates a wireless phone, GPS
receiver, and Blackberry wireless technology with 512MB of internal memory and coast to coast Web access.
With all of these features in one convenient device, working while traveling is easier than carrying multiple devices to accomplish the same tasks.
The GeoNET PDA is available with either Palm OS or Windows Mobile for even more flexibility
Suggested retail prices: $299 with black and white display; $449 with 16-bit color display
Concept Generation Considerations Using Brand names is generally accepted
as concept perceptions are often impacted greatly by brand name presence
Pricing information should be present If not in the concept itself, integrate it into the
questionnaire Price does not need to be explicitly stated, but if
it is, it should accurately reflect the actual expected price
Illustrations and format between tested concepts should be as identical as possible
Generate Questionnaire Demographic and brand usage questions Diagnostic questions pertaining to specific
characteristics of the concept Core questions
Communication of the main idea Believability of the main idea Uniqueness of the main idea Personal relevance of the main idea Purchase Intent Purchase frequency Reasons for purchase intent and purchase
frequency
Concept Test Administration
Target definition Research methodology Questionnaire construction Concept exposure Data analysis and interpretation
Data Organization, Analysis and Interpretation Split sample by respondent characteristics
(quota groups) and assess differences between concepts
Split sample by concepts and assess differences between quota groups
Crosstabs on core questions by purchase intent, brand usage, and communications
Correlation matrix between believability, uniqueness, and relevance
Group Practice Time
Concept Testing Handout Read through the description of the
study and purpose of the research The actual concept and a variety of
results tables are provided for you Answer the 4 questions at the end of
the handout using the results provided
Communication Research After concept testing, we have identified
the concept, that is, the main idea that is to be communicated in the advertisements
Now we must develop the actual communications, the ads, and determine if we are communicating our ideas effectively
Basic goal is to determine how consumers react to the ad and why they are reacting that way
General Outline for Communication Research
Create test ads Specify Respondent Characteristics Select Methodology Generate Questionnaire Analyze and Report findings
Creating the Test Ads Print ads should be created to the semi-comp stage,
meaning it is full size, with color and art in place and scaled to size May not be exactly how ad will look in print, but
should be close Radio ads can be scratch tracks, meaning that all
aural elements are there, but recording may not be professional quality yet
TV ads may be storyboarded as long as the ad comes across to the audience in the correct way May use animatics, photoboards, or photomatics if
needed to get across important visual cues In all cases, copy should be precise
Generate the Questionnaire Brand usage, demography, etc. Core questions to assess:
Whether the respondent accurately processed the information presented
Respondent attitudes toward the communication, i.e. the message was well received Should probe cognitive and emotional
responses Respondent attitudes toward the ad itself
Questions specific to the particular creative
Analysis and Interpretation of Communication Research Data
Typically standard tests (t-tests, chi-square tests) are all that are needed to describe the results
Relationships between variables can be interesting, but is more difficult and requires some creativity on the part of the researcher since no hypotheses are developed for testing
Copy Testing Communication research is performed during creative
development and is diagnostic in nature Copy testing takes place after creative developments
using actual ads, and is evaluative in nature Independent marketing research companies specialize
in copy testing, and have established a set of norms upon which go/stay decisions are made
The majority of copy testing is done on television advertising, although options exist for print, radio, and outdoor advertising as well Television advertising is far more expensive to create
and run than other media, hence the abundance of tv copy testing
Four key decisions to make Place: in home viewing or out of home Naturalness: forced versus unforced
exposure Number of exposures before data collection Key measures:
Recall Message communication Attitude change Purchase intention Ad attitude Et cetera
Typical structure of Television Copy Test Show a sample of 200 respondents a 30 minute program with test
ad imbedded Program is broadcast on an unused cable channel so respondents
may view the program in their homes The day after viewing, respondents are contacted and asked to
name the commercials they remember seeing during the program If unable to name the commercials, they are prompted with correct and
incorrect answers This tests both aided and unaided recall
Purchase intent can be ascertained with a pre-post exposure measurement Prior to watching, respondents are asked what brand they are likely to
purchase next time After exposure, respondents are asked what brand they would prefer to
win Asking the same preference question in a different context masks the
purpose of the question to ensure accurate responses
Other Key Measures Intrusiveness: measure of the ads ability to break through
the clutter and earn a place in the consumer’s mind Unaided recall – correct brand Proved unaided recall Proved brand aided recall
Communication: identifies the ideas that consumers got out of the ad The Lead Idea is the idea that is most often cited by
respondents Persuasion: ad’s ability to generate favorable brand
attitudes Purchase intent Standard brand attitude measure
Commercial Reaction Standard ad attitude measures
Typical Structure of a Magazine Copy Test 125 respondents are recruited through mall intercepts They are asked questions about media and product
usage They are provided a fake magazine with test ad
imbedded and asked to quickly flip through and give initial reactions
Ask respondents what ads they remember seeing Have them look through magazine again, for a longer
time this time Now ask recall, persuasion and communication
questions Direct respondents to the test ad and ask them to
read it Ask customized communication and diagnostic
questions
Typical Measures in Print Copy Testing
Recall/Recognition Idea Communication Brand Attitude Ad Attitude Purchase Intent Stopping Power
Noted Readers: only remember seeing it Associated Readers: read part of it Read Most Readers: read more than half of it
Copy Testing Notes Methodology should be as close to
“real world” as possible Using multiple exposures and
collecting different data after each exposure allows identification of long term effects
Responses are more valid when exposure occurs without respondent knowledge of participation
When Using Outside Firms Research Services Some measures between companies may
have similar names, but measure completely differently. Understand the method completely so you can truly ascertain the meaning of the data
Know what the “norms” are, and be sure that they are current and appropriate to the product
Ensure that measures used by research firm are reliable and valid; if firm does not share, or claims to not know, reliability and validity diagnostics, be wary of results