Measuring the Effectiveness

of the Promotional Program

Marketers Views Toward Measuring Effectiveness

Reasons For and Against

Measuring Effectiveness
Advantages

Disadvantages

Avoid
Avoid costly
costly mistakes
mistakes

Cost
Cost of
of measurement
measurement

Evaluate
Evaluate alternative
alternative
strategies
strategies

Research
Method
Researchproblems
Method
Research
Research
problems
Difficulties
Difficulties

Increase
Increase efficiency
efficiency in
in
general
general

Disagreement
Disagreement on
on what
what to
to
test
test

Determine
Determine ifif objectives
objectives are
are
achieved
achieved

The
The objectives
objectives of
of creative
creative
Time
Time

Measuring Advertising Effectiveness

What
What
to
test
What
Whatto
to
totest
test
test

Source
factors
Source
factors
Source
factors
Source
factors

Ad
concepts
and
Ad
conceptsvariables
and messages
messages
Message
Message
variables
Media
strategies
strategies
Media
strategies
Media
Media
strategies
Finished
Finished Ads
Ads

Where
Where to
to test
test
Laboratory
Laboratory tests
tests
Field
Field tests
tests

Budget
Budget decisions
decisions

How
How to
to test
test
Testing
Testing guidelines
guidelines
Appropriate
Appropriate tests
tests

When
When to
to test
test
Pretesting
Pretesting
Posttesting
Posttesting

The Testing Process

1.Concept
1.Concept Testing
Testing

2.Rough
2.Rough Testing
Testing
Occurs
Occurs at
at
Various
Various Stages
Stages

3.Finished
3.Finished Art
Art or
or
Commercial
Commercial Testing
Testing
4.Market
4.Market Testing
Testing (Post(Posttesting)
testing)

Pretesting Methods
Laboratory

Field

Consumer
Consumer Juries
Juries

Dummy
Dummy Ad
Ad Vehicles
Vehicles

Portfolio
Portfolio Tests
Tests

On-air
On-air Tests
Tests

Physiological
Physiological Measures
Measures
Theater
Theater Tests
Tests
Rough
Rough Tests
Tests
Concept
Concept Tests
Tests
Reliability
Reliability Tests
Tests
Comprehension
Comprehension and
and
Reaction
Reaction Tests
Tests

Concept Testing
Objective
Objective

Explores
Explores consumers
consumers responses
responses to
to ad
ad concepts
concepts
expressed
expressed in
in words,
words, pictures,
pictures, or
or symbols
symbols
Alternatives
Alternatives are
are exposed
exposed to
to consumers
consumers who
who
match
match the
the target
target audience
audience profile.
profile.

Method
Method

Reactions
Reactions and
and evaluations
evaluations are
are sought
sought through
through
focus
focus groups,
groups, direct
direct questioning,
questioning, surveys,
surveys, etc.
etc.
Sample
sizes
depend
on
the
of
Sample
sizes
depend
on
of
being
Sample
sizes
depend
onnumber
the number
number
of concepts
concepts
Sample
sizes
depend
on the
the
number
of concepts
concepts
being
tested
and
the
consensus
level
of
initial
responses.
and
consensus
of
tested
and
the consensus
level of initial responses.
and the
the
consensus
of responses
responses

Output
Output

Qualitative
Qualitative and/or
and/or quantitative
quantitative data
data evaluating
evaluating
and
and comparing
comparing alternative
alternative concepts
concepts

Field Posttesting Methods

Recall
Recall Tests
Tests
Tracking
Tracking
Studies
Studies

Association
Association
Measures
Measures
Methods
Methods

Recognition
Recognition
Tests
Tests

Single-Source
Single-Source
Systems
Systems
Inquiry
Inquiry Tests
Tests

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

Pretesting Finished Print Ads

A
A laboratory
laboratory method
method
Portfolio
Portfolio
Tests
Tests

Includes
Includes test
test and
and control
control ads
ads
Portfolio
problems:
problems
Halo
Portfolio test
test have
have
problems:
problems
Halo Effects
Effects

Readability
Readability
Tests
Tests

Dummy
Dummy
Advertising
Advertising
Vehicles
Vehicles

Based
syllables
per
100
words
syllables
per
100
words
Based on
on #
#
syllables
per
100
words
syllables
per
100
words
Measures
comprehension
efficiency
Other
also
Measures
comprehension
efficiency
Other factors
factors
also considered
considered
Distributed
Distributed to
to random
random sample
sample of
of homes
homes
Product
Product interest
interest may
may still
still bias
bias results
results

Pre-testing Finished Broadcast Ads

Theater
Theater Tests
Tests

On-Air
On-Air Tests
Tests

Measures:
Measures:
Interest
Interest in
in and
and reaction
reaction to
to
the
the commercial
commercial
Changes
Changes in
in product
product
preferences
preferences
Emotional
Emotional reactions
reactions and
and
engagement
engagement using
using an
an
adjective
adjective checklist
checklist
Recall
Recall of
of content,
content, brand
brand
name,
name, information,
information, etc.
etc.
Interest
Interest in
in the
the brand
brand
presented
presented
Continuous
Continuous (frame-by(frame-byframe)
frame) reactions
reactions

Insertion
Insertion in
in TV
TV programs
programs in
in
specific
specific markets
markets
Typically
Typically measure
measure Day
Day After
After
Recall
Recall (DAR)
(DAR) as
as main
main
variable
variable of
of interest
interest
Split
Split Broadcasts
Broadcasts

Physiological Measures (Lab)

Galvanic
Galvanic skin
skin
response
response

Pupil
Pupil dilation
dilation

Testing
Testing

Brain
Brain waves
waves
(EEGs)
(EEGs) &
& FMRI
FMRI

Eye
Eye tracking
tracking

Post-Test Starch-Scoring of Print Ads

Noted score the percentage

of readers who remember
seeing the ad
Seen-associated scorethe
percentage who remember
seeing or reading any part of
the ad identifying the product or
brand
Read most scorethe
percentage of readers who
report reading at least half of
the copy portion of the ad.

Post-Testing Broadcast Commercials

Day
Day after
after recall
recall
tests
tests

Tracking
Tracking
studies
studies

Persuasive
Persuasive
measures
measures

Diagnostics
Diagnostics

Testing
Testing
Comprehensive
Comprehensive
measures
measures

Single-source
Single-source
tracking
tracking
Test
Test marketing
marketing