• EVALUATING •

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•EVALUATING •

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Overview
 EVALUATING ADVERTISEMENTS
Overview
• What? Evaluating Advertisements (also Advertising Research) •
• A management activity to determine effectivenes
• Compares results to established performance standards and set objectives
• Determines: Profit maximizatio
• Whether message had been designed properl
• To reach the greatest number of prospect
• At a practical cost

• Why? Significance: Profit maximization (time, talent, and treasure, and repeat best practices)
Advantages Disadvantages
• Avoid costly mistakes • Cost measurement
• Evaluate alternative strategies • Research problems
• Increase efficiency in general • Disagreement on what to test
• Determine if objectives are achieved. • Objectives of creatives
• Time

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 EVALUATING ADVERTISEMENTS
Overview
• Tests Considerations: •
• What to test > • Where to test > • When to test > • How to test
• Sources factors • Lab test • Before- Pre-test • Testing guideline
• Message variable • Field tests • During- Concurrent • Appropriate tests
• Media strategie test
• Budget decisions • After- Post tests

•Note:

• Characteristics of a good methodology • Why is each one, important?

• Valid- Accurat • Can you give examples?

• Reliable Consisten
• Relevant- Appropriate

• Types of research by data source: •Note: Be sure to know the difference.

• Customize
• Syndicated

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•EVALUATING •

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Stages and Methods

 EVALUATING ADVERTISEMENTS
Stages and Methods
• When to test •
• Before- Pre-Tests
• Testing before running ad, to determine if it’s saying what is intended and the likelihood of respons
• Helps eliminate weakness/flaws and come out with the best ads
• Provides maximum safety as much is not los
• During- Concurrent Test
• Testing done while an ad is ongoing to check for possible problems and/or needed adjustments
• May lose little more as the advertising process has advance
• After- Post Test
• Testing done after an ad campaign
• Measures combined effect of media weight (I.e. spending level), media buy (i.e. targeting), and quality
of creative executions to determine optimal marketing mix
• Brand’s performance: Brand awareness, brand performance, product usage and attitudes
• If it fails, typically ends ups with the most maximum loss
• Why is the loss more as you go further?

• So when is the best time to evaluate?

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 EVALUATING ADVERTISEMENTS
Stages and Methods
• Pre-Test •
• Pre-Test Method
• Laborator
• Consumer Juries- In groups, consumers indicate which ads they noticed first, prefer, etc. by ranking or
comparison
• Portfolio Tests- Consumers given a folder with test and control ads and asked for preferences
• Physiological” Eye tracking, pupil dilation, galvanic skin response, brain waves
• Theater Tests- Using a questionnaire, measures changes in preferences (I.e. interest, recall, reaction, etc.)
after a select group of people has seen a program where tests ads are run
• Rough Tests
• Concept Tests- Explores consumers’ responses to ad concepts expressed in words, pictures or symbols
• Readability Tests- To help determine comprehensibility., considers syllables per 100 words, ave. length of
sentence and personal words and sentences
• Comprehension and Reaction Tests: Recall and preference for a product, brand, copy
• Fiel
•Dummy Ad Vehicles - Mock ads distributed in random sample homes
• On-air Tests- Insertion in TV programs in specific markets

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 EVALUATING ADVERTISEMENTS
Stages and Methods
• Before- Pre-Test Methods •
• Check list tes
• List of qualifies of an effective, with rating scale or basis for ranking
• Examples of characteristics: honesty, attention getting, readability, convincing ability, persuasiveness,
selling ability, etc.
• Opinion test (also Consumer Jury Test)
• Determines preference of a sample group for a product/service given an ad
• Jury rates heal-lines, themes, illustrations, slogans or direct comparisons
• Examples of questions
• Which ad was seen first?
• Which was most convincing?
• Which was most interesting?

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 EVALUATING ADVERTISEMENTS
Stages and Methods
• Before- Pre-Test Methods •
• Portfolio test and Dummy magazin
• Port-folio test
• A lab method including test ads and control ads placed in a folder for respondents to read and rat
• Dummy magazin
• A dummy magazine to approximates normal exposure. standard editorial, control ads th given to a
sample household to rat
• Respondents are then asked which ads do they remember, what they liked about it, etc
• Inquiry tes
• Running two or more ads on a limited scale to determine which is most effective (i.e. maximum inquiries, etc.)
• Used to test copy appeals, copies, illustrations and other components
• Readability Tests::
• To help determine comprehensibility., considers syllables per 100 words, ave. length of sentence and personal
words and sentence

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 EVALUATING ADVERTISEMENTS
Stages and Methods
• Before- Pre-Test Methods for finished ads •
• Theatre Tests
• Measures changes in product preferences
• May also measure:
• Interested in and reaction to a commercial
• Reaction from an adjective checklis
• XX
• On Air Test
• Insertion of test ads in specific programs (I.e.TV, radio, etc.) for a specific market
• Physiological Measures
• Eye tracking
• Pupil dilation
• Galvanic response
• Brain wave

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 EVALUATING ADVERTISEMENTS
Stages and Methods
• Positioning Advertising Copy Test (PACT) •
• Provide measurements relevant to the advertising objectives
• Require agreement on how results will be used
• Provide multiple measure
• Be based on a model of human response to communications
• Consider multiple vs. single exposure to the stimulus
• Require alternative executions to have same degree of finis
• Provide controls to avoid biasing effects of exposure context
• Take into account basic considerations of sample definition
• Demonstrates reliability and validity

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 EVALUATING ADVERTISEMENTS
Stages and Methods
• During- Concurrent-Test Methods •
• Coincidental Surveys (also Coincidental telephone households)
• Sample households are called for media usage/consumption (i.e. share or response)
• Sample broadcast during a time program broadcast, and asked whether their radio/television is on,
what station or program is it tune in?
• Consumer Diarie
• Giving families/individuals diaries to record details about the program they listen or view
• The diaries are collected periodically and scored
• Mechanical Devices
• Audio Meters
• Psycho galvanomete
• Tachitoscope
• Truck Electronic Unit
• Traffic Count
• Typically for outdoor advertising to determine exposure to vehicles

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 EVALUATING ADVERTISEMENTS
Stages and Methods
• After- Post-Test Methods •
• Inquiry tests
• Field based controlled experimen
• Effectiveness measured by the number of inquiries and advertising copy produce
• Usually attracts inquiry by promoting somethin
• Split run tests
• Running 2 or more ads in the same position, publication, with a a guarantee of each ad reaching a
comparable group of reader
• Here readers are also encouraged to reply to inquiries
• Recognition/Readershop tests
•  A matter of identifying something as having seen or heard before
• Possible categories: Noted, Seen associated, Read most
• Measure the ad effectiveness by determining the number of respondents who have read or seen the
ads befor

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 EVALUATING ADVERTISEMENTS
Stages and Methods
• After- Post-Test Methods, Market Testing of Ads •
• Recall test
• Respondents are asked to answer what they have read, seen or heard without allowing them to look
at or listen to the ad while they are answering
• There are several variations, such test is Triple Association Test which tests the copy themes or the
slogans and reveals the extent to which they have remembered
• Tracking Studie
• Series of surveys over a long period of time
• Sales tests
• Controlled experiment with actual field conditions simulated to establish a direct relationship between
one or more variables and sales of a product or service. It facilitates testing of one ad against another
and one medium against another

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•EVALUATING •

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Other considerations
 EVALUATING ADVERTISEMENTS
Some Considerations
• Essentials of Effective Testing •
• Use a consumer response models
• Use pretests and posttest
• Use multiple measure
• Understand and implement proper researc
• Establish communication objectives

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 EVALUATING ADVERTISEMENTS
Some Considerations
• Measuring Effectiveness & Efficiency •
• The most important issue for IMC planning is identifying the most appropriate
contact mix i.e. which contacts to prioritize
• Questions: Are we
• Being effective: 1. Doing the right things?
• Being efficient: 2. Doing things right?
• Current techniques measure only efficiency
• Reach, frequency, GRPs (media survey
• Weight of market activit
• MCA by integration measures effectiveness and efficiency
• Influence of contact
• Consumer brand experience

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 EVALUATING ADVERTISEMENTS
Some Considerations
• Problems with Current Research Methods •
• Provide measurements that are relevant to the objectives of the advertisin
• Require agreement about how the result will be used in advance of each specific test
• Provide multiple measurements (became single measurement are not adequate to assess ad
performance)
• Be based on a model of human response to communication- the reception of a stimulus, the
comprehension of the stimulus, and the response to the stimulu
• Allow for consideration of whether the advertising stimulus should be exposed more than onc
• Require that the more finished a piece of copy is, the more soundly it can be evaluated and require,
as a minimum, that alternative execution be tested in the same degree to finish
• Provide controls to avoid the biasing effect of the exposure contex
• Take into account basic considerations of sample definition
• Demonstrate reliability and validity

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Lesson End