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DEFINE ADVERTISEMENT EFFECTIVENESS
Advertising effectiveness pertains to how well a company's advertising
accomplishes(achieve) the intended objectives.
Issues raised in effectiveness are reach, coverage , ability to motivate the customer to buy
products, relationship with sales .how much the advertisement is able to achieve the above
purpose is referred to as effectiveness of advertising
It is an attempt to measure whether the time, talents, and the treasure invested in the
creative activity has resulted in attaining the goals of profit maximization to the advertiser
and the maximization of satisfaction to the consumers.
WHY TO TEST THE AD EFFECTIVENESS/ REASONS TO
MEASURE EFFECTIVENESS OF AD:
Advantages Disadvantages
Avoid
Avoid costly
costly mistakes
mistakes Cost
Cost of
of measurement
measurement
Evaluate
Evaluate alternative
alternative Research
Research problems
problems
strategies
strategies
Increase
Increase efficiency
efficiency in
in Disagreement
Disagreement onon
general
general what
what to
to test
test
Determine
Determine ifif objectives
objectives are
are Objections
Objections of
of creatives
creatives
achieved
achieved
Time
Time
Pretesting Methods
Laboratory Field
Consumer Juries Dummy Ad Vehicles
Physiological Measures
Theater Tests
Rough Tests
Concept Tests
Readability Tests
Comprehension and
Reaction Tests
Posttesting Methods
Recall
Recall Tests
Tests
Tracking
Tracking Association
Association
Studies
Studies Measures
Measures
Methods
Methods
Recognition
Recognition Single-Source
Single-Source
Tests
Tests Systems
Systems
Inquiry
Inquiry Tests
Tests
Concept Testing
Method
Method Reactions & evaluations sought through focus
groups, direct questioning, surveys, etc.
Pre-testing Post-testing
Laboratory Field
Consumer Juries Dummy Ad Recall
Portfolio Tests Vehicles Tests
Tracking Association
Physiological On-air Tests Studies Measures
Measures
Theater Tests Methods
Rough Tests
Recognition Single-
Concept Tests
Tests Source
Readability Tests Systems
Comprehension and Inquiry
Reaction Tests Tests
Match Method with IMC Objective
Levels of Analysis:
Short-term outcomes (sales, redemption rates)
Long-term results (brand awareness, loyalty and equity)
Product-specific awareness
Corporate Awareness
Affective Responses (like/dislike)
Storyboarding to develop
Message Test in focus group
RECOGNITION tests:
Give copy of ad and ask if they recognize or have seen it before
Attitude and Opinion
Emotional Reaction
Physiological Arousal
Persuasion
EVALUATION CRITERIA
Establish Quality Evaluation Criteria
such as PACT (positioning advertising copy-testing)
Should be relevant to objectives being measured
Agreement on how the results will be used
Use multiple measures to evoke more precise evaluations
Test should be based on some theory or model of human behaviour
Consider multiple exposures
Validity necessitates that comparative tested ads are in the same
stage of their development process
Adequate Controls to prevent biases and external factors
Samples must be representative
Tests should be Reliable and Valid (generalizable)
BEHAVIOURAL EVALUATIONS
Sales and redemption rates
Test Markets
Purchase Simulation Tests
EVALUATING PR
Count clippings (hits) clipping services
of company name count in relation to news release
activity
If these goals are being reached, the IMC plan is likely in good order.
Thank
You!