Measuring the

Effectiveness
of the
Promotional
Program
Evaluation Categories
• Message evaluation techniques
– Physical design
– Cognitive elements
– Affective elements
• Respondent behavior evaluations
– Conative elements
– Measurable with numbers
– Customer actions
 Message Evaluation Techniques
and When to Use Them
Message Evaluation Method
• Concept testing
• Copytesting
• Recall tests
• Recognition tests
• Attitude and opinion tests
• Emotional reaction tests
• Physiological tests
• Persuasion analysis
When the Test Is Normally Used
Prior to ad development
Final stages, or finished ad
Primarily after ad has been launched
After ad has been launched
Anytime during or after ad development
Anytime during or after ad development
Anytime during or after ad development
After ad has been launched
Pros and Cons of Measuring Effectiveness

Advantages Disadvantages

Avoid costly mistakes Cost of measurement

Evaluate alternative Research problems

strategies

Increase efficiency in Disagreement on

general what to test

Determine if objectives are Objections of creatives

achieved

Time
 Measuring Advertising Effectiveness

What to test Where to test

• Source factors • Laboratory tests
• Message variables • Field tests
• Media strategies
• Budget decisions

How to test When to test

• Testing guidelines • Pretesting
• Appropriate tests • Posttesting
 Pretesting Methods

Laboratory Field
Consumer Juries Dummy Ad Vehicles

Portfolio Tests On-air Tests

Physiological Measures

Theater Tests

Rough Tests

Concept Tests

Readability Tests

Comprehension and
Reaction Tests
 Posttesting Methods

Recall Tests

Tracking Association
Studies Measures

Methods
Single-
Recognition
Source
Tests
Systems

Inquiry Tests
 Test Points

1.Concept Testing

2.Rough Testing

Occurs at
Various Stages 3.Finished art or
commercial pretesting

4.Market testing
(posttesting)
 Concept Testing

Explores consumers’ responses to ad

Objective concepts expressed in words, pictures, or
symbols
Rough Art, Copy, and Commercial Testing

Comprehension and Reaction Tests

Consumer Juries

Advantages Disadvantages
Consumer may become a
Control
self-appointed expert
Number of ads that can be
Cost effectiveness evaluated is limited
Endorsements by A halo effect is possible
independent third parties
Preference for ad types
Achievement of credibility may overshadow objectivity
 Rough Testing Terms

Terms
Pretesting Finished Print Ads
Pretesting Finished Broadcast Ads
Physiological Measures

Testing
 Market Testing Print Ads

Recognition
Inquiry Tests
Tests

Testing

Tracking Studies Recall Tests

Posttests of Broadcast Commercials

Testing
 Essentials of Effective Testing

Use a consumer
response model

Establish
Use pretests and
communications
posttests
objectives Testing

Understand and
Use multiple
implement
measures
proper research
Measuring Effectiveness of Other Programs

Sales
promotions